Unleash The Power by IntegratingContent into
your Customer’s Buying Cycle
TODAY
Because… Most purchases are a journey
Understanding the Customer Journey
Rarely do customersBuy a product without
Thinking
Let’s face it…
Understanding the Customer Journey
They go through aPROCESS
Or “BUYING CYCLE”
Rather…
The customer has a need
They search for potential solutions
They investigate a
range of sellers for these solutions
They create a shortlist of
possible sellers
They make a choice and
purchase the solution
The Typical Customer Buying Cycle
Stop & THINK!
Does your content offer a handwhen/where it is needed?
Stop & THINK!
Do prospects want the content you are delivering?
Does you content alwaysHit the Mark?
Understanding the customer buying cyclelet’s you turn on the right light…
The customer has a need
They search for potential solutions
They investigate a
range of sellers for these solutions
They create a shortlist of
possible sellers
They make a choice and
purchase the solution
Stage 1
The customer has a need
The Content:- Tell a story to create a
need- Direct them towards
your business- How your service or
product helps with their need
Stage 1
The customer has a need
They search for potential solutions
They investigate a
range of sellers for these solutions
They create a shortlist of
possible sellers
They make a choice and
purchase the solution
Stage 2
They search for potential solutions
The Content:- Whitepapers and
research- Inform them of the
benefits of your product or service
- Case studies and tutorials
Stage 2
The customer has a need
They search for potential solutions
They investigate a
range of sellers for these solutions
They create a shortlist of
possible sellers
They make a choice and
purchase the solution
Stage 3
They investigate a range of sellers for
these solutions
The Content:- Peer reviews
- Customer feedback
- Answers to the FAQs of buyers
Stage 3
The customer has a need
They search for potential solutions
They investigate a
range of sellers for these solutions
They create a shortlist of
possible sellers
They make a choice and
purchase the solution
Stage 4
They create a shortlist of possible
sellers
The Content:- Customer reviews
- Inform them of any awards or
recommendations- Customer support
and FAQs
Stage 4
The customer has a need
They search for potential solutions
They investigate a
range of sellers for these solutions
They create a shortlist of
possible sellers
They make a choice and
purchase the solution
Stage 5
They make a choice and purchase the solution
The Content:- Follow up emails
- Customer support-Information on new
releases and how to get the most out of your
product or service
Stage 5
Content that integrates into a customer’s buying cycle
will touch them
It will make the difference between your message being…
Weak
OR STRONG
If You Want to Create Winning Content
Make sure you understandThe process your customers
Go through when Buying your
product or service
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