How to Create Content for Every Stage of the Buyer’s Journey
No one wakes up in the morning and decides, “I’m going to buy something today.” Instead, they go through a path to purchase that includes research and evaluation before committing to a sales call.
That journey is called the buyer’s journey. Because consumers are more informed and empowered than ever, it’s important to deeply understand your buyer persona and their journey so you can create content that helps them along that path while positioning you as an authority in your space.
Understanding the Buyer’s Journey in Marketing:
In most cases, with the exception of impulse buys, an individual begins their journey in an “unaware stage.” This individual likely fits the demographics of your ideal client, also known as your buyer persona, but they are unaware of your product or in need of it.
However, they may experience a triggering event that changes their situation or pain that needs to be solved. This kicks off their buyer’s journey.
Let’s say that an individual wants to kick off a personal fitness journey. They may not immediately decide to purchase a gym membership. This individual may take to the internet to learn more and make decisions as they progress through the following stages in their buyer’s journey, and it’s our job to assist them in that decision-making process.
In the awareness stage, the buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. They may be looking for informational resources to more clearly understand, frame, and give a name to their problem.
In the consideration stage, the buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. In other words, they are considering potential solutions.
Once they’ve progressed to the decision stage, the buyer has decided on their solution strategy, method, or approach. Their goal now is to compile a list of available vendors, make a short list, and ultimately make a final purchase decision.
Creating Content for Each Stage of the Buyer’s Journey
Once you have an idea of your buyer persona and how prospects move closer to purchase, you can begin creating content for your buyer at different stages and tailor that content per channel.
Doing so can help you map your content to the relevant stages of the buyer’s journey to make a marketing funnel.
- Awareness Stage: The stage where people look for answers, resources, education, research data, opinions, and insight.
- Consideration Stage: The stage where people are doing heavy research on whether or not your product or service is a good fit for them.
- Decision Stage: The stage where people figure out exactly what it would take to become a customer.
Your journey may look very different depending on your industry, business model, product, pricing, and audience. Some B2C customers, for example, spend very little time in the middle of the buyer’s journey compared to B2B customers that require far more nurturing, engagement, and relationship development before a purchase is made. A $50 pair of sneakers, for instance, requires a lot less hand-holding when it comes to making purchase decisions than a $10,000 business software investment.
Read the full blog from our partner, HubSpot, here.
Need more help creating content for your buyer’s journey? Contact us today to get started.