When a prospect buys your product, he becomes a customer. But do you think it is this simple? No, all of this does not happen at once. As we have already discussed in the previous blogs, a customer’s journey in digital marketing has been divided into three stages namely awareness, evaluation and purchase. It is not only the sales that matters; rather, this entire process works as a funnel. And it is a marketers job to understand that not every customer will be in the same part of the funnel. So he has to direct people from all stages into the purchase stage, that is the final sale.
Now, the behaviour of people at different stages of the buyer’s journey may differ from industry to industry and also on the basis of intent. Let us have a closer look at what these three stages entail-
Awareness Stage : In this stage, the buyer is basically educating himself about his problem and the possible solutions. So, he is looking for authentic blogs, articles and social content that can drive him towards every possible solution.
Evaluation Stage : This is the middle of the funnel and starts as soon as you and your competitors grab the attention of the customers. Now they are pretty sure about what could be the solution options for their problem. They are now evaluating your solution along with that provided by other companies to make sure whether your solution is the best fit. This is where they make commitment for future purchases. This is probably the most important stage as it is extended over a longer period and involves more engagement, nurturing and building a brand-customer relationship.
Purchase Stage : Now in this stage, they are sure about the solution they need but it may not come from you, specifically. They might be in a muddle between you and a few others they have shortlisted. So, here the right kind of content will prove magical for your brand.
CONTENT CREATION ACCORDING TO STAGE
Awareness- Remember that this is the stage where a prospect knows very little about his problem. He may not even be sure that he has a problem. So the content should be such that they stumble upon it online- may be on social media, news, search engines, etc. So, you need to develop very informative, high value content and it should also be perfectly optimized. Ebooks, blog post, white papers, courses, social media content, PDFs, etc., would work really good for this stage. The main qualities that your content needs to possess in this stage are-
Evaluation- Most of the brands that haven’t defined a proper buyer’s journey, lose in the evaluation stage. Being the most extended stage of a buyer’s journey, it requires you to create more personalized content. This is the stage where a buyer starts eliminating the options he doesn’t find fit, and trust us, you don’t want to be eliminated here because you will lose the entire battle. Post content that talk about why you are better than your competitors. Share webinars, live interactions, comparative analyses, facts and figures, etc.
Purchase- In this stage, you have to get their immediate attention by offering demo downloads, discounts, coupons, rebates, trial offers, etc. Logically, a customer will only look at your CTA, if the previous stages have been smooth as silk. Product literature and case studies work out best in the purchase stage. A buyer doesn’t even realize that he has completed 60% of his journey before talking to anyone about the purchase.
Whatever is your industry, there are two things that help out in content creation- understanding your audience; and planning your industry specific and intent specific funnel and then creating a content strategy. This will not only improve sales but will also go a long way in nurturing brand customer relationships and maintaining the same for a long term.