By Shay Harel, founder ofRank Ranger, an industry-leading SEO and digital marketing platform.
Every business is designed to do one thing: make sales.
This is the goal of everything we do. Pretty obvious, right?
This should inform all your decisions from here on out. Therefore, if your business creates content, you must understand how your content will bring your business sales.
In this post, I'll explain how to create a content strategy designed to connect to your audience at every stage of the buyer's journey.
But first, let's understand your buyer's journey itself.
In order to create a winning content strategy that generates leads and sales, you must first understand your buyer’s journey.
Your buyer goes through a series of steps before hiring or making a purchase.
Usually, this starts with the user encountering a problem in their life or business. At this stage, your audience is problem aware.
They then start a process of research to uncover a solution to their problem. This results in your audience being solution aware. When they are solution aware, they might know that products or services like yours exist, but they might not yet know about your solution.
Once they discover your business, they become product aware. This is a stage before they make a purchase because they are still weighing their options.
When they make a purchase, their awareness shifts again. They now become aware of your product or service, but this time from a user’s perspective.
Understanding this journey will help you create a clear, actionable strategy to convert users at every stage of the buyer’s journey.
The key to creating a winning strategy is to create different content for each stage of the buyer’s journey. The reason should be obvious. Your buyer has different concerns and interests at each stage of the buyer’s journey.
Sending the wrong message at the wrong time is likely to either be ignored or might even turn your prospects away.
In order to do this well, you must understand each stage. Let’s jump in.
As I mentioned above, potential clients who are problem aware are looking for a solution to a problem. They may not understand the nature of their problem or what solutions exist. They have a problem and want a solution.
It is important to understand that a segment of this audience might not be actively looking for a solution but might just be trying to understand the problem better.
Therefore, when communicating with your problem-aware audience, it makes no sense to send them ads or solution-based content. Rather, you should be starting conversations with them by answering their questions.
This can be done via blogs, videos or social media.
By starting a conversation with them or by answering one of their questions about their problems, you will be gaining their attention. Don’t underestimate this. By winning their attention, you are setting your brand up as an authority that they can trust. This could turn into a lasting relationship down the line.
The key to making a success of this stage of your content marketing is to make this educational content as helpful as possible. If you are sincere about this, your business could eventually acquire highly motivated super fans.
Once you’ve caught your prospect’s attention, you need to continually engage in order to carry on the conversation. You’ve helped them to understand their problem and what solutions are available. They are now becoming aware of what solutions exist.
Now is your time to build a long-term relationship. You do this by continuing to engage with your prospects with well-thought-out, helpful content. This way, you can show how your products or services are the best solutions for your prospects.
The best way to do this is through remarketing and email sequences.
Once your prospects are product aware, if you have already built a relationship with them in the previous stages, it should be relatively easy to get them to choose your product or service.
The majority of your ads should go to this segment of your audience because at this stage, it is highly appropriate to ask for a sale.
Tying It All Together
We’ve covered all the different stages of the buyer’s journey and what content is appropriate at every stage. It’s now time to apply these stages to your business to create a clear content strategy.
For your problem-aware stage, do you create a blog? If yes, how do you plan to deliver the solution-aware content? Perhaps you can create an email sequence that is designed to entertain and educate your audience. This means you should have some form of opt-in on all your blog content. Another option would be to create an audience and remarket video content to them.
How you plan this should be based on the skills and talents you have available.