As a digital marketing agency, we have the benefit of speaking with professionals from many industries across the United States. We frequently observe that one of the most challenging aspects of digital marketing is understanding how to develop a content marketing strategy. We get it!
Stages of the Digital Buyer’s Journey
The digital buyer’s journey is the process online buyers go through to become aware of, evaluate, and purchase a new product or service.
By incorporating the digital buyer’s journey into your content marketing strategy, you will further understand your prospects’ specific needs and will consequently provide them with additional helpful content with solutions.
Personalize and tailor your sales communication to the buyer’s context by understanding their journey.
Prospect is 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.
The following are types of content that you can use to engage buyer's who are conducting initial research on your products /services:
- White Papers
- Editorial Content
- Analyst Report
Prospect has a clearly defined problem or opportunity. Committed to researching and understanding all of the available methods to solving the defined problem or opportunity.
Buyer's need to know that you're an expert so you can make the list of preferred vendors to solve their challenge(s):
- Case Studies
- Expert Guides
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.
Time for your sales organization to get involved! Best practice is to use the following types of content to get the deal closed!
- Free Trial
- Quotes / Estimates