The three stages to client success through content strategy are a blueprint for writing content (and SEO optimization) that attracts, engages, and converts interest into sales through three stages. In order to move customers through the three stages of the purchase process: awareness, consideration, and decision, a guide is needed.
Focusing solely on sales will hinder initial interest and traffic growth while providing content for the first stage of awareness will make it difficult to convert consumers to buyers.
Potential customers are guided through the three stages leading to purchase through a balanced content strategy.
In many organizations, site visitors and success metrics are not just numbers – they are real people with varying behaviors. By understanding and creating content to fit the different awareness stages of that “traffic”, you can not only attract more traffic but efficiently convert those clicks into conversions. Business isn’t just about visits.
This article will show you the three main stages of awareness, consideration, and decision, which types of content fit into each stage, and how you can audit and rewrite your existing content. The goal is to guide potential customers to the end of their journey when they’re ready to make a decision. This is the same for existing customers that you want to upsell and cross-sell to.
Client Awareness Stages
Knowing the three stages of awareness, consideration, and decision is essential to creating an effective marketing strategy. As a result, there isn’t a set period of time between the first and last — for example, a parent wouldn’t purchase a tricycle for a newborn, but awareness may influence them several years later when the child becomes an adult.
Knowing how, when, and where prospects search for your products and/or services is just as important as understanding the various stages.
In order to target prospective customers effectively, one must understand the stages and conduct marketing research to pinpoint behaviors. In today’s marketplace, a website is essential. But the design and the content are equally important. The website may not see many conversions if the content focuses only on the awareness stage. It may also not receive any traffic if its features and content are aimed solely at conversions.
Take a moment to consider what would attract a customer, what will they look for, and what narrative will grab their attention.
Understanding the various stages — and where your potential customer is on that chart — is just as important as knowing how, when, and where prospects search for your products and/or services.
Rather than tricycles, we’re changing our product to a Boston-based SME that sells contact lenses as a way to explore the stages and balance them.
Awareness is the first stage
People don’t tend to look for, or even think about something unless they know they have a problem and there’s a solution available; this is especially true when it comes to certain products. People purchase entertainment and indulgent items simply because they want them. When someone who wears glasses acknowledges that they suffer from an issue, our contact lens company anticipates that they will look into contact lenses as a possible option.
For those at this stage, the content is to plant the seed that there are alternatives to cumbersome glasses, which may or may not also appeal to them.
It is obvious that this content will not convince them to make a purchase. Instead, our example company needs to move them to stage two, consideration of the product or service, without overwhelming them. Here are some examples of content you can place on your website, and promote on social media.
In the case of a company selling contact lenses, here are examples of articles highlighting problems:
- Your sight is deteriorating if you notice these five signs
- According to data, contact lenses increase confidence
- Using contact lenses replaces bulky glasses
Additionally, if this content is bringing viewers to the website, we shouldn’t simply say, “Check out our contact lenses sale!” Instead, we should address and relate to their issues.
It would be of real concern if someone who was a musician since childhood was suddenly having difficulty reading the sheet music. Eyeglasses and contact lenses may come to mind, but he would not jump right into buying them. As a result, he may want to know all the facts about comfort, expenses, pros, and cons of each before making a purchase. As a result, consideration is the next point.
You can apply the above to any business product or service. If you were a supplier of coin-operated machines, such as digital jukeboxes, restaurant promotions, or SEO services, then your potential customers’ “problem” might be that they’re looking to increase customer traffic into their venues, be able to spot promote their specials, or be more visible in search.
Consideration in the second stage
The first stage informed them of their problem, but now we want to show them how to fix it. This is when potential customers are weighing their options.
Contact lenses are not the only solution for a potential customer with sight loss, so you can’t assume they’ll choose contact lenses over glasses or laser surgery.
A landing page with options comparisons could be effective, with a call to action (CTA) to prompt an action. You should educate them on their options and then hopefully they’ll choose yours.
This stage might include the following content for our Boston-based SME contact lens company:
- You can improve your sight loss by following these five tips
- The following are three of the best contact lenses available in the United States.
- What are the benefits of contact lenses over glasses and/or surgery?
In your mission to inform, educate, and motivate, you need to focus on the why rather than the what. Be clear, succinct, and direct. Don’t ramble just to fill the page. You need to maintain a balance between educating (information) and motivating (selling), with a little more emphasis on educating.
When your readers are ready to make a decision, they are already on your website. The last step in their journey is for them to convert and make their final decision.
Decision-making is the third stage
Previously, we discussed how awareness content puts your brand in front of consumers at the beginning of their journey. In stage two, we educate and inform them further along the path. To this point, we’ve used blog posts and social media to promote them, but now we need to seal the deal.
A landing page is a better way to close a sale than a blog post since it summarizes what, why, and how to buy. (See this example of a B2B restaurant landing page) The closing page summarizes the journey and leads the customer to one conclusion: your product is the right solution. (here is an example of a B2B landing page)
Landing conversion pages should include the following:
- Why we’re here, what we have
- Value propositions that are unique
- Here’s a list of products to buy (the “where” is the Buy Now links).
- Lead capture (so they can receive newsletters and/or ask questions)
- You can also find articles and eye exam locations here (resources)
On this landing page, you’re solely looking to sell your product/ service. Therefore, be sure to highlight good reviews and features, such as free shipping and 24-hour customer service, as part of your unique value proposition, on this page.
Beyond the copy, eCommerce businesses should always provide a clear path from information to education, and finally a sale. Write well-written articles and CTAs to gather leads, and use large text and buttons to make it easy for customers to buy products. Make sure your site is accessible to everyone.
Three Stages To Client Success Through Content Strategies
Additionally, there are many sub-stages that can be explored in additional articles. However, remember that building a brand is more about Why than How, What, or Where. Take some time to listen and absorb “Start With Why“, presented by Sion Senik on Ted Talk.
If you can connect on a personal level with your “why,” people will not only buy from you but also become evangelists for your brand.
Having a well-rounded content strategy is essential. Share useful, educational material related to your product or topic, as well as broader posts that evoke a connection with viewers. Establish the personality of your brand; it could be serious, professional, or charmingly light-hearted. Interesting facts, comic bits, and discussions about interests like movies, television shows, art, food, and wanderlust are all great conversation starters! Participate in conversations taking place on social media to create an even deeper understanding of your target audience.
The goal of balancing your content is to inform your readers about the problem they may face, the solution you have, and why you are the best person to solve it.
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