The Stages the Move Customers Through Their Buying Journey
Do you have content that inspires, entertains, or grabs the attention of the person who has never even heard of you yet? Topics that are broader or lighter and fun will help people discover your company and establish some awareness.
When people are in the Awareness Stage, they want to be entertained and inspired. Entertained might look different for different businesses, but it’s definitely lighter. Topics that are about how to use your product or go deep into a specific feature of your product will not get noticed by someone who doesn’t even know they need your product or service yet.
What about the person who is in research mode and narrowing their choices down? Will your company stand out with content that explains why your product is better, unique ways it has been used, and why experts or influencers use it?
When the consumer is in the is the Consideration Stage, they are seeking education and engagement with your company. This is where FAQ’s, how to’s, in-depth ebooks, and influencer articles make a difference. Take note – a crummy user experience on your website, a stagnant social media site, or poor customer service experience will also negatively impact if a customer considers your company.
It’s easy for marketers to get carried away writing content for the Decision Stage. Why wouldn’t they? Just skip to the good stuff to shorten the sales cycle, right?! Sorry, it doesn’t work that way…
When working on a content strategy for your website, you need to include content for people in every part of the sales process, from Awareness to Consideration, to the Decision. And your messaging matters! Learn to write to your customers’ problems, and everything will resonate better. Below is an infographic that we put together to help you establish topic ideas for each phase and provide the content prospects need to become customers.
Let us know if you find this list to be a resource, or what we missed! Vivid Image, Inc. does more than just make websites, our capabilities are endless – we also manage social media communities, run Google Ads and Facebook Advertising campaigns, create print marketing, and of course write content and develop content marketing strategies! Contact us if you have questions or need some marketing help!
