Your customers don’t just buy from you.
You have to earn that sale. Dah, right? Of course!
But what does “earning” the sale actually involve? Well, people progress through a customer journey, where they go from a stranger of your brand to (hopefully) an advocate.
In today’s digital age, both B2B clients and B2C customers are actively hunting for content to research solutions to their needs at every stage of their buying journey. That’s where you can create “content checkpoints” that fulfil their information needs at each to get them to the next stage.
Here’s a breakdown of this journey and what you need to do at each point to finally earn the sale.
Prefer to listen, rather than read? Here's the Podcast summary!
While there are so many different iterations and models, funnels and flywheels depicting the customer journey from start to end and repeat, the stages are similar – or at least are a rehash of the same idea.
Here’s my quick summary.
- complete strangers to intrigued about the idea of your offering
- explain the benefits to shift them into genuinely interested leads
- reinforce the message to get them to convert into a paying customer
- offer excellent value and ongoing support to earn their loyalty.
For more, read what are the 8 stages of the customer content journey?
How do you get them across these stages?
Your customers are hunting for
these content checkpoints.
They look at a car website, review websites, video comparisons, car reports and more. This guides them from start to eventual purchase. The car brand without content is the one that allows its customers to stray away from the path towards earning the sale.
The brand without these content checkpoints is the one that allows its customers to stray away from the path towards earning the sale.
So, what do you have to do?
Goal: Turn your target audience from strangers into being curious about the idea.
Strategy: Educate them that there are potential ways to solve their problems.
Tactic: Link your solution as a possible answer to the target client’s problem.
Call To Action: Send them to the consideration phase content or perhaps a downloadable asset that provides more information, like “an ultimate guide”.
(2) CONSIDERATION PHASE
A quick snapshot of the consideration content phase.
Goal: Turn an informed audience into wanting to know who actually offers the solution.
Strategy: Now, educate them about your product or brand.
Tactic: Link your product/brand to their awareness stage curiosity.
Call To Action: send them to the conversion content and give them an opportunity to see the product or service in action, such as a free demonstration or something initial as a trial.
(3) CONVERSION PHASE
Goal: Turn interested prospects into paying customers.
Strategy: Reinforce the message, remove barriers and convince them to buy.
Tactic: Break down any resistance by showing them the positive outcome is in reach.
Call To Action: The purchase, of course! Buy now.
(4) DELIGHT PHASE
They’ve paid – what’s left to do?
The delight checkpoint is the stage that so many businesses forget as part of their marketing process. New customers are more expensive than current customers, and so, delighting them after the purchase reduces buyer’s remorse while also providing further value and “stickiness”.
By delighting your current customers, you will turn them into loyal advocates of your brand to the point where they may even start doing your marketing for you! If you delight people enough, they will spread positive word of mouth to others, which is ideal.
A quick snapshot of the delight content phase.
Goal: Transform average paying customers into loyal advocates.
Strategy: Counter buyer’s remorse and emphasise the benefits they’ve received.
Tactic: Provide further value, ongoing support and contact.
Call To Action: Aim for additional purchases, repeat purchases and to share their experience with others.
Don’t get your content just sit there – put it to work.
How do you create all of this content?
So, let us at Melotti Media help. We love this stuff!
How Can Melotti Media Help You?
Our Message Marketing services can sharpen your words to achieve your goals, today.
Melotti Media | Copywriting & Message Marketing Bureau