Last week, we reviewed stage 2 of the Modern Buyer’s 10-Stage Journey, “Need Recognition.” Our subject, Tara Technology, recognized a need days after she experienced her initial distraction in stage 1 due to monetary concerns. We learned that while in both stage 1 and 2, it was important for brands to target customers through pre-determinded personas to communicate brand benefits to customers teetering between distraction and recognizing a need.

Now, we follow Tara as she experiences stage 3, “Search for Solutions” and stage 4, “Seek Vendor Solutions,” on her Modern Buyer’s 10-stage Journey.

Tara’s primary concern in replacing her laptop is the price of her purchase. In stage 3, Tara performs a google search seeking out potential teacher discounts offered by brands. Tara shared what she’s experiencing in this stage.

In her own words….

Today I was thinking, usually I can find discounts for teachers posted on different websites. I’ll start online to see what my options are, maybe that will hep me make a decision. Truth is, I’ve been feeling that I want something that runs great and will last a long time – I don’t want to waste money on something I’m going to have to replace soon, I’ve done that before, I’m worried that I will again. So far, my experience with technology hasn’t been the best. I’m always left replacing it soon after I purchase it because of rapid changes and updates. My expectation is that I’ll be able to find a teacher discount that will reduce the total cost. I’m considering making a purchase with a fair discount for a laptop that will get the job done.

One thing that caught our attention was the subtle anxiety Tara felt in making a mistake again, of wasting money. Haven’t we all thought or felt something similar?

While in this stage, Tara turned first to a web search to discover solutions. A strong paid ad and SEO program allows brands to be present during this stage with messaging that eases potential consumer anxiety. Technology brands that partner with 3rd party retailers can leverage both a presence through their brand site and their retail partners’.

After discovering that several brands offered special pricing for teachers, Tara begins her research into which brand will offer the best technology for her needs. She checks teacher specific blogs and reads product reviews on Amazon.

In her own words….

I’m thinking over three brands that fit my budget and have positive online reviews. I need to do more research into which has the longest life to make sure I get the most for my money. Truth is, I’m still feeling worried about buying a laptop that will become outdated in the next year and that I’ll have to go through this again. I can’t seem to let go of my past experience replacing technology soon after purchase. My expectation is that each brand has its benefits and will try to impress me, I need to stay focused on my needs. I’m considering all of the possible options, not just price alone, but brand reputation as well.

Tara looks to teacher specific blogs to see what her consumers like her have experienced and recommend and reads product reviews from a larger group of consumers. Strategic and targeted display advertisements, retargeting ads, and actively soliticing product reviews will allow marketers to communicate brand benefits to customers while in a critical part of their buying journey.

During stages 3 and 4 we identified the anxiety that was impacting the consumer, Tara’s, buying decisions. Across all industries, knowing the potential concerns that consumers may have in their buying journey and presenting solutions to those concerns through marketing messages will allow brands to build relationships and drive conversions. Join us next week as Tara experiences stage 5, “Evaluate Solutions.”