How To Use The Buyer’s Journey To Create Social Content That Converts

The hardest (and most important) part of running a profitable business is making that sale. To get someone to go from cold prospect to loyal customer is often a slow and arduous journey, but there are a few things that we can do to nurture them along the way. 

One strategy is to lean on the buyer’s journey to build trust. By speaking specifically to your potential customers’ experiences, you can demonstrate that you truly understand their plight and present an enticing solution to their challenges. So, here’s how to use the buyer’s journey to create social content that converts.

First Off, What Is A Buyer’s Journey?

The buyer’s journey is a concept used in marketing and sales to understand and map the process that a potential customer goes through before making a purchase. It outlines the different stages and touchpoints that a buyer experiences as they move from being aware of a problem or need to making a decision and completing a purchase. 

What Are The Three Stages Of A Buyer’s Journey?

Awareness Stage: This is the initial stage where the buyer realizes they have a problem or a need but might not have a clear understanding of what exactly it is. They are actively seeking information and solutions to their challenges. During this stage, they might conduct research, read articles, watch videos, or ask for recommendations to educate themselves. 

Consideration Stage: At this point, the buyer has a clear understanding of their problem or need and is actively looking for potential solutions. They are evaluating different products, services, or approaches to address their specific issue. During this stage, the buyer might compare features, read reviews, seek expert opinions, and engage with content that helps them make an informed decision. 

Decision Stage: In the final stage, the buyer has narrowed down their options and is ready to make a decision. They are now comparing specific offerings, pricing, and looking for the best deal or value for their money. This is the stage where the buyer becomes a customer and makes the purchase. 

So, How Can We Use The Buyer’s Journey To Create Social Content?

1. Tailor your content to speak specifically to your buyers according to where they are on their journey

Your social media strategy should include posts that speak to your buyers at every stage of their journey. In the awareness stage, you should create content that educates your audience about your offer and how it might help them solve a problem that they have. To speak to buyers in the consideration stage, create posts that showcase how you’re different from your competitors. In the decision stage, you might want to highlight testimonials or even offer special discounts and incentives.

2. Talk About More Than Just The Logistics

Ultimately, when someone makes the decision to purchase, they’re doing so because they believe in you. They believe in what you have to offer and what sets you apart from everyone else. When you understand the buyer’s journey, you can better understand where your customer is coming from, and really leverage that to speak to their psyche. Address their hopes and concerns and use storytelling and emotion to build trust and connection.

3. Tailor Your CTAs To Speak Specifically To Your ICA

Include clear and compelling call-to-actions in your social content that specifically address your potential customer wherever they are on their journey. For example, if your post is an educational one speaking to customers in the awareness stage, then include a CTA to sign up for your newsletter. This opens up additional opportunities to nurture them down the line. Whether it’s visiting your website or making a purchase, a strong CTA can significantly impact conversion rates.

Specific Social Media Ideas For Each Stage Of The Buyer’s Journey

Just to make things a little bit easier, we’ve come up with some post ideas that are ideal for each stage of your customer’s journey

Awareness Stage Content: 

• Educational Content: Create informative and valuable content that addresses the challenges and pain points of your audience. This content should be designed to raise awareness about the problem and provide insights into potential solutions. 
• Entertaining Content: Use engaging and entertaining content to capture the attention of your audience and draw them into your brand’s social media presence. 

Consideration Stage Content: 

• Comparison Content: Share content that compares different solutions, products, or services, including the benefits and drawbacks of each. This will help your audience evaluate their options effectively. 
• Testimonials and Case Studies: Feature success stories, testimonials, and case studies from satisfied customers. Social proof can significantly influence potential buyers during the consideration stage. 

Decision Stage Content: 

• Promotional Content: Offer exclusive deals, discounts, or limited-time offers to create a sense of urgency and encourage potential customers to make a purchase decision.
• User-Generated Content (UGC): Showcase UGC such as customer reviews, unboxing videos, or user-submitted images with your product. UGC builds trust and authenticity. 

Thinking about the buyer’s journey when you create your social media content can help you tailor your marketing efforts to meet your potential customers at each stage. By providing valuable content, answering questions, and addressing concerns at the right time and through appropriate channels, businesses can build trust, establish credibility, and increase the likelihood of converting prospects into customers. Additionally, understanding the buyer’s journey can also help businesses identify any potential gaps or weaknesses in their marketing and sales processes and work to improve them.