Content for each stage of the Buyer's Sales Cycle
We all know that content is king and there is always a need to publish new content. But which types of content work best for what stage of the buying cycle?
No matter the stage your visitor’s at, we finally can say goodbye to the “Look at me! Buy me!” commercial messages. Why? Because nobody really cares. Consumers are sick of it, and frankly, we are also sick of it. There are so much brands and products, it’s hard to keep up. What’s in it for them? Why should they care? These are the key questions to be answered in this blog.
The first corresponding conclusions of Conversion Day 2016 are:
- Pull, don’t push: annoyance has never been a synonym for attraction
- Think out of the box: every industry can create relevant content
In order to arouse consumer’s interest, it is crucial to be accurate. Generating interest is only possible when creating content at the right time, in the right place, aimed toward the right people. Easy, right?
Not really, but Content Mapping will help us to take some crucial and necessary steps.
Let's do this
The well-known Inbound Marketing overview has given us insights into the different phases and types of content. But what you still need to know, is what you should write about. It’s about time to introduce a renewed methodology. The 4 A’s!
- ATTRACTION – SO THEY KNOW YOU
First of all, get to know your potential visitor. You need to understand your customers better than they know themselves. Market research is outdated, user research should now have a much more prominent attention. Create your Buyer Personas and test them extensively. This is the time of Big Data, so use it. Analyze the path and actions your visitors have taken to get to your website and on your website. And don’t forget that no information is more valuable than the direct feedback of your customers themselves. Ask and listen to their needs, problems and frustrations.
We’re focusing in this first stage on relevance: your content must always give an answer to your (potential) customer’s need, problem or frustration.
- AFFINITY – SO THEY LIKE YOU
You know your prospect, great, but now you need to ensure that this person will like you. Build a deeper relationship by showing more personality in your content. Just think about the Coolblue product videos where an expert explains why a product is the right choice for you, personally.
- AUTHORITY – SO THEY TRUST YOU
The ideal length of a blog post is 800 words, or was it 1.600? Everyone is always looking for the golden rules of blogging, because then you are supposed to be successful. Please forget this. Both long and short posts are useful. Google wants nothing more than long posts, while powerful short posts are more likely to be read entirely. Long blog posts are totally OK for the visitor. He or she won’t read it in detail, but it builds trust (= "Damn, they definitely know what they’re talking about!").
- ACTION – SO THEY BUY
Now the potential customer knows you, likes you and trusts you. It is time to push your call to action buttons. Use the right tools (such as Hotjar, the new user feedback tool) to ensure that you can take any hesitation or fear away your visitor might have. Once and for all you should conclude that it is not a good idea to put your call to actions at the right side of your detail page!
Last but not least
Now that you’re ready to create the right and relevant content for each stage of the buying cycle, we will give you the most important tip: do not follow blindly what you read online about so-called best practices. What works for booking.com and AirBnB.com, doesn’t necessarily work for your own company website.
This was Conversion Day in a nutshell. Interesting? Be sure to subscribe to our newsletter and receive monthly tips, news, emerging trends, events, customer cases from our experts of the digital industry.