Content has always been king and it is not about to step down the throne anytime soon. There is a reason why so many digital marketers have been so eager to try out new techniques that work in garnering better engagement on content.
When we talk about buyer content consumption it simply means the steps that your potential customer undertakes before making a decision to buy a product such as researching, checking out reviews, going over comments regarding the item, or asking pertinent questions. Consuming content or information for a buyer may also mean listening to a testimony, interacting with other buyers in a forum or going over a case study included in a printed material.
Customers normally go through 5 stages when they are seriously considering buying something. These stages include:
- Problem or need recognition
- Information search
- Evaluation of alternatives
- Purchase
- Post-purchase behavior
Being mindful of these stages helps you to better understand the behavior of consumers and the effectiveness of your marketing content. If they immediately proceeded to press the “buy” button and complete the transaction within the same day, you must have surely done something right with your campaign. If you have abandoned carts or if potential customers are taking too long to complete the transaction, there may be a need to clarify some aspects of your campaign or rethink the whole thing for that matter.
In this highly digital age, here are a few important things you need to consider where it concerns varied consumer responses to content:
#1 Consumers possibly go over them using their mobile phones while they are on the go.
Having this in mind, your content must be designed and sequenced in such a way that it is easy to read even when the reader is mobile. Whether your potential client is on a train on his way to work or walking the street on his way to get his daily caffeine fix, you would still want to have the ability to catch the person’s attention.
Getting a customer’s attention does not end with a catchy phrase offering a valuable product that is within the person’s budget. The challenge also lies in presenting all the important details the person needs to know about your product or service in just a short read. You would want the reader to be satisfied with your content. It should be written in such a way that it leaves no room for grey areas, leaving your potential buyer wondering about something you cannot readily answer unless he sends you a message.
Related: Voice vs Text: A Comparison of Voice-based and Text-based Search [INFOGRAPHIC]
#2 They mostly want you to get down to business right away.
Long marketing campaigns or sales letters worked in the past. Up to some degree, they can still work in this present generation most especially if you are trying to sell something that requires a lengthy explanation. However, knowing the short attention span of your readers must compel you to be more creative. This means, present what you are trying to sell to the reader sooner than expected without really sounding like you are trying to do so.
Modern day online shoppers want to be able to make easy decisions right away. Naturally, they will ask themselves, “Do I really need this.” What you would want, however, is the kind of content that makes them say, “Hey! I Need this!”
Consumers easily get bored. Most people do not want to spend so much time reading historical accounts and the like unless really necessary. Keep your words simple and clear. Some online shoppers have mastered the unique ability to scan content and make a decision after a few minutes of viewing the campaign.
Related: 4 B2B Marketing Trends in Asia for 2019 (That Aren’t AI or Blockchain)
#3 Your content must be something they can easily read on their smartphones.
Design your content in such a way that it suits the standard size of a smartphone. Do not inconvenience your reader by requiring them to open another site in order for them to read all the details they need to know. Prepare your content in such a way that it provides them the ease of simply scrolling up or down and then end by clicking the “buy” button.
#4 They use popular search engines such as Google.
Knowing that Google is such a popular place to look for reliable data, it is very helpful for your business of you have a high ranking. This is made possible with the help of an SEO specialist.
#5 Buyers always check other sources of the product.
Okay, so your content is fine. But then again, there will be those who would opt to check other potential sources of the product to see if they can get it for a lesser price. Make sure that your prices are competitive and reasonable.
Related: What the Great Singapore Sale’s Turnaround Can Teach B2B Marketers
Strategize and rethink the way you use content with your marketing tactics and strategies today!
