There's a fast pace to inbound marketing. We read headlines with catch phrases such as “how to leverage marketing” and “signs that your marketing is failing.” We ask ourselves what we could do differently within the company to ensure we're converting more new leads into paying customers. Whether a new consumer finds your company and fills out a web form, responds to an email, joins your Facebook group, or calls, you must give them experiences that will convert them. One way to convert consumers is to post content that speaks to them at the first stage in their buyer's journey.
The Path To Purchasing Products Or Services
We know people must first recognize a want or a need to purchase something. Then, in the early stages of the buyer's journey, the person may begin to act on that impulse. It's possible to think of a buyer moving through a nonlinear progression toward a purchase. Your company enters into the consumer's mind after the person recognizes the impulse to satisfy a want or need and then searches for vendors who might provide the product or service to satisfy it.
During the search, a consumer can develop a buyer's awareness, or a general idea that your company is a potential vendor. A consumer might find your website through a search engine or through clicking on a paid ad. Once they arrive at your website, they must determine if your business will meet their want or need. They may wish to explore. They want to evaluate the potential value of your brand, the depth of product or service knowledge your people have, and how your product or service compares to those of your competitors. Consumers may not feel ready to complete a purchase at the moment, but they could be persuaded to do it when they're ready. You must convince them with good website content.
What Does Good Inbound Marketing Content Do?
We like to think good content addresses a prospective customer's needs. For example, they might want to order a new garage door opener from your website. You could write content relating to this subject area, giving website visitors more knowledge about the product. Some topics for your blog could be:
- How to safely install a garage door opener
- How to prevent a garage door opener from hurricane damage
- Whether to choose a remote-controlled model or a 10-digit keypad model
Understanding Content May Not Convert Leads
It's easy for consumers to take their time reading helpful content on the topic they're interested in. But, we must also consider that your website is so helpful they hesitate to make a purchase. For example, we know informing prospects about potential devices that provide entry into your home raises safety concerns they might not have considered. They may wish to revisit their home security system and determine which type of garage door entry makes them feel safest. They might want to research whether a person could gain entry to their home with a stolen remote control to the garage door. We recommend you give customers a combination of content that indirectly promotes garage door entry devices while supporting quality user experiences.
Target Greater Buyer Awareness
Wherever your inbound leads are at in their buyer's journey, they need greater awareness (even if it's just a little) before making a purchase. The design, organization, and overall tone of your website content should encourage them to learn more. We can recommend techniques for handling inbound marketing that come in handy. If you contact us for advice, we can help you restructure your website design and content to respond to consumers moving at their own pace along the buyer's journey.
