Ever get the best search result? The one that leads to a blog post that sounds like it’s going to give you the next steps you’re searching for?
And then, oh happy day, it delivers! You’ve clicked through to a blog that answers your question, understands why you’re asking and provides just the right amount of detail and practical advice.
You don’t just scan the blog post. You read it – really read it – from start to finish. When you’re done, you’re feeling good because you found the information you needed.
Except that’s it. You take the information and move on to your next search and scroll.
What a wasted opportunity
Let’s flip the scenario around. Now, cast yourself as the blogger.
You devoted time to map out a content marketing plan to build awareness of your business and generate customer leads. Your business blog is at the heart of your marketing strategy. It’s the main vehicle for introducing your business, showcasing your expertise, and engaging target customers.
You put a lot of work into understanding who your best audience is and what they care about. From there, you blogstormed to build a robust content calendar chock-full of compelling biweekly blog posts crafted especially for your target customers. And you’re consistently producing stand-out, insightful posts.
<Related Resource: Don’t assume: Why buyer personas are essential for your business and how to create them>
Even better, you’re getting results. See above. Your prospective buyer was seeking information and found your blog. She clicked. She read it! She got exactly what she was looking for.
And then she moved on. Not to a related post on your website. Not to signing up for your email newsletter. Not to downloading your case study.
Nope. Your blog post was a dead end. Your prospect found you. Valued your content. But then turned around and went to see what else was out there.
Whatever you do, don’t see this as a sign to give up on blogging. Not when you’re this-close. Instead, take a closer look at your blog structure.
A journey starts with next steps
Great posts have compelling headlines, relatable examples, helpful insights, and realistic takeaways.
And every great post has one other thing. It gives the reader plenty of opportunities to take a next step. From embedded click-throughs to additional content and invitations to subscribe through event sign-ups and meeting requests.
If your blog post is solid, your reader is receptive to taking another step. Seize the moment.
Your target prospects will engage with your content from different points throughout their buyer journey. Along with creating a range of posts that line up with the different stages, tailor the next step options by stage as well.
How to prompt action at each stage of the customer journey
Let’s start by defining what we mean by customer journey. There are a lot of depictions of sales funnels and buyer journeys. I like this one from Express Writers. It shows the different stages your prospects will go through on the way to becoming a customer – and beyond. It also shows the stages as an ongoing cycle, rather than a linear funnel, which is a more real-life and customer-focused way to think about engaging potential customers.
The content you create – including your blog – should recognize these different stages. When you have a deep understanding of your buyer personas, you’ll be able to craft content that speaks directly to their questions and concerns at each stage.
Then, within each blog post, give readers a next step that lines up to where they are along the journey.
Stage 1: Awareness
Your reader is in exploratory mode. Your blog is front and center at this point. It’s an ideal, non-promotional introduction, not just to your expertise but potentially to the topic itself. Don’t get salesy. Stay focused on sharing valuable information as you provide opportunities for readers to take the next step.
Feed the reader’s curiosity with plenty of links to related content. These links should be to other posts and content within your website. When it’s appropriate, also share links to third-party content or tools that you like. You’ll gain credibility for guiding your prospects to helpful content that builds their knowledge base.
Include an opportunity for the reader to move toward the “interest and intent” stage. Invite them to subscribe to an e-newsletter or provide their email address in return for a downloadable ebook or infographic.
Stage 2: Interest and intent
Prospects in the interest stage recognize they have a need, and you have insights to help them address that need. They’re forming an intent to purchase. Your content should be all about helping them take action.
Next steps at this stage should focus on providing related opportunities to engage. Offer deeper dives into your content by downloading an ebook or case study. To keep things simple, the same post can target prospects in both the awareness and interest stages, featuring the same download offer.
Close your post with a relevant call-to-action. This can be the download offer. Or to prompt prospects to continue their journey from interest to intent to the next stage, decision-making, look for opportunities to close some posts with an invitation to connect for a complimentary consultation. When a reader clicks on your call-to-action offer, take them to a simple contact form that collects the basic info but doesn’t overwhelm.
An invitation to attend a webinar or enroll in an online course also make good next steps at this stage, if they fit your business and your sales model.
<Related Resource: The case for content marketing: How to make it work for your small business >
Stage 3: Decision
Your prospect is ready to buy! Your content should reinforce the imminent decision with case studies featuring customers in similar situations, deeper information about your products and services, and customer testimonials.
Blog posts should link buyers at the decision point to this type of in-depth content. Consider featuring a video that provides a product demo or a customer story.
Make the call-to-action at the end of your post about requesting a complimentary consultation, requesting a salesperson to call, or asking for a proposal. If your business sells products online, the next step can be as simple as featuring a click-through to your e-commerce site.
Be thoughtful about the placement of these types of offers. Keep your content focused on delivering information and insights. Don’t get too promotional. Save that for when your reader takes you up on one of the decision-support next step offers within the post.
<Related Resource: Successful Smarketing: What happens when sales and marketing click>
Stage 4: Loyalty
The thing about viewing the customer journey as a funnel is that it feels like once someone becomes a customer, the journey is over. Instead, you could argue it’s just beginning. Your content marketing strategy is a critical component for continuing to nurture customer relationships to create loyalty, and ultimately, advocacy for your brand.
<Related Resource: Create content your clients crave >
Build in engaging next steps inviting customers to continue interacting with your posts and other content as it’s created, including events and white papers. Ask current customers to provide feedback through surveys. Embed click-able opportunities for them to provide reviews or testimonials. Or, feature them in a customer profile post. The main goals of your ongoing interaction? Making them feel good about their purchase decisions and deepening the relationship over time.
Each blog post should lead your reader to another action… and another…
Banish dead-end posts by giving your prospects next steps matched to where they are along the customer journey. For example, now’s a good time to subscribe to Write Hand Ann’s Content Counts e-newsletter for curated insights and timely tips to optimize your content marketing strategy, generate leads, and strengthen customer relationships.
And, when you’re in a pinch for a post, Write Hand Ann can help you blogstorm, write a post or two, or execute your blog plan end-to-end. Blog on!
