If you write blogs for your business’ website, why are you doing it?
Do you enjoy writing blogs so much that you don’t care about achieving results? Are you writing blogs purely for the sake of it without considering what makes an effective blog? Or do you want your blogs to achieve leads and sales for your business? If you don’t place yourself in the final group, you probably should reconsider your blogging strategy.
Blogs for your business should be tailored to your target audience. These are the people you want to draw to your website and who you want to convert into buying customers. Therefore, you should consider this every time you go to write a blog. However, as you may know, not every member of your target audience is in the same stage of their buying journey.
Why target the audience buying journey?
Those who are visiting your site and seeing your services for the first time shouldn’t be addressed in the same way as those who’ve been on your site before and are considering buying from you.
There are many stages in the buying journey of your ideal customers, and your blog should have content designed specifically to target each stage.
Let’s say you run a website targeting tourism in Liverpool. To illustrate how you might tailor your blog content for your client’s buying journey, here are some ideas for your Liverpool-based tourism site’s blog content for each stage of the journey.
Awareness
Your ideal customer begins to consider a short city break to somewhere packed with culture. They might type into Google something like ‘Best UK city breaks’.
At the awareness stage of the buying journey, you’re not necessarily trying to convert straight away. Instead, you write a general blog about why Liverpool is an amazing option for a UK city break.
This way, you start by merely planting the seed of your services in their mind as the first step in their buying journey.
Consideration
At this stage, it’s important to understand your ideal customer’s pain points as they decide whether or not they require your services.
Are they concerned about family activities? Are dining options their #1 priority for a city break? Perhaps they’re interested in an area’s history or architecture.
They may search for ‘Is Liverpool a good place for a family break’, ‘Are restaurants in Liverpool good’ or ‘What is the architecture like in Liverpool’. It’s up to you to understand your audience and figure out which, if any, of these queries they’re more likely to search.
Either way, at this stage of the journey, you should create a blog promoting Liverpool’s quality in this subject, making them more likely to choose to visit the city.
Purchase
Hooray! Your audience has either chosen your website to organise their trip to Liverpool, or is on the precipice of doing so. Now, it’s time to use your blog to help them organise their trip’s itinerary.
Some potential blog titles in this stage could be ‘Four hidden gem spots in Liverpool to visit on your trip’ or ‘How to spend the best 48 hours in Liverpool’. Here, you want to reinforce your status as an expert in your field and get them excited for their trip.
Retention and Advocacy
Your customer took their trip to Liverpool, and let’s say they had a great time. Now, you want to keep their custom, and your blog could help you do this too.
If they visited in summer, a blog titled ‘Why Liverpool is the perfect winter city break option’ could attract them back, and vice versa. At this stage, if they enjoyed their trip to the city and have followed each stage of the buying journey, it would make a lot of sense for them to book their next trip with you too.
Furthermore, when recommending city breaks to their family and friends, they can point them in the direction of your blog while recommending Liverpool as a city break option, bringing in new leads and starting the buying journey with new customers all over again.
Of course, this process is not solely suited to travel or tourism websites. No matter your products or services, you can tailor your blog content according to the five buying journey stages of awareness, consideration, purchase, retention and advocacy.
As long as you have a decent idea of your ideal customer’s pain points, wants, needs, queries and ambitions, you can tailor the content you produce around what they consider in every step of the buying process.
At Engage Web, when we produce SEO (search engine optimisation)-driven blog content for our clients, we make sure we understand not only what drives the business, but what drives its customers too. To see how we can improve your results online, speak to our marketing experts today.
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