mapping content to the buyer's journey
TRANSCRIPT
Mapping Content to the Buyer’s Journey
Presented By:Chad ElmoreDirector of CommunicationPyxl Knoxville
Agenda- What is the Buyer’s Journey?- Content Mapping Methodology - OK so now what?- How to get started
Let’s go on a Journey
What do we know about customers?
- They’re all looking for stuff. - They sometimes need direction on where to find said stuff. - They do their homework.
What else do we know?
56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevantSource: ChadwickMartinBailey
Our new challenge
Deliver the right contentto the right personat the right time
What is the Buyer’s Journey anyway?
Definition: The active research process a potential buyer goes through leading up to a purchase
Awareness Stage Decision StageConsideration Stage
The Buyer’s Journey
We’re aware of this phenomenon all the time at retail, but it can be applied to the digital space as well
The Buyer’s Journey
- What does this mean for marketers? Just as we need the right products in the right place for customers at retail… …we need the right offers, content and
education at the right times to nurture leads toward purchase.
Content Mapping MethodologyContent Type
Buying Cycle Stage
Keywords
User Behavior
- All three elements are equally weighted
Understanding User Behavior
Awareness Stage
Mission: Users are seeking eucational, third party, vendor neutral content.
Mission: Users are committing to solving their clearly defined problem, more focuzed on solutions & comparisons.
Mission: Users are seeking validation in determining their short list and selecting a vendor.
Decision StageConsideration Stage
But their goals change throughout the buyer’s journey
Customers are on a mission!
What type of content?
Awareness Stage
eGuides
eBooks
White Papers
Webcasts
Solution Comparisons White Papers
Expert/ Editorial eGuides
Vendor/ ProductComparison
Case Studies
Trial/ Software
Downloads
Decision StageConsideration Stage
As customers approach becoming “purchase ready,” the information they’re served online must adapt to stay relevant.
Keywords Matter
Awareness Stage
Issue/ Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade
Solution type terms Solution Provider Service Supplier Tool Device
Comparison / Review type terms Compare Versus Vs. Comparison Pros and Cons
Decision StageConsideration Stage- The buyer’s journey should also dictate how you talk about the offer - Titles, email copy, subject lines and landing pages should adjust as users move down the sales funnel
Wait, who are these buyers again?
Awareness:I am a buyer aware of a problem or need
Consideration:I am a buyer thinking about potential solutions to my problem or need
Decision:I am a buyer trying to decide which vendor or product fully meets my need
Ok, so now what?
- Meet customers uniquely where they are with the right content.
A real world example
Meet Violet- She’s having trouble choosing a landscaper for her home- Done her homework for weeks- Has rare plants and specific concerns- Narrowed her search to 2 vendors, but needs peace of mind
Where is Violet in the buyer’s journey?
- Doesn’t need lots of continued nurturing - Is ready to buy- Has short list of vendors selected- Needs to understand ROI and best fit
Mission:Users are seeking validation in determining their short list and selecting vendor.
Decision Stage
Let’s design an offer
Behavior -Needs to decide between vendors Content- Needs real data to validate decision Relevant Keywords-Option 1 vs. Option 2
- Seeking validation
- Case study with competitive comparisons
- Pros and Cons - Compare
Hey Violet,we have your answer!
We’ll start by sending her a targeted email inviting her to “Compare Awesome Landscaping Inc. to the competition”
A landing page with even more information about Awesome Landscaping Inc. and how we differ
Finally, we’ll deliver the exact resource that moves Violet to make an informed decision
What if Violet doesn’t buy?
Remember there are 3 stages in the buyer’s journey! - You may need more compelling Awareness and Consideration stages - Each stage should nurture leads - Too much info too early? “I’m just looking”
How to get started
- You probably already have some great content, but in which stage does it fit?- Where are the content gaps?- What are the questions your customers ask themselves?
Analyzing results
- Content success can be measured and adjusted!- Let your results drive your content.- Listen to customer feedback
Toolkit
- Content is king, but additional tools can help! - Marketing automation platform- PPC advertising- Analytics
Thank You- Your customers are ready and waiting for your content.
- We love driving results for clients and would love to work with you!
Download your toolkit to get started pyxl.it/contentmappingtoolkit