Regardless of what kind of business you work in, every buyer goes through a process when they decide to buy something. When you understand this journey, you’ll know what to tell them and when. It will help you decide what kind of content you’ll be giving, how you’re going to give it, and where you’re going to give it.
People go through what’s called a “buyer’s journey”
The buyer’s journey you map out helps your audience recognise or become aware of a problem that they need to solve.
The next step is to help them think about all the different ways they can solve their problem.
Finally, with the right content and information, make them want to buy your product so that they can get the answer to their problem that they need.
People go through three stages when they buy something. They are awareness, consideration, and decision. The buyer’s journey is a long one, and a lot of things happen at each step.
Some people add a fourth stage called “delight” to remind you that after a customer buys from you, or signs up for your newsletter, or gets your freebie, you need to make sure that you follow up with them.
Let’s look at the different stages of the buyer’s journey a little more.
Stage #1: Awareness
They become aware that they have a problem or want to take advantage of an opportunity. This is the first step. This is when they know they need something, but they don’t know if there are any ways to get it. Most people use Google to find out what to do. Because you know this is true, it’s important to make sure that your content can be found.
It’s possible that your target audience doesn’t even know enough about their problem to even start looking for a solution at this point in the process. This is where focused content comes in. White papers, blogs, and videos that answer questions are all good ways to give your target audience information about the problems that they have.
This means that content can come in a variety of forms. This could be in the form of text or images or video or sound or even data. Use all of the types of content that will work for your audience at this point, based on what they want to see. Any type of content can be used at any time. It’s the information inside that needs to be focused on at each stage.
Make sure you remember that at this point, a buyer may not even know that your solution is out there, or that they even have a problem at all. As they search for information about their problem (pain point), you need to make sure that your content is in front of them. Before you can even start talking about your solution, you need to make sure that they see your content.
At this point, knowing what your ideal customer is going through will help you decide what kind of content to write and how to reach your audience. It could be that your audience is moms who want to get healthy but don’t know it yet. You can use information you know about moms who have toddlers to figure out what their problem is before they do. Then, you can let them know what their problem is through the information you give them.
Educational articles about the problem are the best type of content to use at this point in the process. Make sure that the information you give your audience at this point is valuable and can be used on its own.
The person might look up something on Google about acne if they have it and want to get rid of it. Use these words to find the answer: To get your ideal customers to read your content, you should use these words. They’ll also get them on your email list and then make a purchase. But right now, all you need to do is teach them about their problem in terms they can understand.
Stage #2: Consideration
People at this point have realised that they have a problem and that there might be ways to solve it if they could just find them. As a general rule, people look for answers on Google, Facebook, and YouTube, but not always. These three are always a good place to start. That’s why having content for them to read or watch where they are is the most important thing.
As soon as the buyer is worried enough about their problem, they start to look for a solution in earnest. In the awareness phase, you often feel like you’re adding salt to a wound. But it’s important for them to fully understand their problem and want the solution.
At this point, the buyer wants to look at all of the different ways they can solve their problem. It could include comparison charts, webinars, videos, guides, demonstration videos, and freebies. If it’s possible, you could also offer trial options to help cut down on risks. Make sure the content you offer is based on your target audience’s buyer persona – content that fits with your goal to help them solve their problem and turn them from leads to customers.
Stage #3: Decision
At this point, the buyer is aware of their problem and the different ways to solve it, including yours. Now they have to decide. Most of the time, your buyer will already be on your email list at this point, but there are some cases where they just looked around your website and read all the information there. In these cases, your buyer should also follow their journey from point A to point Z. There is a lot of information that the buyer wants to use to make the best decision based on what they know.
For this reason, when you write content for each step of the buying process, you’ll want to put it all on your website and then use it on social media and in emails. The type of content that you want to send to your ideal customer and where you want to send it play a big role in getting them to choose your product or service over your competitor’s.
This is when you might want to make a chart comparing other solutions to yours, with your own in the best light possible. You can use our weight-loss coaching as a guide for this.
The best time to point your audience to product reviews is when you’ve had them written about you. It’s possible to start a “beta” group on Facebook where people can try your products for free in exchange for writing an honest review about them on your site. Work with people who have a lot of power to spread the word.
Case studies are good because they can help people at different points in the buying process, depending on what they are about. When writing a case study, some focus on a specific product, and some don’t. Here, you want a case study that shows how well your solution worked for them.
There are many types of trials or samples, and this works well for both software and tangible goods. But it can also work well for other types of products if you think outside the box a little. Weight-loss coach: If you have supplements and meal plans, you can offer to pay for the first month’s shipping if they sign up for auto-ship. For your coaching service, you can also offer a free one-hour discovery call. Here, anything that makes them want more will work.
The best way to get your audience’s attention is to show them something live. You can do live demonstrations on your own, in a group, or even on YouTube Live. Find Vitamix on YouTube. There are a lot of videos there that show people how to use the product in real life, which makes them want to buy it.