Is Your Content Based On The Buyer Journey?
Reach People Where They Are, From Attraction to Purchase, With Our Ideas
According to Hubspot’s Content Marketing Certification course, there are four specific steps within every customer’s journey, from a marketer’s perspective — Attract, Convert, Close and Delight, usually pictured as a funnel. When you look at the buyer’s journey (aka the headspace you’ll need to occupy to write your best, most targeted content), you see the same path through different eyes: A curious website visitor becomes a lead, then a customer and eventually a zealous fan.
Many bloggers don’t stop to consider where their target audience might land on this path, and this oversight greatly diminishes their marketing efforts. When you market without the buyer’s journey in mind, you’re essentially making assumptions about what this individual wants to hear instead of exploring what they need and speaking their language.
How can you turn this common marketing oversight around and start writing more targeted content? Let’s explore steps within the marketing funnel and what your customers might look for at each stage.
Attract - From Stranger to Site Visitor
At this top-of-funnel stage, attention is everything. When a prospective client searches for a topic in Google, like “how to get started with home automation,” a blog like “3 Things You Need to Know to Get Started with Home Automation” would spark their curiosity. This person doesn’t want to know every detail of Control4’s new automation features yet: They are still asking, “What’s in it for me?” Tell them, but don’t bore them.
Engage - Keep Their Interest
While you need to pique their interest, remember your ultimate objective: You want them to get closer to engaging with you. Capitalize on their curiosity! In your blog, illustrate exactly how your business can provide the smart home user a superior experience -- and what differentiates you from similar companies. If you can do this, you’ve not only attracted the customer but planted an idea that you might offer what they need.
Let’s say you’re targeting the keyphrase “smart home company” and “Dallas, Texas.” What would an interested reader at the engagement stage want to read? We’d suggest “4 Reasons to Choose a Certified Control4 installer like [your company name].”
Convert - Get a Reaction … and Their Number
You have their attention now; maybe the visitor is returning to your content after you impressed them during the consideration stage. Now that you’ve reached the bottom of the funnel (Congrats!), it’s time to share some details and convince them that your company provides the key to everything they had previously searched for.
At this stage in your relationship, you want, more than anything, to snag your prospect’s contact details: Your ultimate goal should be leading them to fill out a landing page form in the CTA link. Highlight your best client testimonials or industry credentials, or flaunt your hottest spring deal. Then, add a prominent capture form to ensure you get something back for your marketing efforts.
Decide - Close the Deal
If one of the content pieces played out the sales mantra “Always Be Closing,” it’s this one. Now you’ve reached the decision stage and have their contact info, you can send them an email with highly relevant blogs and ebooks. Stay on the prospect’s radar by including phone numbers, links to blogs and solutions pages, etc., so that they know where to find you, even after they’ve made their first purchase. The decision stage marks when you transition from being “a solution” to “the solution.”
Now that you’ve sealed the deal, what’s next? Sit back and wait for another round of happy client testimonials to come in! (And remember to repurpose those as bottom-of-the-funnel content later.)
Why One Firefly?
As seasoned marketing experts within this custom integration space, everything we outlined above feels like second nature to our copywriting team. One Firefly knows what prospects, customers and promoters search, no matter where they are in their buying process.
Ready to add more targeted content to your website? Give us a call today at (954) 477-8331 or click here to set up a one-on-one demo with our team.