Every consumer goes through the buying cycle when thinking about a purchase, whether they are buying a $10 product or spending thousands on a renovation. If you align your content marketing strategy to this cycle, it’s easier to make people in your target audience aware of your services. Get results by using strong visuals and appealing content to make buyers want what you’re offering.
Create Awareness
Consumers start the buying cycle when they become aware of their need for a product or service. Homeowners may not need to remodel their kitchens or bathrooms right away. So, it is your job to make them want to do it. At this stage of the cycle, your content marketing should be heavy on visuals. Think before-and-after photos of some of your biggest projects—and light on text.
Attract Customer Consideration
After becoming aware of the need for a product or service, the consumer moves into the next stage of the buying cycle: consideration. This is when the buyer gathers options and evaluates each based on certain criteria. Your advertising and public relations efforts are especially important during this stage. Get in front of potential buyers. You may try partnering with other companies with complementary products and services. Demonstrate your expertise by giving away a free information and tips to aid the decision-making process. These forms of content marketing helps get your name in front of potential customers so they can add you to their list of options.
Be There at Purchase Time
After evaluating all their options, the customer finally makes a “buying decision.” This is a good time to distribute content to build loyal relationships and generate referrals. Give new customers copies of your brochure or business card for friends and family members who may be interested in your business. Use your blog, direct mail or email newsletter to distribute timely, helpful content. This content marketing strategy will help you earn the trust if your customers, making it more likely they will give you repeat business.
Give Great After-Sales Service
Purchase is not always the last step of the buying cycle, in every industry. You will need to give each customer excellent after-sales service. Otherwise you run the risk of missing out on referrals and repeat business. Follow up with customers regularly. Ensure they are satisfied with your services. Continue producing content marketing to attract new customers.
Inbound marketing is one of the most effective ways to let people know about your products and services, so it is important to have a content marketing strategy that gets results. Tailor your strategy to each step of the buying cycle to ensure your sales funnel is always filled with qualified prospects.