How the Buyer’s Journey and Content Marketing Work Together

Marketing and sales teams both work together to attract and convert leads.

Marketing teams spend their time creating campaigns to attract leads to sales funnels, like your website for example.

Marketing teams also create collateral such as blog posts, whitepapers, and eBooks to assist in the conversion process.

Sales teams do all of the dirty work of using that collateral to make a sale.

To be a great marketer, you have to think like a salesperson.

A marketing software company by the name of ClickFunnels makes tens of millions of dollars every year just by presenting a sales-worthy homepage.

To be a successful salesperson, you have to work as a marketer.

HubSpot, another successful marketing software company, creates tons of marketing content to give potential customers the information they need to purchase.

And, they make a lot of money because of it…

Nothing combines both aspects more than the Buyer’s Journey.

If you’re trying to build any type of success from your content marketing strategy, you must first understand what the Buyer’s Journey is and how it can impact your bottom line.

I’ll break down the Buyer’s Journey and its impact on you in a simple way you can understand.

Not calling anyone stupid…

But, sometimes marketing and sales jargon can be a bit much.

Let’s dive in!

Table of Contents:

What is the Buyer’s Journey?

Understanding The Buyers Journey

Alright, let’s get right down to it.

Here’s the definition for the Buyer’s Journey:

The Buyer’s Journey is a sales funnel. It’s a visual roadmap of the journey a potential customer takes to ultimately become a customer.

That’s it!

I remember writing an article about this topic a few years ago and it took me while to really figure it out.

I was a marketing copywriter, not a salesperson.

Anyway, the Buyer’s Journey is a both a roadmap and a sales funnel.

What I mean by that is that the Buyer’s Journey shows both marketers and salespeople how a person normally transitions from a lead to a customer.

We also create our sales funnels based on this roadmap.

There are three phases of the Buyer’s Journey.

To save myself a lot of writing, here’s a visual of what each phase entails.

What Is the Buyer's Journey? | IMPACT

Okay, let’s put all of this into context.

Let’s say that I’m getting a lot of business, and it’s becoming difficult to keep track of my leads.

I look online to find a solution.

Then, I come across something that can help me.

I need a lead tracking platform!

So, I click on Monday’s website link at the top.

I’m now in the awareness stage.

I’m simply aware that I have a problem and need a solution.

Okay, I just fulfilled everything in the Awareness stage.

  • I experienced a problem (I couldn’t keep track of incoming leads).
  • I did research to understand my problem better (A quick Google search).
  • I gave a name to my problem (I need a lead tracking platform which is called a CRM (customer relationship manager).

With that said, I now move into the Consideration stage.

That means I’m scanning Monday’s landing page to see if they provide all of the features I’m looking for.

Impressed, I check out other options listed in the other search results.

Freshsales also has a CRM solution I can use.

PipeDrive does as well, and will even let me try theirs out for free.

Okay, I just fulfilled everything in the Consideration stage.

I simply observed all available options for purchasing CRM software.

Now, I enter the Decision stage.

That’s when I will ultimately make my decision.

That’s how the Buyer’s Journey works.

Now, this seems so familiar.

We go through this process all of the time!

By using the Buyer’s Journey in a marketing strategy, you can give your potential customers the right content at the right time to ultimately convert them.

How Does the Buyer’s Journey Link to Content Marketing?

How to Map the Buyer's Journey in 7 Easy Steps

Since the Buyer’s Journey tells us all of the transitional phases of consumerism, we can predict and create content we know our audiences will love.

For example, if I know that new website visitors are in the Awareness stage, I can create amazing content that speaks to them.

In the Awareness stage, potential customers are just realizing their problem.

They don’t want to be sold at that moment.

They want more information on how you can make their life better.

That’s where becoming a great salesperson plays a huge role.

Just like fishing, you don’t want to reel in your catch before it bites the bait.

You’ll scare the fish off.

That’s why you should provide different marketing content based on where a potential customer is in the Buyer’s Journey.

Why Your Content Needs to Be Aligned With Your Buyers' Journey

These types of content will be helpful to potential customers in each stage.

Let me provide you with an example.

HubSpot created an insanely-beautiful and effective landing page for their marketing software.

Mind you, that anyone on this page is in the Awareness stage.

This is the first snapshot of their landing page.

Here’s everything they did right.

  • There is a quick call-to-action (CTA) near the header. This piques the curiosity of potential customers to learn more about the product.
  • The “Product Description, Pricing Overview, and Features” sections give incoming visitors basic information on how the product can help them.
  • HubSpot included their top clients to create brand trust. If big companies trust HubSpot, why shouldn’t they?
  • On an unrelated note, there is a live chat feature on the side of the page. That’s great for new website visitors that have burning questions about the product.

Let’s move on.

What a great proposal!

This bit of copy introduced the problem many marketers face and tell exactly how HubSpot can help.

This interactive copy shows the features of HubSpot’s marketing software.

Potential customers can click the tabs (Attract Attention, Convert More Leads, and Report & Customize) to see how each aspect of the product can benefit them.

As part of their intuition, HubSpot knows that new users may struggle to use their software.

They made the point of advertising their support channels.

Really cool, right?!

Now, HubSpot just presented their pricing information.

They also made a point of showing off that their software has been consistently praised by top review sites.

That’s actually a very great sales tactic.

By doing this, they’re essentially saying to a potential customers…

“Here’s what we charge for this amazing service…”

“But, wait, so many people have gotten real results from our software.”

“That’s why it’s ranked at the top of the nation for marketing software.”

See how convincing that is.

This type of copy reassures the buyer that they’re making the right decision.

If it didn’t work, they presented video testimonials to help their case.

They finally rested their case with a simple CTA at the end.

Oh, and there is a FAQs section below to answer most of the questions new visitors typically have.

That’s also a great sales tactic to make sure that anyone who moves on to the next step has all of the information they need to buy and is totally confident.

After reading all of this, a new website visitor moves into the Consideration stage.

Knowing this, HubSpot doesn’t assume that readers will automatically want to buy.

This is why readers are able to access additional marketing content to help them make a purchasing decision.

Now, HubSpot can sit back and allow potential buyers to convert themselves.

That’s how the Buyer’s Journey is linked to content marketing.

HubSpot followed each phase of the Buyer’s Journey and created the right content.

It’s literally no coincidence that they are able to sell their high-end products and churn nearly one billion dollars in revenue.

How Can I Get Results From This?

10 Simple Rules to Maximize Your Email Marketing Results

Modeling your content marketing strategy after the Buyer’s Journey takes a great degree of time and effort.

As you can see, you can’t just post on your blog every so often.

And, you have to create valuable marketing content you can give out to potential customers.

This means you need to hire a content marketing professional that can oversee these tasks while you focus on your own.

You know where I’m going with this…

Create High-Converting Marketing Content Today!

If you need help with creating content for your sales funnel, I’d like to speak with you about ways we can work together.

Click the button below to contact me and I’ll be in touch within 24 hours!

If you have anything to add or any questions, feel free to leave them below.

I always respond...

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