Here’s an interesting idea for every marketer featured on the Twist Image Podcast on the idea that potential customers and members are always in one of three stages of the buying cycle and 90% of the time marketers are focused on only one of the three.
Broadly Avinash Kaushik, Digital Marketing Evangelist for Google, describes the three stages as see, think and do. “See” is where 97% of potential customers are; they are just that a potential customer, someone who could someday use the product you sell. The “think” stage is a potential customer who is thinking about making a purchase. And at “do” they are in the market to buy right now.
Avinash criticizes marketers for focusing too heavily on the do stage. He notes that websites that have heavy calls to action for purchase and metrics focused on conversion are missing out on winning potential customer share of mind at the see and think stage.
There are tons of ways to use a content strategy to target all three stages of the customer buying cycle. The key is to decide what your potential customers and current customers need to know at every stage – see, think and do and build the content and functionality into your site.