How to reach your audience at every stage of their buyer’s journey?

Sometimes, we all give in to impulse buying, like grabbing a candy bar at the supermarket checkout. But for most purchases, there’s a journey we take before deciding to spend our money.

The buyer’s journey is how customers move from realizing a need to making a purchase. It has three main stages:

• Awareness: Customers recognize a problem or need. 
• Consideration: They research solutions and evaluate options. 
• Decision: Finally, they make a purchase. 

Each stage requires different approaches to engage customers effectively. Understanding these stages helps businesses tailor their strategies and content to guide customers through the buying process. During this journey, a lot can happen that might change our minds about buying something. We might get distracted or tempted by other options from different sellers. That’s where creating content for each stage of the buyer’s journey becomes important. It helps guide customers toward your product or service. When your content is right there at the right time, it can sway their decision-making in your favor. This not only helps them make a choice but also positions your business as a reliable source in your field.

In this case study, we’ll dive deeper into the buyer’s journey, exploring its stages and discussing the kinds of content that work best for each step. 

Understanding the Three Stages of the Buyer’s Journey

In marketing, we often talk about the sales funnel, which outlines how customers move towards making a purchase. This funnel, viewed from the seller’s perspective, can include several stages, often six or more. However, the buyer’s journey offers a different perspective. It maps out the path to purchase from the buyer’s point of view, focusing on their needs and motivations rather than company goals. The buyer’s journey comprises three main stages: Awareness, Consideration, and Decision. By understanding these stages and delivering the right content through appropriate marketing channels, you can capture and maintain their interest while guiding their buying decisions.

The Awareness Stage

At the beginning of the customer journey, individuals encounter specific challenges or issues, often referred to as pain points. A pain point signifies a recurring problem that customers face, leading to frustration and the quest for a solution. It embodies an unmet need awaiting resolution.

For instance, in a business-to-consumer (B2C) scenario: A college student struggles to manage overwhelming academic workload. In a business-to-business (B2B) context: A small accounting firm has trouble managing client data securely.

During this initial stage, customers embark on a journey to understand their problems more deeply.  

• Let’s consider the examples of the college student and the small accounting firm. Overwhelmed by coursework, the college student might search online for solutions, using queries like “How to manage college workload effectively?” or “Tips for better time management as a student.”  
• Similarly, the small accounting firm may explore inquiries such as, “How to secure client data in accounting practices?” and “Best practices for data protection in accounting firms.”

Throughout the awareness stage, the primary objective is to educate buyers and help them articulate their pain points. Brands and marketers should focus on providing valuable insights and guidance, avoiding overly promotional content. The goal is to empower buyers with knowledge, nurturing trust and establishing authority by serving as a dependable source of expertise.

Exploring the Consideration Stage

Once customers have identified their problem, they move into the consideration stage to explore potential solutions. This is where they research and compare products or services to find the best fit for their needs. For instance, imagine a student struggling with organization:

• They might research different types of planners or apps to help them stay on top of assignments and deadlines. 
• Alternatively, they might consider hiring a tutor or enrolling in study skills classes to improve their academic performance. Similarly, a small business owner facing cash flow challenges might: 
• Look into different accounting software options to manage finances more effectively. 
• Explore financing options like small business loans or lines of credit to bridge gaps in cash flow.

During this stage, businesses need to provide clear information about their solutions. For example, companies offering organizational tools could highlight features like user-friendly interfaces and customizable organization options. Financial service providers might emphasize flexibility and competitive interest rates. Understanding competitors is key, too. By highlighting unique benefits and advantages, businesses can help customers make informed decisions and feel confident in their choices.

