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How to Create Content for Every Stage of the Buyer’s Journey

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How to Create Content for Every Stage of the Buyer's Journey

No one wakes up in the morning and decides, “I’m going to buy something today.” Instead, they go through a path to purchase that includes research and evaluation before committing to a sales call.

That journey is called the buyer’s journey. Because consumers are more informed and empowered than ever, it’s important to deeply understand your buyer persona and their journey so you can create content that helps them along that path while positioning you as an authority in your space.

In this post, we’ll cover:

Understanding the Buyer’s Journey in Marketing

In most cases, with the exception of impulse buys, an individual begins their journey in an “unaware stage.” This individual likely fits the demographics of your ideal client, also known as your buyer persona, but they are unaware of your product or in need of it.

However, they may experience a triggering event that changes their situation or pain that needs to be solved. This kicks off their buyer’s journey.

buyer's journey graphic showing progression through the awareness stage, consideration stage and decision stage

Let’s say that an individual wants to kick off a personal fitness journey. They may not immediately decide to purchase a gym membership. This individual may take to the internet to learn more and make decisions as they progress through the following stages in their buyer’s journey, and it’s our job to assist them in that decision-making process.

Awareness Stage

In the awareness stage, the buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. They may be looking for informational resources to more clearly understand, frame, and give a name to their problem.

An example of a search query a prospect might begin with is: “How do I get stronger?” In the awareness stage, they are not yet thinking about solutions or providers; it’s much too early for that. Instead, they’re looking to contextualize their problem first. As a content marketer, you’ll want to show up in search engine results, even in these early stages, to establish your authority and gain the trust of buyers who are starting the journey.

Consideration Stage

In the consideration stage, the buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. In other words, they are considering potential solutions.

An example of a search inquiry a prospect would make at the consideration stage is: “What’s better: going to a gym or hiring a personal trainer?” In the consideration stage, the prospect is not yet ready to buy, but they are deciding on the potential solution for them. Your goal will be to consider your indirect competitors and educate them on the pros and cons.

Decision Stage

Once they’ve progressed to the decision stage, the buyer has decided on their solution strategy, method, or approach. Their goal now is to compile a list of available vendors, make a short list, and ultimately make a final purchase decision.

An example of a search inquiry a prospect would make at the decision stage is: “Planet Fitness vs. Gold’s Gym.” Now they’re ready to spend money, and they’ll likely go with a provider that they like, know, and trust so long as that provider can meet their needs.

Why Creating Content for the Buyer’s Journey Is Important

As in all marketing disciplines, it’s essential to understand your audience: how they think, the answers they seek, and the path they tend to take to find a solution. From that research, you can begin crafting a documented content strategy that maps your content to the various stages of the buyer’s journey.

When you don’t completely understand your audience, a disconnect is created between your business and your potential customers. For content marketers, this usually means you’re putting out content that your readers don’t really relate to, which can cause you to lose them.

To avoid this, you’ll have to consider the stage they’re at in their journey, how to meet them there, and the best channels to put the content in front of them. The internet has made it easier for marketers (and salespeople) to engage customers at the various stages of their journey using content marketing. That’s one of the main reasons that 60% of marketers consider content as ‘very important’ or ‘extremely important’ to their overall strategy.

However, it can be challenging to create the right content, for the right people, at the right time.

Building a content strategy starts with identifying the types of content you’ll need to reach your audience according to their progression through the buyer’s journey, and we’ll guide you through it in terms of both the marketing flywheel.

Creating Content for Each Stage of the Buyer’s Journey

Once you have an idea of your buyer persona and how prospects move closer to purchase, you can begin creating content for your buyer at different stages and tailor that content per channel.

Doing so can help you map your content to the relevant stages of the buyer’s journey to make a marketing funnel.

  • Awareness Stage: The stage where people look for answers, resources, education, research data, opinions, and insight.
  • Consideration Stage: The stage where people are doing heavy research on whether or not your product or service is a good fit for them.
  • Decision Stage: The stage where people figure out exactly what it would take to become a customer.

Your journey may look very different depending on your industry, business model, product, pricing, and audience. Some B2C customers, for example, spend very little time in the middle of the buyer’s journey compared to B2B customers that require far more nurturing, engagement, and relationship development before a purchase is made. A $50 pair of sneakers, for instance, requires a lot less hand-holding when it comes to making purchase decisions than a $10,000 business software investment.

Content Ideas for Each Stage of the Buyer’s Journey

Because audiences can vary widely based on industry and intent, persona research is of the utmost importance. By understanding their unique process for awareness and evaluation, you can create a truly effective content marketing strategy packed with custom content that best supports their journey toward making a purchase.

content for each stage of the buyer's journey: awareness consideration decision stage examples

So let’s take it from the top and start from the beginning of the buyer’s journey.

