Creating messages that truly connect with customers is a top goal for any marketer. It’s crucial that your messaging aligns with the specific stage of the buyer’s journey your customer is currently navigating. When you really get your audience—when you understand them well enough to offer empathy, clarity and value at each phase—you’re setting yourself up for the conversions you’re aiming for.

Set a Clear Objective for Every Interaction

Every time you communicate with a customer, there should be a clear objective behind it. Sure, the ultimate aim is to make a sale but the path to that involves tailoring your messages to fit each stage of their journey.

Take a typical scenario in a physical store: A customer comes in, maybe just to look around. If a salesperson approaches them too aggressively, it can put them off making a purchase entirely. This customer, who is likely in the Awareness or Consideration stage, needs space to explore and think over their options.

On the flip side, consider a customer who enters a store with a clear purpose, like buying a specific size of a white t-shirt. They’re in the Decision stage and aren’t interested in browsing; they need a salesperson who can quickly direct them to what they want.

This dynamic is just as relevant online. The first customer type wants to browse content, learn more and consider their options, while the second type wants to go straight to checkout. It’s your job to ensure your brand’s messaging addresses both these needs effectively. Here’s how you can tailor your approach to resonate with each critical stage of the buyer’s journey.

Introducing Your Brand in the Awareness Stage

Hey there, glad you’re here! This initial phase is all about making a great first impression. It’s where your customer realizes they have a need and starts to see your business as a potential solution provider.

Your objective? To nudge them toward developing a deeper interest. But what about their objective? They’re starting to explore their needs, whether that’s seeking an eco-friendly kitchen cleaner or finding accounting solutions for their small business. They might already know what their problem is or perhaps it’s up to you to highlight it and guide them toward recognizing it. Here’s how you can craft effective messages during this Awareness stage.

Finding the Right Voice for Your Brand

If you’ve got buyer personas or archetypes sketched out, now’s the time to really embrace them. The way you speak—the tone and style of your language—can make a big difference in how your message is received. Think about where your brand’s voice fits on a spectrum from very formal to totally casual.

This voice and tone invite your potential customers to engage with you more deeply, setting the stage for ongoing interaction. As highlighted by Forbes, the way a brand communicates during these first interactions can significantly influence a customer’s perception of the brand.

Different industries may have different expectations for communication. For instance, a financial institution needs to project confidence and professionalism to foster trust.

How to Pin Down the Perfect Tone for Your Brand?

• Understand your brand’s mission: What are your core values and key messages?
• Know your audience: Who are you talking to? What are their needs and preferences?
• Be consistent: If this is your first time being strategic about your brand voice, make it clear and ensure your entire team is on the same page.
• Be flexible: Not getting the response you hoped for? It might be time to tweak your approach. Finding the right voice can take time but it’s crucial for making genuine connections.

Looking for a bit of inspiration? Check out resources like Grammarly for examples of how various brands effectively use different styles. Whatever style you choose, remember: clarity is key. Keep your messages succinct and focused on delivering value.

Empathy Makes the Message

Ever dealt with back pain that just doesn’t let up? We totally get how that can throw a wrench in everything you do. This kind of immediate empathy can really make someone sit up and pay attention. The more specific and relatable your message, the more your buyers will feel like you truly understand them.

Where should you start? Well, first, pin down the problem your customer is facing—and any twists and turns it might involve. Think about how these issues really affect your target customers and craft your messages to hit right where they need it. Here’s what I mean:

Imagine a customer who just got denied a car loan because their credit history is nonexistent. They hit up Google, desperate for a solution. In their head, it’s not about having zero credit; it’s about not getting the car they set their heart on. The lack of credit is just the hurdle in their way.

Understanding your customer’s issue fully depends on how complex their problem is and the solution your brand offers. Picture this: customer problems laid out on a graph where one axis is how aware they are of the problem and the other is how much it bugs them. The more aware and annoyed they are, the easier it is to catch their ear. Starting from a lower awareness or irritation level means you’ve got your work cut out for you.

Stir Up and Solve

Sometimes, your customer might not even realize there’s a problem until you point it out. This is where the classic copywriting formula PAS—Problem, Agitate solution—comes into play. If your customer doesn’t know they’re missing out or dealing with a subpar situation, stirring up a little trouble—figuratively speaking—can be really effective.

Let’s say your target customer still manages all their finances with a manual Excel spreadsheet. It works for them but maybe they don’t see just how much time they’re sinking into it. A smart software company might nudge them into the Awareness stage by saying something like, “Did you know using Excel for your accounting eats up an extra 20 hours each month?”

Now, they’re starting to think about what they could do with that time. They’re realizing their current system isn’t as efficient as they thought, even though they’re good at using it. And you might stir the pot a bit more with a question like, “Ever get frustrated with missing manual entries in Excel?” Think about all the ways this could be impacting them.

Issues that aren’t really on your customer’s radar yet, those “low awareness, low irritation” problems, need a little shake-up to spark curiosity and engagement.

Delivering the Details

When customers reach the Interest stage, they’re really digging for details. They want clear, thorough answers because they’re still trying to nail down exactly what their problem is. They’re deep in research mode, asking questions like:

• What exactly is my issue?
• What’s behind it?
• Is this just me or are others facing the same challenges?
• Can this be fixed and what’s the best approach?

