HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

4 STEPS GUIDE

1. Know your Customers

2. Understand How your Customers Make their Buying Decision

3. Manage your Sales Process

4. Map your Engagement Cycle

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

1. KNOW YOUR CUSTOMERS

1. Who is he or she?

2. What is the person’s need?

3. Why does this person care about your product?

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

MAP PERSONAS

Personas

Persona #1

Persona #2

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

2. HOW CUSTOMERS MAKE THEIR BUYING DECISION

▸ Awareness

▸ Recognize Needs

▸ Find Pricing

▸ Evaluate Options

▸ Resolve Concerns

▸ Buy

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

MAP PERSONAS WITH CUSTOMER’S BUYING DECISION

▸ The combination of your customer’s buyer's journey and your sales process

▸ This engagement cycle will let you see where you need to spend more time writing content.

Customer’s Buying Decision Awareness Recognize

Needs Find Pricing Evaluate Options

Resolve Concerns Buy

Personas

Persona #1

Persona #2

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

3. MANAGE YOUR SALES PROCESS

▸ Visitors

▸ Leads

▸ Qualified Opportunities

▸ Finalists

▸ Sales

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

MAP PERSONAS, CUSTOMER’S BUYING DECISION, AND SALES PROCESS

▸ The combination of your customer’s buyer's journey and your sales process

▸ This engagement cycle will let you see where you need to spend more time writing content.

Sales Process Visitors Leads Qualified Opportunities Finalists Sales

Customer’s Buying Decision Awareness Recognize

Needs Find Pricing Evaluate Options

Resolve Concerns Buy

Personas

Persona #1

Persona #2

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

4. MAP YOUR ENGAGEMENT CYCLE

▸ Combination of your personas, your customer’s buyer's journey, and your sales process

▸ Will let you see where you need to spend more time writing content

HOW TO CREATE GREAT CONTENT AND WIN MORE CUSTOMERS

ENGAGEMENT CYCLE

▸ The combination of your customer’s buyer's journey and your sales process

▸ This engagement cycle will let you see where you need to spend more time writing content.

Sales Process Visitors Leads Qualified Opportunities Finalists Sales

Customer’s Buying Decision Awareness Recognize

Needs Find Pricing Evaluate Options

Resolve Concerns Buy

Personas

Persona #1

Persona #2