Everyone who takes part in the purchase process wants it to be simple and practical. This can happen, but most of the time, the consumer has to go through many processes before finally buying the desired product, such as comparing prices, consuming various types of information, etc.
Something that is often used is to do a general search on Google about the product you are looking for, search the blog of the company that produces it or look for comments on related websites or social networks , until you place the order.
Because there are several stages to the purchasing process, the goal of digital marketing is to influence consumer actions during this journey. The success of the action will depend on the stage the customer is in at that moment — for example, some may be encountering the brand for the first time and need general information. Others are already familiar with the brand and are almost ready to make a purchase decision.
Regardless of where they are in the sales funnel , what they need is something that will convince them to complete the order. When creating content, it is important to think about the stage of the purchasing journey and, therefore, develop specific content for each stage of the funnel.
For this reason, see below ideas on how to produce according to each georgia mobile database phase. But it is important to remember that, depending on the company's sector and the profile of your persona, it may be necessary to do it in another way.
2.1. Top of the funnel – attraction
Here you need to create content types that will attract your target audience and showcase your brand to new customers. Remember that people are still getting to know your company, products, and services. This means they are not yet ready to buy from you.
At this point, they may not even know they need what your business offers. They will find your brand through a general search while they are researching more about the topic. The goal is to educate them about who you are and what you do, generating brand visibility.
The most common types of content to be produced are:
videos with simple explanations;
blog posts;
press releases ;
social media;
infographics;
introductory e-books.
2.2. Middle of the funnel – engagement
This phase will deal with customers who already know your company, product or service and are already interested in purchasing it. They are deciding whether to buy the merchandise your business offers, as well as evaluating the competition and your organization.