Every B2B customer purchase journey begins with a problem. Because they realize that they have a problem, the customer’s next actions are to find a solution to that problem. We call this the customer’s pain point, which can be the pain point of an individual or a collective or a business.
When searching for solutions to their problems, customers will look for the best quality resources. As a content creator, you need to pay attention to what types of content are right for each stage of the customer buying journey, and then develop the right content strategies.
Here are two key pieces of information you need to keep in mind when creating content based on customer journeys:
B2B customers will search for quality resources and input from industry experts to explore and find solutions to their problems. As a content creator, your mission is to ensure that the content you deliver is what they need at every stage of the customer journey.
1. Awareness stage: Use content marketing to attract customers' attention and increase website traffic
At the first stage of the buying journey, businesses need to attract customers to reach and read the content they create.
The business customers you want to attract during this stage are searching for answers to their problems, so you should give them exactly what they want. At this stage, your goal is to provide them with information about the problem they are having and the best possible solutions to it.
The right types of content for a content strategy during this awareness phase are:
- Newsletters and email marketing: keep in touch with subscribers with newsletters and email marketing campaigns.
- White papers: Take note of your team’s deepest knowledge and turn it into in-depth documents to send to clients.
- Blogging: Blogging posts are also very helpful during this period, as they are easy to access, understand, and at the same time informative.
- Checklist and tips
- Infographics: Infographic format is a great idea for the reader to easily absorb and visualize the problem while not missing any important information.
- Social media updates: businesses should also use social media as a tool to convey content to increase traffic and customer awareness.
Keep in mind that at this stage, provide free materials and content to your customers. At this stage, customers will not be willing to spend anything of value because they do not trust your business. Ignore profits at this step and focus on the business’s mission to provide quality information to customers.
2. Consideration stage: Develop a content marketing strategy to attract and retain potential customers
There is no business whose goal is not to attract and retain potential customers. And the things businesses need to remember at this stage are:
Once the customer has reached this stage of the customer journey, interaction is paramount. Businesses need to combine creative content with their solutions to deliver to customers. At this stage, if you optimize customer nurturing strategies, your business’s conversion rate can increase by over 10%.
So, what kind of content should be provided to customers at this time? How should your content strategy be adjusted? During this stage, the customer is aware of what solutions a business can develop to solve their problems - and its mission is to build customer confidence.
The right types of content at this stage include:
- Webinars, live streams: These are common ways to demo or give specific instructions on an issue.
- Case Study: Businesses can also write about existing case studies about successful cases of using your products/services, or your competitors' differences and why you are a perfect choice.
- Reviews and Testimonials: Reviews and testimonials are also reliable evidence, helping build customers' trust.
- Building social relationships (social selling): building relationships on social networks to attract more potential customers.
- Nurturing leads on LinkedIn: LinkedIn is also a potential platform for finding leads.
3. Decisive stage: Focusing on content strategy to close orders. This is the unique selling point (selling point), the stage where you have built the content strategy to bring customers here.
The most important note is that you need patience. Most potential customers often have to go through 3/5 stages before thinking about buying.
During this decisive period, all pre-existing content will be useful. The appropriate content types for this decision stage include:
- Free trial, consultation, evaluation: You can give customers a free trial or view product features, advise them to have a solution in their work.
- Talking to the customer: At this point, you can ask for a phone number and make an appointment with them to discuss your solution further, and how your product might s the customer’s problem.
4. Retention stage: Retaining customers is also a goal for your content marketing strategy
After you have sold a product, please do not leave the customer to go away, but maintain their satisfaction. This is the time to make them feel like they have a big role in their community, and their voice has a big impact on everyone.
The right content strategy for the customer retention phase can include the following:
- Email marketing: Implement an email marketing strategy to familiarize customers with your products while informing and nurturing customers.
- Update on social networks: Develop a synchronous social network strategy.
- Live stream and video post: Email leads to announce that you’re going to go live or that you’ve just uploaded a new video.
- Blog posting: Post at least one new blog every week.
- Specific case examples: Building specific examples that meet the reality of customers.
- Podcasts: This is also an effective way to create your customers' brand voice.
5. Promoting stage: Make your loyal customers become advocates of your brand.
Nothing is as effective as old customers' referrals to attract more new customers.
To gain active brand advocates, these types of content will fit in at this stage:
- Introduce to acquaintances: Maintain relationships with customers and notice their acquaintances. A referral from someone who has used the product will make new customers much more trusting.
- Social interaction: If you see customers or potential customers sharing on social media, don’t forget to like, comment or share to interact with them.
- Share content on social media: Make your content easy to share by adding a share button to a website or any other content.
- Online seminars: Continue to bring added value to your customers by organizing online seminars that give valuable information to customers.
- Keep in mind that the buying journey is a step-by-step process that requires more content than just one for all customers. Invest more in content and build a content strategy to get the best results.