Navigating the online space can be tricky, especially when you’re trying to engage with consumers through a screen. The journey of a purchase has dramatically shifted from its original in-store, in-person style to an online venture. According to Mary Meeker’s annual KPCB Internet Trends Report from 2017, U.S. adults spend more than three hours per day interacting with digital media on their mobile devices, which means that your social advertising strategy has to be stronger than it has ever been before. Below is some insight into the stages of a buyer’s journey, as well as the type of content we recommend using in the digital space to accompany each stage in order to see the best ROI.
Awareness
Your consumer has realized they have a need. Whether it be a product, an idea, or a service, there is now a level of need that needs to be satisfied. This content should be informational, not promotional. You want to fill an empty space for your consumer who is currently at the beginning stages of their buying journey. Think about different ways in which you can provide educational information about the broader topic of what you’re trying to sell.
For example, if you’re selling juices and someone is looking for “new ways to improve overall health”, this is the perfect stage to provide information about why healthy eating and drinking can better a person’s lifestyle. The less specific to your brand and the more specific to the general message the consumer is trying to learn more about, the higher the chance you have at carrying them to the next stage in their journey.
Examples: eBooks, blog posts, shared news articles.
Consideration
This is the stage in which the consumer will now look at products, ideas, or services that fulfill their needs. Circling back to the juice example, after a consumer researches “new ways to improve overall health” and finds information on the benefits of drinking green juice, they’re more likely to now take it one step further and research brands that can provide them with this product.
This content should be more catered to what you’re trying to sell. Feel free to pull from your competition in order to demonstrate what you have, as this is the stage where you’re trying to show consumers why they should buy from you over other brands. However, you still want to err on the side of informational. You should be informing your consumers as to why your products, ideas, or services will best suit their needs. A great way to do this is to explain how it will make their lives easier.
Examples: Brand-specific creative content for social media platforms, competition comparisons.
Decision
This is the last stage and arguably the most important when discussing ROI. You’ve provided the consumer with information, showed them how your product will help, now what? Instead of just sitting back and hoping they pick you, use this time to offer incentives to work with you. Whether it is a promotional price, an added service, or even a more personalized shopping experience, making the consumer feel like working with you is the best decision will be the step that brings in the ROI.
Written by our Digital Specialist, Nora Henick.
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