Using content is the best and the most reliable way of persuading customers to go through the buying cycle. So, what exactly is the buying cycle? The best way of understanding the concept is to break it down into different stages.
The process starts by making potential customers aware of your business and progresses into engaging them, convincing them about the benefits of purchasing your products, converting them into customers, closing the deal and taking measures to retain them. While over 90% of flower buyers complete their purchase within 24 hours of starting their research, major purchases like weddings and special events often take weeks from start to finish.
Where does content figure in the whole process?
Well structured and smartly written content that focuses on establishing your expertise and provides valuable information builds trust towards your business. This in turn, helps grow your clientele and hence, your productivity.
The most important part of using content to guide customers through the buying cycle is to plan the entire process. Planning includes identifying the best channels for marketing, planning ways of marketing and formulating a schedule for the campaign.
You need to be very sure about the mindset of your target audience so that the content can be drafted accordingly. Be sure to maintain a consistent brand personality and brand image of your florist business. This way, with every article, email, web page and blog post, your audience can identify with your brand.
A breakdown on the use of content through different stages of buying cycle
The first stage in the buying cycle is to spread awareness about your florist business. You could promote content through social media sites, article directories, SEO and other means. The intention of writing here is to draw customers to your website.
For the second stage, which is the engagement stage, you need to write expert content on various aspects related to flowers and florists. You could talk about things such as the qualities of different flowers, ways to choose flowers for different occasions and tips to identify fresh flowers. Such content engages people who are interested in buying flowers and are more likely to follow into the next stage of the buying cycle.
In the third stage, you can talk about the benefits of buying from you. The content has to focus specifically on your business, your experience and the quality of your service, and any unique benefits that you offer. The copy needs to have a subtle marketing tone and seem realistic.
If you are competent in the first three stages, the fourth stage, which is conversion, happens automatically. However, you need to prompt customers by creating content that helps them make decisions.
After you close the deal, you need content to retain customers so that they come back to you when they need your services next. Social media and email marketing are the two best ways of keeping in touch with customers, ensuring retention.
So, content is crucial at every stage of the customer buying cycle. The more powerful and artfully written your content is, more you will generate sales and retain clients while building a solid brand.