Potential customers for your blog or business often participate in the same ways of thinking. This journey can be divided into distinct phases or stages. While it can be tough to generalize someone’s thought process, buyers often think about their problems and solutions in identifiable ways. Numerous articles point to these steps as the awareness stage, the consideration stage and the decision stage.
These steps may not progress from one step to the other. Sometimes buyers go back and forth between these stages. During each of these steps, there is an opportunity for your blog or business to interact with these buyers.
This article will focus on these different stages and the opportunities that they provide for your blog or business. Often, these steps provide the chances to improve your content marketing strategy.
The awareness stage consists of the buyer realizing that they have a problem. They identify their challenges and the goals they want to achieve. They also prioritize the steps needed to achieve their goals.
However, it is important to realize that at this stage the buyer is unaware of your company and the fact that your company can help alleviate their problems.
At this stage, content marketers also need to create an awareness of their company. Think about your social media presence, your email marketing and your website design. In your efforts, create awareness of your product, service or company and how you can solve prospective buyers and their problems.
Of course, buyers often turn to Google to find answers to their problems. According to Pardot, the most popular resources buyers search for include educational material, customer reviews and testimonials.
This information provides a helpful insight into what resources you should make available on your website.
At this stage of the buyer’s journey, buyers have defined their goal and are now committed to addressing it. Using Google or other search methods, they selectively research what business or blog can help resolve their needs.
During this stage content marketers should focus on proven results. What can you show your prospective buyers that shows your blog or business helps solves their needs? At this stage, it can be important to solicit feedback from past customers and talk with new ones over social media and through an email list. Being able to reach out to customers shows your interest in assisting them in their journey.
The final stage of the buyer’s journey is the decision stage. Currently, buyers use a certain set of criteria to plan a solution for their company’s problems.
Again, showcasing examples of your products and how they can assist in their problems is the ideal content to offer.
However, you must think about how you can prepare your buyers in preparation, implementation and customer support.
If a buyer decides to buy into your product or subscribe to your blog, make sure your follow up is consistent. Making sure your product works as advertised and answering your customer’s questions can cultivate a sense of accountability and cooperation between you and your customers. Finally, buyers can become important evangelists and spread the message about your company to others with similar problems.
As mentioned previously, the buyer’s journey is a long process that often moves back and forth along these stages. Your content market strategy can be tailored to address these different stages. Think about how your company can address your customer’s needs with these tips today!