At the awareness stage, a buyer is trying to solve problems, get an answer, or meet a need. They’re looking for top-level educational content to help direct them to a solution, like blog posts, social content, and ebooks. Their value as a lead is low because there’s no guarantee that they’ll buy from you. But those who find your content helpful and interesting may journey on to the middle of the funnel.

content for each stage of the buyer's journey: awareness stage with example search inquiry

The ideal channels for the awareness stage may include:

  • Blogging
  • Search Engine Marketing
  • Social Media Marketing

Let’s run through the different content formats best suited for these channels.

1. Blog Post

A blog post is an ideal piece of content targeting the awareness stage. By targeting a pain, problem, or topic your target audience wants to discover and then posting it to your website, you’re creating a brand asset that’s crawlable by Google and discoverable by search engine users. You can also promote your blog content across other channels.

content formats for the awareness stage: blog post

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Arel=”noopener” target=”_blank” hrefs is an excellent example of a brand that does blog content right. They include original data and informational advice to create long-form articles that serve their audience.

Featured Resource: 6 Free Blog Post Templates

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2. Social Media Post

Social media is a channel that can be used to promote your other content, and you can also create content specifically for the channel. According to Pew Research, 72% of the public uses some form of social media, so your audience is likely native to this channel. Unlike blog posts, social media posts are likely in shorter form, and video consumption is also on the rise.

content formats for the awareness stage: social media post linkedin example

In the above example, HubSpot Agency Partner Yokel Local shares attractive customer marketing tips on the LinkedIn platform. SlideShare formats are popular on LinkedIn, so the content is created to be snackable with short-form take-aways.

3. Whitepaper

A whitepaper is an organization’s report or guide on a particular topic. Whitepapers are especially useful as downloadable offers when readers want to go more in-depth on a specific subject they’re reading about. For whitepapers, it’s essential to provide information that can’t be found elsewhere so that your audience understands the report’s value and is compelled to get it.

content formats for the awareness stage: whitepaper

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Every year, HubSpot publishes a survey on the state of marketing to provide helpful guidance based on thought leadership to marketers, sales professionals, and business owners. Inside, readers find statistics from a broad survey and industry experts’ opinions on what the data means and where the industry is going.

4. Checklist

For complicated tasks with many moving parts, individuals may simply want a blueprint that spells out what they’re supposed to do to achieve their end goal.

content format for the awareness stage: checklist

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Buying a home is a perfect example of this, and Opendoor meets its audience’s needs by providing a handy checklist (in infographic form!) for the reader that spells out all the steps that need to be taken. The graphic is aesthetically pleasing and even allows room for a few tips along the way.

5. How-To Video

Sometimes, the best way to solve a pain or problem is to learn a new skill. Sure, a purchase of some kind may be required along the way, but the audience may need to become more informed about the problem and how to solve it. That’s where instructional video content comes in.

HubSpot Marketing has a series of videos dedicated to teaching viewers about where SEO principles are broken down to the audience in easy-to-understand language and visuals. Knowing that SEO is a complex subject, the Marketing team aims to make it accessible to viewers.

6. Kit or Tool

Informational content provided to a broader audience may not always be enough for your buyer persona to make a decision or take action. In some cases, they may require a little more utility or personalization. That’s why kits and tools are a great piece of content to create to help the reader along their path to purchase.

content format for the awareness stage: kit or tool

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Nerdwallet creates content around several financial topics, budgeting being one of them. It can be challenging to create a budget, though, so they developed a calculator that allows users to provide their own numbers to receive a customized recommendation.

7. Ebook or Tip Sheet

Like whitepapers, ebooks and tip sheets are great options for downloadable content. In contrast, they tend to be shorter form and more actionable.

content format for the awareness stage: ebook or tip sheet

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CoSchedule combines a few tactics by promoting their headline analyzer tool with a blog post about writing great headlines that drive traffic. On that blog post, they include a great tip sheet of powerful words to include in headlines if you want to catch a reader’s attention.

Featured Resource: 36 Free Ebook Templates

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8. Educational Webinar

A webinar is a web seminar where information is typically provided through video. A webinar can be prerecorded or streamed live, which opens up many possibilities to disseminate information to an audience who wants more visual and auditory content.

content formats for the awareness stage: webinar

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SEMrush makes webinars a key part of its content marketing strategy, often running a valuable topic multiple times to get more mileage out of the content.

Moving on from awareness stage content, let’s delve into the next stage of the buyer’s journey.

When someone moves into the consideration stage, it means you’ve captured their attention. They know they have a problem that has to be solved, and now they’re trying to discover the best solution. The need for a future purchase commitment creeps up as they’re evaluating their options.

1660231774 488 How to Create Content for Every Stage of the Buyers

This stage is typically a point of extended engagement where you’re nurturing a lead, building a relationship, and establishing trust between the audience and your brand.

