Many businesses often underestimate the importance of building a customer-centric approach for content marketing strategy. Even if you do, finding an effective way to attract leads can be tough.
Believe it or not, most B2B buyers are 57% done
deciding their purchase
before making direct contact with your business.
You might ask then, “What do I do if my prospects are not reaching out to me?” The answer is pretty straightforward. YOU should reach out to your prospects instead. So what can we do? Try understanding the customer journey map.
The Importance of Customer Journey
A customer journey is a flow of stages from start to finish that every buyer goes through when they make a purchase.
What can you learn by understanding the customer journey?
Buyers in each stage actually share the same needs and actions. It will help you in the long run as you learn to offer the right content that addresses buyers’ needs and concerns at the right time. Once you’ve accomplished this, how far can you be from content marketing success?
Here are some touchpoints and content formats for each stage in the customer journey that you should keep in mind.
The Awareness Stage
Your prospects in this stage are realising a problem but lack the knowledge to understand or troubleshoot it. In response, your content should aim to bring attention to the problem so you will be there to help when your prospect is searching for information online.
Pretend you’re talking to someone who’s a total beginner in the field. Dive deep into the problem. What are the causes and consequences of the problem? How serious can it be? What should I take note of to avoid such problems from happening in the future? What can people do to fix it?
Remember your prospects are not interested in finding brands yet, selling is not going to work when your buyers don’t even know the in and out of the problem they’re facing. Write down some blog articles and dive deep into the problem. Craft beginner guides to talk about how and what can people do to fix it. Be active on social media platforms like LinkedIn and post native videos to bring awareness to the problem. FILT Pod is a great tool to boost your content visibility on LinkedIn.
The Consideration Stage
In the consideration stage, your prospects begin to evaluate different products or services that are available to troubleshoot the problem. Now your buyers are familiar with what’s happening. This is the time where you should sell your brand. How will your brand be helpful? Is there any evidence or past success stories that you can use to convince them?
Try looking at some good and bad examples of storytelling with data to find the best way that suits you. What are the special benefits of purchasing from you that I can’t get from other places? Bring attention to your solution and brand with whitepapers, newsletters, demos, eBooks, or e-mails.
The Decision Stage
This is the stage where a purchase will be made. But B2B buyers are careful in making their final decision, what can you do to assure them you’re the best out there? If the consideration stage is to appeal to your buyers with logic and rationality, now it’s the time to focus on emphasising your brand’s core values.
Share success stories on your blogs, social media pages, or website and back them up with evidence.
Don’t forget to share testimonials from your past partners, clients, or buyers on your website as well. 88% of the buyers trust online testimonials and reviews even from customers they don’t have a personal relationship with, so don’t forget the power of word-of-mouth.
The Retention and Loyalty Stage
This stage is where your customers have purchased from you and are in the process of consumption, evaluation, and engagement. This stage is utterly important because this is the stage that determines whether you can convert your customer into a loyal regular. If not, they will soon enter a new customer journey process with another brand.
While they’re evaluating the purchase experience, don’t forget to follow-up with them and invite them to your social media communities like Facebook groups. That way, you can directly answer them whenever they face any issues.
Aside from that, communities also allow your customers to bond with other business buyers and create connections, it is a great way to enhance the buyer experience. Your content marketing goal in this stage is to make sure you create personal values and emotional bonds. Use your content to convey the message “I care about you and your business”. What are some ugly and beautiful stories you have throughout your journey? The key is to humanize your business to your customers.
Understanding the customer journey moves you forward in the way of achieving success with your content marketing, but it is not the only thing you need to know. Don’t forget to streamline your content strategy across platforms and stay active by regularly posting on platforms like LinkedIn. To keep track of your content posting on LinkedIn try out the most affordable LinkedIn scheduler Planin.io.
However, being active doesn’t mean creating content for the sake of it. Create high-quality content that is rich in insights.
Think about what are the things that nobody has told you in the beginning and you wish you could know sooner.
Think about what are the topics your audience would be interested in instead of the things you want to write about because it’s easy for you.
The whole point is to be customer-centric and create long-term values for your customers, and this idea should always be in your mind.