Reaching the Decision Stage

As customers progress through the customer journey funnel, they eventually reach the decision stage. By now, they’ve identified the best solution to their problem and narrowed down their options from the consideration stage. The next step is to choose a provider and make a purchase decision. For instance, let’s consider some examples:

• Student Example: After researching different educational apps and tutoring services, a student decides to subscribe to Sangaas, an experiential learning platform by Industry Experts. 
• Small Business Example: A small business owner, having explored various accounting software solutions and payment gateways, opts to use Zoho Books, an accounting software provider known for its user-friendly interface and affordable pricing. 

At this stage, customers are ready to finalize their decision and select a provider. For example:

• The student might compare different subscription plans offered by Sangaas and read reviews to ensure they’re making the right choice for their learning needs. 
• The small business owner may conduct searches like “Zoho Books pricing plans” or “Zoho Books vs. “Tally” to make a well-informed choice regarding their accounting software.

During the decision stage, Indian brands need to provide clear information about their products or services, including pricing, features, and customer reviews. This helps customers feel confident in their decision and reassured that they’re choosing the right solution for their needs.

Content Types for the Three Buyer Journey Stages

By understanding the buyer’s mindset and informational needs at each stage, businesses can create targeted content strategies to educate, build trust, and ultimately drive conversions. From blog posts and social media content to case studies and product demos, this discussion explores the diverse range of content types that help guide prospects through their purchasing journey.

Content for Awareness Stage

• Blog Posts: Informative articles addressing common pain points or challenges faced by your target audience. Blogs serve to educate buyers and enhance your SEO efforts. The ideal length varies based on your audience and topic, but aiming for over 300 words is generally recommended. Quality content providers can advise on topics and word count to attract your target audience effectively. 
• Social Media Posts: Engaging content sharing tips, facts, and insights related to your industry or niche. 
• Infographics: Visual representations of data or information to educate and capture attention quickly. 
• eBooks/Guides: In-depth resources providing comprehensive information on relevant topics to your audience. 
• Podcasts/Webinars: Audio or video content offering valuable insights and expert opinions.

Content for Consideration Stage

In the consideration stage, buyers are still exploring options and not ready to buy. Your content should focus on being informative and comparing your product or service with competitors. 

• Case Studies: Detailed accounts of how your product or service solved specific problems for previous customers. 
• Product Demos/Tutorials: Videos demonstrating how your product works and its benefits in real-world scenarios. 
• Comparison Guides: Detailed comparisons between your offerings and competitors to help prospects make informed decisions. 
• Whitepapers/Reports: Comprehensive research documents highlighting industry trends, challenges, and potential solutions. 
• Testimonials/Reviews: Customer testimonials and reviews showcasing the positive experiences of your satisfied clients.

Content for Decision Stage

Your buyers are now at the final stage of the buyer journey or sales funnel. This indicates that your content strategy has been effective in educating them about their problem and potential solutions. However, the journey isn’t over yet – you still need to convert them. Now, your focus should be on persuading your audience that your solution is the best choice for them. To achieve this, utilize content types and persuasive copy that address any remaining concerns and encourage conversion. 

• Free Trials/Demos: Offers allowing prospects to experience your product or service before making a purchase. 
• Consultations/Assessments: One-on-one sessions or assessments helping prospects understand how your offering can meet their specific needs. 
• Discounts/Offers: Special promotions or discounts to incentivize prospects to make a purchase. 
• Case Studies (Continued): Success stories demonstrating the tangible benefits and ROI achieved by previous customers. 
• FAQs/Support Documentation: Resources providing answers to common questions and addressing potential concerns during the decision-making process. 

Tailoring your content strategy to each stage of the buyer journey ensures that you’re effectively engaging and guiding prospects towards making a purchase while building trust and credibility along the way.

Get Started

Establishing a powerful online presence is fundamental for excelling in the digital landscape. Aligning your content with the buyer’s journey maximizes results and ROI from your content marketing efforts. At Sangaas, we’ve assisted numerous clients in leveraging the buyer’s journey to meet their digital marketing objectives, whether it’s enhancing brand visibility or driving website sales. Reach out to us today to schedule your appointment and start achieving your goals.