Content needs to be tailored to the need of the customer at the moment in time. Sometimes a customer is just starting to look for a product, other times they are already comparing the product from different companies. Make sure you have content for each step of the buying process.
- Recognition – The customer needs to know that your business has a certain product or service. You should write about your products on your social media sites. This includes being in the description and posting regular updates.
- Knowledge – The customer needs to realize that your product can be the solution to a problem that he/she is having. Having updated reports, ebooks, pod casts, or webinars about your products available online will easily set you aside from the competition.
- Comparison – The customer wants to know what businesses sell the product they are looking for. They will compare many different aspects to decide which business is right for them. This is where testimonials and demonstrations can be beneficial.
- Buying – The customer is ready to buy the product. This is where you want to provide the customer with a product description, price, and any other information that might assist them in the process of decision making.
Written By: Stephanie Dunaieff, February 3, 2014