November 14, 2022

How to design a customer journey that users will love

Learn the best strategy to close more deals

Did you know that as you are reading this, millions of people are engaging in different purchasing processes? Yes, the numbers are striking, and the mission of companies like yours is to be present in these processes even before your potential customers are aware that they want to buy a new product or hire a service. Why? Because by doing this, you will be able to understand your prospects better and place yourself at the person’s top of mind.

Applying inbound marketing in the customer journey

The moment a need starts to arise, a buying process known as the “customer journey” begins. This process can be divided into different phases: the discovery of the need, the consideration, and finally, the decision that satisfies the initial need (purchasing the product or service). There is also a fourth phase, the post-purchase experience, where, in the best-case scenario, the user reaffirms the decision made and recommends your product or service to others.

For their part, companies can engage with potential clients by applying inbound marketing strategies based on phases that are “activated” depending on the stage or progress of the customer journey. 

Inbound marketing for users

First, let’s start with the inbound marketing strategy for users. Below we will show you the four stages each user must go through during their customer journey. 


  1. Recognition: The users realize they have a need, desire, or concern to which they must find a solution.
  2. Research: The users seek information on how to solve that initial need.
  3. Decision: The users must compare the gathered information to decide which product or service to purchase.
  4. Action: After making a decision, the users purchase the product or service. Once the users are customers, the company’s mission is to build customer loyalty so that they don’t regret their decision and will choose you again in the future.


Inbound marketing for companies

Now let’s dive into the inbound marketing strategy for companies. Below you will find the four stages each company must go through during the customer journey. 

  1. Attraction: It is crucial to attract potential customers to the company’s website to get to know the offered products or services and form an opinion about them.
  2. Conversion: Companies must have quality content that engages with their users. It is advised to offer downloadable material, such as ebooks or infographics, in exchange for contact information. This way, you can create your database of potential customers interested in what you have to say.
  3. Closing: If the user chooses your company, they become a customer. We must continue to provide them with increasingly personalized content so that they do not change their mind or regret buying your products or services.
  4. Loyalty: Once the user becomes a customer, we must continue to offer them personalized content so that they reaffirm their decision. An excellent option to do this is to provide after-sales customer service. Think about it: if they are happy, they will likely recommend us in the future.

What did we learn from inbound marketing?

As you can see, implementing an inbound marketing strategy while being present throughout the customer journey is crucial because it provides you with a huge competitive advantage over other companies that are incorporated at later stages. By doing this, your company will be able to capture potential customers from the beginning of their “journey”, while also gathering information about their preferences. This data will be very useful in forming a unique Prospect Relationship Management (PRM) database. Why? Because thanks to the information collected, you can identify users with similar profiles and know how to engage them better to achieve a conversion.

Now you know the advantages of accompanying the user throughout the customer journey and how inbound marketing can offer multiple benefits for your business.  What are you waiting for to implement it?

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