the buyer's journey - by chris lema
TRANSCRIPT
B1
B3
A1
A2
D2
D1
GOAL
RouteD
RouteB
RouteA
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The Buyer’s Journey A Content Strategy for Your Blog or Business site
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The way we see things…
WANT BUY
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Sometimes we don’t even know what terms to use when searching.
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It can be a ridiculous amount of work just to name our solution.
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As we get educated, we learn what options we actually have available.
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We also need to be able to address our specific context and needs.
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It’s a differentiatedsolution that will normally win the game.
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Only after I’m done with my buyer’s journey will I make a purchase.
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The way things really are…
DISCOVERY CONSIDERATION DECISION
UNAWARE PROBLEM AWARE
SOLUTION AWARE
PRODUCT AWARE
FULLY AWARE
DISCOVERY CONSIDERATION DECISION
DEVELOP PROBLEM VOCABULARY
DEVELOP SOLUTION
VOCABULARY
ARTICULATE AVAILABLE OPTIONS
MATCH VALUES & NEEDS
DIFFERENTIATE YOUR
SOLUTION
CONTENT TYPES
• CHECKLISTS• STORIES• Q&A
• MAPS• LISTS• HOW TO
• TUTORIALS• WHITE PAPERS• COMPARISONS
• OPINIONS• BEST OF• GUIDES
• CASE STUDIES• BUYER’S GUIDE• HEAD TO HEAD
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STOP PUSHING FOR THE CLOSE.
EMBRACE THE BUYER’S JOURNEY.
CREATE A VARIETY OF CONTENT.
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CHRIS LEMA
CHRISLEMA.COM
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