It's vital that your blog is aimed towards the relevant part of the buyer's journey. If you're focusing your blogs on the wrong stage, you're likely to find yourself pushing potential customers away, rather than drawing them in.
Before delving into where blogs fit into the buyer's journey, we will start by digging a little deeper into the stages of the buyer's journey.
Every single person goes through the buyer's journey whenever they are making a purchase. Each buyer's journey is very different. It depends on:
- the person's buying habits
- the business they're buying from
- the type of product or service they're buying
The Stages of the Buyer's Journey
At this stage, the buyer is a stranger to your company. They will be doing research to help them understand the nature of their problem and what they can do about it.
The buyer knows they need a solution to their problem, and they are considering viable options. If the buyer shows interests in what your company has to offer, they will become a lead.
At this stage, the buyer is deciding which option and which business to buy from. If the buyer chooses your business, they will become a customer.
Once a customer has purchased from your company, this stage involves giving them an experience which is second-to-none. Happy customers are invaluable to your business and will freely recommend your products or services.
So, Where Do Blogs Fit into the Buyer's Journey?
Blogs should be tailored to prospects in the awareness stage of the buyer's journey. As mentioned above, these prospects are only just becoming aware of their problem and are likely to be doing some wider research on the topic.
This is where your blogs fit in. They need to be educational and informative, answering your prospects' questions.
Before diving headfirst into blogging, you should spend some time creating your buyer personas. Use these to determine your prospects' common problems and then put together a number of themes for your blog.
As an example, if you were part of an events company, here are a few blog title ideas that would perfectly sit in the awareness stage:
- How to Seamlessly Plan a Party
- 7 Mistakes Couples Make When Planning Their Wedding
- The Dos and Don'ts of Choosing an Event Planner
You should note that these blog titles are not pushing your products or services on readers. Instead, they are engaging topics that will answer your prospects' wider questions.
It is critical that your blogs are not sales-heavy. Instead, write educational and informative blogs to make your prospects aware of your business and to build their trust in you as a thought-leader.
How to Utilise Blogs for the Awareness Stage
It can seem an impossible task to get your high-quality content to reach people who might not even be aware of your business yet.
Here are a few things you can do to help your prospects find your blogs:
Optimise your blogs for search engines
What's the first thing you do when you have a question that you need an answer to? Hop straight into Google, we'd guess. This is what your prospects will be doing, too.
Develop an ongoing list of keywords that your prospects are likely to be searching and use these as a basis for your blogs. Use on- and off-page SEO to get the best rankings on search engines.
Use your social media platforms to increase awareness of your business
More and more users are following their favourite brands on social media. Capitalise on this by sharing your blog posts across your platforms. Creating paid ads for your best-performing content will increase your brand awareness and web traffic.
Make sure you tweak your message to suit each platform.
Build up a wealth of educational content for your website
Create and share blog posts regularly. Post as frequently as you can, but remember that any number of blogs is better than no blogs at all!
As you build up and share your collection of high-quality content, your website traffic should increase and your search engine ranking will improve as you become a thought-leader in your field.
On the surface, blogging seems an easy venture. However, there are lots of aspects that you need to get right. Here's a summary of the key points from this article.
- Blogs should be aimed at the awareness stage of the buyer's journey
- The content should be educational and informative, not sales-heavy
- Post new blogs regularly and use SEO and social media to promote them
Speak to one of us at Flowbird today to find out more about how blogs fit into the buyer's journey and how they can complement your current marketing strategy.