Inbound Marketing

How to create Buyer’s Stages that will lead you to success

As we have seen, Buyer’s Stages are the steps through which our target audience passes since they discover they have a need, compare different solutions, until they decide on a solution and buy or contract it.

Knowing the process of our Buyer Persona is the goal of all professional marketing and necessary to know what kind of content to deliver in each phase.

We will see how to work each phase of the Buyer’s Stages:

In each of the stages we will define the goal, the content format that we are going to offer, the type of content that should be treated and the appropriate keywords.

buyers_stages

Awareness stage:

In this stage we seek to educate the target audience. He believes he has a problem but does not know which one and looks for information but does not intend to buy anything.

The most appropriate formats to generate leads in this phase are:

  • eBook
  • White Paper
  • Checklist
  • Infographics
  • Data and research reports
  • Editorial content
  • Expert content
  • Educational content

The most convenient topics or terms to try to educate the reader in the awareness stage are:

  • Problem solving
  • Treat a relevant problem
  • Associated risks
  • Upgrade
  • Prevent
  • Optimize

Regarding the titles that have to accompany the keywords or the type of content to attract our target audiences, we must use the following:

  • Lists (5 forms of …)
  • How to
  • FAQ
  • Best of
  • News
  • Q&A
  • Opinion
  • Curated

Consideration stage:

In this stage, the target audience already knows the problem or the need that they have and selects a few solutions from among all those they find. And therefore, what they do is to investigate about each of these solutions. In this phase the visitor can begin to have the intention of buying or contracting a solution.

The goal at the consideration stage is to start offering valuable content with in-depth information about the various solutions that exist to try to convince our target audience and lead them to our solution.

The lead generators that we will use for this phase are:

  • eBook
  • White Paper
  • Checklist
  • Podcast
  • Webinar
  • Video
  • Calculator
  • Template
  • Case studies

Topics or terms that we use in the consideration stage to present different solutions to the reader and guide him to ours are as follows:

  • Solution
  • Provider
  • Service
  • Tool
  • Resource
  • Software
  • Appliance

The type of content or titles accompanied by the appropriate keywords that are common in this phase are the following:

  • Lists (5 forms of …)
  • Interview
  • How to
  • FAQ
  • Best of
  • News
  • Q&A
  • Opinion
  • Curated

Decision stage:

In the decision stage, which is the last stage of the purchase cycle, our target audience have strong commercial intentions and if they have reached this phase, it is because you have managed to attract and convince them to buy your product or service.

Our goal at this stage is that they realize the value of our proposal, above all others. And therefore, definitely convince them to choose our solution.

The offers that we are going to send in this phase on our website to generate leads and finally sells are the following:

  • Comparison chart
  • Purchasing guide
  • Case studies
  • Calculator
  • Webinar
  • Checklist

The topics or terms used in this phase to get our buyer persona chooses our solution are as follows:

  • Comparison
  • Versus
  • Pros and cons
  • Benchmarks
  • Advantages and disadvantages
  • Review
  • Test
  • Benefits and costs

To attract the reader in the decision phase we will use the following terms or titles with our keyword:

  • Lists (5 forms of …)
  • How to
  • FAQ
  • Best of
  • News
  • Q&A
  • Opinion
  • Curated
  • Product focused
  • Comparison

Analyze in each phase what does and how thinks your Buyer Persona. Give him the content that most interests him according to the stage of purchase cycle in which he is and prepare good Call to Action and Lead Generation Offers to attract the reader. Following these steps you can build good Buyer’s Stages that generate leads and drive you to success.

CTA-content-marketing-plan-template

28 December, 2017

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