How to Speak to All Phases of a Customer Journey
Content marketing can be a lot like inserting yourself into a conversation. Being able to
relate to your audience’s interests is a good way to join the conversation in a meaningful
way. Many businesses stop here, satisfied with this level of connection.
An experienced copywriter will understand the value of encouraging you to go deeper, to look
at where your audience falls within the stages of the buying process. Learning about how your audience relates to can be an effective was to guide your communication with them.
Getting clear on the building blocks of each group will help you understand what
information will interest them. In order to nurture leads through your process, you need
to understand their process as well.
Actions: What is the customer doing at each stage? What actions are they taking to move themselves on to the next stage?
Motivations: Why is the customer interested? What motivates this person to keep going to the next stage? What emotions are being felt to drive the customer towards a decision?
Trust: What will inspire your customer’s trust? What does this person value? Offering helpful advice, discounts or information on a process is a good way to connect and stand out as being relevant.
Objections: What are the areas of confusion, indecision, unclear terminology or other issues preventing the customer from moving to the next stage?
Obstacles: What might stand in the way of moving on to the next stage? Ease of use, process flow, cost, and clarity of the benefits are all key areas to explore.
Remember, not all customer sources are created equal. Understanding how your customer
interacts with you is as important as understanding who they are. Here are the
stats within a few customer arenas.
Social Media – This audience is casually curious, very early in the buying process, with a short attention span. They come across your ads while browsing. You have the amount of time it takes to scroll down the screen on a mobile device to catch their interest. The benefit is the speed of communication in that community, offering extensive exposure.
How to relate: Vivid imagery with a clear, simple statement. Thou shalt not be wordy. Brief headlines that offer links to more information will serve you far more than a TLDR (“too long didn’t read”) post.
E-mail Lists – These potential customers are already self-designated as having an interest related to your product or services. They are not sold on your product, but there is room to build a relationship with them through your communications.
How to relate: A clear, impactful headline is important; you need to stand out from the spam. A writer worth her salt will know how to craft compelling e-mail campaigns with consistent branding, to familiarize your audience with your services in an engaging way.
Call-In – These people are some of the most invested in the “buyer spectrum.” They’ve usually already done their research and are close to making a decision to purchase. There’s just one or two things they’re unsure of, and it’s up to you to help them get clear.
How to relate: Encourage them to ask questions, while focusing on learning about their objections and obstacles. Make it easy for them to make an immediate purchase, as you advise them.
I'm experienced in creatively engaging with customers at every stage of the
buying process. Contact me now to explore a refreshing new way to get your customers
excited and invested!