Recap: The buyer’s journey is the research process an individual takes to transition from a prospect to a customer.
Your customers go through the same thought process before making a purchase. The process is called the buyer’s journey.
The Buyer’s Journey
- Awareness: The customer realizes they have a problem
- Consideration: The customer researches solutions to their problem
- Decision: The customer investigates services or products related to their chosen solution(s)
Customers seek different information at each stage. You can predict which types of content are most helpful by understanding the questions customers ask at each stage. The more helpful your content, the more likely customers will buy from you.
Consideration Stage content educates potential customers about solutions to their problem.
After customers identify their problem, they research potential solutions. Their primary question in this stage is, “How do I solve my problem?”
Somebody who has identified their problem as “poor home office layout” would look into different approaches to improving their home office. They might research the cost of a partial remodeling. Or they might look into the cost of installing a skylight or larger window for more natural light. Another person whose problem is a broad “sinks aren’t draining quick enough” might check out pipe cleaners, drain snakes, and plumbing services.
Show customers that your services are a viable solution.
At this stage, customers will start considering the solutions offered by specific companies. They’re not settled on a solution yet, so you need to prove your services or products are an excellent choice.
Your goal is to create content that clearly shows how you will address their needs. Your content should also demonstrate your ability to help and how you differentiate from other providers. Similar to in the awareness stage, your content needs to prove you’re an authority on solving your customers’ problems.
Consideration stage content focuses on your products and services.
All content, in any stage of the buyer’s journey, must establish your expertise, authority, and trustworthiness. This is especially important when customers start narrowing in on who to purchase from or work with.
In-depth guides on your offerings are great for complex products and services. Customers can get overwhelmed with their own research, so you’re making it easier for them to decide. It’s key to have an expert write your guides and establish trust.
Interacting with potential customers in real-time is particularly useful if you’re selling a service or high-cost product. Customers want to trust in their purchase before they’ve made it. Trust is built through free consultations, demos, trial runs, or talking with a product/service expert.
You can direct customers toward live interactions through Call To Actions on your website, blog posts, and newsletters.
Customers have different preferences for learning about products. Some might prefer the personal touch of live interactions, while others might prefer to learn from the comfort of home or wherever they choose. If you host a live event, such as a demo, you can broadcast it online in a webcast. This is also beneficial for customers who can’t physically attend the demo.
Some customers prefer to learn about products through podcasts, or audio files of people speaking. Customers might listen to podcasts as they drive, clean, cook, and do other tasks. Podcasts are a valuable resource to reach people too busy to sit down and read.
Whitepapers are commonly used for B2B customers in the awareness stage, but they’re also great for the consideration stage. However, instead of focusing on an industry topic, comparison whitepapers compare products and services.
For example, a comparison whitepaper for water heaters might go over the performance of storage heaters and tankless heaters. The heaters might be from different companies. Or they might be from the same company if the company offers a variety of heaters.
After customers decide on a solution, they make a purchase.
The buyer’s journey ends with a purchase, but you need to deliver. Your customer should be assured they made the right choice. Their problem should not only be solved, but they should be pleased enough to refer you to others, make future purchases, or continue working with you. This will be covered in the next blog, which discusses content for the final stage in the buyer’s journey: Decision.
Contact WSI Connect for a free consultation, and we’ll help you create engaging content tailored for the consideration stage. We’ll also develop a complete content strategy across multiple marketing channels, so you can free up time to focus on the rest of your business.