How to customize content to Buyer's journey
Allocating your earnings to the buyer's trip is critical to the ability to convert a prospect into a customer. After you've created a detailed buyer personality, segment your buyers based on the stage they are in on the journey to becoming a buying customer. Traditionally, a content marketing campaign has a wide top funnel, and this is where your customer experience begins. From awareness to purchase, the experience has to be enjoyable so that you want more.
The key stages a typical buyer goes through are:
The B2B buyer journey usually involves more than one person. Even if it starts with a person, as the journey progresses that person grows into a committee and the purchase decision requires consensus. B2B travel doesn't necessarily have to be linear depending on your buyer's organizational structure.
Baby Steps - Awareness and Interest
Initially, the buyer hasn't heard from your business, so your content should be designed to pique their curiosity. They are not inclined to join your list of newsletter subscribers or your email list. They only know you because of the quality content you create. Creating great content is the first step before adding value to your customer. If your business shows up in the Google snippet or is one of the first results in a search engine for your target keyword, you already have a competitive advantage. This is where your content marketing strategy can help immensely. From the moment the prospect clicks your website link, they should be constantly impressed for you to build a reputation for providing helpful content.
Optimizing your SEO, branding, and thought-leading blog content is only part of that process. Without a unified approach to your digital marketing strategies, there will inevitably be disruptions in the buyer's journey, leading to a fragmented view of your company's services. Identifying key performance indicators (KPIs) and measuring return on investment is critical at this stage in order to focus your efforts on the content that will get you more clicks and lower bounce rates. The aim is to measure your profits and losses so that you can change your content marketing strategy accordingly.
Halfway there - considerations, intentions and review content
Once you've piqued your interest, someone who sees your brand will associate it with an idea of reliability and will consider your content a source of helpful information and sometimes even a source of entertainment. Social media content has proven to be an effective tactic for B2B marketing. The idea is to be less promotional and informative on social media platforms while also building your brand awareness. If the number of returning visitors to your website is increasing and some are even signing up for your newsletters, you are going in the right direction.