Associations and marketing: do you know the buyer journey?
As we saw a few weeks ago, your new web content strategy must keep your primary target client — known as the buyer persona — at the centre of everything you do. From now on, you are going to put everything in motion to deliver the right message to the right person at the right time. In practice, today we are going to explain how to optimise your conversion funnel to attract new members — and how to do so using the buyer journey.
The three stages of the buyer journey
The buyer persona follows a web marketing logic. It is therefore essential for your association to nurture this persona and guide them to precisely where you want them to end up.
To do this, you will need to have anticipated every stage of the buyer persona's visit. There are three of them.
Buyer journey: discovery (awareness)
The discovery stage is THE key phase of your buyer journey. Here is why.
The person who will become your new member is just beginning their journey. They start by asking questions, becoming aware that they want to get involved in an association, or that they will need the support of an association to get through a challenging time.
You must therefore position your website to provide an answer to every question they might ask, in order to retain them through to the next stage.
Buyer journey: consideration
By answering all the questions the buyer persona might have, you have helped them understand their own situation. You have allowed them to see you as a potential solution to their need.
However, do not think this will be enough to convince your buyer persona! They will go and look at competitors to compare what you offer. You are going to have to steer them towards a decision in your favour.
Buyer journey: decision
The buyer persona needs reassurance, and it is this aspect that will lead them to make their decision. Let us not forget that at this stage, your target has already identified you as a credible solution.
But ultimately, how will they make this decision?
- By comparing the details of what is on offer / the benefits of joining you;
- By comparing reviews and testimonials.
What content for the different stages of the buyer journey?
To give a concrete example, let us consider an association focused on communication with deaf and hard-of-hearing people. This association offers courses in French Sign Language (LSF). Its target audience is families who have just learnt that they are welcoming a deaf or hard-of-hearing individual.
Content for the discovery phase
As this stage is the cornerstone of the journey, you will need to be absolutely comprehensive in order to retain the visitor through to the consideration phase.
You will need to create generalist content that helps the buyer persona identify their need precisely. Avoid going into overly complex detail that might lose the buyer persona. Be clear and direct. Be generalist.
Example:
The content should address simple questions:
- What is sign language?
- How long does it take to learn?
- Where can you go to learn?
- From what age can someone learn LSF?
Content for the consideration phase
You have successfully persuaded the anonymous visitor to stay on your site — well done! Now you need to position yourself as an expert, capable of providing a solution to the problem(s) at hand.
For this stage: the more comprehensive your content, the more you will establish yourself as an expert. Answer specific questions, share your opinion. Take a stance!
Example
The content should revolve around more complex questions:
- What can you do if you struggle to learn LSF?
- Which medical and/or psychological specialists should you turn to for support?
- I had a problem with a school. What are my options?
Content for the decision phase
Here, you will need to make your case. You will need to explain the benefits of joining you. The ultimate goal is, of course, for the lead to join you at the end of this phase.
Example
The content should revolve around very specific questions that will help to convince:
- Who are the instructors?
- What is the cost if I join the association?
- What is the cost if I do not join the association?
- Can I try the classes for a short period to see whether they suit me?
- Will I have access to course materials online?
The format of the content should evolve throughout the journey in order to target the buyer persona's needs precisely. Articles, infographics, downloadable content (which will help qualify a lead), video, case studies, free trials, and so on.
It is up to you to offer the right content that will encourage the anonymous visitor to commit to your association.
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