The trajectory of the user from the moment he/she discovers a need, to the moment they solve it, either through a purchase or by contracting services, is known as the buyer journey. Once this journey begins, we have to keep in mind the target audience, who we can also call the Buyer Persona.
The buyer journey is one of the fundamental concepts we use to personalise and segment content in inbound and content marketing. Here’s how it works.
While scouring the internet in search of answers, the interested individual discovers a particular lack of something. This is where we should be especially attentive and be aware of this user’s need, and in fact we can even help awaken it by offering our content which is designed just for that purpose. Therefore, we can improve our chances of being remembered and also encourage them to return. Let’s take an example: imagine that your “lack” is the publishing of a book. Consequently, our content then, should be along the lines of the following.
- Listed: Different types of publishers to whom you can present your manuscript.
- How to questions: How to publish your book in a short time and with minimal investment.
- The best: Discover the 7 best online stores to sell your books.
- Reasons: Why choose social networks to promote your book?
- Infographics: See what cover design sells most in 2017.
Since the user already knows what their specific need is and is on the lookout for written content that might offer a solution to this issue, it stands to reason that the content our startup is offering should be one of the options that comes up during this search.
Some examples of content for this phase could be:
- Books with generic information on the topic
- Ebooks with more complete information
- Live webinars which offer yet more knowledge and newsletters with related information
- Testimonials or opinions from other buyers always help us arrive at the point of making a decision
The potential buyer has compared the various options that are available on the market to handle this particular need. Therefore, it’s now time to lend them a hand in coming to a decision by helping provide what they are looking for.
In order to help them through this stage and so that they do end up buying, we can offer them a few different items to encourage them to opt for our product or service, for example:
Product or service demos, reviews or in-depth analysis, free trials, coupons, one month free offers, special discounts…
As a result, if your content is modeled on these three stages in the buying cycle, it’ll ultimately be easier to become a stable reference point in the eyes of the consumer. But it doesn’t end with the purchase. Now we need to make our new customer fall in love with our brand and become a regular subscriber.
Never forget that the secret lies in customising content.