(Advertising) No matter how attractive your product or service is, your customers will make a different purchase decision. They have different opinions, interests and travels.
A deep understanding of your buyer persona will help you target content that will appeal to them, no matter what sales funnel they are currently in. Here's everything you need to know about the stages of the marketing funnel and how to turn more viewers into customers. .
Buyer's travel transaction overviewWhen was the last time you made a big purchase, getting out of bed and going straight to the store as a first step? Many purchasing decisions, especially expensive or long-term ones, are made after many research and study cycles.
Source: hubspot
Let's say you are planning a trip to Italy and you realize that it is important to learn some basic Italian before leaving. Before buying a car audio system, start by exploring the different ways to learn Italian, including courses and programs.
Level of awarenessOn a conscious level, you feel a problem or pain and you know you need to name and fix it. For example, after studying travel guides for a trip to Italy, you will begin to understand that this is due to some communication barriers because you don't speak Italian.
You can start your learning quest by contextualizing your problem. The recognition of the language barrier creates the desire to formulate and name their problem. Eventually, you realize that you don't speak Italian and that you need a way around this before you leave.
View levelIn the observation phase, you start thinking about how to solve your problem. For example, you can use a translation program to translate in real time when you are in Italy. You can hire a local guide who will explain the signs to you and talk to the locals on your behalf. Or you can learn basic Italian on your own for easier navigation.
The research phase involves exploring all the options that come to mind when thinking about your problem. You're not ready to buy anything yet, but make a decision based on your research and understanding.
Decision phaseThe decision phase is, of course, the decision time. You decide to learn Italian to improve your travel experience and because you like learning other languages. You have just started exploring the options available to learn Italian: free mobile apps, private lessons and audio lessons.
You learn Italian by watching YouTube videos and you realize that your daily commutes are the perfect time to study. They compare potential suppliers in terms of ease of use and price. At the end of the trip, set off with the solution and provider of your choice and set off for an incredible Italian experience.
Understanding your customerBuyers make different buying decisions even if they are buying the same product. People's different interests, lifestyles, preferences and circumstances influence their buyer's journey.
Your buyers will help you tailor your sales funnel and content to their needs. Regardless of where they enter the journey, you can be sure that you are effectively communicating with your prospects throughout their buying journey.
How can you determine your audience and what they want when they find your content? SEO is an underrated tool for customer research. When your prospects find your content, they can choose what they are looking for and create additional content that meets their needs based on search terms and analytics.
Why is it important to create content for each stage of the buyer's journey?Today, the buyer's journey and sales funnel are much shorter than in the past. Your prospects and customers have access to unprecedented information and are bombarded with marketing from all angles.
Some potential customers might know your business from organic content on Instagram, others from videos created by industry experts on YouTube, and still others from Google searches on a related topic, just to name a few.
And that content needs to speak to buyers in a different way, no matter where they are. A person in the awareness stage who is just realizing they have a problem probably doesn't want content that breaks down differences between providers or pricing options.
Creating content for each stage of the buyer's journey and marketing funnel means that prospects can move at their own pace through the stages of awareness, conversation, and conversion with your business until they make a purchase decision. You'll give them all the information and education they need to choose, no frills or pushy offers, and you'll see higher conversion rates when they're successful in return.
To engage as many people as possible in your sales funnel, you need to create content that speaks to all of these people and reaches them where they spend their time. This may seem overwhelming, but below we will discuss how to make this task easier.
Content for each stage of the buyer's journeyYour customer journey depends on their personality and your industry. Travel in the B2B world is often longer and more difficult than in the B2C world, because buying a software product worth thousands of dollars is a very different decision than buying an Italian language guide.
But there are similarities in the buyer's journey and marketing journeys that can give you great examples of potential content ideas.
The content of the cognitive levelWhat content works best for customer awareness? At this stage, shoppers are looking for additional educational content to help them solve a problem or find an answer.
Examples of content in the outreach phase could include informative blog posts, instructional videos, and a strong SEO / SEM strategy to help you generate more leads. E-books, tips and tools can provide valuable information to customers who want to investigate their problem. How video introduces viewers to new skills or solutions so they can learn more about the topic (and engage with your business through content) in a timely manner.
Social media posts are another great way to drive traffic to your sales funnel by providing your audience with engaging images or short but effective tips.
Your content at this stage should be more educational than sales oriented, provide more help and information than you sell a solution. And a lot can be evergreen, so you don't have to constantly search for new content ideas after setting up your initial plan.
An example of content we created to raise awareness is an animated video for our Google My Business lead optimization product.
Observation level contentDuring a forum, your contact list narrows from a few information seekers to strong contacts. At this stage, they want to build trust and maintain a relationship with them as they seek solutions to their problems.
Examples of expected content may include:
Content such as blog posts can be effective at this stage, making your company an authoritative figure in the space. Content can be reused in a variety of ways to improve the effectiveness of your marketing efforts.
And video marketing helps you connect with your customers at this stage when you offer possible solutions to their problems. This is where current customer video testimonials can be very effective.
The video below is an example of feedback from a Zoom customer.
Source: Zoom
Decision level contentAfter all, when it's time for your customers to make a purchase, you want to have content that encourages them to choose your business over other options on the market.
They will evaluate certain options and offers, so in the decision-making process, your content should include elements that address their objections and eliminate their desire to buy from you.
At this point, live demos or product video tours can be interesting so buyers can test your product before purchasing. For larger and more complex purchases, a consulting offer can help dispel their doubts by answering questions and providing prices. And everyone loves coupons or special offers. Show hope you might lose if you don't shop now.
Miles RV He posted a video of them riding one of the Dallas saddles.
Source: Miles RW
Content for saleCreating great content for your sales funnel means providing and persuading each customer with the information they need to take to the next level and ultimately become a customer.
Do you want to create the right type of content for each stage of your marketing funnel but don't know where to start and what works for your business? Hearst Bay Area is here to help.
Contact us today to find out how we can help you grow your event and business.