Guide Your Business Blog Strategy by Understanding the Buyer's Journey
Maximize your business blog ROI by tailoring content to every stage of the purchase path.
One unshakeable truth about marketing in today's media-saturated, socially connected world is that, no matter your industry, people are no longer responding to traditional advertising and sales tactics, like cold calling and interruptive ads, the way they used to.
Consider that:
- 90% of B2B decision makers don't respond to cold sales outreach; and
- Only 18% of TV viewers in the U.S. watch commercials during primetime shows.
Meanwhile, according to HubSpot:
- Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine; and
- 82% of smartphone users say they consult their phones on purchases they're about to make in a store.
You can gather this data in several ways - online forms, past client behavior and survey responses are just a few sources worth considering.
Today's savvy consumers want to engage with brands on their own terms and in their own time
That increasingly means online. They want authentic content with valuable information that helps them solve a problem they're having.
Rather than serving up a sales pitch that no one wants to hear, your business should be delivering digital content that helps your audience choose your product or service to solve their problem.
That's why it's important to understand the buyer's journey - also known as the purchase path.
Defining the Buyer's Journey
The buyer's journey is a process that each buyer undergoes before ultimately buying a product or service. It's made up of three primary stages:
- Awareness: Here, your prospective customers are looking to identify a problem they're dealing with or a need that must be fulfilled.
- Consideration: After identifying the issue at hand, customers begin to research available solutions.
- Decision: The final stage of the purchase path sees potential buyers narrowing down their options before settling on the product or service that best addresses their needs.
Directing Customers Along the Purchase Path
Creating digital content for each stage of the buyer's journey takes a great deal of research, focus and time. To make things easier, browse our featured buyer's journey blog posts to learn how you can optimize your digital marketing efforts for the entire purchase path.
Understanding Your Customers' Purchase Path And The Buyer Persona: Dive into the details about the tight relationship between the purchase path and your buyer personas.
Understanding Your Customers' Purchase Path: B2B vs. B2C: B2B and B2C customers exhibit different needs and behaviors and respond to different content tactics. Here, we explore how to optimize your website for each side of the spectrum.
Your Customers' Purchase Path: Social Media And The Buyer's Journey: Learn how to make the most of your company's social media presence at all three stages of the buyer's journey.
3 Ways The Buyer's Purchase Path Is Changing Headed Into 2018: Digital technologies have revolutionized the marketing landscape - learn how they're still affecting the buyer's journey today.
Content Marketing ROI: Map Your Content Strategy To Your Buyer's Purchase Path: Now that you're a buyer's journey expert, use this resource to guide your content development strategy and ensure it aligns precisely with your customers' purchase path.
Is the Buyer's Journey Really That Important?
Understanding the buyer's journey is just as important as using buyer personas to guide the direction of your content, and it all comes down to personalization.
Statistics show that personalized content simply does better across the board. After all, content catering to someone ready to make a purchase isn't going to read the same as a blog post aimed at someone who's still in the awareness stage.
Optimize Your Blog for Every Stage of the Purchase Path
Think your blog strategy covers every stage of the buyer's journey, but don't have the time to make the content happen? Consider Virtucom Group's blog packages. You'll receive the full prowess of our expert, in-house writers, and we'll take your content development strategy into full consideration as we create the compelling content your blog needs.
Ready to Rejuvenate Your Website?
Virtucom Group has more than 15 years of experience as a content development agency. We've grown with the content writing industry and have the knowledge, talent and commitment to fuel your inbound marketing with rich, engaging content.
We know content outsourcing works, because we've built our reputation on it.
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