Video Transcript:
Hey, what’s up? This is Jason Drone. Welcome to today’s GSDdaily, today’s presentation. This is episode number 113. We’re going to talk about the four levels of buyer engagement. Now, what I’m about to share with you is so important in understanding how people are buying from you. So much of the work we do is sales funnels, it’s traffic, lead generation, buyer engagement, all of those things. All the things that get people from over here, where they’re just visiting a website to over here, where they’re buying something from you. And preferably they’re buying a lot of something from you.
The transformation that has to happen for them to go from cold, which is the prospect, they’re just on your website, clicking around, doing whatever, and then turning them into a buyer is an art. And the whole art stems in understanding the four buyer stages. So going from cold to hot, hot being a buyer.
Today we are going to walk through a little process map. Let me first, let me just make this a little bit bigger. So here, let’s see, think I can do this. And then if I make this wider, I think you can still see it okay. Yeah, so we’re good here. Okay, cool.
We have four levels of buyer engagement. So up top here, we have level one, level two, level three, and level four. So level one is yours, just somebody who was searching around on Google, they landed on your website. They’re reading a blog post. They’ve taken no real commitment with your website, with your stuff, with your content, with your products, your brands, you’re whatever. They’ve taken no real commitment. So basically they just click the link. They landed somewhere. It might have been a blog post. They might have watched a video, so they engaged with something, but it was a very loose buyer engagement. It was a very light buyer engagement.
They didn’t click a button and subscribe to anything. They didn’t opt-in anywhere. They just showed up. So, that is your level one buyer engagement. Level two is when they opt-in for something. Level three is when they moved to the desired phase. So they sold something. And then level four is when they purchase. So we’re just going to walk through each of these steps.
On level one side, you have … From a cold traffic standpoint, we have, let’s see, so if we go here. We have our Facebook videos, we have Facebook ads. We have content that is up in Google. We have all of the things that attract people. So they grow the awareness of the brand. It is the content they consume, it is strategies and tips. It is just videos that we do. We do video views campaigns, and anybody who watches more than 10 seconds or 15 seconds or 25% or more, anybody who watches a video, they are then put into another campaign. So that level one is, they clicked, they showed up, they did nothing. They just consumed and hopefully, they consumed and had some value for the time that they spent in consuming.
Now, from there, the next level, level two is where they click something. So they go through and they click over to, let’s see, they click and go over to a landing page or a report, or a webinar registration page. So they are a little bit deeper in our sales funnel. There was something that identified them as a good fit for us. They start with a targeted ad and they clicked over. They saw a banner ad in the sidebar. They clicked over. They saw a link inside of a blog post and they clicked over to the landing page. So this is our level two. Somebody who took an action on our behalf. They engaged with the brand. They engaged with the company, the website, the whatever. They engaged at some level.
