Digital Marketing // Sep 26, 2019

How To Attract Customers – Digital Marketing Strategy (Part 2)

At any point in time, there is just 3% of customers in the market that are ready to buy right now. In this article, we’ll be sharing with you how you can capture a whole wider range of customers for your business.

In the previous article, I shared the 3 stages of the buyer’s journey. Read here.

  1. The Awareness Stage.
  2. The Consideration Stage.
  3. The Decision Stage.

In this article, I’ll be explaining how you can attract customers at these different stages of the buyer’s journey. In getting customers online, the goal is this first give before you receive.

Give Before You Receive

In each stage of the buyer’s journey, the idea is to provide value upfront to your potential customers.

The Awareness Stage

The awareness stage is the point where the person is trying to define what exactly their problem is. For example, a person is not getting customers from their website. What a service provider is supposed to do at that point is to help that person understand what that problem is. An example would be creating content that says 21 Ways Mistakes Business Owners Make On Their Website or 5 Reasons Why You’re Not Getting Customers From Your Website, these are educative contents, it could be a blog post or video but these are resources that will help someone understand what their problem is.

The Consideration Stage

The consideration stage is the point where the person now knows what the problem is and is looking for possible solutions.

At this point, what the service provider can do (with the previous example) is to write content that this person will find possible solutions e.g. free checklist on the different things your website must have to get customers online or 21 things your website must have to get customers online etc.

This proves that the service provider is a trusted authority and is able to help them.

The Decision Stage

The Decision stage is where the person has fully defined their problem, they know exactly how to solve the problem and are looking for a service provider. If you’re a service provider, at this point you should create content that will compel potential customers to work with you. Here, you can provide contents like case studies, testimonials, product comparison, request for free consultation or demo.

If someone is in the awareness stage and you’re showing the person case studies of what you did for clients in the past, the person is not necessarily interested in that at that particular time, so you need to meet people at the different stages of the buyer’s journey based on the problem they are trying to solve at that stage and that is how you get more customers.

So remember, the kind of content you give can be videos, blog posts, documents that they can download, in general, provide value. What it does, it solidifies the customer’s perception of you as a trusted authority.

Action Point

Think about who your customers are and the kind of content or resources that they would need at the awareness, consideration and decision stage.

In this video, @charlesdairo explain we can attract customers at each stage of the Buyer’s Journey. Click here to watch the full video.


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