Mapping Content to the Buyer’s Journey

Presented By:Chad ElmoreDirector of CommunicationPyxl Knoxville

Agenda- What is the Buyer’s Journey?- Content Mapping Methodology - OK so now what?- How to get started

Let’s go on a Journey

What do we know about customers?

- They’re all looking for stuff. - They sometimes need direction on where to find said stuff. - They do their homework.

What else do we know?

56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevantSource: ChadwickMartinBailey

Our new challenge

Deliver the right contentto the right personat the right time

What is the Buyer’s Journey anyway?

Definition: The active research process a potential buyer goes through leading up to a purchase

Awareness Stage Decision StageConsideration Stage

The Buyer’s Journey

We’re aware of this phenomenon all the time at retail, but it can be applied to the digital space as well

The Buyer’s Journey

- What does this mean for marketers? Just as we need the right products in the right place for customers at retail… …we need the right offers, content and

education at the right times to nurture leads toward purchase.

Content Mapping MethodologyContent Type

Buying Cycle Stage

Keywords

User Behavior

- All three elements are equally weighted

Understanding User Behavior

Awareness Stage

Mission: Users are seeking eucational, third party, vendor neutral content.

Mission: Users are committing to solving their clearly defined problem, more focuzed on solutions & comparisons.

Mission: Users are seeking validation in determining their short list and selecting a vendor.

Decision StageConsideration Stage

But their goals change throughout the buyer’s journey

Customers are on a mission!

What type of content?

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert/ Editorial eGuides

Vendor/ ProductComparison

Case Studies

Trial/ Software

Downloads

Decision StageConsideration Stage

As customers approach becoming “purchase ready,” the information they’re served online must adapt to stay relevant.

Keywords Matter

Awareness Stage

Issue/ Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison / Review type terms Compare Versus Vs. Comparison Pros and Cons

Decision StageConsideration Stage- The buyer’s journey should also dictate how you talk about the offer - Titles, email copy, subject lines and landing pages should adjust as users move down the sales funnel

Wait, who are these buyers again?

Awareness:I am a buyer aware of a problem or need

Consideration:I am a buyer thinking about potential solutions to my problem or need

Decision:I am a buyer trying to decide which vendor or product fully meets my need

Ok, so now what?

- Meet customers uniquely where they are with the right content.

A real world example

Meet Violet- She’s having trouble choosing a landscaper for her home- Done her homework for weeks- Has rare plants and specific concerns- Narrowed her search to 2 vendors, but needs peace of mind

Where is Violet in the buyer’s journey?

- Doesn’t need lots of continued nurturing - Is ready to buy- Has short list of vendors selected- Needs to understand ROI and best fit

Mission:Users are seeking validation in determining their short list and selecting vendor.

Decision Stage

Let’s design an offer

Behavior -Needs to decide between vendors Content- Needs real data to validate decision Relevant Keywords-Option 1 vs. Option 2

- Seeking validation

- Case study with competitive comparisons

- Pros and Cons - Compare

Hey Violet,we have your answer!

We’ll start by sending her a targeted email inviting her to “Compare Awesome Landscaping Inc. to the competition”

A landing page with even more information about Awesome Landscaping Inc. and how we differ

Finally, we’ll deliver the exact resource that moves Violet to make an informed decision

What if Violet doesn’t buy?

Remember there are 3 stages in the buyer’s journey! - You may need more compelling Awareness and Consideration stages - Each stage should nurture leads - Too much info too early? “I’m just looking”

How to get started

- You probably already have some great content, but in which stage does it fit?- Where are the content gaps?- What are the questions your customers ask themselves?

Analyzing results

- Content success can be measured and adjusted!- Let your results drive your content.- Listen to customer feedback

Toolkit

- Content is king, but additional tools can help! - Marketing automation platform- PPC advertising- Analytics

Thank You- Your customers are ready and waiting for your content.

- We love driving results for clients and would love to work with you!

www.thinkpyxl.comcelmore@thinkpyxl.com

Download your toolkit to get started pyxl.it/contentmappingtoolkit