As I mentioned above, the company that knows and works on each of the stages of the Buyer Journey will have a great advantage over its competition. If you are wondering how to make a Buyer Journey , keep in mind that one of the objectives is to provide the Buyer Persona with interesting, educational and useful content in each of the phases in order to accompany them naturally until the moment of decision.
Content marketing: Map the customer journeyKnowing what content to produce at each stage is the key to good Lead Nurturing , and so below I will tell you how to define this content and map it through the Buyer Journey effectively:
First, you should do an analysis exercise and try to extract what your Buyer Persona's concerns are at each stage of the purchasing process: What worries them? What do they value? What could they consider to be a brake when making a decision? You can extract all this information using studies on user behavior, comments from potential customers on social networks or forums, surveying your customers after the purchase, etc.
Secondly, you have to try to solve their concerns , since only czech-republic phone number data then will the user take you into consideration. At this stage, it is also essential to “educate the consumer”, that is, to make them understand what your product or service is and what value it provides. Taking care of the information at each point of contact or touchpoint (such as the website or social networks at the beginning) helps to achieve this goal.
Thirdly, you must define the content that you will offer the user at each stage of the Buyer Journey. When defining and creating these pieces, you must do so taking into account the format of the chosen content, the relevant keywords for that stage and the user's behavior when searching.
Buyer journeyBelow we define the different types of content and formats that are most effective at each stage of the process:
Discovery. The user searches for educational content that helps them identify, define and understand their problem and establishes the requirements for the solution. At this stage, the most commonly used formats are guides, eBooks, blog posts or white papers .
Consideration. The user already knows their problem and starts looking for possible solutions. They identify companies that can offer them a product/service that meets their needs and requirements. Videos, podcasts, product comparisons, webinars or expert guides are the most effective formats in this phase.
Decision. The user analyses the possible options and selects the company that best solves their problem. The best formats for this phase are case studies, product demos or product or service documentation. In addition, other facilities that the company can offer are also decisive, such as free shipping, better quality/price, guarantees...