Even though technology changed the way people make their purchases, most people would never say, “I am gonna buy something today!” as soon as they wake up. Consumers are getting smarter with their purchases. Before they buy a product, they often do extensive research and weigh its pros and cons.
This process is called the customer purchase journey, and it starts with your content marketing strategy. That is why before you create your marketing campaigns, you have to think about how it would impact your business and your target audience.
To produce the right content for your target audience, you should have sufficient knowledge about the stages of a customer purchase journey. Therefore, watch this short clip to gain ideas about what kind of content each stage should have.
Now you know there are four stages in a customer purchase journey, let us explore the different stages to create quality and relevant content. Doing so would help you understand your target audience and entice them to support and get your products or services.
Ways to Create Content In Every Stage of Customer Purchase Journey
The purpose of the content marketing campaign at this stage of the customer purchase journey is to make people aware of their problems and nudge them to find answers.
As a business, you should not assume that people already know your brand exists. With more than 582 million entrepreneurs worldwide, you cannot expect them to know about you, let alone care about your brand.
That is why your role at this stage is to help them find you by creating relevant content marketing campaigns for the right platforms. Here are the types of content you could produce in the awareness stage:
- Blog articles (300 to 800 words)
- Social media posts (an explainer or updates on a hot topic related to your industry)
- Infographic or digital content creation (make the text readable, concise, and clear)
- Videos (keep the clip as brief as possible)
These should contain topics about your industry, something that your target audience would probably be asking for and would be interested in reading, such as:
- Frequently asked questions (FAQ)
- Expert tips (e.g., how-to)
If you succeed, many people will discover your brand when they start searching for these topics, which can be related to your products or services.
As soon as your customer clicks on your ad, the consideration stage of their customer purchase journey begins. At this point, they are starting to weigh the pros and cons before making a final decision. That means they are still accessing your value and if you could help them with their concerns.
To help them with that, you should post content that will help them consider the factors that come into play in your products or services such as:
- Product comparison charts (e.g., pros and cons, features between two or more items)
- Expert guides
- Press coverages
- Newsletters (give updates about the newest and latest trends)
- Webinars (30 to 40 minutes long)
By running all of these content marketing campaigns, you are helping your target audience access your brand and convince them why you are much better than your competitors. To guarantee that, the output you produce should contain facts about your brand, including your industry.
When your customers are at the conversion stage, that means one thing: they have considered your brand as one of their options.
That is why this stage is a crucial part of your content marketing campaign since you have to convince further and explain why your brand is worth investing in and how it can satisfy their needs.
The seamless way to convert your target audience into paying customers is to reassure them by reducing or eliminating the risks. You could do that by publishing these types of content on your website or social media account.
- Return policies
- Product reviews by previous or current customers
- Product or vendor comparisons
- Live demos (showcase how your products or services works)
- Trial downloads (allow them to experience what you offer)
- Free samples or consultation
By providing these content marketing campaigns, you are giving reassurance. Your target audience will know how much they could benefit from your brand, even if they encounter any issues at a later date.
Just make sure to write everything as simply as possible, so they will understand the message that you are conveying. If you can, use text hierarchy to show the level of importance of the details you are sharing with them.
Last but not least, the loyalty stage is the final step of the customer purchase journey that most businesses often overlook after a sale.
As a business owner, you should never neglect the importance of customer loyalty. This stage of the journey is where customers can trust your brand and continue to buy your products or services.
What you should do at this stage is to show customers they made the right choice in choosing you. Start by posting a content marketing campaign about your loyalty or discount programme through the following:
- Community forums
- Promotion calendars
- Exclusive details and coupons (for newly released products or services)
- Free online tutorials
Make sure when you release any content marketing campaign containing your incentive scheme, there should be a date and time. That way, they will be aware of when the particular loyalty promotion will start and end.
When creating content at any stage of a customer purchase journey, you should take your time and do your research. Knowing what your target audience wants and needs could help you produce quality and relevant content.
If you need help, consider outsourcing your content marketing and copywriting service in Singapore. Doing so should help lessen the things you need to worry about your business.
For more tips on how to create content in every stage of a customer purchase journey, get in touch with our content marketing agency. Contact OOm at 6391-0930 and let us help you with your content marketing campaigns.