Do you struggle to decide what topics to cover with your content? Imagine knowing exactly what content to write. If you understand the Buyer’s Journey, you’ll know just what to do! And then you can deliver that content to the right people at the right time with audience segmentation.
The Buyer’s Journey is a way of describing the process buyers go through on the way to making a purchase. It breaks down into three stages:
- The Awareness stage. This is when someone in your target market becomes aware that they have a problem. For example, a couple realizes that their kids are driving them crazy.
- The Consideration stage. This is when the couple begins considering different solution categories. They begin researching ways to have some time alone. They may consider daycare, a babysitter, or boarding school in a faraway country.
- The Decision stage. In this stage, the couple has decided what solution category is right for them. Now, they’re determining which company within that category they’re going to do business with. In our example, the couple starts looking for boarding schools in faraway countries.
Why is the Buyer’s Journey Important?
The Buyer’s Journey is important because it allows you to take a customer-centric approach with your content. Instead of focusing on you and your company, your content will focus on your customers and the questions they have. That way you’ll be building your credibility and staying top-of-mind with your audience.
To continue with the boarding example, look at it this way:
If there’s a boarding school that’s with a couple every step of the way, providing valuable insight and answers to their questions, who do you think they’re more likely to call when it’s time to ship their little terrors out of the country?
But the Buyer’s Journey isn’t the same for everyone. So to make sure you’re delivering the right message to the right person, you’ll need to develop buyer personas.
What is a Buyer Persona?
A buyer persona is a description of your ideal customers. In the case of the boarding school, they may target audiences like:
- Parents who want their kids to be exposed to a more rigorous curriculum
- Parents who want their kids to be experience activities they wouldn’t locally
- Rich widowers who are engaged to wicked stepmothers that insist on sending the children away
Why Do Buyer Personas Matter?
You need to know what kinds of people are a good fit for your solution. There may be a number of different types of customers who need you for different reasons. It’s important to identify these buyer personas and to develop content for each one individually.
That’s why you need to have content that addresses questions at each stage of the Buyer’s Journey for each of the personas you’re targeting.
How to Tie it All Together
Once you know who you’re selling to and what information they’ll need at each stage of the buying process, it’s time to develop a sales funnel for each of your personas. You’ll want content and campaigns built out for each stage of the Buyer’s Journey.