Free Webinar: Website Content and the Buyer’s Journey, Part 1

In the first of our 2-part series, we set the stage by explaining why considering the buyer’s journey is important to website content. Reaching buyers at every stage of the purchasing process is an undervalued element of website design. 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 & 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 implications of the buyer’s journey. He emphasizes how understanding the buyer’s journey allows your messaging to align with prospects. Without this model, companies tend to play a guessing game with reaching customers. Sometimes very small organizations can still find success that way, but to deliver a consistent and high-quality customer experience, you’ll need a much more cohesive business communications model.

Is the Buyer’s Journey Relevant to My Business?

Many businesses fail to address the buyer’s journey because they think it’s meant for big companies with large marketing departments or just for agencies. In reality, it is probably most important to small and medium sized companies because it’s a proven strategy to make your business more competitive. As a structural business model, it is relatively simple, yet still extremely powerful. Considering the buyer’s journey gives your marketing strategy a full-picture vision.

How Does SEO relate to the Buyer’s Journey?

Kevin discusses the relationship between search engine optimization and the buyer’s journey. SMBs want to rank in the top 10-20 consistently for many niche keywords in web searches. The most effective approach is to understand how keyword phrases relate directly to the buyer’s journey. What words will different buyers be searching for at the different points of their buying process? Thoughtfully developed content allows you to address prospects’ challenges, concerns, and issues no matter what their focus.