A good question that has many minds boggled. Before we get into all those intricate words, it’s always better to know the fundamentals. Starting with the buying cycle. Understanding the buying cycle will help you cater to the advertisements and marketing strategies that you plan to implement through the process.
The Buying Cycle:
Off-course the methods used might change from business to business, and also based on the demographic, but most of the time it goes like this.
- Creating an Awareness: Customers don’t seem to need or have the urgency to buy your product or service unless they feel it’s a necessity. So creating an awareness of the same will eventually increase the need.
- Research: On creating an awareness, the customer goes into a frantic search for a solution. And hopefully, you are able to convince them that you are the ONE.
- Analysis: The customers then do a bit of shopping on their own, to determine if you are the RIGHT ONE
- Trial: To help convince one’s self, the customer then requests a trial.
- Purchase: If you provide a product or service as per standard, you’re in for a sale.
The Role of Content:
This cycle, though seems easy may let a few of those prized audiences slip after a while. So what is it that can keep them drawn to you with complete attention!? The answer is – CONTENT. The aspect that you are trying to achieve using content is, persuasion.
Create A Trail:
Just as in Hansel and Gretel, it’s important to create a trail leading up to the chocolate house. Many customers, though aren’t in the idea of buying, are interested in knowing what opportunities are out there in the market. Sharing the content of the process of buying a motorcycle or car with the offers involved could nudge them into buying the product eventually. Next, tips or information on when a product needs to be serviced or even changed can be out there to keep customers informed that they might have to change a product or two at home, instilling the intention to buy.
Many might not be looking or window shopping, but are in for the real deal. So, when they are in the research stage, providing them with valuable information on the product at hand or the deals and offers could help them turn their heads to you.
Call to Action:
Adding a call to action at the end of an article or blog to urge the customer to get on with the buying cycle by actually clicking the button. Using a call to action such as ‘GET A FREE TRIAL’ today is a way of moving your customer closer to that chocolate house.
Tips to Designing a Trail:
Not all content can get people to follow you, instead, you create ones that get them flocking to you like bees to a hive. Here are some tips on implementation of the same.
Following the trend and knowing what your audience is looking for is of top priority. If you are looking for your content to be read, make sure that it’s about what people are looking for, or it’s just close to no use at all.
Don’t try to force a person into buying. Try to be more subtle and convincing and stop selling
Target the Right Audience:
Always remember that the content you are sharing is not for all. The main purpose of the content is to meet the right audience. Analyse your customers buying patterns and see where people are falling out. Understand the probabilities for dropping away from the buying cycle and cater content to help them move from one level to another. Last but not least, make sure you are posting that content on the right channels where your target audience sees them.
Analyse & Adjust:
Track your content that goes out and check your audience’s reactions to the same. Find out what makes people like some articles more than the other, and implement the same in the future content development strategies.
Just as a shepherd drives his flock until he gets them on track, try different strategies to move your customers from one stage of the buying cycle to another. Continue to do the same until you find them in the place you desire. For more our service at Urbansoft visit us on our website.