It’s been a while since marketers are talking about a new consumer decision making process. The truth is people have been changing their shopping behavior in the past years with the evolution and adoption of social media and new trusted information sources available in the internet. It became easier to search for a product, gather relevant information and check feedbacks and recommendations. Customers are more informed and social than ever, but it doesn’t mean having a website an some social media presence will be enough to influence your potential customer.
David Edelman, on his article The funnel is dead, wrote:
“The classic funnel shows an ever-narrowing array of decisions and choices until purchase, when in fact the channel-surfing customer today often is expanding the set of choices and decisions after consideration.”
It’s clear that your customers will look for relevant content, about you and your competitors, before making a purchase decision. The question is, are you ready to engage with them in each step of this new decision making process, and most important, providing the right content? Of course every industry and company have its unique market, target audience and values. But as a starting point, here is a list of relevant content you can consider on each step of the process:
Goal: educate the customer, create awareness.
Focus on: market, technology, trends, concept.
Suggested content: blog, podcast, videos, articles, eBooks, white-papers, webinars, reports, publications.
Goal: customer engagement, create the need.
Focus on: product, benefits, differentiators, value.
Suggested content: product webinar, case study, samples, how to use videos, guided tour, product demo.
3] Buying Process
Goal: influence the customer, create urgency.
Focus on: solving problems, return on investment, growth opportunities.
Suggested content: free trial, consultation, assessment, estimate, forums, training, usage tips.
Goal: customer engagement, create satisfaction.
Focus on: product experience, buying process, future needs.
Suggested content: feedback survey, recommendations, share buttom, similar products, customer services, newsletters.
Goal: retain customers, create loyalty.
Focus on: recurring customers, brand engagement, positive recommendations.
Suggested content: pre-sales event, special offers, coupons, gift cards, premium services, loyalty program.
Follow my marketing ideas!