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.
SEE ALSO: Engage Your Customers With Language That Speaks Directly to Them