Buyers journey online

3 crucial steps into the buyer’s journey and why you are“out of sight out of mind”

(Last Updated On: September 19, 2017)

You know the saying “Out of sight out of mind”?

This saying applies to search engines and online search which dramatically affects your lead generation.

If you’re providing a high-quality service at a competitive price, you know you *should* be making sales.

But, let’s say you have all that figured out.

What if you can’t even get your target audience to view what you have to offer?

Well… think of the current marketing you are doing for you company online. How is it doing?

The truth is, you are losing business to your competitors online.

So let’s take a look at the Online Buyer’s Journey and how we can use SEO and content marketing for an integrated marketing approach to make your small business stand out.

Usually what happens is someone from your target audience is:

  • Searching
  • Learning
  • Deciding

If you don’t show up.. what does that mean?

You guessed it… It means you are “out of sight and out of mind” and this means your prospects never even get to view what you have to offer.

And in the meantime they are experiencing something that is called an “availability heuristic.”

This availability heuristic is a mental shortcut for us, humans, and something that we rely on quite a bit. Think about it, people tend to weigh their judgements towards the most recent information they have received. Meaning when you don’t show up on the first page of Google well… you barely make an impact on your audience…

Below you’ll see each step of the buyer’s journey in more detail.

Searching: The first step in the Buyer’s Journey

Your potential prospects attention for the service or product you are providing is already established. Well let’s hope you are in a market with a need. And because of this need, they are interested and they are searching.

That Google search bar is being used to type in the KEYWORDS or KEY PHRASES they believe is best fit to find what they are looking for.

Generally these searches can be broken down into:

  • Problem based
  • Solution based
  • Branded

If you’d like a Google Sheet to place your keywords in, you can use this here: Google Sheet Keyword Planner

Here is a visual of the average click through rates of the top ten results on Google.

Results from CTR Study

As you can see the average results showcase a consistent trend of the importance of being on the top of search results. The highest results are there for a reason. Google believes in providing quality content for each search.

Related article: Our important website tips post will help your site rank higher.

Key tips and tools

Best SEO Plugins for WordPress – The one we use most here is Yoast, it’s an easy way to make sure you got the basics optimized.

Keyword Planner – Use this to find keywords in the range of 10,000 – 20,000 searches as this will make it easier to start getting some rankings. – Find keywords not available in the Keyword Planner

Moz Keyword Explorer – From discovering keyword ideas to getting metrics to start building a list that helps you gain prospects attention.

What should I do once I find my keywords?

  • Use the keyword in the title of your page ( H1 tag )
  • Try to use the keyword in the URL
  • Use the keyword in the page copy + similar variations where it makes sense. Of course avoid overdoing it where it becomes awkward to read.
  • Place the keyword in the meta tags, and the meta description
  • Whenever you add images add the keyword in the images alt text
  • Use the keyword as the anchor text in links back to the page from elsewhere on the site

As you can see, how to increase website ranking revolves around relevant content. But, remember at this point your target audience is viewing other companies as well. Getting them to choose you requires helpful content (and a responsive site of course) that gives your viewers a sense of a real quality experience with your company, and one that ultimately catapults you above the rest.

Which brings us to…

Learning: Understanding your Buyer’s Journey

It’s at this stage that you’ll want to create engaging content that turns your prospects interest into a desire.

Content such as:

  • Targeted website articles
  • Landing Pages
  • Reports

The key here is to create an engagement factor by providing a valuable learning experience in order to let the prospect understand that it will be worth their time to make the next step. This will organically get you notoriety in your small business niche.

How do I find what I should write on?

A great way to build on a topic that relates to your business is to take the problem/ solution based keywords that you researched and skyscrape them accordingly.

This technique in a nutshell involves creating better and more useful content than what already exists.

For instance: Do you see old posts that aren’t relevant anymore? 5 tips when you know 10? Something that better relates to your topic? Can you address an industry problem better?

In the end you’ll want to map out your content to the sales cycle.

Buyer's Journey Searching learning deciding
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About the Author Kemar Lawrence

Entrepreneur | Business & Marketing Strategist | Co-Founder @goldminddigital. I am a business & marketing strategist. I bring more than 6 years of experience to projects I take on with a track record of success. I help entrepreneurs win at business.

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