Your content plan is the blueprint that your social media team will use to build its communications across channels. In this blog I previously discussed some strategies for content marketing, but today I want to dig dipper into the connection between the buyer’s journey and social media.
The buyer’s journey is the series of brand touchpoints that the customer comes into contact during its travels from becoming aware of the brand until purchase or becoming a loyal customer. Therefore, during this post, we will discuss the importance of mapping the buyer’s journey and planning content around it on each step.
Mapping the buyer’s journey before your content plan
Firstly, imagine your customer going through the funnel, for this, I really like the AIDA model. Think about how they would discover your brand, where would they find out more information. Finally, how could they get an offer, purchase, and even become a frequent shopper!
By understanding each level, reflecting the needs and barriers to continue the funnel, only then can we create a plan. In other words, we should research the needs and questions that our customers have in each stage and provide the best possible help.
To continue, let us look at examples in each stage:
Content plan ideas to generate awareness
At this stage is important to present your value proposition as simple as possible. What is your product, why is better, why it’s different. Introduction videos, product photos. For distribution, you can use either organic strategies or social media ads. You can also use an influencer or micro-influencer to talk about your product.
Secondly, we must develop interest. At this stage customers know about your product so is more about going in-depth. You can use ads to promote testimonials, case studies, or white papers, as well as explaining different product plans. Your goal here should be to get customers in your database, by either visiting your website, signing up for a newsletter, or completing a lead generation ad.
Thirdly, your customer data should already be in your CRM if you have the software, and your product should be in the consideration stage. Therefore, at this level is all about generating that sense of urgency. A good practice is to use remarketing ads targeting previous visitors to continue to drive them down the funnel.
Finalizing your content plan with purchases
Finally, it is all about driving your customers to purchase. If you have an e-commerce, placed ads with a special limited time offer linked to your website. You can also promote discount codes or free shipping. If you are lead generation is all about moving the customer to a conversation with a sales representative via DM or scheduling a purchase meeting.
I hope you enjoyed this week’s article. If you like this post, you might want to check out last week’s article, Calculating ROI on Social Media. If you have any questions, please leave a comment on the section below.