Ever hear the phrase, “put yourself in my shoes”? That is exactly what every great marketer is able to achieve with buyer personas. They put themselves in the shoes of their prospects’ in order to create content that speaks to each stage of the buyer’s journey.
As an inbound marketing HubSpot agency, we know the buyer’s journey consists of three stages: awareness, consideration and decision. Here are content offerings for each stage of the buyer’s journey for your buyer personas.
- Awareness Stage
This stage is where your lead is starting to express symptoms of a problem. A good way to speak to people in this stage is through thought leadership content pieces like blogposts, e-books and white papers. The content needs to help leads begin to identify their problem while offering some way to alleviate it as well.
- Consideration Stage
The next stage is where your lead has defined a problem and is looking at different approaches to solving that problem. The best way to speak to these leads is with podcasts/webinars, videos and expert e-Guides. This content offering should be geared toward providing a compelling solution and the steps to get there for the defined problem.
- Decision Stage
The final stage is when your lead has already made a decision as to how they will solve their problem. This is where you need to offer solution based content in hopes to wow your leads with case studies, brochures and product offerings, and trial software downloads. This piece of content is to close the deal while still being perceived as human. Don’t over sell; tell your leads why your product or service is the best solution for their problem and let them decide.
A great place to start is with your website. No matter where your personas are in their buyer’s journey, they will always be seeking content on your site. Download our free Website Marketing Grader to see if you are already equipped to reach all of your leads.