At this point, they’re exploring all the possible solutions and the different ways they might address their concerns. Providing them with data, resources and testimonials not only educates them but also makes them feel more confident and ready to tackle the issue.

Here are some types of content that really deliver value to customers at this stage:

• Educational blog posts that unpack complex topics
• Step-by-step how-to videos
• Brand videos that showcase what your company stands for
• Documentaries demonstrating the impact of your solutions
• Lead magnets that offer useful, downloadable content
• Infographics that simplify and visually explain data

Value is the magic word here. Every piece of content should serve a purpose. For instance, you might offer some initial solutions that help your customer begin addressing their problem, while also inviting them to discover more about your comprehensive solutions. This not only builds trust but also fosters a connection, encouraging them to engage further with your brand.

Engaging Buyers in the Consideration Stage

Nice job—you’ve got their attention! Now that your audience is in the Consideration stage, they fully grasp their problem and are on the hunt for solutions. Let’s say they’ve realized their old Excel system for managing finances just isn’t cutting it anymore and they’re asking, “What else is out there that I could use?”

This stage is all about evaluation. Your potential customers are sizing up whether your product or service is the right fit for their needs. Keep in mind, even if you were the first to highlight the issue to them, chances are they’re also checking out what your competitors have to offer.

The complexity of this phase can vary depending on the specifics of the problem and the solution needed. It’s crucial to put yourself in your customers’ shoes to gauge how quickly they might progress through this stage and what kind of information they’ll need. Understanding your audience is key here. Here’s how you can support them in their research and nudge them towards choosing your brand.

Demonstrate How Your Solution Stands Out

Let the strengths of your product or service shine. How exactly does your solution tackle the problem? One effective way to answer this is by showing, not just telling. Consider creating quick video demos or hosting a live webinar that includes a demo segment.

For products that are visually appealing, like fashion items or gadgets, leveraging platforms like Instagram or other visual-centric social media is a brilliant strategy. Look at brands like Canon, which not only showcases stunning photographs but also shares the camera settings used to capture them. Fashion brands like Levi’s are great at this too; they often show their clothing in action, which helps people envision the products in their own lives.

This approach works well for less tangible products, too, like software solutions. Quick clips or GIFs that show the software in use can be really effective. Seeing a product in action—and understanding the benefits it brings—can make all the difference. It helps potential customers visualize their own success with your product, making the decision to choose your brand that much easier.

Guiding Customers Through Competitive Comparisons

Nowadays, with Google always within reach, you bet potential buyers are going to scope out their options by checking out competitors. Helping them by providing a straightforward comparison can really boost your transparency and trustworthiness, steering customers towards choosing your product or service for all the right reasons. This might be as simple as putting together a product comparison chart—a list or table that clearly details features and benefits side by side.

This is your chance to shine a light on what sets you apart. But keep in mind, it’s not just about piling on the most features. Take the software industry, for instance; often, those massive solutions packed with countless features can just be too much for smaller businesses. Maybe what makes your solution the better choice is that it’s perfectly tailored to their needs—it’s just the right size.

But there’s more than one way to differentiate yourself. You can also subtly edge out the competition by delivering content that establishes you as a thought leader. Sharing expert insights or showcasing your deep knowledge through well-crafted content not only adds value but also shows that you really care about your customers and their needs.

Think about where your potential customers hang out. Are they scrolling through a certain social media platform, shopping in a specific online marketplace or participating in particular forums or online communities? These are the prime spots for you to pop up, share some wisdom and engage with them throughout their decision-making journey.

Showcasing Real Benefits

They say the proof is in the pudding, right? Well, in the world of business, the best proof you can offer is real examples of how your product or service has successfully worked for others. Case studies solid data and glowing testimonials act as the social proof that potential buyers crave. They want to see that people just like them have made the leap and are happy with the outcome.

To drive home how crucial this element is, let me throw a couple of eye-opening stats at you from FinancesOnline:

• A whopping 93.4% of consumers lean on customer reviews when they’re exploring new retailers.
• And about 93% check out online reviews before deciding to make a purchase.

Interestingly, this trend has only grown since the pandemic began in 2020.

Here’s a hot tip for leveraging social proof effectively: focus it around a challenge or issue that really matters to your customers. Detailed success stories and data can be very convincing. For instance, if your product boosts business leads, you might feature a headline like, “See How XYZ Boosted Their Leads by 175% Using [Your Product/Service].”

Don’t overlook user-generated content either. Encourage your customers to share their own experiences with your product. This is very impactful in the B2C sector where happy customers can showcase your items on their social media. Why not make it fun? Launch a campaign with a unique hashtag and encourage your customers to post their photos or stories using it. You could even spice things up by entering participants in a draw for a cool prize.

These strategic interactions not only deepen the bond with your current customers but also build a welcoming community vibe that attracts newbies and reassures them that they’re making the right choice with your business.

