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If Visitors Aren't Ready To Buy Now...Then, Appear In Their Minds At The Right Time
Understanding Customer Readiness
You've heard it before – everyone in business wants their customers to pull out their credit cards quicker than a New York minute. But let’s be real: hard selling is out, and building genuine, lasting connections with your audience is in. This means you need to understand and nurture your potential customers' readiness to make a purchase.
Identifying Moments of Readiness
It's super important to know that customers operate on their own timelines and sometimes they become ready to buy because of a change agent. If you can spot these moments, it can completely transform how you approach potential buyers.
Here are a few examples:
📅 Contract Ends: A prime time for customers to explore new options.
🥗 Health Wake-up Calls: Trigger a reconsideration of lifestyle choices.
💍 Life Events: Went a little overboard during the holidays? Usually leads to interest in weight loss programs. Or getting married and growing a family.
Timing Your Approach
Trying to convince someone to buy before they’re ready? That’s a quick way to burn cash. The real strategy? Play the long game and wait for the right moment.
Understand that your customers will make their move when the time is right for them. The key is making sure you're the one they turn to when that moment arrives.
Strategies for Aligning with Customer Readiness
💌 Stay on Their Radar: Regularly engage with your audience through newsletters and content that builds trust and familiarity. Start by offering a no-brainer deal with a tiny commitment to sign up for your newsletter.
🧖🏽♀️Be Where They Are: Position your products in locations and platforms where potential customers naturally congregate. For example, Selling immune-boosting supplements? Place your products where your potential customers already spend their time - think health food aisles, airport shops, or even at their favorite spa.
Building a Multi-Step Funnel
A well-designed funnel guides potential customers through their journey, catering to their needs at each stage. Think of it like a trail of hazelnuts leading a lost squirrel back to its home. If the hazelnuts are placed too far apart, the squirrel may lose interest and get sidetracked.
However, if too many hazelnuts are placed in the same place, the squirrel may get overwhelmed and not be able to find the way. Therefore, it is important to space out the hazelnuts strategically, leading them exactly where they want to go.
Steps to Engage Customers at Every Stage
The customer journey to making a purchase typically follows a path known as the buying cycle. Here are the general steps most customers go through.
Step 1: 🤔 Awareness
The customer has a light bulb moment and becomes aware of a need or problem that requires a solution.
Content Game Plan:
Drop content that’s a no-brainer to fix their headaches. Think about what specific mistakes you are constantly teaching people about. You could also write a checklist your audience could use to get the outcome they really want.
Step 2: 🤷🏽♀️ Consider/Evaluation
Now, they are on the search for information and comparing different products, services, or brands to figure out which one best meets their needs. They’re weighing factors like features, benefits, price, and quality.
Content Game Plan:
Serve up how-to guides laying out step-by-step instructions for solving specific problems. You could also create ebooks, FAQ pages, and webinars.
Step 3: 🧭 Decision
Their picking up what you’re putting down and moving closer to making a decision to buy from you. But first, they may be looking for more specific information about your product or service or customer reviews.
Content Game Plan:
Create product comparison guides that compare your product or service against competitors. Offer case studies, demo videos, free trials or samples, free consultations, and social proof.
Step 4: ✅ Purchase
Decision made. They’re going for it. Make clicking buy as seamless and easy as possible.
Content Game Plan:
Offer clear, concise instructions on how to complete a purchase, along with trust signals and security badges. Have someone on standby for live chat support for any questions or concerns or FAQs to address common questions about payment methods and return/cancellation policy, etc.
Step 5: 💌 Post Purchase
They’ve bought in, now it’s time to prove you’re worth all the hype. This is where they decide if they’re coming back or if they’re going to be that angry email you dread. This stage is important because it can lead to repeat purchases or give you an opportunity to make complaints and negative reviews better if the customer is unhappy.
Content Game Plan:
Send a thank-you email to add a personal touch. You can also ask for feedback, send a survey, or offer insider support. This is also a good place to create guides, tutorials, and videos that help customers get the most out of their purchases.
Pro tip: This content strategy? It's your playbook for the buyer's journey. But hey, mixing in stuff that shows off what you stand for, peeling back the curtain on your world, and giving them content that's as unique as you are—that's where the magic happens. Keep it real, keep it you.
Now Turn Insight Into Action:
Using the writing prompts above, brainstorm content ideas that you can use as part of your multi-step marketing funnel.
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