The Right Content for Each Stage of the Buyer’s Journey
Science marketers have been slow to adopt the benefits of a content marketing strategy. However, nowadays it’s an essential piece to reach the new digital era audiences.
Nowadays the quality and added value of the content created and shared dictate the effective reach and engagement. The buyer’s journey’s major touchpoints and needs must be fulfilled with educational content that grants a clear, transparent, and global vision of the benefits.
Tailored content and personalised experiences have a direct impact on lead generation and the further development of relationships with high-value targets. Needs must be addressed and expectations met in each stage for each segment through trust-building and familiarity with business, message, and products.
Traditional models became less effective, with content increasing in importance as part of life sciences indirect promotion marketing strategy with low costs attached.
The Buyer’s Journey: Fit-to-Size Content!
Whatever the industry, the buyer journey moves along 3 important stages, Awareness, Consideration, and Decision. By correctly identifying the major touchpoints and accounting for behaviours and preferences, science marketers can map out an exact buyer’s journey. Delivering, then, relevant, timely content to the audience.
Questions need to be answered on time. For that, solutions must be presented in the suited moment of need and delivered as seamless experiences. All catered to increase effective conversion and the final purchase.
The Awareness Stage
In this phase, the user identifies an opportunity/problem. Either that or the potential client searches for further educational data to consume. To better understand the needed content for prospects/customers in this stage, science marketing teams need to:
- Acknowledge where and how the research comes to be with a clear notion of the trends and hot topics;
- Comprehend the way a target’s organization addresses the concern/ problem at hand;
- Trace with data-driven insights and past interactions (data collected from the buyer’s persona); and
- Have clear marketing goals to accomplish.
Also, a very important piece in this equation is understanding the emotions and motivations at play for the end-users. By considering this, one can better tailor the type of content to link with the most suited solutions (products and services). These are valuable and relevant to improving knowledge of the situation and options available.
The content must remove the overwhelming sensation that customers experience at the awareness stage. Educating in a digestible and attractive way that reaches de audience when they start looking for answers and doing online search queries.
The content created to raise awareness can be diverse. The possibilities are endless. You can make use, for instance, of blog posts, e-books, or explainer videos. Through these, you can introduce your company and gate the content for further relationship development and data collection. That way you get a clearer vision of the prospects with the highest probability of converting.
Did you know that marketers who use video content grow revenue 49% faster than non-video users (WordStream)?! Start sharing educational 90 seconds PubExplainer videos with your target audience today!
The Consideration Stage
At this point, the customer’s goal is already well defined and the plan of action decided. All with a focus on particular solutions, products, and/or services where more specific data is needed to evaluate the options available and make a future informed decision.
In essence, science marketers need to fully comprehend:
- The way the targets buy, where they go to locate and learn more about specific products and solutions;
- How they perceive benefits and disadvantages; and
- The shared value proposition and uniqueness of the solutions on offer, meet the needs of the targets.
It is important to acknowledge that end-users might be experiencing negative emotions and anxiety at this point in their buyer’s journey. They are in the process of identifying more focused solutions, narrowing down, in that way, the list of possible suppliers. So, trust-building is very important at this stage. And you can do it through expertise demonstration and high-quality scientific data that is easy to digest and delivered at the right time.
At the heart of the content created are brand awareness, authority, and familiarity. The main goals are the audience’s education, inspiration, and confidence increase.
The resources can range in diversity, assuming the form of webinars, reports, case studies, or product specifications videos, showcasing expertise, and establishing credibility among the audience.
The Decision Stage
Reaching the decision-making stage, it’s essential that both solution and supplier are clear to the customer and the science marketers. All efforts go towards the effective conversion of the customers.
To do so successfully, teams must:
- Acknowledge the criteria used to research available products/ services;
- Consider the real expectations and needed actions for customers to proceed with the purchase; and
- Identify the decision-makers involved in the process.
Reaching this stage usually means a real intention to buy from the customer. All options were accounted for with previous content consumption and effective interactions with the company’s sales team. So, now we need a little help from the science marketer.
The content created to serve the needs for the final decision-making includes product demos, personalized offers/ proposals, or product specifications data. To include a search option on the website that allows specific keywords and/or product research as well as video content related to product specifications increases the chances of conversion and future loyalty.
When marketing to B2B audiences, science marketers must take full advantage of the website for higher visibility in search queries. It also guarantees future proactive engagement from the customers.
It is crucial to establish a go-to source with trustful, accurate, and relevant content made available through channels of preference. And according to the expectations of the business-related interactions. Therefore, enabling long-term relationships that don’t end with just one sale.
All in all, content relevance that meets the specific needs along the major touchpoints of the buyer journey, results in an effective marketing strategy that enhances the performance results.
As the journey progresses, content created becomes more detailed and product/business-oriented enabling tailored experiences. Additionally, that takes into consideration emotions and motivations and leads the audience successfully through the funnel.