MLMT 222: The Path To Purchase
MLM Trigger Episode #222
We talked about how to create content for your MLM funnel. Today let’s create content for different stages of the funnel. Lead Generation
No one wakes up in the morning and decides… “I am going to buy something today” Instead they go through a path to purchase that includes research and evaluation first.
The buyer’s journey is a way to understand the buyer’s mindset. Funnels, stages, paths, journeys have dominated marketing for decades. The notion of awareness, evaluation, consideration and purchase decision is built-in to these views.
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.
LISTEN: ▶️ The Path To Purchase
The buyer's journey is the roadmap guiding your customers from clueless to convinced, from prospects to purchasers, and from "Just looking, thanks" to "Take my money!"
Understanding this journey is like having the SECRET CODES inside the customer’s mind for their decision-making. In most cases, an individual begins their journey in an “unaware stage.” This kicks off their buyer’s journey.
The buyer's journey consists of three stages: Awareness stage — Consideration stage — Decision stage.
FIRST: The content for the Awareness stage — Awakening interest.
This individual has realized they have a problem or a need but aren't quite sure what it is yet. But they are aware that something is not right and their goal is to alleviate it. They may be looking for information to understand and give a name to their problem.
As a marketer, this is where you step in, by identifying and tapping into a newly discovered need that your audience has. Then you immediately establish authority and gain the trust of prospects who are starting their journey. During the awareness stage, your goal is to educate your audience and help them understand their problem better.
At this point, they're not ready for the hard sell. Instead, your content should focus on helping them identify their pain points, validate their concerns and make them aware that there are solutions available.
SECOND: The content for the Consideration stage — Showing solutions. At the consideration stage, your audience understands their problem and they are committed to researching and understanding all of the available solutions to solve their problem. This is where you show them what you've got.
Your content should present a range of solutions, providing enough information for your audience to make an informed decision. Like: Case studies, comparison charts, how-to guides. These are your weapons of choice. The prospect is not yet ready to buy, but they are deciding on the potential solution for them.
Your goal is not just providing information but building trust. You're proving your expertise and showing your audience that you understand their problem and can provide a solution.
THIRD: The content for the Decision stage — Convincing and Converting. Once they’ve progressed to the decision stage, the buyer has decided on their solution strategy. Their goal now is to compile a list of available vendors, make a short list and make a final purchase decision.
Here's where your content needs to have a strong impact. It should highlight your unique value proposition, provide reassurance, and most importantly, include a strong call to action. You're not just saying, "We have the solution to your problem." You're saying, "We have the best solution for your problem, and here's why." Use testimonials, reviews, and case studies to back up your claims.
And don't forget the call to action. You're not just providing information, you're guiding your audience towards making a decision. A strong, clear call to action is like a big billboard saying, "This way to solve your problem." Creating content for each stage of the buyer's journey is like crafting a story.
You're guiding your audience from realizing their need to finding the solution, with your product or service as the hero of the story.
Most of the content we interact with online is intended to make us take an action. Every business offers a very unique buyer’s journey that it’s specific to the needs of their audience. 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.
The buyer’s journey is a way to understand the buyer’s mindset. It’s a model for understanding what gets buyers from “Who is this company?” to “I want to buy what they’re selling!” and then, even further to “I want to buy it again and again!” to “I want to tell all my friends I about it!”
LISTEN: ▶️ The Path To Purchase
May you be wealthier,
-Corine-
The top producers in MLM don't make a list of 200 people, don't do home meetings or anything like that. They use something equivalent of a sales funnels.