No matter how much the way we purchase products and services changes, the process we all go through to do it will always be the same.
You first realise or become aware you may need or want something, you then start to evaluate what types of things are available and where you might get them from, and finally you proceed to the all important act of making the purchase.
Although the goal is the same throughout, in every stage the potential buyer has a different mindset, different problems, and different goals to achieve. Thus, web designers and content creators need to know exactly what these stages are in order to tailor their content marketing strategy accordingly and reel the punters in slowly buy surely.
Make sure you’re always on the same page as your customers and keep reading to discover how you can create the ideal buyer’s journey for your business.
Stage 1: Awareness
This is the first and most open stage of the buyer’s journey in which potential buyers are just realising their need or want for your product or service. They’ve taken to Google and are hammering in random search terms, reading random blog posts, and trying to get a better idea of what it is they need.
As you can see and know, most buyers in this stage are looking for information. They have questions and doubts and pain points and want to resolve them without being harassed by offers or confused by complicated jargon.
Being an effective marketer means knowing when not to market as well as when to. For potential buyers in the awareness stage, that means providing in depth information, answering common questions and hang ups, and demonstrating that you are the person to buy from through acts of authority and education.
Stage 2: Consideration
When a potential buyer has a clearer idea of what they want, they enter into the consideration stage. This is the stage in which they begin evaluating all the options and sources available to them.
They’ve moved on from the more broad learning phase and now want to find out about certain details of products and services and make comparisons between them. To create the ideal buyer’s journey, here, your focus should still be on informational content, but it should be more tailored toward making and supporting purchases.
For example, you could create product comparison guides or user manuals, produce live webinars or videos that discuss how to use a product or service, or put together testimonials and reviews from independent experts and customers.
Stage 3: The Decision
The decision stage often starts early on — somewhere back in the awareness stage when potential buyers first come across your website, blog, or social media channels, and start to get a feel for your brand.
But here, with a product or service in mind but still yet to choose a vendor, is where the choice is made final. If you have a good online presence and content strategy, then your job will be much easier. Without all this, you have a tough job and will have to rely on reputation, SEO, or your name to shift your goods.
The decision stage should not be pushy but should simply cement what a potential buyer already knows. Businesses that do this most effectively use case studies, free trials, complimentary products, and authority pieces that strengthen confidence and show customers they’ve ultimately made the right decision.