Posted at 3:30PM • 3/6/19 • Liz Sagaser

Kerusso® loves Content Marketing, and when we share tips and ideas with you about growing your small business, we often refer to the kinds of activities that make up a stellar Content Marketing Strategy.

Content Marketing as a business strategy engages customers through interesting, relevant content. You’ll interact with people at various stages of the Buyer’s Journey as part of this activity; read on for how to engage potential customers at every stage of the journey.

STRANGER

The Buyer’s Journey begins with someone who is not yet familiar with your store or products. Your goal at this stage is to ATTRACT AN AUDIENCE. Use social media (think Facebook and Instagram), blogs, and your website to get the attention of your target audience.

INTERESTED READER

Your goal at this stage is to CREATE CONNECTION. You are the expert on the unique product mix you offer. Build rapport, offer ideas and solutions, and help readers get to know you better.

WARM LEAD

Now is the time to GO FOR THE SALE. Show how you can help with customer testimonials and reviews. Overcome resistance with positive examples of your products in action. Ask thoughtful questions and really listen to the answers to build trust and show your audience they matter.

PAYING CUSTOMER

Don’t let ‘em off the hook! LEVERAGE THE RELATIONSHIP by keeping in touch, providing support, encouragement, and useful information. Reinforce the positive decision they made to make a purchase with you.  

SUPERFAN

This customer is loyal, returns to your store again and again, and is highly likely to refer others to your business. Communicate with them often to MAINTAIN A POSITIVE RELATIONSHIP. Holding on to your biggest fans means engaging them through worthwhile content directed at their wants, needs, and interests. Don’t ignore your fans in favor of attracting new customers; keeping existing customers happy and coming back for more is a worthy use of your marketing time/energy/budget.

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