Nobody randomly decides and says, “I’m going to buy this,” and then goes ahead and does it. Usually, consumers go through a process called the buyer's journey where they research the product or service they want and then evaluate before concluding to buy.
Because modern consumers are more informed and empowered than ever before, their expectations have also increased. So, it’s crucial to provide them with the information they need to help them move smoothly across each stage until they reach a final purchase decision.
But, how exactly can you keep your target audience moving along each stage while positioning yourself as an authority in your niche?
By providing high-quality, engaging content that's optimized for SEO in West Palm Beach!
Then again, understanding what content to create at each stage of the buyer’s journey is no walk in the park. You must first figure out how your ideal customers think and behave.
Once you fully understand their buying habits and decisions, that’s when you can build a content strategy that allows you to present the right content that can fulfill their specific needs at every stage.
In this article, we are going to share everything there is to know about creating better content that meets customer expectations. Let’s begin!
Buyer personas are semi-fictional characters that accurately represent your ideal customers. Their purpose is to inform you who to attract and delight with your content.
They provide information about the challenges and pain points that your target audience is faced with at each stage of the buyer's journey, as well as insights on what your business should be doing to address these needs.
Basically, buyer personas are what help you identify what content you need to create, which channel to publish it on, and how to improve your presence online.
If you already have one, make sure they're up to date and provide thorough details of your target customers. Having precise buyer personas enables you to further segment your audience. As a result, you can serve more targeted, personalized, and relevant content that engage your ideal customers in a time of information overload.
If you can’t provide your target audience with such content at each stage of the buyer’s journey, how else can you gain their trust and interest?
There’s really no point in creating high-quality content if it won’t reach your intended audience. The only way for your articles, videos, and infographics can bring value is if your prospects are truly engaged with them.
This is why it’s critical to identify which channels your target audience is searching for information at every stage of the buyer's journey so you can meet them there.
There are three goals you want to achieve with your content:
Finding out which channels are your best choices to publish your content may be an issue, but the good news is, there are set marketing channels available for each of your goals.
During the awareness stage, your ideal customers realize they have a problem and are trying to gain information about it. This is where you come in to provide them with educational and helpful content.
You can do this through:
The consideration stage is where your ideal customers are looking for solutions and evaluating their options. Your task here is to give them content suggesting why your products or services make the best fit.
The ideal channels to use during this stage are:
Even if your prospects are aware that you offer the best solutions to their problems and have bought from you, you should continue to entice them.
Continuously engage them by creating onboarding content and demonstrating various ways to use your products, as well as giving away special discounts and exclusive access to new product features.
The more you delight your customers, the more likely they’ll recommend you to their friends and family, and the more likely they’ll remain loyal to you.
Providing a seamless and frictionless customer experience post-purchase can be an easy task when you’re using any of these channels:
Consumers will have different sets of questions at each stage of the buyer’s journey. So, find out what questions they’re asking Google and try to create content around them.
The most common questions during this stage involve what, how, why, and where.
For example, if a prospect is experiencing hair fall problems, they will most likely type in “what are the common causes of hair fall?”
Based on your audience’s questions and your products or services, you can develop keywords to use in your content.
Also, see to it that you optimize your content for SEO in West Palm Beach. Include all the relevant keywords to increase your odds of appearing on the top search results.
Your next move is to focus on the questions that don’t have any answers.
Conduct a content gap analysis, which examines and identifies any missed opportunities in your content strategy.
Another strategy is by visiting your competitor’s website and identifying which topics they have yet to tackle. By analyzing your existing content and that of your competitors, you get to see which areas you missed to cover that could potentially guide your prospects to the point of purchase.
Keep in mind that during the awareness stage, consumers are experiencing symptoms of a certain problem and are trying to figure out what’s going on and what to do about it.
Your job is to provide your intended audience with information that will help them understand their problem and how they can fix it. Here’s how:
Awareness Stage Content Ideas
Your content should aim to help potential buyers see that your products or services are potential solutions to their problems. A surefire way to achieve this is by proving that you’re credible and trustworthy.
Modern consumers aren’t willing to put their money on businesses they’re not familiar with. They prefer to buy from someone they know or trust.
So, craft content that establishes your brand as reliable to convince prospects to add you to their shortlist of choices. Below are several tips:
Consideration Stage Content Ideas
During this stage, your prospects are comparing your products with other similar products from different brands. They're also comparing prices, services, and company reputation.
Your goal is to provide content that will bring your prospects even closer to buying your products or services. Connect with your ideal customers by offering the following:
If they’ve already bought from you, provide them content that will continue to engage them post-purchase, such as:
The first step towards creating content that meets customer expectations at every stage of the buyer's journey is to create buyer personas that accurately represent who you want to attract and delight with your content.
The next step is to choose marketing channels that will ensure you reach them. Then, start answering key questions and fill in gaps with your content. And, last but not the least, make sure you optimize them for SEO in West Palm Beach to boost their visibility in search.
At Digital Resource, our team of SEO specialists and content marketing experts will tailor a custom content strategy that will not only meet your target audience's expectations, but also convert them into paying customers.
Contact us today if you want the secret to creating content that converts!