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Creating Content: Understanding Your Customers’ Buying Cycles

Any SEO Agency worth there salt will agree, content, or more importantly relevant content is a big part of search engine optimisation. If you’re going to create relevant and remarkable content – that grabs the attention of your prospects, then you need to understand their buying cycles… Why?

Because people aren’t likely to wake up tomorrow and say – Oooh! I need (insert the name of your project or service here)…

In fact, if you want to be truly successful, you can’t just create one article about your product or service, and figure that’s good enough. At least, not if you want to stay in business.

So What is the ‘buying cycle’ of your customers?

Here’s a general example of what a buying cycle might look like – your customers’ actual buying cycles may vary…

  • Awareness
  • Interest
  • Evaluation/Research
  • Commitment/Purchase
  • Retention

So, think about this cycle in relation to the content you’ve already created.

If someone has just become aware they need something – let’s use oh, I don’t know… Something with a shorter buying cycle as an example… Let’s say a digital camera.  So, your prospect’s digital camera starts taking crappy pictures at night. And they become ‘aware’ that maybe it’s time to buy a new one. In fact, let’s take this one step further. Let’s call this customer Betty, and let’s say she lives in your city. And let’s say that she even knows your store and where you’re located…

Okay, so  the next step in Betty’s buying cycle is that she becomes ‘interested’ in digital cameras – maybe she starts noticing them when she goes shopping or sees digital cameras when she’s online, and she even starts asking her friends and family members what type of digital camera they have, and where they got it…

And for whatever reason – maybe Betty’s youngest child has a birthday coming up – and she wants to take lots of photos – so she starts researching digital cameras in earnest.

But where are you during Betty’s buying cycle?

What to do next:

  1. Take a look at the content you’ve already got. This might be brochures, flyers, articles, special reports, white papers, your blog, social media, etc.
  2. Where are the gaps? Where do you need to create more content?
  3. Where are your customers looking for answers? (This could be online or offline…)
  4. What kind of content will your prospect want to consume?

This will get you started. Look for our next article when we’ll go deeper into creating content based on your customers’ buying cycles.