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How To Map Content Into Buyer Journey

Map Content Into Buyer Journey

We’re all consumers in one way or another. And as consumers we’re constantly bombarded by marketing noise – noise that threatens to drown out the voices we really need to hear.

The same is true of the very people you need to reach with your digital health solution. In any given day, they may receive 20 plus emails from companies offering them 25% off or Buy-One-Get-One.

So let me ask you this – What will set you apart from all the competing voices out there? To answer this question, let’s take a closer look at the buyer journey through your sales funnel.

What makes sales funnels difficult?

I don’t know if you know this, but sales funnels originated in the 1800s. Yeah, that’s right, the 1800s.

We’re now in the 21st century. And with everything from cell phones to streaming services, it might seem like we have nothing in common with original sales funnels. That is, until we consider this: consumers are still human.

Humans buy because…

Why do you think people buy? Most people agree that humans buy because they’re convinced (rationally and emotionally) that the products or services meets their needs better than any other.

For digital health marketing, this means that we must become experts in buyers’ problems. We need to know their pain points (maybe even better than they do). In marketing terminology, that’s exactly what your value proposition should declare: “We solve these problems for our customers.”

We’ll talk about how to establish yourself as an expert a little further down, but before we get there, let’s look at a few other difficulties health tech marketing faces.

The buyer journey: a funnel or a jungle?

Several decades ago, the buyer’s journey was almost always linear often looking somewhat like this:

  1. They learned about a product.

  2. They weighed the benefit.

  3. They bought it.

It was a pretty straightforward sales process.

Now, however, with widespread ability to research and compare products, consumers can come in and out of sales funnels at breakneck speed. And just when you think they’re gone forever, they’re back again and ready to buy.

Especially when it comes to health tech purchases, the buyer’s journey becomes even more complicated. Those with the deciding power may be unaware of the best solution, and those who know the best solution may not have the influence to purchase it.

All this to say, buyers’ journeys are now multi-directional. And if sales funnels don’t engage consumers at key stages on their journey, it may become difficult to convert leads.

Turning leads into conversions

At this point you may be wondering how in the world your content marketing can meet every buyer where they’re at. That’s why you need a content strategy – one that pinpoints your audience every step of the way.

As was previously mentioned, your marketing approach should be driven by your value proposition. If you’re not sure what I mean by this, I discussed in depth how to build your unique selling point in this article. Suffice it to say, all your core topics will inevitably flow out of this key statement.

After developing your core marketing message, you need to generate topics that pinpoint buyers based on their journey stage. Typically, consumers fall into one of three categories.

  1. Not aware of your health tech solution

  2. Interested in or intrigued by your product or services

  3. Ready to commit to your brand

Regardless of linear or multi-directional buyer pathways, you can reach almost all potential buyers by mapping content onto their journey with these three steps.

Educate your audience

Education is the best way to direct customers through the awareness stage. If your audience has no idea you exist, they never have the chance to decide if your product or service is right for them.

For instance, you can create specific blog or social media content that answers questions such as these:

  • What problems do buyers typically face?

  • What benefits could be gained through your solution?

Here are several formats that often work best for this stage of the buyer journey:

  • Blog posts

  • Social media

  • PR opportunities with earned media

  • Concise video explanations

Demonstrate the value of your solution

The next stage for buyers is the consideration stage. In this phase, they need to understand the true value of what you offer.

One way you can demonstrate value is to offer free materials that boost your target audience’s skill sets. Checklists or ebooks distributed via email also give you a chance to follow up with potential buyers and learn how they’re implementing the action steps.

Free resources like these communicate that you’re on their team whether or not they buy from you. Plus, you get a chance to build relationships in the process.

Here are some of the most accessible formats that demonstrate the value of your solution:

  • Blog posts

  • Industry reports

  • Ebooks, checklists, cheat sheets, etc.

  • Video or webinar training series

Call them to action

Once your audience understands the value you offer, they now have to determine if your solution is truly the best. In the decision stage, they’re evaluating if they’re truly committed to your brand.

At this point, your current or past customers can help tip the scales in your favor. By showing potential buyers how other businesses overcame the same problem, you can help them take the next step towards buying. Here are some useful formats to call buyers to action:

  • Sales page

  • Sales demos

  • Downloadable case studies

Ready to take the next step with your content marketing?


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Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.