Mapping the needs of buyers is a significant contribution to the content strategy
If you took the trouble to make high-quality material, took care of a wide field for its distribution, but the material did not interest the user, it means that it was submitted at the wrong time, did not meet the interests of the reader, and so on. If you want to “feed” users with useful food for the mind, in addition to usefulness, you also need to adhere to a specific needs map that we took the trouble to compile for you. We went through all stages of the purchase and took into account all the motives.
It is with them that the construction of the map begins. There are many types (or classes) of needs. The first thing that comes to mind is Maslow's pyramid. This is good, but we are not only interested in the basic needs of a potential client. We are also interested in their needs when choosing content and making a purchase. Let's divide them into 2 types:
- Purchase stage.
- Reader experience.
What we have?
Clarifications of the following conditions: payment and delivery; possible information and technical support; how to track the delivery and possible service for wholesale buyers.
The basis of the reader's experience is motive. That is, by clicking on the title, he pursues a specific goal: to learn something new, to have fun, or just to keep abreast of current events. When reading a company blog, a person is driven by the desire to “get better”, be more knowledgeable, etc. This desire is revealed through the following needs:
The reader's experience is a good helper, both in meeting one's needs and in shaping the demand for goods and services. Learning, each time you return to the blog, something new and useful for yourself, a person develops confidence in the company. At the moment when he decides to buy, he will turn to you.
It would seem - much easier. But the question arises: at what stage, and what needs should be paid attention to? Answer: It will depend on which part of the potential clients you are currently working with:
Having a need.
Not having or not yet aware of this need.
Let's take a look at the diagram below. She will help you make a choice.
A potential customer who is in the funnel is worked out taking into account his needs at a certain stage of the purchase. Those buyers who are not yet in the funnel are engaged through content. At a certain stage of the reader's experience, the content covers their needs. Here it is important to remember the division of content into main types according to goals - first we lead the client through the sales funnel, then we bring it to it.
Often the theory is clear and simple. All difficulties arise in the process of application in practice. Here we will focus on those potential customers who are already in the sales funnel. Below is a table based on the classification of needs depending on the stage of purchase.
|Purchase stage||What the buyer needs||Motivation||What content is being studied|
|Awareness||Evaluate the entire breadth of offers and choose the most suitable||Solve the problem of. Make the most suitable for my needs||Information sites, portals, blogs, reviews, social networks|
|The study||What will this product/service give me? Will it help me solve my problem?||Need information from reliable sources||Sites with user reviews, blogs, forums, user video reviews, case studies|
|Grade||Evaluation of the ratio of such product characteristics: price, brand, quality||It is necessary to compare with analogues, including other manufacturers. Weigh the pros/cons||Forums, site comparison, social networks, sorting and comparison functions, appearance and demonstration, reviews|
|Selection confirmation||Assessment of all risks: service, guarantees, insurance, possibility and conditions of return, training.||It is necessary to ensure the optimal ratio of price and quality, to minimize risks||Sorting and comparison functions, monitoring FAQ's, forums, contact information|
|Purchase||Clarifications of the following conditions: payment and delivery, possible information and technical support, how to track the delivery and possible service for wholesale buyers||I want to buy because...||Contact information, mode of operation, manuals, support|
As can be seen from the table, the needs of the buyer are presented there (the column “What the buyer needs”), his motivation and the content being studied (depending on the stage at which the buyer is). The information in the “Motivation” column helps to understand what drives a person at this moment. Based on this data, you should understand how much information is needed in order to satisfy a person's need. Based on this, you need to choose sites for placement.
It is very easy to feel the whole process by remembering your experience, for example, buying something from household appliances. First, we find information on the Internet, open several sites, study technical specifications, read reviews and, possibly, watch video reviews. Having chosen a specific model, we refine the search and, using the same principle, look for the most suitable offer (according to reviews, on forums, including the best price, high-quality reviews).
- Consciously shape your editorial plan. Look beyond the needs of your audience. Consider their motives, as well as the factors hindering the decision.
- Sources that the client trusts form his opinion. Be guided by them. Do not ignore negative information about your company. Conduct various promotions to build customer loyalty.
- Monitor competitor websites. You shouldn't be worse. Otherwise, why order from you?
- Know how to separate hidden motives and open ones. Infrequently, clients will admit (maybe not even realize) that they need confirmation of their own worth. Perhaps the emotional or ethical side of the supply negotiations is important to a person.
By compiling such a detailed map, you will find answers to the main questions: what to place and where? This will be a significant contribution to building a content strategy.