By this point it is safe to say the customer’s buyer’s journey has changed. Customers do more of their own research, and they engage with more content to support their decision-making. In fact the numbers look something like this:
3 Types Of Content To Illustrate The Customer’s
Buying Journey
- 70-90% of the customer buyer’s journey is complete prior to engaging a vendor. (Forrester)
- Customers engage with 11.4 pieces of content prior to making a purchase. (Forrester)
- Customers are 5x more dependent on content than they were 5 years ago. (Nielsen)
The
examples above illustrate the three different types of content used to
determine which was most impactful in the customer’s buyer’s journey across the
three best known stages defined as:
- Brand Familiarity: Expert Content (3rd Party Content which they defined as credible)
- Brand Affinity: Brand Content (from the brand or brand employees)
- Brand Purchase Intent: User-Generated (Reviews such as Amazon)
While all
three types of contents showed some uplift for the customer at various points
in the customer buying process, expert generated content proved to be the most
effective for giving brands improved sentimentality across all three phases of
the customer buyer’s journey.
How These 3 Types Of Content Impact The
Customers:
Although
the countless technologies and mobile devices available today are smart enough
that we can simply tap their surface and pay for goods, 83% of respondents said
they go online to research products, but then buy them in-store.
They're
doing so for a reason. People want to see and touch what they're buying. They
want to experience the product firsthand, whether that means testing an electronic
device or trying on a retail garment.
Whether
the customer is a practical shopper who weighs the pros and cons before
spending money, or a person who is simply enticed by a product she can actually
touch... it's all about show versus tell.
That said,
images, photography, and multimedia have an immense impact on customers'
purchasing behavior because they provide a way for customers to make a visual
connection with a product before they buy. And the best part about today's
technology is that it enables you to reach a customer with rich visual content
anytime, anywhere.
So,
how can you use images, photography, and other multimedia content to positively
influence customers and build stronger connections with your customer base?
“Content” can do much
more than build brand
awareness though; it attracts interest, builds trust and ultimately, creates
new customers.
To build trust and
credibility, you’ve got to forget pushing products in the face of potential
customers, thinking first how to create a genuinely useful content experience.
2015 is the year to make your customer’s live easier and help inform them on
how to make the right decisions when it comes to buying.
As valuable as the
content may seem (especially when you’re giving it away for free), this
information is what will keep a customer nurtured until they’re ready to
purchase rather than move on the next piece of content. The real trick to
making this work is understanding the needs of a customer around the time
they’re considering a purchase.
So, people are coming to your website,
and that’s great. But how many of them are actually buying something from you?
Chances are it’s less than 1% of your visitor
base.
But don’t worry! You can actually
influence your visitors to make a purchase.
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