Give Them a Taste of the Experience

Ever grabbed a product off the shelf after sampling it? That’s the magic of free samples—like the ones you find at Costco, pulling you in and nudging you to buy. When potential customers are at the Consideration stage, giving them a little firsthand taste of what you offer can really help tip the scales towards a purchase. Not all products can be handed out as samples but there are tons of creative ways to offer a firsthand experience.

• For homebodies and design lovers: Furniture companies are using augmented reality apps that let customers see how a new couch or table would look right in their living room.
• For the home improvement gang: Paint companies have come up with sticky swatches you can slap on your wall to see if that teal really matches your vibe before you commit to a gallon.
• For the tech-savvy: Software companies often offer a free trial or even a personalized demo to get you hooked on their digital solutions.
• For beauty enthusiasts: Cosmetic companies aren’t shy about sending out mini samples, letting you test a new look before buying the full-size product.
• And everyone loves a good deal: Vouchers are a hit across various industries. Often, all it takes is trading your email address for a chance to try something at a discount or even for free.

Thinking about how your business can let people “try before they buy”? It’s a strategy more and more eCommerce businesses are adopting and it’s proving its worth in spades when it comes to boosting conversions.

Nailing the Decision Stage: Make it Easy to Say Yes

Alright, your buyer is right on the edge of making a purchase—this is it, the big moment. At this Decision stage, your main mission is to seal the deal and ensure they choose you. By now, they’re not just casually browsing; they’ve seriously zeroed in on your product or service and are ready to confirm that it’s the perfect fit.

For those pricier items or services, chatting with a salesperson often becomes essential. If that’s the case for your brand, make sure you’re very accessible. Customers need to know they can easily get in touch if they’re close to making a decision.

For more everyday purchases, it’s your chance to reinforce how your solution will make their lives better. Think of this phase as your opportunity to address any final hesitations they might have. Draw from past customer experiences to predict these last-minute concerns and address them proactively in your messaging.

Here’s what you can do to convince them:

Highlight Guarantees or Warranties

Questions about returns or guarantees can be deal-breakers. If your product comes with any kind of assurance, now’s the time to make that clear. Stressing this can smooth over any lingering worries about taking the plunge.

Offer a Free Consultation

For products or services that are highly customized, offering a free consultation can be a game changer. It gives potential buyers a no-pressure way to get all their questions answered and feel more confident about how the product or service fits into their life.

Propose a Free Trial

This is a killer move for many service-based businesses. Phrases like, “The first one’s on us!” are more than just enticing; they provide that final nudge. A free trial lets your customer experience firsthand whether your solution really is right for them, clearing up any doubts.

Tempt Them with a Coupon

Need a little extra push to get them over the line? A timely coupon can be just the ticket, especially if it’s a special or limited-time offer. For instance something like, “Sign up for a year and only pay for ten months!” can make the decision easier, particularly if budget is a concern.

Include Free Shipping

And let’s not forget about shipping—most online shoppers expect it to be free unless they’re buying something really bulky or luxe. If you can manage to offer free shipping without hurting your bottom line, you’ll likely see a significant boost in your conversion rates.

Wrapping It Up:

Let’s boil this down: The key takeaway is that your messaging needs to be specifically tailored for each stage of the buyer’s journey. This only works if you truly understand who your buyers are and where they hang out. 

A common pitfall for many marketers is focusing too heavily on brand awareness. While getting your name out there is great, not following through can leave potential customers with lingering questions or unresolved issues.

On the flip side, jumping straight to pushing for a sale can indeed generate quick revenue but it’s usually more expensive than engaging potential buyers earlier and more gradually.

It’s about striking the right balance. Pulling new contacts into your marketing funnel and nurturing them to the point of purchase is not only more cost-effective, it also builds your brand more sustainably. This is especially crucial if what you’re selling has a lengthy sales cycle that needs several interactions and touchpoints before closing the deal.

If this is making you nod in agreement, don’t just sit on that realization. As an eCommerce leader, it’s your job to provide the right support and messaging that ensures a smooth and successful journey for both you and your customers. 

That’s what we live and breathe here at Tribal Pearl Media. If you’re looking to elevate your communication and really resonate with your audience, we’re just a call away. Let’s chat about optimizing your buyer’s journey.

Frequently Asked Questions (FAQs)

Why is it important to tailor messaging for each stage of the buyer’s journey?

Tailoring your message helps address the specific needs and questions of buyers at each stage, ensuring they feel understood and supported, which can significantly increase the likelihood of a sale.

What are the risks of focusing too heavily on brand awareness?

While increasing brand awareness is important, failing to follow up with engaged consumers might leave them with unresolved questions, potentially causing you to lose sales.

Why shouldn’t I jump straight to the decision stage in marketing?

Pushing for sales immediately can lead to higher costs per acquisition and might ignore the nurturing process that builds stronger customer relationships and loyalty.

How can I effectively nurture leads in my marketing funnel?

Engage your leads with relevant and consistent content, address their concerns at each stage of the journey and provide value that guides them towards making a purchase decision.

What should I do if my product has a long sales cycle?

Invest in multiple touchpoints and interactions that build trust and demonstrate value over time, ensuring that when the decision stage comes, the customer feels confident and ready to purchase.