Even if you’ve created personas, developed funnels, researched multiple paths to purchase, and created a website that’s optimized for conversion, the modern buyer’s journey (unfortunately) is not that straightforward.
The fact is, 96 percent of visitors that land on your website will not make a purchase. The game that we’re playing as marketers is to get this 96 percent back to your site so that they can convert when they are ready.
There are a few tactics you can apply to better align with this convoluted customer journey.
Keep researching and producing relevant content for every stage of the sales funnel. Website visitors want to create their own paths. Say they discover a blog post on your site from another brand’s post on Twitter. Once they land, they’re curious about what you do, but not fully interested in researching. A few months later – now that they’re following you – a new eBook piques their interest. Once they finally reply to someone from your sales team, it takes a few weeks to be convinced of the product and then be on-boarded to learn how to use it.
If your brand is armed with all types of content targeted to personas that you’ve developed, you are paving the way for customer success while they are “window shopping.” Be sure that you’re nudging these customers along, as they are in this consideration phase. Enter: retargeting.