![]() This is your chance to shine! Now that the customer is invested, you want to get them up and running, using-and loving-your product or service. Any information on a loyalty or discount program could act as an incentive for clients on the fence. ![]() Trial downloads or live demos also help people see exactly what they are signing up for, and how easy it is to use. This is the pivotal phase when the focus needs to be on creating killer content that validates why your product or solution is worth purchasing now-and how it can meet future needs.Ī simple chart that compares product and service tiers is extremely handy here. Podcast interviews with clients or SME’s are a unique and interesting content option for this stage. ![]() Positive customer testimonials help outline how your offerings address customers’ needs above and beyond other brands. A buyer’s guide outlines key criteria they can use to compare your solutions against their pain points, while also providing overall insights on how to be an educated consumer. This is a vital stage of the customer journey when buyers need key information on how to buy and why. They’re looking for proof your solution solves the specific problem that prompted their search. In the consideration stage, potential customers are interested in buying but are still assessing your value. Positive client testimonials, press coverage, or reviews from trusted influencers are powerful content at this stage of the customer journey. Consider including pricing or feature sheets presented in a clean, simple design. How do you stand out? Customer service and support? Ease of use?Īs customers weigh the options, infographics that break down key information quickly and simply are extremely helpful. Now it’s down to you and the competition. White papers are another content option for taking a deeper dive into a product feature or industry trend, while also demonstrating breadth of knowledge and experience. Have SME’s within the B2B organization write in-depth content, including research reports, which show relevant statistics and demonstrate thoroughness and transparency. The key is to craft educational content while showing how your product or service can help fix a certain pain point.įor content options, consider a blog that features current and useful information. Investigation and Research StageĪt this point, a potential client is interested and wants to see if you actually know your stuff. All these options slowly build awareness online and in social communities. Social media outreach that shares links to tips and short, educational video content is a good start, as well as an email sign-up in exchange for an expert tip sheet or eBook. In the awareness stage, B2B organizations can cast a wide, yet focused, educational net with content. Some customers are looking for answers to a question others are simply doing a general search for resources, education, or stats to support a purchase decision. People need to know a brand exists, why they should care, and the specific need it fills. Here are the eight basic stages of the customer journey, which can help strengthen your approach to seamless selling using killer content: 1. Content should also address customer needs that turn buying into an educational adventure and, thus, inspire the purchase impulse. First of all, stage-based content development should sync with an organization’s top, middle, and bottom of funnel path to selling. There is an art to crafting relevant, effective content for each stage in the customer journey. Score! The Art of Crafting Content for an Effective Customer Journey The end result guides people to the right resources, while also quickly and seamlessly answering their questions. Then, with a well-curated path to purchase in place, each content piece within the journey serves a need, independently and collectively, regardless the point of entry. When each individual step within the purchase process provides powerful, useful information to answer a question or solve a problem for a customer, the content can work for you 24 hours a day. What’s most important is to view the customer journey as a sum of its parts. This visual map ensures killer content is front and center at each stage-and motivates people to take action. To craft an effective balance of educational value and incentive, it helps to visually map out content based on eight stages within the customer journey and key buyer personas. Knowing what content will inspire a purchase can be tricky, but it doesn’t have to be a unicorn. For B2B organizations, the carefully crafted stages of a customer journey are a quest to balance customer information with sales numbers.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |