Developing Content For Customers In Various Stages Of Buying Cycle
Jun 19, 2016
4 min read
The buyer’s journey is not too hard to understand in a thoughtfully designed sales funnel. A sales funnel is step-by-step progress taken by the customer in the entire life cycle. Traditionally, it’s been split up into three areas:
- Awareness: Right from the start when the customer becomes aware of his need of a product in your industry category, searches for options over the web- hopefully, finding your business in the process.
- Consideration: By now the customer has narrowed down his choice to 2-3 options and is looking deeper into the choices by directly comparing the pros/cons, processes, etc.). This usually happens for smaller or directly beneficial individuals, but for larger B2B transactions, this is also the stage when the person doing the research may have to present his findings to higher-ups for decision making.
- Decision/Purchase: After much of the effort by the sales team and interactions with the customer via email, phones, or social media, this would be the stage where the customer decides to buy from you or not.
Developing Content For Prospects in The Pre-Purchase StageTo get it all started you must have the data from your previous or current customers that let you know that:
- What questions did they have in mind before they purchased your products? How did they skim through your competitors and make a choice of buying from you?
- Was there any hiccup or a second thought while making the purchase decision?
- Did you have a hard time finding answers to any specific questions about the product/service?
Developing Content For Current CustomersAfter the sale has happened, there is the vital step of “keeping your commitments” and “maintaining customer loyalty”. So how do you plan to keep your customers happy? Did you guarantee that your product could solve a specific problem faced by the customers? Then it had better deliver. In addition to all this, there are natural emotions or hiccups along the way after making a purchase:
- Buyer’s remorse
- New influencers and decision-makers
- Resentment or aggression
- Failure to build value
- Building trust with customers
- Addressing customer inquiries
- Does your customer understand the features?
- Pointing out new needs
- Addressing customer emergencies
- Solving common product issues
- Continuing to build trust
- Explaining sensitive issues
Developing Content For Long Term/Advanced CustomersHere you are creating content that helps customers get past the “my product is good enough, but it could be better” area. Now is the time to create customer loyalty or customer advocacy. Within your client base, there will be a small percentage of people who truly love what you sell. In such cases, word-of-mouth still reigns supreme and hence you should create content to encourage these customers to speak about you. Some of the key points that need to be addressed during this stage:
- Go the extra mile to provide your customers extra from what they have already purchased. You should always be the next choice of making a purchase whenever the time comes.
- Repurposing content for the current customers so that it is easily shareable, enables you to create a sales team outside your business venture. This also lets your business open up to new communities related to your current customers. These communities might not have heard about your business before but may have the need that your products can meet.
ConclusionContent marketing can fit any size of the business. You just need to answer the common questions or hurdles that your prospects face before making a purchase decision from you, even if they have bought it- are they satisfied with it, what steps is your company taking to ensure that it maintains long-term relationships with the existing clients.
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