How to Get Your Customers to Hit That Buy Button with Content Alone
You've worked really hard on your business.
You know it has value. You know it can help people.
But you just can't seem to find a way to connect with enough of those customers who could really benefit from it.
Understanding and utilizing the Buyer's Journey in your website's content could be the key to changing all that.
You see, your content should be doing all the work for you. Attracting targeted traffic and seamlessly moving visitors towards your product or service as the solution to their problems. With the Buyer's Journey in mind, you can craft content that does exactly that.
The Buyer’s Journey - An Epic Tale of the Eventual Sale
Ever wonder what happens in a customer's head between...
Having a problem
Deciding on a solution (that you offer)
Buying your product or service
There is a logical progression between the three.
This progression is known as the Buyer's Journey. It involves three stages, the Awareness Stage, the Consideration Stage and the Decision Stage.
These stages detail a customer’s transition from:
By crafting your content to address what a potential customer is looking for at each stage, you can:
- Attract more traffic
- Seamlessly guide visitors from having a problem to buying your solution
- Attract visitors who are at the end of their journey and ready to buy
- Build relationships with potential customers who are not ready to buy quite yet
The beauty of the Buyer's Journey is a visitor doesn't have to go through the whole journey with you.
They could discover your product or service in the last stage of their Buyer's Journey, the Decision Stage when they're ready to make a purchase, and choose to buy from you instead.
If this is still a bit confusing don't worry, we're going to look at a company who understand the Buyer's Journey so well that they've hit seven figures in yearly revenue by investing in just one form of marketing - beautifully crafted content.
We'll take you through some real world examples of their content, showing you exactly how they've utilized the Buyer's Journey and how you can do the same.
Groove is a help desk SaaS (Software as a Service) that has grown to over $500K in monthly revenue in just three years.
By understanding the Buyer’s Journey.
Groove has not only made a name for itself in the support field, but they've also become an authority in the startup space.
Why would a customer support company benefit from becoming a household name in startup?
To catch as many people in the first stage of their Buyer's Journey as possible, in the eventual hopes of guiding them toward using Groove.
So how can you craft your content to align with the Buyer’s Journey even a fraction as successfully as Groove has? First, some ground work.
You Need to Know Your Customer to Take Them on a Journey
Creating content shouldn’t be like shooting arrows in the dark; haphazardly throwing material out there, hoping something hits the mark.
In order to attract the right people at the right time, you need to know your customer at each stage of their journey.
Here are three questions to better understand and target your potential customer. Ask the same questions for each stage of the Buyer's Journey.
- What are their concerns and pain points?
- What reason would they have to end up on your site?
- What do they need to know to move to the next stage?
Stage 1 - Awareness
The Awareness Stage involves your target customer before they identify the solution to their problem, and sometimes before they realize they even have a problem to begin with.
You can go as broad as you want at this stage.
Come One, Come All
Groove’s Startup Blog is great at catching visitors in the Awareness Stage, by delivering quality content that hits some of the most common pain points new startups and small businesses struggle with.
Take a look at some of the Startup Blog content.
Groove's Startup Blog rarely mentions customer support.
How can a general blog about startups get Groove more help desk customers?
This is where well crafted content comes in. Most of Groove's blog posts serve to build up trust and authority. Every so often though, a post will encourage visitors to move along in their Buyer’s Journey.
This blog post about optimizing your time and resources is tackling a topic most startups struggle with.
Someone Googling anything related to time management for startups has a chance of ending up on this blog.
The content is very general but occasionally Groove subtly throws in a feature of its software.
This helps gently introduce what Groove does without being pushy or salesy. The concept of a help desk software has now been introduced in the visitor’s mind.
The main goal of this type of post is to get the visitor’s contact details, so Groove can continue delivering content, building trust and guiding its customer along the Buyer’s Journey.
This opt-in offer is at the bottom of most of Groove’s Startup Blog posts, allowing them to move forward as many visitors as possible.
The Gentle Progression
Once a new subscriber has signed up to the email list for Groove’s general Startup Blog, after a series of valuable content is sent out about the general startup scene, they are invited to check out the Customer Service Blog.
This is a great way for Groove to move its customers a little further along in their journey. The email (ignoring the unfortunate typo) serves to self-segment the startup audience, by identifying those who are interested in improving their customer service.
Subscribers who aren't interested in the Customer Support Blog will continue on the broader Startup Blog. This keeps Groove on their radar. If and when the Startup Blog subscriber decides to delve into customer support, Groove will be the first place they look.
