Aligning Content to Your Buyer’s Journey
Imagine that a customer is shopping for a new stereo system from your online store. They’ve visited your product’s page but have not yet made a purchase. Would it be more appropriate to send this prospective customer a link to a coupon deal that expires the next day or a how-to video to guide them to get the most out of their new stereo purchase?
The answer to this question is obvious: the coupon will have a better chance of converting this prospect into a sale. Knowing what kind of content to send to customers at the right moments in their buyer’s journeys can help you persuade them to make purchases.
Customers desire individualized shopping experience. An estimated 62 percent report that they want to receive personalized deals from organizations. Modern consumers want to know that businesses care about their needs personally. That is why all brands must learn how to align the content they produce with their buyer personas and their journeys.
What is a buyer persona?
A buyer persona is a profile of one of your typical customers. Each persona describes people with slightly different needs. For example, a cleaning supply company may target moms trying to keep their homes clean. Another possible persona they may leverage is house cleaners who want to work efficiently at each job site.
Your persona should outline the typical pain points of each customer. You want to identify the struggles that they want to solve and the obstacles to making a purchase. This will guide you as you begin to produce content.
What is the buyer’s journey?
The buyer’s journey is the path that each customer takes as they get closer to a conversion. At each stage of this journey, they look for particular information and resources that will help them determine what to buy. Successful companies anticipate these needs and provide leads with the material that coaxes them through the buyer’s journey.
Customers go through a research stage, where they first identify their pain points and begin to look for solutions. Then they progress to an evaluation stage, where they examine the different options available for solving their problems. Then, they progress to a decision or purchase stage, where they actually buy from you. But, the journey is not finished. You want this customer to buy from you again, thus introducing the important repurchase and then advocate stages. The customers you bring through all the stages will maximize your customer lifetime value and help your business grow.
How do I produce content for these buyer personas on their journey?
The key to outstanding customer nurturing is understanding how customers who fall into the different buyer personas move through the buyer’s journey. You produce content for users depending upon both their buyer persona and where they are in the buyer’s journey.
Look at your existing customers and trace how they ended up converting. What types of content do they engage with? What emails did they open? What questions did they ask sales representatives? Combine this information with keyword research and you will start to develop a more concrete idea of what each persona wants to see as they move through the buyer’s journey.
Take these topics and ideas and start to build content that can nurture particular buyer personas through their journey towards conversion. As you build these journeys, be sure to use data and track engagement and conversion rates at each stage. This will help you better understand how well your content performs.
Customers today want a personalized experience when they engage with brands. The better you align the content you produce with the concrete needs of your community, the easier it will be to engage them and encourage them to convert.