The buyer’s journey is the process buyers go through to become aware of, evaluate and purchase a new product or service and has several distinct stages: Awareness, Interest Consideration and Decision. You can personalize your sales process to the buyer’s context by understanding the buyer’s journey. By incorporating the buyer’s journey into your marketing strategy, you can further understand your prospects’ specific needs and provide them with helpful solutions.
Prospect is experiencing and expressing symptoms of a problem or opportunity. Continues to research using Search Engines (Google) to more clearly understand, frame and give name to their problem. e-Books, Whitepapers, Editorial Content, Analyst Report
Prospect has engaged and is considered an MQL after a predetermined number of defined actions, or “events,” such as content downloads, website revisits or consumption of video content on your website.
Prospect has now clearly defined and given a name to their problem or opportunity. Committed to researching and understanding all of the available methods to solving the defined problem or opportunity. Case Studies, Expert eGuides, PodCast, Webinar
Prospect has now decided on their solution strategy, method or approach. Compiles a long list of all available products in the given solution strategy to make a final purchase decision. Free Trial Offer, Product Demos, Deep Dive Consultations, Quotes / Estimates
Blogs are typically 400 to 600 words and should be relevant to current the industry news and environment. Blogs allow you to demonstrate a topic matter expertise and build trust and credibility with your audience. Topics and copy should be driven by an overarching content strategy that supports search engine optimization goals.
Thought leadership pieces are an elevation to blogs. The topic matter is industry specific like a blog, but the content of the piece demonstrates your positioning as a distinguished industry visionary, differentiating yourself from your competitors. Typical length is 800 to 1,200 words. IMG will work with you to fine tune your own writing or match you with a ghost writer that has a background suited to the project.
Infographics are an excellent way to communicate information that requires a visual component to pair with copy. They often represent your unique value proposition, whether that be a cost differentiation or a streamlining of process. You will work with our graphic design team to hone the message and we will ensure that the final product precisely communicates your desired message.
White Papers are developed to assist the reader in understanding complex issues or strategies. Topics for white papers can come from new regulations, legislation, big technological shifts or new industry discoveries. The key to effective white papers are educating not selling. The new ideas presented should spark innovative thinking and demonstrate a unique point of view.
An eBook is a long-term investment into an asset that will become a foundational piece to your content marketing strategy. The piece should be what is referred to as “evergreen content,” meaning it will have timeless relevance. eBooks vary in length, but incorporate copy and imagery to deliver its message. Once in place, this asset can be used as the cornerstone of lead generation.