The decision stage is the beginning of the sales cycle. You may have heard the statistic that customers are 60% of the way through the decision making process before they even talk to a sales person.
That 60% is spent doing research online and discovering what their problem is and how to solve it. This decision making process is called the buyer's journey which is made up of three stages: the awareness stage, consideration stage, and the decision stage. This blog will just be focusing on the decision stage.
In the decision stage, a lead is compiling information about all the different products and brands that have what they need to solve their problem. They will eventually rule out products as they are doing their research. In the awareness stage, people weren’t ready to hear about your brand or product, they just need to define their need. In the consideration stage, a lead still wasn’t ready t
o be sold, but they have defined their need and are beginning to look for the solution. The decision stage is where you want to create content about your brand and tell them how it will be the solution for the need that they have. Having a clear concise understanding of your buyer personas while you begin to create your decision stage content is incredibly important.
Here are 3 tips on how to create decision stage content:
1. Become Brand Specific
The decision stage is the time in the buyer’s journey where leads are looking at the different brands and products that will solve their problem. To this point, your leads have done a lot of research online to define their problem and find a solution. You will want to tell them about your products, and why they should choose your product over the other options.
Traditional marketing relies on interrupting people with their message and products so that they will hopefully remember it when they reach this stage. This strategy doesn’t work and can sometimes even create a negative response from people. An Inbound marketing campaign focuses on nurturing a lead and providing content that they will want to see during each stage of the buyer’s journey. You want your leads to find information about your brand when are ready to consider different products.
2. Types Of Content
The most important thing in this stage is to show leads why they should buy your product over others. The content you create should talk about the specifics like pricing and benefits. Some different types of content you can create for this stage include: comparison charts, case studies, free trail offers, and customer testimonials.
It’s important to remember that people have done a lot of research to get to this stage so you should speak to the problem they discovered, and how your product will solve that problem. In this stage, leads will be reading reviews of different brands to see what other people have said about it. Showcasing positive customer testimonials in a creative way tends to be the most powerful way to convert a lead. This also proves the power of review websites and why Yelp is important for your business.
3. Close The Sale
You’ve been holding back, not talking about your products, with all your content in the earlier stages of the buyer’s journey, but now is the time to close the sale. Use call to actions to make it easy for the lead to make the buying decision. You want to focus on making the customer experience a positive one. This process of this stage determines whether or not a lead will become an advocate of your product after buying it. Creating brand advocates is what produces word of mouth advertising for your brand. A happy customer who has a great experience with your brand and product will be more likely to tell others to buy your product.
Inbound marketing focuses on nurturing a lead through the buyer's journey by creating content for each stage. This is a better way of generating leads for your business. In fact, leads that are nurtured with targeted content produce an increase in sales opportunities of more than 20%, according to a report done by DemandGen.