Friday, September 25, 2015

Part 2: Aligning Content To The Customer Journey — A.C.T.

There are three leading phases that your customers will pass through as they prepare to move into the fourth phase, PURCHASE. Knowing what people search for, how they search and what types of actions need to be targeted to inside each of these phases can help you better engage these visitors. During each phase, you can create content that addresses their needs, building your relationship and solidifying a sale, thus providing the customer with an exceptional experience that makes them return.
Phase 1 of the Customer Journey: Awareness
This is when customers gather information and are surround by all forms of adverting and have so many choices to start their process but may or may not know which direction they want or need to move towards. They are just beginning the process of researching products and services that can help them resolve a particular need or desire. 

These customers are most interested in reading content that gives them an informative and engaging exploration of the topic in which they are interested. That is why in-depth articles, blogs, reviews, social media and videos can be excellent types of content for this phase.

Phase 2 of the Customer Journey: Consideration

As people progress to the Consideration Phase, they begin to move from making informational choices into explored actions. They have now interacted with your brand enough that your business becomes a potential viable option in their mind. They are interested in flushing out the leading brands and determining what makes your company worthwhile and unique. 

During this stage your business needs to produce rich content that positions your brand as an industry and thought leader — a business customers can trust when they want help solving their problem. This is where your business needs to establish the differentiation and why your business should be chosen.

Phase 3 of the Customer Journey: Transaction

Customers that move into the Transaction Phase know exactly what they want to find. They did their research during the Consideration Phase so they most likely have a business or brand already in mind.  At this point the consumer already knows the product the want but still need to make the final choice. But, what makes them get chosen? 
For businesses or  brands to be chosen, they need to focus on the experience of the customers for whom it is intended. That means aligning your content to the customer journey and being willing to expand your interaction with visitors beyond the traditional confines of how your business typically operates.

When your business improves your interactions with your customers, you will build your content and establish a more firm foundation of success.
The customer is now ready to take action.  Did the customer chose you?

If your business needs help targeting customers inside A.C.T. please go to ConnecTheDot.

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