I've always said that sales and marketing are like dating.
They both require finesse, patience, and strategy.
And just like dating, one of WORST things you can do is RUSH things.
Just think about it. If you're at a bar and some stranger comes up to you and asks you straight away to come home with them, that's not going to fly (at least not in my book).
Now if this same stranger came up to you, struck up a conversation, bought you a drink and then asked you out for dinner, that's another story. By then you have an idea of whether or not they're of interest and if you would like to get to know more about them!
It's the same thing with business!
You have to give your potential buyers a chance to know you BEFORE you even think about making an offer.
I like to call this, “meeting them where they are”.
Let’s break it down. There are 3 basic stages your buyer goes through:
Knowing exactly where you buyer is in each stage is what gives you the ability to meet them where they are and create content for EACH stage they encounter!
A buyer in the decision stage is going to need something completely different from a buyer in the awareness stage… and vice versa.
Here are some tips for determining what type of content you can create for each stage:
Awareness Stage (Problem Focused):
Meet your buyer where they're searching the “symptoms” of their problem. Use videos, blog posts, reports/whitepapers, video and even social media. Think, “The 3 biggest mistakes marketers make online”… etc.
Use videos, blog posts, reports/whitepapers, video and even social media. Think, “The 3 biggest mistakes marketers make online”… etc.
Consideration Stage (Solution Focused):
Now it's time to connect your buyer with possible solutions. You can use blog posts, video, e-books, testimonials and live webinars. These will showcase the solution that you offer. If one of the “biggest mistakes” marketers make was charging by the hour, your solution focused content could read, “How to package your services and double your income as a marketer”… etc.
These will showcase the solution that you offer. If one of the “biggest mistakes” marketers make was charging by the hour, your solution focused content could read, “How to package your services and double your income as a marketer”… etc.
Decision Stage (Evaluating Options):
Your buyer is finally ready to BUY! But they need to figure out from who. This is where you provide them with VALUE focused content. Use testimonials, email autoresponders/email marketing, social media and sales pages to show why YOUR solution is better than the rest.
Highlight the cost of NOT seeking a solution to the problem and reinforce that you are in fact the BEST choice.
There are SO many different types of content you can create, for each stage, your buyer goes through. Be sure to create content that's in a digestible form for your target audience!
And most importantly… DON’T rush it!
Comment below and tell me what kind of content you’ll be creating for each stage of the buyer journey, keeping your relationship in mind. Can’t wait to hear your ideas!