5 Buying Cycle Model for Online Marketing. Optimized Content ...

The web is flush with change and innovation. The mass adoption of the social and mobile web has facilitated a revolution of information access, sharing, and publishing at a scale never before experienced. Access to information for discovery is most often associated with search engines. For people who have some idea of what they want or need, it?s second nature to search and then sort through the results for the best answer.

Content marketing will help businesses realize the impact on their ability to connect, engage, and grow revenue. It is an opportunity for brands and marketers to engage in an active marketing strategy that converges the disciplines of search, social media, content, and online public relations. To meet brand needs to engage customers in an always-on digital world, whether it?s B2B or B2C, the convergence of marketing and public relations, search, and social media are inevitable.

For marketers, more isn?t always better. Relevance, timeliness, and ease of sharing are better. That means better content and visibility in all the places customers might be looking or might be influenced by. It also means a better experience with brand and consumer interactions.

Searchers expect not only to find what they?re looking for on a search engine, but also to interact with what they find through commenting, rating, joining, as well as buying. Purchase is just the start of social engagement with the customer, which extends across a life cycle that takes the customer from prospect to evangelist. Adaptive Internet marketing pays attention to those customer needs and creates a dynamic cycle of social and search interaction.

Creating experiences that are easily discovered through search or social media and continuously evaluating what works and what doesn?t helps to fuel the most critical aspects of an effective editorial, optimization, and social media marketing effort.

Content and SEO are perfect partners for making it easy to connect constituents and customers with brand content. In the past, SEO consultants have typically been left to deal with whatever content they could optimize and promote for link building. Now the practice of SEO involves content creation and curation as much as it does with reworking existing content. When SEO practitioners examine the search results page of targeted keyword phrases on a regular basis, review web analytics, and conduct social media monitoring, they can gain a deeper sense of what new sources and content types can be leveraged for better search visibility. An understanding of the search results landscape for a target keyword phrase should be considered when allocating content creation and keyword optimization resources. Creating, optimizing, and promoting content based on customers? interests that leads them to a purchase makes the most out of both useful content and SEO best practices. Great SEO copywriting doesn?t read as a list of keywords, but instead balances keyword usage with creative writing that appeals to the reader, thus educating, influencing, and inspiring action.

Optimize for Customers

Consider the difference between these general SEO copywriting recommendations:
Use the most popular keywords at the beginning of title tags, in on-page titles, body copy, anchor text, and image alt text in combination with attracting relevant keyword links from other websites so the pages rank high on Google. Higher-ranking web pages can result in more visitors and sales.

In comparison, try this advice, which is absent any explicit SEO lingo:
Use the words that matter most to your customers in titles, links, and body copy to inform and inspire them to take action. Text used in titles should make it easy for readers to understand the topic of the page quickly, in the first few words. Text used to link from one page to another should give the readers an idea of what they?ll find on the destination page. A consistent approach to titling, labeling, and copy in web page text, image annotations, video descriptions, and links will create confidence for the reader in the subject matter and inspire sales.

Both recommendations should result in more focused and relevant content for search engines. But the focus in the first instance is only on keywords and search engines. The advice in the second instance is less SEO-specific, but emphasizes relevance from the customer point of view and at the same time is search engine?friendly. Marketers need to take a step back and review which audience and outcomes they?re optimizing for: search engines and rankings or customers and sales.

Optimize for Experiences

Engagement is indeed more than a click, a share, or a link.
Many business bloggers and marketers approach online marketing with an egocentric perspective, promoting messages in which they try to persuade audiences instead of empathizing with customer needs and interests, many agencies that create content are more interested in creative self-expression than in experiences that are truly meaningful to customers.

content marketing emphasize an understanding of customer needs and behaviors through persona development and attention to variances during the buying cycle. Those insights, combined with ongoing monitoring and engagement, drive content marketing strategy and the creative mix of content objects designed to help prospects have meaningful experiences with the brand. A ?socialize and optimize? approach to content marketing increases the connections between consumers who are looking (i.e., searching) and discussing (social networking) topics of relevance to the brand solution.

Since much of the focus of online marketing is on customer acquisition, many SEO efforts emphasize transaction or lead generation outcomes. Seeing content engagement opportunities holistically can provide a company more ways to initiate, maintain, and enhance customer relationships.

In the context of online marketing, there are many different touch points during the customer relationship. Using the buying cycle model of Awareness, Consideration, Purchase, Service, and Loyalty, marketers can best plan what kind of content may be most appropriate to engage customers according to their needs.

For a holistic editorial plan, here are a few types of content and methods of communication to consider:

• Awareness
  • Public relations
  • Advertising
  • Word of mouth
  • Social media
• Consideration
  • Search marketing
  • Advertising
  • Social media
  • Webinars
  • Product and service reviews
  • Blogs
  • Direct response
• Purchase
• Service
  • Social media
  • Social CRM
  • Online messaging
  • E-mail
  • Search
• Loyalty
  • E-mail newsletter
  • Webinars
  • Blog
  • Social network, forum?community

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The author of the aboved writing: Lee Odden

Source: http://onlinesuccesscentre.com/2013/01/buying-cycle-model/?utm_source=rss&utm_medium=rss&utm_campaign=buying-cycle-model

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