• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Meet the Experts
  • Write For Publish To Thrive

Publish to Thrive

Build A Lifestyle Business With Publishing and Digital Marketing.

  • Home
  • About
  • Programs
    • Write Now Weekly!
  • Blog
  • Podcast
  • Radio Show
  • Speaking
    • Keynote: Leverage Email Marketing to Build an Audience and Increase Revenue
  • Success Stories
    • Accolades
    • Case Studies
  • Resources

How Connecting Content to the Buyer’s Journey Builds a Pipeline of Customers

By Charles George Leave a Comment

(Article) How to connecting the Buyers Journey Builds a Pipeline of Customers

Creating content that resonates with your ideal customer is how you build an audience online.

But there are so many different types of content, how do you develop a content strategy that systematically builds your audience and converts customers?

To explain, how to connect content to the buyer’s journey, we first need to identify the customer journey.

The customer journey is the progression that customers ascend through from suspect to advocate customer. As the customer ascends to the next phase of the customer journey they become more valuable to the business.

Here are the stages of the customer journey.

Suspects – individuals who the business thinks are interested in their products and services.

Prospects – suspects are people who raise their hand and say they are interested.

First-time customers – people who purchase a product or service from a business for the first time.

Loyal Customers – customers who purchase often and who are less sensitive to price.

Advocates – These are the most valuable customers to a business. These are the most loyal customers, who purchase the most frequently and at the highest price points. Also, advocates tell the most people about a business and generate the most referrals.

How do we connect types of content to the Buyers Journey to build a pipeline of customers?

First, let’s define the buyer’s journey.

According to Hubspot: The buyer’s journey is the process buyers go through to become aware of, consider, and evaluate and decide to purchase a new product or service.

Now, let’s analyze the 3 stages of the buyer’s journey in more depth.

The first stage of the buyer’s journey is The Introduction Stage.

1. The Introduction Stage

During the introduction stage, suspects are just learning about your product or service. Content is the perfect vehicle to engage your audience. Content provides value and can differentiate your company from competitors.  

Types of content to create for The Introduction Stage

  • Blog Posts
  • Infographics
  • Social Media Posts
  • Photographs
  • PodcastsReports
  • Print Magazines
  • Snail Mail
  • Newsletters

During the introduction stage, people are just starting to get to know you. They may read blog posts, listen to podcasts, look at infographics and pictures, and even engage with your social media posts. This type of content serves two purposes.

-It introduces you to new people who may be interested in your product or services.

– It keeps you “top of mind” of current customers

– It can lead people to subscribing to your email list and purchasing products.  

Use the introduction stage content to build your audience.

2. The Evaluation Stage

The second stage of the buyer’s journey is The Evaluation Stage. During this stage, people go from a suspect to a prospect. Suspects may opt-in to your email list or spend time on a webinar. They start to learn more about the company’s products and services. Subscribers open emails and click on links. During this stage, people are getting to know you company on a deeper level. They are learning more about the benefits of your products and services.  

Types of content businesses need for this stage are:

  • Lead Magnets
  • White Papers
  • Case Studies
  • Free Guides
  • Free e-books
  • Reports
  • Landing pages
  • E-newsletters
  • Promotional emails
  • Autoresponders

The way a business deepens a relationship with an audience and builds trust is through email marketing. Email marketing changes the relationship because you no longer need to wait for the person to visit your social media pages or website. With an email list, you can now reach out to the customer about new content, offers, and other ways to engage the list.

The third stage of the buyer’s journey is The Conversion Stage.

2. The Conversion Stage

The third stage is when prospects become customers. This stage can also be when first time customers become multi-buyers, loyal customers, and advocates for your business. Often content in this stage can ascend customers to higher and more valuable customer levels.

The conversion stage focuses on generating revenue.

Types of content needed for this stage are:

  • Short-form sales letters
  • Long-form sales letters
  • Video sales letters
  • Webinars
  • Check out pages
  • Order forms

Often, the highest skilled copywriters create the content for this stage. Often copywriters spend years perfecting their skills writing long-form sales-letters. One of my favorite quotes for this stage is by Mark Ford. He said, “A tweet won’t sell much. But a long-form sales-letter will.”

So, now you know how to use different types of content to move your audience through the buyer’s journey. The most important thing to remember is to have fun creating the content. Remember, each piece of content you create needs to have a purpose. If not, then you will be on the content hamster wheel. You will be creating endless content without any direction or reason why you are creating the content. Develop a content creation plan, so you know why you are creating each piece of content.

Finally, each piece of content you create is an asset to your business. Each piece of content can help establish credibility, attract visitors to your website, and can generate revenue. Creating consistent, purposeful content is one of the most powerful marketing strategies you can implement for your business.


Are you building your email list?

Today, when it comes to building your audience one of the most profitable marketing channels is email.

According to the Direct Marketing Association, email marketing yields a 4,300% return on investment for businesses in the United States.

ExactTarget reports for every $1 spent on email marketing, the average return on investment is $44.25.

One of the most profitable ways to build your audience is to increase the size of your email list.

Discover 101 Ways to Increase The Size of Your Email List. Download the Free Report! 

Tweet
Pin
Share
Share
0 Shares

Filed Under: Audience Building, Blog, Brand Building, Content Marketing, Marketing Systems Tagged With: building an audience, buyers journey, connecting content to the buyers journey, content marketing, content play

About Charles George

Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business by combining publishing with direct marketing.

One of the fastest and most profitable ways to build an audience is through email. Download Charles' free report 101 Ways to Increase The Size of Your Email List. http://publishtothrive.com/build-your-email-list-today

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

Create a Business By Increasing Your Email List

Improvise, Adapt, and Overcome

Popular Posts

5 Ways to Quickly Create Content to Build an Audience – Part 25 Ways to Quickly Create Content to Build an Audience – Part 224 Total Shares
10 Ways To Promote Your Content and Build Your Audience – Part 310 Ways To Promote Your Content and Build Your Audience – Part 320 Total Shares
How a Blog Builds an Audience and Authority – Part 1How a Blog Builds an Audience and Authority – Part 116 Total Shares
7 Reasons Why Email Newsletters are the “New” Business Model7 Reasons Why Email Newsletters are the “New” Business Model14 Total Shares
5 Ways to Increase Email Open Rates5 Ways to Increase Email Open Rates10 Total Shares

[custom-facebook-feed]

Topics

Footer

Meet The Experts

Charles George -Entrepreneur, Publisher, Direct Marketer Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business that makes an impact in more lives by combining publishing with direct response … Read More about Meet the Experts

Write For Publish to Thrive

Writing Guidelines for Publish To Thrive Each Essays Word Count should be 800-1200 words. Write at an 8th-grade level to ensure readability. Stay away from $10 words and long sentences. Write to one person at a time in the language you would use … Read More about Write For Publish to Thrive

Build Your Email List!

Copyright © 2021 · Copyright © 2021 . Earnings Disclamer. Disclaimer.Privacy Policy.Policies & ProceduresTerms & Conditions