Every buyer goes through a journey as they are deciding whether or not they will purchase a product or service. Without fail, there are three common stages they experience in this process – Awareness, Consideration, and Decision. Understanding this from a seller’s perspective can help you guide them through this journey with ease and lead them to make a decision that will serve them well and simultaneously aid in the prosperity of your business. With today’s advancements in business tools and technology, podcasting has proven to be a superior method of guiding potential customers through this journey.
The first stage in every buyer’s journey is the awareness stage. They know they have a problem and are in search of a solution. The buyer has a pain point they need alleviated, and it is your goal to provide a viable solution for them. Podcasting is not only an effective way to clearly convey who you are and what you’re about, it also allows you to reach a larger audience. Creating content that relates to the buyer’s awareness stage should address common industry challenges, offer insights into new trends and developments, and provide general educational content focused on helping the buyer have a clearer understanding of how their problem can be solved. Leveraging storytelling to connect with the audience’s pain points is also an effective way of reaching potential buyers as they are in the awareness stage. Sharing a story with your message not only makes your content more relatable, it also makes it more memorable.
It is at the consideration stage in a buyer’s journey when the buyer is doing their research and due diligence as to who they will do business with. It is essential that the buyer not only trusts you but also has a thorough understanding of your solution and whether it is the right fit for them. Transparency is key to reputation, trust and relationships. Podcasting provides the opportunity for potential buyers to “hear it from the horse’s mouth”, and that paired with client success stories is the secret recipe for developing an unbreakable reputation. As the buyer enters this stage, they will be able to make an accurate assessment of your offerings and fairly compare that to competitors through listening to your podcast. An added boost of having your own podcast is that it will significantly make you stand out from other industry participants and allow you to have a personable relationship with a potential customer before they even make the decision to buy. By hearing your voice and seeing your videos, the buyer-to-be already feels a sense of connection to you and your brand. People are more likely to buy from and do business with those that they trust, and there is no better way to build trust and establish rapport than directly speaking to your customers.
The final stage of the buyer journey is the decision stage. In the decision stage, the buyer has identified a problem they are experiencing, researched how they can have it solved, and has made their decision as to who they believe will solve it. It is more likely that the buyer will choose a solution provider that they trust will alleviate their frustrations. From the seller’s perspective, it is at this point that the podcasting journey has guided would-be-buyers into actual clients. By effectively conveying the solution your product or service provides through podcasting, the buyer making the decision to work with you should be a no-brainer.
The journey for both the buyer and seller is simultaneously walked together. The buyer is trying to find a solution, and an effective seller is walking alongside them, holding their hand all the way through to the destination. It is critical to have content tailored to each of these three stages – awareness, consideration, and decision – to meet buyers’ search for information and guide them down a fruitful and fulfilling path. Navigating these three stages can sometimes be a slow and steady process, but utilizing a podcast and digital media content tailored to those stages not only helps the buyer make a better-informed decision, but also allows for a powerful relationship, trust, and brand loyalty to be established in the process.
Start Meeting Your Consumers Throughout Their Journey With Podcasting!
Employing a service that brings your content vision to life and holds your hand along your podcasting journey makes it easier than ever to make this possible, leading to a loyal clientele and a brand reputation as solid as steel.
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