Content and the Buyer’s Journey

Let’s Talk About Content

In my article, Why Your Content Matters, I talk about the importance of great content for your brand and how content should be used to fosters trust. Your business content isn’t just a sales pitch – it is a sales pitch in a way, but it can’t feel like that. And that’s even more so for social media content. People are inundated day in and day out by ads and “buy-me” social posts. You have to make your brand, your services stand out. Why should someone pick your handmade soap over My Nana’s brand soap?

Most likely it comes down to how you appeal to your potential customer, your audience. You want to show yourself as an authority, create trust and provide relevant information while humanizing your company. It’s hard to sound human if you’re pulling a hard sales pitch all the time. That turns people off. Think about the times you’ve stopped following a brand on social media or hidden their ads … how do you shop and what do you want to see and hear?

I think it’s always important to think about the brands and companies you either trust, purchase from or follow on social media. Why? What is it that makes them stand out or makes them trustworthy? And how did you discover that brand or company? In other words, think about your personal experiences as a buyer and the buyer’s journey you tend to take when making purchasing choices.

What is the Buyer’s Journey?

The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service. It could be something large and costly like purchasing a new home, vehicle or appliance, or something as simple as looking for a new sweater. Look at it from your own buyer’s journey. Where do you start your search or buying process and, ultimately, how do you decide on one thing over another?

Here’s an interesting fact from SiriusDecisions, “70% of the buying process is now complete by the time a prospect is ready to engage with sales.” That means you need to get in front of your audience long before they are ready to make a purchase. You need to help them along that journey by offering up more than just a sales pitch. You need content that is meaningful and has value.

4 Steps of the Buyer’s Journey

When you read about the steps in a buyer’s journey, you typically only read about the first three steps below. This is where most articles end. However, going out on a limb that I’m pretty sure most of you will be on board with, there’s a fourth step.

1. Awareness
   This is where the buyer (you, me, all of us) recognize a problem. It can be something as simple as needing a new spatula or finding an electric toothbrush. At this point it’s about creating brand awareness for your business as the buyer is researching. This is not the time to drop a sales pitch on them, it’s a time to offer education and information. Become recognizable and trustworthy.
   
2. Consideration
   During this stage, a person is researching solutions to their problem and start to compare options. Still no sales pitch here – you’re showing why you have the best solution, that you’re a thought leader in your industry. This may be done through free educational printouts or videos. And, this is always dependent on your specific business. Maybe you sell handmade jewelry. Offer a free how-to video for a simple piece that someone can make.
   
3. Decision
   Here, a buyer has narrowed down their list of top options and are ready to make a final choice and, ultimately, make a purchase. During this stage, you need to show why your business meets their needs above all other businesses that they may be considering purchasing from. Help them understand why they should buy from you.  
   
4. Retention
   The buyer’s journey doesn’t just end at the decision stage. You want to retain customers. This means you must continue to give them a reason to return, or at least continue to follow you on social and share with family and friends. You want them to become brand ambassadors. People are more likely to trust those they know when making purchasing choices.
   
   The numbers vary, but only ever so slightly – 90% of people trust recommendations from their peers over ads. You can’t stop delivering after a purchase. You want to continue to foster a good relationship. This should be on repeat – always think about your own experiences. Why do you continue to go to a particular restaurant, shop at a certain store, stick with a brand and share all of that with friends and family?

Keep the Journey in Mind

When you begin to think about your content – blog posts, social posts, advertising, emails – keep in mind where your customer is along their buyer’s journey. Speak to them at each step along the way in a way that makes sense in order to build a connection and trust. Show them why your brand, services, products offer value and show your human side. People buys from companies they feel that they can trust and that goes far deeper than a sales pitch.