It’s probably safe to say that before you make any type of product or service purchase some level of research goes into it, especially when it comes to big ticket items. Maybe you read online reviews or informational content to gain more knowledge and make an informed decision—and if that’s the case you’re not alone. In fact, 82% of shoppers conduct research online before ever making a purchase.
From a business standpoint this tells us that marketing now owns more of the buyer’s journey. Meaning it’s crucial to provide potential leads with informational content to guide them towards the ultimate goal, the sale. Ensuring your business strategy is shared online with your customers means your customers will have a better idea of what you do and how you can help them.
The Buyer’s Journey: Awareness Stage
Most of your website traffic is made up of people in the awareness stage. This is an early stage in the sales journey and buyers are likely visiting your blog or any other social content you have in search of answers, resources, education, research data, opinions, and insights. Those who find value in your content are more likely to continue their way through the funnel.
The problem is, often businesses don’t completely understand their audience and what they’re really looking for. In turn they end up putting out content that doesn’t resonate with their readers (and is usually directed at someone ready to purchase), creating a disconnect between their business and potential customers.
Capture Your Audience With The Right Content
As we mentioned, in the research phase people are looking for information and answers related to whatever product or service they need. They want to solve their problems and top-tier content is one way to help potential customers do just that. However, any content you create should be focused on your buyer’s pain points, not your product or brand.
Here are a few examples of content best suited for those in the awareness stage:
- In-depth blog posts
- White Papers
- Social media content
- Tutorials and how-to videos
- Courses and certifications (with the purpose of educating)
- Industry reports
Before jumping in with the sales pitch make sure you understand your audience and where they’re at in the buyer’s journey. The key is to focus on being educational and to guide your readers to a solution. Show them you’re the expert they didn’t know they were looking for. Not only will you be helping them out no strings attached but you’ll also begin to build a foundation of trust and expertise—a must for turning potential leads in paying customers.
*Could you use some help defining your audience and how to speak to them? Get in touch with Katie for more information on how Strategy House can give your content marketing a boost.