This blog post is still general in nature, and does not mention customer support software at all. This is a great general introduction to the importance of customer service in boosting business.
The Customer Support Blog also creates an avenue for new visitors, more focused on customer service, to discover Groove through search results.
And of course, the next step in the journey is offered on each Customer Support Blog post, in the form of a lightbox opt-in.
Stage 2 - Consideration
In this stage visitors have identified that they have a problem and are considering solutions and solution providers.
‘Considering solutions’ refers to the broader answers to a problem, for example, a startup may be looking for ways to reduce customer cancellations (problem). Possible solutions would be to create better tutorials, provide more monthly bonuses, or to use a better customer support platform.
In this stage you want to guide your visitor to the conclusion that your solution is the best possible solution to their problem. In Groove’s case the solution is to implement a better customer support platform.
Once the solution has been established, you need to point out why your product or service would be best at delivering that solution.
You Need This Solution
Case Studies are a great way of proving the effectiveness of a particular solution.
The title of this post draws anyone interested in increasing conversions or improving their customer service. It points to help desk software as the real hero, showing cold hard data on how effective help desk software can be at increasing conversions.
Certainly after reading this blog post, you can’t help but be left with the impression that investing in help desk software is one of the best ways to increase your conversions and improve your customer service.
All The Essentials In One Place
Groove has detailed features and benefits, technical specifications and integrations all in one place, easily and intuitively accessible from its homepage. This allows any prospective customers to discover more about Groove’s solution.
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Click to enlarge
The visitor is left with an understanding of exactly what the software does, and is able to clearly establish if the solution fits their needs and is worth looking into further.
Stage 3 - Decision
In this stage visitors have identified they need to purchase a particular solution, but are still trying to validate their decision and compare the competition.
How Do You Compare?
Comparison pages are great for catching visitors in the final stage of their Buyer’s Journey. They’re ready to invest in a solution provider, and doing final checks to make sure they are making the right choice.
This type of content can be incredibly lucrative, because the visitor is ready to make a purchase.
A new visitor can stumble upon one of your comparison pages in the process of researching your competition. They’ve gone through most of the Buyer’s Journey on their own, or with another company, and you have the power to sweep them up in the final stages of their decision.
Highlighting the elements that make your product or service the obvious choice is the secret to creating great comparison pages. Try to stick to the facts, and make the comparisons clear and easy to digest by using visual elements such as tables and graphs.
As you can see in this example, Groove is the obvious choice when it comes to price. There’s no commentary necessary, the numbers speak for themselves.
Try Before You Buy
If you subscribe to any of Groove’s lists, eventually you’ll receive this email.
Groove offers several opportunities for its visitors and subscribers to try the software for free.
This serves to catch people who are further along in their Buyer’s Journey, by giving them exactly what they need to progress to a purchase.
While not technically ‘content’, offering a free trial or a way for your customer to look inside your product or service is a very powerful way of moving them towards a purchase. In this stage, they’re ready to buy from someone, so the more content that validates you're the right choice, the better.
On the homepage and pricing section of Groove’s website the free trial is also heavily promoted.
Not only does Groove offer a free trial of the premium version of its software, they also offer a free account option with limited features.
The trial and free account options remove almost all barriers to moving forward with Groove.
Groove makes it very easy to get to know its software. When faced with that, or a product they've only seen a sales page for, customers are far more likely to choose the former.
Utilizing the Buyer’s Journey in Your Content
Staring at this massive list of perfectly designed content can get a little overwhelming, especially if you’re just starting out.
It’s important to remember this content was slowly built up over time.
It's also important to remember the money is at the bottom.
Focus on catching visitors who are further along in their journey and more likely to make a purchase. To do this, create content for the stages towards the end of the Buyer’s Journey first, and then build your way up to the Awareness Stage content.
So what are you waiting for, start creating. Before you know it, you'll have beautifully crafted content worthy of its own Thrive Themes blog post!
If you have any questions or comments please leave them below.
Note: Groove has cast its net extremely wide with the Startup Blog. It’s important to note they do have another use for that blog. Groove has just recently launched a paid content marketing course. Targeted at the startup and small business community, it’s another way for them to profit from the massive following they’ve built up with the blog. This helps capitalize on visitors who wouldn’t necessarily end their Buyer’s Journey with Groove’s help desk software.