Digital Marketing Buyer's Journey-Content Development
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We are continuing to review the buyer's journey and looking at the type of content that go into each, each phase of the buyer's journey in the awareness phase. We're looking to build content for the blog. We're looking to build a white paper, content checklists, how to videos, some type of kit or special tool to do a part of what, what your ideal client is looking to solve or just an educational webinar.
That's in the awareness phase. It's big picture content related to providing a high level introduction into your company, establishing that your company or that you are a subject matter expert and beginning to build a relationship provide value to that prospect as there's an initial awareness into your product or service. If we're continuing to talk about the health clubs, this would be some type of nutrition, e book or exercises for specific sport or um workouts that would be done in order to achieve a certain goal, like more flexibility or decrease in your weight or increasing your strength.
So we're going to generate content that is big picture and is helping to create a valued identity in that person's mind in the consideration phase where we've brought that prospect down a little bit lower in the sales funnel. They're starting to do more of a deep dive with our content or with your content and it's an appropriate time to start establishing your value proposition and how you stack up against your competition with a product comparison guide to put together some case studies and examples of how other similar persona'd people have gotten the results that this person is looking to get and then also to create some kind of a trial or free sample.
So they're able to begin to interact with your company and transact in a low risk way for that prospect. That's the consideration phase. In the decision phase we're gonna look to be a little bit more transactional, be delivering an offer for a free trial or a demo or some way for for that prospect to get into transacting with us be a consultation or plan development or it could be as simple as a coupon a certain percentage of for a certain dollar value in the purchasing phase, it's critical that you develop some onboarding content and by that, I mean some email or faqs or video that outlines what it is that the person is buying, what they're getting, how to and how to get the best results with your product or service.
So you're helping to guide them through the process of spending the money and getting the desired outcome that they want. This helps to neutralize buyer's remorse and it also creates a great outcome for them. Additionally, it's a good time to ask for or to introduce your referral program.
So ask for referrals or or introduce a referral program and then also to have a program by which the more they purchase, the more they can benefit. So some kind of rewards program and that helps to keep a customer part of the buying cycle so that it's it's not as challenging to resell them or to sell them other services when that opportunity arises as well.
And part of the satisfaction phase is creating a V. I. P. Program, creating special events for customers and then also creating a very simple way for customers or clients to provide feedback to you as to how their experiences both positively and negatively. One of the ways it's really awesome in a in a retail business is to request the reviews and then all those there's services that when you request a review and the customer fills it out that you as the business owner or manager get to see that review first and if it's negative you're able to then contact the customer and solve solve those issues and it's positive you approve it and it goes up and it helps to create a better online image for yourself.
So it's important to pay attention to all these phases of the customer journey and once they're a customer that you're continuing to nurture them and take care of them and then build lookalike audiences like that same customer so that's some content recommendations for each of those three phases in your buyer journey.
