People will only buy your product if they are aware of its existence. The awareness stage is key to introducing your business and what you have to offer to potential customers. In this stage, people are beginning to realize they have a problem or need. However, they are not yet prepared to make a purchase because they have not determined what the problem or need is specifically.
The customer journey is not a linear path. It’s more like a web, with multiple touchpoints and interactions between your brand and your audience. So how do you craft content that speaks to each stage of the customer journey? Here are some tips:
1. Awareness Stage
Your goal in the awareness stage is to reach potential customers who may not even know they need your product or service. Content at this stage should be educational and informative, answering common questions about your industry or niche. blog posts, infographics, ebooks, and webinars are all great formats for awareness-stage content.
How to write a blog post for the awareness stage:
- Do your research
Before you start writing, do some research on the topic you’re covering. This will help you understand what questions your audience is asking and what information they need.
- Write an attention-grabbing headline
Your headline is one of the most important parts of your blog post, so make sure it’s interesting and informative. A good rule of thumb is to keep it under 60 characters so it’s easy to read and digest.
2. Consideration Stage
In the consideration stage, your goal is to help potential customers understand how your product or service can solve their specific problem. Content at this stage should be tailored to the needs of your audience and focus on the benefits of your offering. Case studies, comparisons, and product demos are all great formats for consideration-stage content.
3. Decision Stage
At the decision stage, your goal is to help potential customers choose your product or service over competing options. Content at this stage should highlight the unique features and advantages of your offering, and address common objections that might prevent a purchase. Product reviews, testimonials, and free trials are all great formats for decision-stage content.
4. Loyalty Stage
Once a customer has made a purchase, your goal is to keep them coming back for more. Content at this stage should focus on providing value and building relationships, rather than selling products or services. Newsletters, loyalty programs, and social media content are all great formats for loyalty-stage content.