The awareness phase is about helping your visitors define and understand their problem.
In the consideration phase, your visitors already know what their problem is. They research and compare different solution approaches and providers.
In the decision phase the solution approach has already
been determined and the list of providers has been reduced to a small number. The decision is made based on the final criteria that are important to the customer.
Taking such a buyer’s journey into account is very important when designing your inbound website, especially since one and the same russia number data buyer persona in the awareness phase needs completely different content to progress in the purchasing process than when they are already in the decision phase.
Content Strategy for Your Inbound Marketing Website
So let’s assume that you have already worked out your buyer personas and their buyer’s journey. The combination of these two forms the basic framework for planning your website architecture, as well as for developing or further developing your content strategy . A content strategy describes the planning, production and use of your digital content according to your buyer personas and their purchasing processes . In this way, you work out when your buyer personas need which content in order to take a step closer to becoming a paying due to the enormous demand customer. The following elements will certainly play a role:
As soon as your strategy is in place you can start producing
the first content. I mentioned a little above about pages in which you integrate your downloadable offers. These are mostly blog posts . The principle behind it is that you write posts for the respective persona and their phase in the buyer’s journey and produce a download on a very related topic that offers the reader very special added changsha mobile phone number list value. More on this in the next section:
2. Downloadable offers
These downloadable offers, which are often called lead magnets or premium content, usually represent a particularly valuable extension of your blog post. Let’s say your blog post gives 10 tips for creating a white paper . In this case, a downloadable offer could be a template that your customers can use to brief a white paper editor.
When designing your downloadable offers
always consider your buyer personas and their respective phase in the buyer’s journey.
3. Call to Actions
With the help of call to actions , i.e. eye-catching buttons that prompt you to take certain actions, your downloadable offers are placed directly in your blog posts. By clicking on such a call to action, your visitors are directed to your inbound marketing website to:
This landing page describes in more detail why users should definitely download your download. There is also a form integrated here where users have to enter their data in order to get the download. After all, the intention of your download is that you want to generate as many leads as possible that are qualified and nurtured so that at the end of the day you get as many new customers as possible through your inbound marketing website.
As soon as your website visitors have filled
out the form on the landing page, they will be redirected to a thank you page. There they can now collect what they have earned: their premium content to download.
Now you know the basic architecture that your inbound website should be based on. It is necessary that you think carefully about who your buyer personas are, when they need which type of content, which downloads are particularly suitable and how to place them well. A well-thought-out website based on the inbound principle can turn your website into a real lead generation machine. The whole thing is still a little too abstract for you. Let me be a little more specific using a few examples from our own website: