What is a Buyer’s Journey?
Content marketing educates, nurtures trust, guides decisions, and drives loyalty among buyers to make the perfect purchase. This is a buyer’s journey, in a nutshell.
How Can a Buyer’s Journey Affect Content Strategy
Stage 1: Identifying A Buyer’s Issues
The first stage involves generating awareness among buyers that they need a particular product to fulfil their unmet needs. Buyers have not yet found the product, and what we need to keep in mind at this stage is promoting the product via content and educating them. Instead of selling right at the first stage, which might even seem forceful to buyers, the need of the hour is to generate trust in using our products.
The following can be ideal content types for Stage 1:
1. Blog posts
2. Showcasing Industry trends on social media
3. Media advertisements
E.g., suppose a business owner is typing on Google, “How can I make my brand more noticeable on Instagram?”
Our blog posts on “Top 5 reasons why your brand isn’t getting noticed on Instagram” pop up
That is not merely an SEO trick- that is smart content for awareness
Stage 2: Consideration Of Buyer’s Issues
The second stage is where a buyer understands exactly what they are lacking, what products or services he/she need to solve the issue, and hence they are actively looking for options. Customers at this stage are comparing products, services, strategies and vendors like us.
The key lies in positioning ourselves as the product and the service expert, and reaching out to potential buyers as a helping hand.
The following can be ideal content types for Stage 2:
1. Case Studies
2. Comparison Blogs
3. Downloadable Guides On The Web
E.g., An agency case study entitled “How we scaled an emerging grocery app to 5x ROI profitably in 6 months” gives a potential buyer the confidence and clarity to reach out to us without hard selling.
Stage 3: Making The Product Ready for Purchase
This stage is decision time. The buyer now knows exactly what they need. He/she is looking for relevant vendors, rates and results. Their mind says that they are ready to make a final decision, but they still require a firm validation.
Our content now should highlight results, answer objections and create an urgency to act.
The following can be ideal content types for Stage 3:
1. Client Testimonials
2. Pricing Breakdowns
3. Personalized Email Offers
A page titled “Our performance marketing called the shots for the 5 brands we scaled”
Stage 4: Generating Post-Purchase Appreciation
Continuing the appreciation after sale is a way how buyers continue to stay engaged with our brand and/or products, leading to upsells, referrals and brand advocacy.
The following can be ideal content types for Stage 4:
1. Client Newsletter
2. Client Spotlight for Your Blog or SM Channels
Conclusion:
Charting the buyer’s journey towards the final product isn’t just a strategy to scale up, it’s how brands build trustworthy relationships with their buyers presently.
At Taxi Creatives, we build content that helps you build the perfect strategy authentically and market your product among the right audience.
