by Abbie-Lee Hollister, on December 3, 2018
Your blog page can be a very successful tool for moving prospects through the buyer's journey/process - from attracting them to your brand to offering them upsells. The four main stages of any customer journey will typically include the attract, convert, close and delight stage, although you might track this differently.
We've broken down each stage and matched it to the type of content that you could expect in that stage, as well as giving you some ideas for blog posts.
1. Attract Stage
In the attract stage, your content in your blog posts should be helpful content that answers your clients questions. These could include free resources, education, research data, opinions or insight into problems. At this stage you shouldn't mention your specific services or products that you offer. Ideas for this attract stage might include blog posts like 'top 5 reasons SME's are outsourcing their IT to save money' or 'how to complete an audit of your network infrastructure'. Blogs in this stage have calls to action (CTAs) that direct readers to whitepapers, useful eBooks, tip sheets, checklists, how-to videos or others similar.
2. Convert Stage
In the convert stage of your customer's journey, blog posts can now attempt to solve your customer's problems with the introduction of your services or products. The bulk of the blog post should still aim to answer the problems of your clients but with the solution being your service. Ideas for this convert stage might include blog posts like 'why paying monthly for your managed IT adds value to your SME'. Blogs in this stage have CTA's that direct readers to case studies, FAQ's, datasheets or informational videos.
3. Close Stage
In this stage your prospects are already aware of your services or products however you can still help them through the evaluation process with your blog posts. Blog posts in this section should be specifically about your service, for example 'how to get started with our hosted backup service'. Your content in this stage can include free trials, live demos, chats with a consultant or advisor, requesting pricing etc.
4. Delight Stage
Although your customer has already purchased your product or signed up to your service, there is still opportunity to help them grow/make the most of your service through the use of blog posts. For example you might write a blog post around 'what you need to prepare for your onboarding session' or 'how School A used Office365 to improve their student experience'. Content in this stage should direct to insider how-to's or use generated content, support documentation or any upgrade/upsell opportunities.
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