Market in Motion Blog


3 Ways Understanding a Client’s Journey Will Change Your Marketing Forever

Research & Insights 0 Comments

Traffic on a mountain roadIn today’s age of short attention spans, media influxes and smarter advertisements, understanding your client’s journey is more important than ever. Making sales is no longer a case of cold calling or plastering your name on billboards. You must understand your client’s concerns, offer yourself as a viable choice, and make it easy for them to choose you as their solution.

What is a Buyer’s Journey?

“Buyer’s journey,” or “client’s journey,” is a term marketers and salespeople use to capture the process buyers go through before they purchase something. The client’s journey consists of three stages: awareness, consideration, and decision.

Awareness Stage

The awareness stage is the first stage in a client’s journey when they realize they have a problem or concern. This first step depends on the industry, but usually involves some preliminary research and surveying of the purchasing landscape. Questions a client may ask themselves during the awareness stage include:

  • What are the challenges I am facing?
  • How will a product or service help me reach my goals?
  • How should this need be prioritized? Is this a short, medium, or long-term purchase?
  • What do I need to know before moving forward with this decision?

As you market yourself, be there for your clients during their awareness stage. This isn’t the time to reach out to prospects and try to get them into your office for a meeting, but it is a great time to share educational content, show your knowledge of the subject, and start to foster a relationship with the client. Although they are just beginning their client’s journey, the early exposure will benefit you in the long run.

Consideration Stage

The consideration stage is when a client fully understands their need and is seriously considering their options. They will likely look into different providers, price points, business models, and more.

The consideration stage is a crucial for a marketer because this is when you differentiate yourself from your competitors. Some ways to ensure your prospects are considering your firm include:

  • Posting consistently on social media and sharing information about the industry
  • Adding prospects to your low-pressure email list, or the one you use to communicate more educational materials and less sales-focused content
  • Considering social or search engine advertisements

Just as you might survey multiple restaurants for dinner, a client surveys different options for their needs before making a decision. Make sure you stay at the forefront of their mind to close the deal in the last stage of their journey.

Decision Stage

Drumroll, please! The time has come for the client to make a decision after having researched and considered their options. The best salespeople and marketers track the whole client’s journey, not just the number of sales, to determine what made clients decide (or not decide!) to go with their company. Questions to consider during this important stage include:

  • What criteria did prospects use to evaluate their options?
  • If a prospect decided to work with your firm, what did they like about you versus your competitors? If they went with someone else, what swayed them?
  • How long did it take for a prospect to come to their decision?

Hopefully, you will have nurtured a relationship with a prospect before the decision stage and your communication, education, and guidance helped them make their decision. One common mistake that business owners make is thinking about the decision stage as the only part of the client’s journey worth consideration. In reality, though, the meat of your strategy should be in the awareness and consideration stages. The decision stage is the nail on the marketing coffin, if you will.

If you still have questions about your prospect’s client’s journey, consider this example:

John and Jane, a young couple in their 30s, are expecting their first child. They know they need to start planning for her college education early, so they start to research college planning options. They do a few months of research and find that a 529 plan sounds like a good fit for them. They do a search for 529 plan advisors in their area and come across a few advisors’ sites. They sign up for two of their newsletters.

Throughout the next year, they continue to receive educational and fun emails from one and don’t hear from the other advisor at all. When the time comes when they are ready to start working with a financial advisor they reach out to the advisor with the professional email campaigns. They set up a first meeting, decide they are a good fit, and work with that person for their college planning needs.

This is a simplified version of a client’s journey, but you can see all three stages represented; during the awareness stage, John and Jane realized they had a concern, the consideration stage was their further research and signing up for email newsletters, and the decision came when they decided to work with a financial advisor. Your prospects’ journey may differ from John and Jane’s, but the structure will remain the same.

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite