Hey 👋
In today’s newsletter, I show you how to create content for each stage of the buyer’s journey and how this aligns with your Inbound Sales.
But first, what is the buyer’s journey? 🧭
HubSpot describes this as follows:
‘The buyer’s journey is the process buyers go through to become aware of, consider, evaluate, and decide to purchase a new product or service.’
What are the three stages of the Buyer’s Journey?
Awareness: This is when the buyer becomes aware of their need or problem. They will start by researching and exploring their options, which is when they’re introduced to new products, services or brands.
Consideration: The buyer has narrowed their choices and will now compare different brands to find the best suits their needs.
Decision: The buyer has decided on which brand they want to purchase from and is ready to make an upfront commitment.
So many companies waste countless hours creating content and chasing the wrong people, leaving them frustrated and stressed.
By the end of this newsletter, you will know how to create content for each stage of the buyer’s journey and how to turn leads into paying customers. 💰
For this example, we will use a made-up company called XYZ Electronics, whose product is a Smart Home Security System.
1. Awareness Stage: John, a homeowner, becomes aware of the need for a smart home security system. He realises that he wants to enhance the security of his property and protect his family. At this stage, John is seeking information and exploring available options.
XYZ Electronics can engage John during this stage by:
- ✍️ Content Marketing: Creating informative blog posts and videos that highlight the benefits of a smart home security system, emphasising features such as remote monitoring, real-time alerts, and integration with other smart devices.
- 👍 Social Media Engagement: Sharing relevant content on social media platforms and actively participating in discussions about home security, providing valuable insights and answering questions.
- 📢 Online Advertising: Running targeted online ads that appear when users search for terms related to home security, directing them to a landing page with more information about XYZ Electronics’ smart home security system.
2. Consideration Stage: John is now in the Consideration stage and actively researching different smart home security systems available in the market. He wants to compare features, pricing, and customer reviews to make an informed decision.
XYZ Electronics can engage John during this stage by:
- 📚 Thought Leadership Content: Publishing in-depth guides on selecting the right smart home security system, comparing different models, and explaining the installation process. This positions XYZ Electronics as a knowledgeable authority in the industry.
- 🎥 Webinars and Demonstrations: Hosting live webinars or providing virtual demonstrations that showcase the functionalities and ease of use of XYZ Electronics’ smart home security system. This allows John to interact with the product and address any specific questions or concerns.
- 💌 Personalised Email Campaigns: Sending personalised emails to John with tailored recommendations based on his specific requirements and preferences. These emails can include case studies or success stories from other homeowners who have installed XYZ Electronics’ system.
3. Decision Stage: Having thoroughly researched his options, John is now ready to decide and purchase a smart home security system. He wants to ensure he selects the most suitable option that aligns with his needs and budget.
XYZ Electronics can engage John during this stage by:
- 💊 Consultative Sales Approach: Offering a personalised consultation or a phone call with a sales representative who can address any remaining questions, provide pricing details, and help John understand the installation process.
- ⭐️ Customer Testimonials and Case Studies: Sharing testimonials and case studies from satisfied customers who have experienced the benefits and peace of mind provided by XYZ Electronics’ smart home security system. This builds trust and confidence in John’s decision.
- ⌛️ Limited-Time Offers: Providing exclusive discounts or limited-time promotions to incentivise John to make a purchase decision sooner rather than later. This creates a sense of urgency and adds value to his purchase.
By strategically engaging with John throughout the buyer’s journey, XYZ Electronics can guide him from the initial Awareness stage to the final Decision stage, ultimately converting him into a satisfied paying customer who enjoys the benefits of a reliable and advanced smart home security system.
It’s now time for you to start creating your buyer’s journey and Inbound Sales plan. Enjoy!
Chat next week
Jon
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