This is the second episode in our series on creating a great blog. In this article we will look at how to identify your buyer problems and how that will help us to plan effective content. In the last episode I talked about 7 steps to take to ensure that your blog succeeds. I also talked about the importance of getting to know your customers and how to create a buyer persona for your customer types. You can read part 1 here.
Here's a quick recap of the 7 points that will be addressed in this series.
- Get to know your customers
- Understand your buyer problems
- Create a long term strategy to target your ideal customer
- Know your buyer's pain points
- Choose your keywords carefully
- Write great content
- Publicise well
Understand your buyer problems
To be able to effectively communicate with your buyer, you need to understand the buyer journey. This is the sequence of stages that your customers go through when they engage with your brand. The buyer journey is separated into three stages.
Awareness - In this stage, the buyer has a problem and doesn't know how to solve it. They may start by searching for the problem they have.
Consideration - In this stage of the buyer journey, they may now be aware of your brand through their searches and are now looking to evaluate all of the different options. This is where you could compare products and solutions for the buyer.
Decision - In the decision stage, buyers are now looking to find out as much as they can about what your business has to offer. This is where you can really sell your product or service.
As you can see from the buyer journey, we should always start by engaging with your buyer problems, as this is how we are going to make them aware of your brand.
The Awareness Stage
In the awareness stage, your buyer doesn't know who you are. As a result of this they don't just want you to give the hard sell about why your product is the greatest. They want to find social proof that you are going to be able to provide a great solution to their problem. You need to begin with brand awareness.
By targeting key issues that your buyer is facing you can begin to get your name out there. This is where you will need your buyer personas from the last episode. If you haven't written them yet, then go back to part one and complete the buyer personas first.
Maybe you're a hardware company that sells the greatest wallpaper remover available. Now how do you engage with your potential customer?
Let's stop to make a list of the problems they may face:
- Struggling to remove wallpaper from their walls
- Their existing tool keeps running out of water or clogging up
- They made a mess of the plaster by sticking the knife in too hard
- The walls are covered in 'wood chip' and it's not coming off
Okay, great. Now we have a great starting point for our blog. We can write highly targeted blog articles, addressing each of these buyer problems and giving some solutions on how to solve them. Remember we're not selling yet so don't just talk about your solution. Give them some tips like 'how to remove stubborn wood chip from your walls' or 'how to use a wallpaper knife properly so you don't make a mess of your walls'. Don't tell them about your product yet! Instead, offer a 'Call to Action' such as 'Sign up to or newsletter to receive weekly DIY tips'.
So before you click away, load up a blank page (or get a notepad) and make a list of the problems that your customers face. If you have one product it might be a short list. If you have a wide range of products, then it's going to be long. Maybe just focus on a couple of products to begin with.
By now you should have a list of your buyer personas who you are going to target through your blog. You will now have a list of problems that those buyers are facing so you can start to plan articles that address the Awareness stage of the buyer journey.
In the next article we will take a look at creating a long term strategy to address the other stages of the buyer journey and target your ideal customer.