As a content marketer, you have a dual purpose. Yes, of course! You want to create original, attention-grabbing, well-written, quality content! But, you also want that content to serve the aims of your business. Your content needs to sell.
That sounds simple enough. But, how well is your content serving your sales really? How well have you strategised it towards that end? One way to guide your hand, and to ensure that content is geared towards sales, is to work to match content to the buyer’s journey. Let the content speak to the journey at all its stages. Let’s make this clearer by taking you through the journey and briefly looking at how your content can move with the customer.
• First Signpost: Offering Solutions for Specific Problems
At this stage, potential customers are aware they have a need or a problem, and they need fulfilment or a solution. Perhaps they Google something like “affordable water purifiers,” for example. You, as a producer of competitively priced water purifiers, match them up with content that provides an answer to that need. You’ve met them at the first stage, you have their click, now you need to move them to the next stage.
• Second Signpost: Why Your Solution?
Now the customer has found your water purifiers, but he/she wants to know why yours is better than anyone else’s. Your content should be filled with ready answers to that question so that, whether they follow internal links on your website or search Google for comparisons, you can provide the information they need to assess your value offering.
• Third Signpost: Sealing the Deal
Your first and second signposts should have answered the initial questions satisfactorily. The customer knows that you are a better choice compared to your competitors. They’re ready to buy. All you have to do is make sure that your content, design and UX all guide them easily towards that final checkout.
• Fourth Signpost: Following Up
Start off with an email confirming the purchase and thanking the customer. Then follow up with whatever is necessary to add even more value. Do you offer free delivery? Are there products that can be added on to your water purifier? How can customers contact you for after-sale service? All of this information needs to go in your website copy and/or in your emails.
WSI OMS can help you to create excellent, SEO-beating, high-converting content. Contact us for help with your website copy, blogs, social media and more.