The ideal channels for your consideration stage may include:

  • Website or Blogging
  • Search Engine Marketing
  • Email Marketing
  • Social Media

Let’s go through the best content formats for this part of the buyer’s journey.

1. Product Comparison Guides

In the consideration stage, the buyer persona still considers solutions to their pain or problem. For this reason, product comparisons are a great way to help them decide.

content format for the consideration stage: product comparison guide example from very well fit that reads "pros and cons of hiit training"

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Verywell Fit provides such a comparison to help their readers choose between high-intensity workouts vs. steady-state cardio, providing the pros and cons and use cases for each.

2. Case Study

A case study can be used in both the consideration and decision stages simultaneously by convincing the reader that the solution works by establishing that the provider achieves results for their clients by administering the solution. A good case study will appeal to the emotions and logic of the persona by providing detailed information and quantitative data on the final solution.

content format for the consideration stage: case study example from bluleadz that reads "lead generation strategy lands 77 new clients for credit counseling agency"

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HubSpot Partner Agency Blueleadz tells a story about their client and their problems while providing a detailed account of how they solved them.

Featured Resource: 3 Free Case Study Templates

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3. Free Sample

A free sample is another example of content or an offer that overlaps between the buyer’s journey stages. Consider this: An individual wants to paint the inside of their home but doesn’t know what color.

As they consider which color (the solution), they pick up paint chip cards from their hardware store. A provider creates these cards based on their individual solution. When the individual falls in love with a color, they already know who the provider is that makes it.

content format for the consideration stage: free sample example from 4colorprint that depicts a pack of sample business cards

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SILKCARDS taps into this buying behavior by offering samples of their unique printing methods on the content that they create. They know their business is tactile, and digital content alone is not enough to close a deal. Once their prospective customer holds the sample in their hands, other business cards are put to shame.

So now that you’ve provided content to help customers list out or sample their options, it’s time to move them into the decision stage.

the buyer's journey decision stage with example inquiry

As prospects near the end of the buyer’s journey, they’re evaluating providers down to specific or specialized offerings.

Marketers, in turn, want to go above and beyond their expectations and provide an easy and frictionless customer experience that can win them over their competitors.

Handling objections, remove hesitation, position ahead of comp

The ideal channels for your decision stage content may include:

  • Website
  • Email Marketing
  • Live Chat and Chatbots for Service

With your prospects getting increasingly interested, let’s go through the content formats that can help them get closer to purchase.

1. Free Trial or Live Demo

What better way to know if you want to purchase a product than take it for a spin? Car dealerships have used the “test drive” tactic for years because it works. If the product itself checks all the boxes the buyer has, all the sales team has to do is handle their objections and make the close.

content format for the decision stage: free trial or demo

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Hellosign does this well. Though they have a free option with limitations, they know that offering a free trial upfront is the key to getting clients into their larger tiers. Their pricing page sets the prospect’s expectations and points them to the free trial.

2. Consultation Offer

A consultation is another example of providing just a little bit of service in exchange for the opportunity to close the sale. The best consultation reduces the anxiety of entering into a sales conversation by promising something concrete they can walk away with (a strategy or actionable advice) in exchange for their time.

content format for the decision stage: consultation offer from blkbld & co that reads 'for our initial consultation, we will discuss what you are looking to do, your budget, my marketing plans you can execute & lastly the next steps"

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Blk Bld & Co.’s consultation offer is a great example because it reduces the friction of scheduling a consultation. By removing friction, this organization increases the chances of conversion.

3. Coupon

A coupon appeals to a fear of missing out (FOMO) mindset. By reducing the price by a certain amount, a coupon is handing a price objection while convincing the prospect that they’re leaving money on the table if they don’t use the coupon. This inertia is enough to win the prospect’s business.

content format for the decision stage: coupon

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Fragrant Jewels does this well by gamifying its coupons. By spinning the wheel, the website visitors have the chance to get a coupon before checking out the products. They’ll likely evaluate the products that are a good deal with the coupon they won.

In addition to decision stage content, you should create content to delight your existing customers. This may include FAQ and knowledge base content to make the customer experience more accessible, coupons for the opportunity to upsell, and additional educational content that deepens their understanding of a topic.

Mapping Content Across All Stages of the Buying Cycle

Every business offers a unique buyer’s journey that can’t necessarily be replicated from one business to another. When creating your buyer’s journey, you must understand your audience and develop a strategy that maps custom content specific to each phase of their journey through the process.

If you do it well, it can have a significant impact on your customer relationships and lift your overall conversions.

Editor’s note: This post was originally published in August 2016 and has been updated for comprehensiveness.

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AI driving an exponential increase in marketing technology solutions

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AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness

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Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.

Engagement:

Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.

Benchmarking:

Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!


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Intro to Amazon Non-endemic Advertising: Benefits & Examples

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Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising

 

Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns

 

Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon

 

Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti

 

Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.

Conclusion

 

Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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