In business, the “buyer’s journey” is simply the stages any prospective client takes to go from unknown customer to loyal, paying client.
The buyer’s journey is actually a collection of several steps, each playing into the others, but paying attention to, and creating content for, these three main stages is the perfect place to start.
3 Main Stages of Your Buyer’s Journey:
Awareness Stage | Consideration Stage | Decision Stage
Why does knowing your buyer’s journey, and having relevant content for each stage, matter?
Well, would you accept a marriage proposal after the “Hi, it’s nice to meet you” stage? Probably not…I mean, most likely not 🙂
Same goes for your prospective customer – Are they going to buy your thing or hire you for their projects just because you said “Hey”?
Nope, they sure aren’t.
They need to be woo’d, courted – they need to get to know you, what you offer and why you’re their top choice. They need to “fall in love” to make that purchasing commitment and go from prospective customer to loyal client.
So let’s make sure you know the best kind of content to create along the way from “first date” to “wedding day”.
(Oh! A good first step before you start defining your buyer’s journey is to really know who your ideal client is, who are you creating all this content for. Give this a read: Who Is My Ideal Client)
Awareness Stage
In the awareness stage your potential clients know that they have a problem and they need a solution to that problem. (Doing your keyword research or audience surveys will help you better define what content is most needed at this stage.)
These customers will begin searching for possible solutions and answers to those problems. Your content should answer those initial questions – but answer it in your specific way, with your unique perspective and authority.
In this stage, effective content could include:
- Blog posts on topics related to what they are Googling.
- Social media posts that answer basic questions around their pain points and problems.
- Short form video and/or podcast around these first step questions
- Free downloadable tip sheets or guides that give the beginning steps for solving their problem.
Consideration Stage
Now that they are aware of you, let’s make sure you’re giving them all they need to really make a choice!
Odds are you, and what you do, aren’t their only option so make sure the content you’re creating is helping them really define which option is best for them.
Content for this stage should focus on your point of difference, what makes you and your approach unique. Remind them why they should choose you to help them solve their problem.
It’s at this stage also that prospective clients have decided they like you so give them a bit more! Let them see and hear you – talk about your ‘why’, provide a closer look at your processes, let them in a bit more.
- Blog posts detailing your services/offers/products and what sets you apart.
- Social posts giving more specific information about your services or products.
- Webinars and short form videos comparing a few of their options and why you are their best option.
- Ebooks and downloadable printables giving them more information about the answer they seek – again why you are their best option
Decision Stage
You did it! It’s a love match! The proposal has been made and they have accepted – congrats!
Now it’s time to reinforce their decision and back up your claims with proof that they’ve made the right choice. Time to toot your own horn!
Content for the decision stage could be:
- Case studies, reports, reviews and/or testimonials from other clients
- Demos of your products or services
- Pricing and FAQs
- Blog posts focusing on all the reasons your service is the best!
Now go knock it out of the park!!
Looking for a bit of guidance on writing those business boosting blog posts?
Grab my FREE guide – 10 Tips For Writing A Blog Post That Generates Sales
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