Website Content and the Buyer’s Journey

In the first of our 3 part series we set the stage for the importance of website content in the context of the buyer’s journey. Understanding the buyer’s journey is extremely important yet highly undervalued. When utilized properly the buyer’s journey provides the framework for what content to create and where it should be placed. The buyer’s journey also provides guidance on a range of other aspects to on-site and off-site content development.

The Buyer’s Journey & Why It Matters?

The first question posed to Kevin Shayne, Director of Marketing with NetSource Technologies, is “What is the Buyer’s Journey and Why Does It Matter”. He explains both the immediate and broader aspects of the buyer’s journey. He emphasizes how knowledge of the buyer’s journey allows your messaging to align with prospects. Without this model, companies typically are working off intuition. That can be fine with very small organizations however to deliver a consistent and high-quality customer experience requires a cohesive business communications model.

Is the Buyer’s Journey a Real Thing?

Many avoid the buyer’s journey because they think it’s meant for big companies or those with large marketing departments or for agencies. In fact, it is probably more important to smaller companies because it is a method for increased efficiency and competitiveness. As a structural business model, it is relatively simple yet still extremely powerful. Marketing requires a larger vision and the buyer’s journey works in this context. If you seek to make every single customer and/or sale align to a model you will likely be frustrated. However, if you understand it conceptually, you can use it to your advantage. This has been proven by literally hundreds of thousands of companies.

How Does SEO relate to the Buyer’s Journey?

Kevin discusses the relationship between SEO and the buyer’s journey. Ranking near the top 10-20 consistently for many niche keywords is about the best a SMBs can expect these days. This is causing many to return or look to advertising. No matter your approach, the most effective process to adhere to is understanding how keyword phrases relate directly to the buyer’s journey. This is done by providing insight into where prospects are in their buying process. Thoughtfully developed content allows you to address prospects’ challenges, concerns, and issues no matter what their focus.

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