Lead Nurturing: How to Map your Content to your Buyer’s Journey

Posted by Marketing & PR on 6 Dec 2018

Lead Nurturing: How to Map your Content to your Buyer’s Journey

Potential buyers require additional information about products and services to help them make the decision to purchase. Understanding the buyer’s journey and the type of information they are looking for at each stage can help you nurture your leads and tailor your content to them.

There are three stages to the buyer’s journey:

1. The awareness stage
2. The consideration stage
3. The decision stage

In order to nurture a lead or potential buyer along this journey, it is imperative that you provide them with the content they are looking for. Each stage of the Buyer’s journey requires different types of content that are tailored to the needs of the potential buyers.

“According to Adweek, 81% of consumers conduct online research before making a purchase.”

Let’s take a look at how you can map your content to each stage of your buyer’s journey.

The awareness stage

This is the stage when potential buyers are conducting research, they want to be educated. They may be looking for solutions to their problems or to fulfil a need. Tailoring your content to leads in this stage can help you nurture those leads and progress them to the next stage.

To give you an example, buyers in the awareness stage will be looking for information about your business, your products and your service. They will be looking for answers to their problems and researching ways they can overcome them.

They will want to gain a better understanding of what you offer and who you are. Explainer videos work well in the awareness stage as they help give the potential buyer the information they are looking for in an easy to digest and memorable way.

Other content that works well in the awareness stage are blogs and social media posts that focus on the pain points potential buyers may be facing. To tailor your blog and social media content in this way it is important to first understand the pain points your target audience may be experiencing.

It is important that during this phase your business uses its content to position itself as a knowledgeable authority in your industry and begins to build the trust of your potential buyers so you can start building a relationship with them.

The consideration stage

This is the stage where buyers are looking for answers to their problems. They have conducted research and understand what they are looking for, but now they need more information to help them make a decision and choose a solution.

Buyers in the consideration stage will be looking for the best solution to their problem, so the content they receive should be more detailed and should invite them to engage with you. This could be to take a tour of your facilities, attend a webinar or receive a product demonstration.

Content that focuses on the details of a product or service, such as its key features, benefits and the problems it can help overcome will resonate with buyers in the consideration stage as it can help them find the answers to their questions and bring them closer to making a decision.

This is the stage where you can begin to nurture your audience, to do this effectively you will need to obtain their contact information. To help you obtain your audiences contact information you must offer them something in return, something that is of value to them.

It is in this stage that you may choose to use premium content that is gated. Gated content is high-value content that can only be read once the user has given you their contact information such as their email address. Types of content that work well are eBooks, infographics, white papers and case studies.

The decision stage

In the final stage of the buyer’s journey, the buyer is ready to make a decision. If the lead has been successfully nurtured throughout the journey they should have all the information they need to make the decision to purchase your products or service.

But content is still vital in this stage, the types of content best suited for the decision stage are case studies, free trials and product literature. These types of content can encourage buyers to finalise the purchase and gives them confidence in their decision.

Consider creating content in a variety of mediums from podcasts to articles, webinars and videos to help keep the buyer engaged and the content feeling fresh. Also, it is important to mention that different people will react differently to different types of content.

You may find that some of your audience prefer to receive information via videos whereas others prefer to read a guide or an eBook. Keeping your content fresh and varied will help your potential buyer’s stay engaged with your brand and nurture them along the buyer journey.

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