Use Content Marketing to Turn Prospects into Customers

Part of Digital Marketing For Dummies Cheat Sheet

For ice-cold prospects (people who have never heard of your brand before or are unaware of the products or services that you sell) to become customers, they need to travel through the stages of awareness, evaluation, and conversion, and you need to create content that facilitates their movement through each stage.

  • Awareness: Prospects first need to realize that they have a problem and that you offer the solution. If people don’t know that they have a problem, they don’t seek a solution. To create awareness, clearly define what problem your products or services solves and then create content, such as blog posts and YouTube videos, to make people aware of the problem and the solution you provide. This content moves your prospects to the next stage.
  • Evaluation: In this stage, people evaluate the various choices available to them, which can include making a purchase with you, buying your competitor’s solutions, or doing nothing to solve the problem at this time, if ever. To move people through this stage, create content that helps them make decisions, such as product demos that show your product in action and product comparisons that compare the benefits of your product to that of your competitor’s.
  • Conversion: Prospects are now at the moment of truth: purchase. For this stage, design content that overcomes any hesitancy people may have about buying from you. For instance, create content that clearly defines your return policy, make product detail pages that convey the schematics of your product or service, and include customer testimonials that speak to the success and the quality of your product.

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Content that fulfills these stages takes many forms and includes:

  • Blogs
  • YouTube videos
  • Webinars
  • Events
  • Product demos
  • Product comparisons
  • Customer testimonials
  • Product detail pages