As businesses, we have become fixated with “content creation” over the years, this may include curating interesting content for our audiences or documenting day to day life to share our story with our target market and customers. We then use our social media presence to share this content with our audience, maybe write a blog post, record a video or run a webinar. Every business seems to have fallen into this routine but do you ever stop to look at who you are writing your content for and why.
Start With “Buyer Centric” Thinking
I have recently been reading the excellent book Social Selling Mastery by Jamie Shanks and in this book Jamie discusses the importance of adopting buyer centric thinking from how we write our social media profiles to how we connect and engage with our prospective customers and buyers at each stage of their buying journey, to add value and “insight” to that journey.
“74% of buyers choose the company who was the first to add value and insight in to the buying journey”
The stat above underlines the importance of this approach and why the broadcasting mentality of just churning out content, hoping to pull people into our funnel, is no longer effective.
What Is Your Buyers Journey ?
The first step then is to map out exactly what your buyers journey is. Think of your product and service and draw a road map of your buyers journey and start to think about questions they will be asking at each stage. These are perfect for the development of digital insights to share.
Where Are Your Buyers In That Journey ?
There are five stages to the buyers journey, although this can be as many as ten in certain industries, but these are:
- No Change – Initially the buyer is doing nothing and has no reason to change.
- Time To Change Stage – The priority shifts driven by internal or external trigger to push new priorities to the front of mind. The buyer realises he has a problem, the light bulb goes on and he knows it is time to change.
- Due Diligence Stage – The buyer is now hungry for information to find solutions to the problem.
- Vendor Review – Once a buyer is informed and has a number of ways to solve the problem, they start to look for a solution provider who matches their criteria.
- Selection Stage – The buyer now makes a selection based on who he knows, likes and trusts to help solve the problem.
At each of these stages we can provide valuable insights for the buyer to move them from one stage to the next.
What “Insight” Can You Provide The Buyer To Enhance Their Journey ?
At each of the above stages the buyer is having an internal dialogue and constantly asking the following three questions:
- Why do I have a problem ?
- How do I solve this problem ?
- Who do I choose to help solve this problem ?
TIP: Form an “Insights Committee” from your sales team, marketing team and creative team (sales enablement). Now create 15 – 20 insights for Question 1 “Why” and 15 – 20 insights for Question 2 “How”. These can be high quality blog posts, E-Book / PDF Downloads, Webinars or Videos or a mix of all the above. A good sales team will have heard these questions a thousand times and be able to feedback to marketing and sales enablement.
Measuring The Impact & Effectiveness Of Your Digital Insights
“If you can’t measure it, you can’t improve it”
The final part of developing effective insights is to optimise them continually, test and measure the impact they are having on bringing in sales qualified leads and revenue.
I know this is a fundamental shift in thinking for many businesses but for our clients who have made this shift in their strategy, they have seen a significant impact.
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