July 30th, 2014
2 min read
Whenever I talk to a business owner about content marketing and inbound marketing methodologies, one of my favorite topics is “The Buyers Journey” and how it relates to being discovered online, lead generation, and increasing revenue all while decreasing the cost of customer acquisition (COCA).
There are 3 stages in a buyer’s journey, and they are:
In almost all cases, a prospective buyer/customer will fall into one of the above stages. Let’s talk about each one in a bit more detail.
The Awareness Stage
Example of what a buyer may be thinking: “My water heater will not start, what's wrong with it?"
Obviously, this person is clearly not ready to buy; they are just trying to figure out what the solution is to their problem.
The Consideration Stage
Continued example of what buyer may be thinking: “Looks like the pilot light will not start. What are my options to get it to work? Is this something I can do on my own?”
The Decision Stage
A final example of what the buyer may be thinking: “I have tried to restart the pilot light, but it is still not working. Who can fix this for me, and how much will it cost? Whom can I trust to do this properly”
Within these 3 stages, a prospective buyer can enter at any point. From being symptomatic to knowing exactly what they want, and that is why it is important for you to be aware of each stage, and offer helpful content for each one of them.
The Awareness Stage
The Consideration Stage
The Decision Stage:
The above are just general ideas of the types of content you can offer in each stage. But, you will want to plan your content based on your business and your buyers anticipated needs.
Understanding your buyer's journey is a must when it comes to planning your content marketing strategy.
I hope this quick outline helps you understand and define your content ideas for your prospective buyers.
Until next time
Doc
Owner/Head Coach @ Bernco Media. Digital sales & marketing since 1997. Passion for teaching companies to be the most trusted voice in their space. They Ask, You Answer Certified Coach & HubSpot Certified Partner & Trainer. Reversed Type 2 Diabetes doing KETO. Wears Mickey Mouse Daily. Daydreaming of next Disneyland Trip.
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