3 Ways to Align Your Email Marketing Strategy with the Buyer’s Journey
February 18, 2019
Most marketers overlook the importance of an excellent marketing strategy aligning with the buyer’s journey. With the help of a smart marketing automation tool, sure you can help clients with information-based emails. But are you pitching to the right customers? Are you delivering the message they want to hear
As a marketer, you need to understand how your clients move through the sales funnel and define your buyer’s journey. You need to examine their behaviour and understand why they are acting like the way they do. This information will help you come up with an email marketing strategy to help you convert potential customers into actual customers.
A whopping 88% of B2B companies say that they plan to implement a content strategy to capture more clients. Another 68% of B2C companies shared the same intent.
However, 61% of B2B companies have reported that the biggest challenge to them in nurturing leads is the alignment of their content to their buyer’s journey. The reason why they struggle is partly that 68% of them don’t even have a definition of their buyer’s journey.
Now, shopping can be done with the swipe of a finger. Everyone is doing things online. In fact, 67% of the buyer’s journey is done here. The presence of online marketing also allows a consumer to conveniently look for a product, check business background, compare each brand, cost and make a purchase.
The process from awareness to deciding to make a purchase is called the buyer’s journey. It is also known as the Customer Journey and is often represented in an inverted triangle or a funnel.
The stages of the buyer’s journey vary depending on who you ask. However, there are 3 essential stages in the buyer’s journey you need to focus on:
The start of this stage happens when a client experiences a problem. They are called leads. The leads will have to research to understand and define what their problem is.
When the lead has already defined the problem, more research is done, and they become a prospect. From their research commitment, they will have various options. They will discover different approaches and methods to solve the problem they have defined.
During this stage, the prospect becomes an actual customer. This is where they already weighed their options and had come up with a decision. From a long list of products, brands, vendors and how they can help solve the problem, the options are narrowed down. From that, they ultimately come up with a decision on where to make a purchase.
You should inject your content marketing strategy in these 3 crucial stages.
A content plan speaks for all stages of the buyer’s journey. Analyze your sales funnel wisely and start listing questions that would resonate to your clients depending on which stage they are in.
Put yourself in your client’s shoe. “What would I ask if I were the buyer?”
How? Do your research.
“How do my leads learn the most?” (pictures, videos, informational ebooks, webinars etc.)
Leverage your findings from the prior stage and ask yourself further…
This is the perfect time to have compelling calls to action inserted.
Have you ever heard about a buyer persona?
A buyer persona represents your customers. You need to have collected information from your customers to create a buyer persona that’s suitable for your business.
This includes demographic profiles (age, sex, work, status, etc.) and behavioral data to help you understand them. This will give you an in-depth knowledge of why they act like they do, why they like or don’t like your business, what they are looking for and how you are going to deliver your business.
A buyer personal helps you identify:
“Is your blog creating traffic?”
“Are your blogs speaking out to your prospects in every stage of the buyer’s journey?”
You need to weave a robust content that your prospects can rely on in every stage of the customer’s journey. The secret is to be consistent with a message. This means that your content needs to revolve around the same topic.
Evaluate the benefits of email marketing that you’re producing. There might be some that aren’t doing anything or maybe you need to produce ones that are closing the gap between prospects and making a purchase.
It would be beneficial to come up with a timeline too. So you will be guided when to introduce new and informative content to your audience.
An excellent and effective email marketing is so powerful that it turns leads into actual and long-term customers. Expect to see significant progress in your sales funnel when you’re able to align your content with the buyer’s journey. Sure you have a lot of competitors in the market, but if you nurture your leads correctly with a proper content marketing strategy, the end decision of your clients to patronize your business is close at hand.