How we find products and services has changed
81% of Shoppers Conduct Online Research Before Buying
Businesses who engage at the awareness and consideration stage are substantially more likely to succeed at the decision stage
Think about your buyer's journey...
Awareness
Prospect has an interest, problem, symptoms, need or desire for something.
They begin casual research…..
‘I could do with a weekend away soon’
Consideration
Prospect has now named and defined their interest, problem or need.
They explore the specifics in more depth, research options and want to solve their problem.
‘Brighton may be a good idea, it’s not too far’
Decision
Prospect has decided to take action.
They shortlist suppliers to solve their problem with a view to making a purchase.
‘I want bed and breakfast for two in central Brighton for £150 on 15 March’
Guides
Niche Content
Educational Content
Consideration
Free Reports to Download
In Depth Guides & Reports
Videos
Podcasts
Live interaction
Quotation
Offers
Free Trial
Phone Ordering
Order Online
Live Demo
Channel
Website
Social Media
Landing Pages
Google Search
Display Ads
CRM
SEO
Social Ads
Mobile Ads
Data & Tracking
Awareness
Decision
But it takes a fair bit of work!
Research
Testimonials
White papers
Editorial Content
Product Specifications
Vendor Comparison
The results can be compelling with 4x sales uplift
Business
A
100
3
1
Business A
Basic Website & minimal SEO, no content plan or conversion best practice
4
Website Visitors
Contact Forms
Percent
that buy
More website visitors
Downloadable content and enquiry forms
Personalised follow-up
More
sales
Business
B
200
26
Business B
Focused Website, on-going SEO and clear content strategy, goal-driven, conversion optimised
4
