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MARKETING: Content Creation for Individual Stages of a Buyer's Journey
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Content Creation for Individual Stages of a Buyer's Journey
按照买家思考的过程来创造内容
By Karen Wang

BT 202009 MARKETING 02It is just in your imagination that a customer will see a product on your website and will buy it instantly. That’s not the way purchases happen. However, it is not completely wrong. It is possible, but only in the case of your existing loyal customer base.
 

To approach a new customer with a new product, you need to understand the customer’s needs and pains to formulate foolproof strategies.
 

Around 78% of customers prefer to find out about a company via articles rather than ads. Hence, it becomes essential for businesses to produce quality content based on the position of the customer in the sales funnel.

BT 202009 MARKETING 01There are three stages in a buyer’s journey or in the sales funnel, and all of them need specific content that the buyers can relate to. If the buyer cannot relate to your content, he or she may not buy your product. Let’s learn about creating targeted and relevant content for your buyers.
 

买家并不会轻易地购买您的商品。要使用新产品吸引新客户,您需要了解客户的需求,和他思考的过程。大约78%的客户更喜欢通过文章而不是广告来了解一家公司。因此,提供高质量的文章以供客户了解,对于商家非常重要。如何了解客户的需求,创造客户想看的内容,并且引导他最终购买您的商品?请查看这篇文章。
 

The three stages of Content Creation

There are three crucial stages of content creation for building a solid customer base.

BT 202009 MARKETING 03Awareness

At this stage, you don’t need to worry about selling. You just need to aim at creating educational content. The term ‘educational content’ means that you understand the needs of the users and provide them with content that entices them to notice your brand.
 

Make sure that your brand content is highly intuitive and makes an impression on the customer. The addition of infographics will also help in grabbing the user’s attention and can enhance your content awareness strategy. Articles with infographics receive 72% more views as compared to other articles.
 

Develop highly informative elements such as:

BT 202009 MARKETING 04Finally, if the needs of the user sync with the solution you are providing, it will help you get heavy traffic on your website. Moreover, it may also lead the user to buy the product in the future.
 

Consideration

When you have put out the word, your audience needs something that distinguishes you from others in the market. As a business owner, you need to make sure that the information about your products and services is easily available to the audience.
 

Supply your audience with content that helps them evaluate you in comparison to other brands or services. Set a unique selling proposition to attract more audience to your brand.
 

Try to provide the following on your website:

BT 202009 MARKETING 05BT 202009 MARKETING 02These informational elements regarding the products and services of your brand attract users towards it, and if they are present on your website, it will be an advantage for you.
 

Decision

This is the ultimate stage of the sales funnel. Here is where all your hard work pays off. Your audience has been informed about your brand and products in the best possible way, and this has created sales leads. Hence, it is time to play your final card.
 

For getting sales of your products and services, it is always better to offer your audience:

BT 202009 MARKETING 08BT 202009 MARKETING 07

There are various websites that place a lot of CTA (call to action) buttons on their web pages, but many of them don’t excel as they don’t have the whole process planned out. When you have every stage of the sales funnel planned for your buyers, you will definitely succeed in the process. Moreover, there will be a satisfactory boost in the number of conversions.
 

So, these are the crucial three stages of the buyer’s journey, although after the sale of your services, you need to keep in touch with your customers. Provide your buyers with awesome product support and documentation so that they return to your website again.
 

Keep your customers updated with all the new and necessary information. Hold surveys, giveaways, and contests on your website to keep them engaged.
 

Bottom line

In a nutshell, we can conclude that every stage has its significance, and they all go hand in hand. Be careful while curating content for a particular stage. Focus on educating the customer in the first place and then pitching for them to opt for your services. Make sure you are providing the information that the user wants to hear.

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