Introducing a new product or service to the market can be exciting and daunting. As a business, it's crucial to have a well-thought-out strategy that guides potential customers through the buying cycle. The buying cycle consists of four phases: Discovery, Consideration, Conversion, and Retention. Each stage has its own challenges and opportunities for businesses to create compelling content that resonates with their target audience. In this blog post, I'll dive into each phase of the buying cycle and explore the best type of content to create for each stage. Let's get started! Phase 1—Discovery The beginning of the story starts with potential customers finding you. At this stage, your potential customers need to become aware of your company’s products and why they should choose your products or services. A successful beginning starts with introducing the company to the potential customer. The goal is to show the customer that your company is aware of their needs and can fulfill them. You will have reached your Phase 1—Discovery goal when the customer becomes aware of your brand. The best content at this beginning stage should be educational. Viral content is also important in helping spread awareness. Types of content that work well during the discovery phase include:
Phase 2—Consideration After the customer becomes aware of your company, you will want to start the education process on how your company’s products will help the customer succeed, describe how your company excels where the competitors might fail, and answer all of the customer’s questions so that they can make an educated decision on choosing your company’s product. The goal at this point is to get the customer to consider a purchase. The best content at the consideration stage of the buying cycle is to supply potential customers with content that helps them evaluate you and your products, such as:
Phase 3—Conversion The story’s climax is when the potential customer becomes a paying customer. For this to happen, the customer’s pain points must be resolved, any lingering doubts about the competition must be removed, and the customer must feel confident they made the right decision. All of this is accomplished through a consistent message, adhering to set themes that address the customer’s concerns, and relaying confidence that the company’s product is the best product or service on the market. The best type of content for converting the customer includes:
This content will be the heart of your direct sales materials and should showcase all your best features — this is the point of the story where you want to drive home the message that your products or services are the best available. The story won’t end there of course; there should always be an epilogue. The theme of the epilogue is to keep the paying customer happy so they remain a paying customer, and would recommend your products and services. That’s where Phase 4—Retention, comes into play. Phase 4—Retention At this point in the story, you have a paying customer, and you’d like to keep them around in the hopes they might refer you, offer a great review, provide a testimonial, or, best of all, remain a paying customer. The best type of content to retain a customer is:
Now that you know what type of content you want to develop and where it fits in the buying cycle, you should create a calendar so the team knows what they need to do and when they need to do it. Comments are closed.
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