Customizing Content to Your Buyer's Journey

 

Mapping tasks for a buyer’s journey is vital to their ability to turn a potential customer into a customer. Once you’ve created a detailed buyer person, segment buyers by the stage they’re on their way to becoming a buying customer. Traditionally, a content marketing campaign has a broad top channel, and this is where your customer experience begins. Just the awareness of the buying experience must be enjoyable, which leaves them wanting more.

The core steps of a typical buyer are:

• Awareness
• Interest
• Consideration
• Intent
• Judgment
• Conversion

There is usually more than one person on the way to a B2B buyer. Even if it starts with one person, as they progress on the journey, the person grows into a committee and the purchase decision requires unanimity. Also, the B2B journey does not necessarily have to be linear depending on the organizational structure of the buyer.

Baby stages - awareness and content of interest

Initially, the buyer has not heard of your business, so your content should be designed to arouse curiosity. They’re not willing to join your newsletter subscriber list or email list - they only know about you because of the quality content you create. Creating good content is the first step before you start creating added value for your customer. If your business appears in the snippet presented by Google, or is among the first few search results for a keyword, you already have an advantage in the competition. This is where a content marketing strategy can help tremendously. From the moment a potential customer clicks on a link to your website, they should be constantly impressed so you can build a reputation for providing useful content.

SEO, branding, and thought leadership blog content optimization is just part of this process. Without a unified approach to your digital marketing strategies, there will be inevitable interruptions in the buyer’s journey, leading to a fragmented view of your company’s services. Identifying key performance indicators (KPIs) and measuring your return on investment is essential at this point to focus on content that gets more clicks and reduced bounce rates. The goal is to measure profits and losses so you can change your content marketing strategy accordingly.

Mid - attention, content and evaluation content

Once you’ve piqued their interest, whenever someone sees your brand, they’ll associate it with the idea of ​​credibility and consider your content as a source of useful information and sometimes even entertainment. Social media content has proven to be an effective tactic in B2B marketing. The idea is to be less selling and more informative on social media platforms while strengthening brand awareness. If the number of visitors returning to your website increases and some even sign up for your newsletters, you’re heading in the right direction.

Newsletters are a great way to have a conversation with an interested customer. Use this to your advantage and change your content strategy to meet the needs of the buyer at this point in the trip. Your SEO strategy also needs to be updated at this stage. In this case, long tail keywords are more important. In the beginning, your customers were just curious about your product, now they have gathered some information and want a solution that is better suited to their needs.

The analysis allows you to pay attention to how many website visitors fill out lead generation forms and download publications, reports and e-books. Use email marketing to sell your resource idea to potential customers. Deck 7 has used these methods effectively in the B2B travel industry, although it has been one of the hardest hit industries in 2020. These resources will help you build relationships with your buyers and earn their trust in your business. The buyer’s intention becomes clearer at this point, and they evaluate your company’s skill and its ability to serve their needs.

The last leap - conversion content

At this point, the marketing team passes the baton to the sales team. The favorite part of every content marketer is when they were able to create customer content from a passive observer. You’ve planned a smooth journey for your buyers, and they trust you enough to start an active conversation with your business at this point. Leads worthy of your marketing have been created and it is time for the buyer to decide. The buyer will likely have a list of your competitors, including you, and he will try to decide which solution works best for them. Carefully crafted CTAs and well-designed landing pages are essential at this point. Here’s a simple test to check the effectiveness of your landing page - ask someone to look at your landing page for five seconds and tell them what the company has to offer. If they couldn’t figure it out, you may need to simplify your language and planning. Providing a free demonstration of a product or service is also a great way to give a buyer a practical example of how your solution can solve a company’s challenge.

Don’t stop here - the buyer’s journey ends and the customer journey begins

If you’ve brought in buyers so far, you might think you can breathe a sigh of relief, but the work of a content marketer isn’t yet in progress. Your business has a golden opportunity to use your content marketing to build loyalty, strengthen the value of your business, and deliver personalized content to the customer. Take advantage of your company’s great customer service and get testimonials that support your company’s real benefits to others.