Convert Prospects into Purchasers with the Right Content

Gem Swartz  /  Apr 14, 2016

Do you have prospects who are stuck in one stage of the buyer’s journey? It’s time to develop specific offers that take prospects from Awareness to Consideration to the Ultimate Decision to buy your product or service.

Awareness: At this early stage of the buyer’s journey, prospects have identified a problem or challenge and they are searching for educational content to better understand and articulate their pain points.

They may be trying to:

  • Troubleshoot or solve an issue
  • ​Mitigate or prevent risks
  • Improve, optimize, or upgrade a process or piece of software/hardware

Given this mindset, develop free, downloadable (and, at times, gated) offers that provide valuable educational content.

  • FAQs
  • Blogs
  • White papers
  • Tip sheets
  • eBooks
  • Analyst or research reports
  • Checklists
  • Infographics

Consideration: Now, your prospect has clearly diagnosed his or her problem and is looking for possible solutions or methods to solve the problem. This is your opportunity to present your product or service as the solution that addresses your prospect’s specific pain points.

Here are a few examples of demonstrative content tailored for prospects in the Consideration stage of the buyer’s journey:

  • Webinars
  • Podcasts
  • Explainer videos
  • Product/service spec sheets
  • Worksheets
  • Case studies

Decision: When your prospect is ready to make a purchase decision, he or she is carefully weighing options and the pros and cons of each. At this stage of the buyer’s journey, your prospects are attempting to select the most appropriate solution to solve their problem by comparing, testing and reviewing similar solutions.

Make it easy for them to choose your product or service by offering useful content that clearly illustrates your brand’s (feature/function, price, customer service, etc.) advantage.

  • Comparison chart
  • Vendor selection guide
  • ROI calculator
  • Free trial or consultation
  • Live demo
  • Coupon
  • Reviews
  • Testimonials

By the way, it’s not enough to develop lots and lots of content. Be sure you have a keyword strategy (we can help!) and test and optimize every step of the way. Measure to see what works, continue to A/B test, make improvements and refine the content to increase its value to your prospects and increase your conversion.



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