Your goal will be to consider your indirect competitors and educate them on the pros and cons. In other words, they are considering potential solutions.Īn example of a search inquiry a prospect would make at the consideration stage is: "What’s better: going to a gym or hiring a personal trainer?" In the consideration stage, the prospect is not yet ready to buy, but they are deciding on the potential solution for them. In the consideration stage, the buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. As a content marketer, you’ll want to show up in search engine results, even in these early stages, to establish your authority and gain the trust of buyers who are starting the journey. Instead, they’re looking to contextualize their problem first. They may be looking for informational resources to more clearly understand, frame, and give a name to their problem.Īn example of a search query a prospect might begin with is: "How do I get stronger?" In the awareness stage, they are not yet thinking about solutions or providers it’s much too early for that. In the awareness stage, the buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. This individual may take to the internet to learn more and make decisions as they progress through the following stages in their buyer’s journey, and it’s our job to assist them in that decision-making process. They may not immediately decide to purchase a gym membership. Let’s say that an individual wants to kick off a personal fitness journey. However, they may experience a triggering event that changes their situation or pain that needs to be solved. In most cases, with the exception of impulse buys, an individual begins their journey in an “unaware stage.” This individual likely fits the demographics of your ideal client, also known as your buyer persona, but they are unaware of your product or in need of it. Understanding the Buyer’s Journey in Marketing Content Ideas for Each Stage of the Buyer’s Journey.Why It’s Important to Create Content for Each Stage of the Buyer’s Journey.
The Buyer’s Journey and What It Means in Marketing.Because consumers are more informed and empowered than ever, it’s important to deeply understand your buyer persona and their journey so you can create content that helps them along that path while positioning you as an authority in your space. That journey is called the buyer’s journey.
No one wakes up in the morning and decides, “I’m going to buy something today.” Instead, they go through a path to purchase that includes research and evaluation before committing to a sales call.
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