They all talk about the sales funnel … they all tell you that you have to attract your potential customers and that little by little they will slide from attraction to purchase and even recommendation. Yes, of course … in the ideal world of digital marketing , that’s how it works … but in the real world, no. The funnel is never as they paint it. It does not work in a straight line. How to create content for the buyer’s journey when it is NOT linear? By the way … it never is! Attraction marketing funnel Content for the buyer’s journey that is never linear Stop dreaming. Colombia Cell Phone Numbers List Buyers are in control, not brands. They are the ones who decide how they contact brands… and they don’t go from the first step to the second and then to the third in a linear process. They do not see you on social networks, from there they click as you had planned and they arrive at your site, where as you expected, they download your white paper, fall in love with your promo and decide to buy from you … all as part of a glossy automated marketing … No !, Of course not! … They jump, explore, return, drop, ask, compare, self-educate and do it in their own time frames.
More than 70% of shoppers do more than half of their research online before making a purchase, according to research from Forrester . This means that you can find your post on social networks first … or at the end of your journey … and the same with your content on the blog or even your Google ads. Not all users start at the same point … but you have to think, as the old saying pointed out: all roads must lead to Rome. So since we don’t know when the consumer starts their journey, we can’t exactly track it either, and so what should we as content marketers do? Should we abandon the buyer’s journey model? What needs to be done? How can it be solved? The answer is to create content for the buyer’s journey, knowing that it is NOT linear. Content to satisfy your buyers in each of the traditional sales stages. Yes, yes … it sounds great in theory … but how do you do it in practice? How do you deliver content that really helps your buyers navigate their journey, whatever its beginning? And how do you ensure it leads them to conversion at a certain point in time? Although the buyer’s journey is not linear, you can connect with the user by creating content in traditional touchpoints but in unexpected ways… In a world where everyone makes content, only the wildly different will stand out.
It is unlikely that just by placing ads on Facebook , for example, you can surprise and attract an audience that travels through many online touchpoints. You need to create a content mix that gives buyers what they need even when they don’t know they need it. How do you create that mix? Colombia Phone List Merging content formats and making them accessible doesn’t matter when or how the buyer arrives. Example of how to create content for the buyer’s journey that works Concha y Toro , for example, is the 1st option in Google if someone asks “How to recognize a good wine?” create content for the buyer’s journey The article on his blog is a good example of how a brand can appear on the buyer’s journey without having to throw product ads in their faces or chase them with a sick remarketing … (as some brands often do). 5 content formats that we should currently work with Given the multitude of channels and formats and the diversification of the routes in the buyer’s journey, at present we should bet on some content that is proven to be working.