Tailor your content to stages of the buying cycle

Buyers go through a path to purchase that includes research and evaluation before committing to a sales call.  

It’s important to deeply understand your buyer persona and the journey they make, so you can encourage them along that path towards submitting an enquiry for your product or solution.  

A marketing funnel describes the different stages a customer goes through leading up to their enquiry, from looking at your website for the first time and subscribing to your email list to reading your emails and talking to a sales associate. How the funnel works is simple. The top of the funnel indicates they are further away from an enquiry decision while those who make it to the bottom of the funnel are closer.

The funnel is a good framework for planning content.

Take the buyer’s journey and ask the question: “How do we attract and engage this person so they enquire?” 

With this information you can begin mapping content for the buyer at different stages of their journey. Classically these can be mapped as: 

  • Top of the Funnel: The “awareness” stage, where people looking for answers, resources, education, research data, opinions, and insight. 
  • Middle of the Funnel: The “evaluation” stage, where people are doing heavy research on whether or not your product or service is a good fit for them. 
  • Bottom of the Funnel: The “purchase” stage, where people are figuring out exactly what it would take to become a customer. 

As you can see, not all of your targets are ready to talk to your sales team or see a demo of your product. Someone at the beginning of the buying journey might be interested in an informational piece like an ebook or a guide, whereas someone who’s more familiar with your company and near the bottom of the journey might be more interested in a free trial or demo. 

Make sure you’re creating content for each phase of the cycle. If you don’t you will miss out on targets.   

 

Tom's Hot Take: Tailor your content to stages of the buying cycle.

Thomas Barton

Junior Consultant

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