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August 25, 2015

How to Create Calls-to-Action for Each Stage in the Buying Cycle

lightbulb_moneyContent marketing – it’s one of today’s buzzwords in marketing, and by implementing it you can improve the success of your lead generation and lead nurturing efforts. Even if you’re crafting great content, there’s one more crucial step in making sure that content is relevant and helpful to leads – timing.

You should be segmenting your leads and creating content that will be most helpful for them based on where they are in the buying cycle.

The Buying Cycle

Marketing 101 tells us that buyers move through separate buying stages as they progress from lead to customer.

This progression can be broken down into three stages otherwise known as the buying cycle.

  • Awareness
    The stage where leads acknowledge that your product or service exists or discover a problem that needs to be solved
  • Evaluation
    The stage where leads are deciding whether or not your particular product or service will be the best option to solve a problem or address a pain point
  • Purchase
    The last stage where the leads are ready to buy and become customers

Because leads are moving through this cycle, different information will be relevant to different leads at different times. Effective marketers will hit those leads with the right information at the right time and help them with the transition into a customer. Below we outline which calls-to-action (CTA) you can use to address your leads’ informational needs at the right time.

Awareness Stage

Because this stage relies heavily on buyers realizing that they have a problem your particular product or service can solve, educational content best serves leads in the awareness stage. The goals of CTAs in the awareness stage are to help and educate buyers about their particular pain points that need resolution, while also positioning your organization as an expert resource. Some examples of content that will be helpful to leads in the awareness stage include:

  • Whitepapers
  • E-Books
  • Webinars
  • Fact Sheets
  • Worksheets/Workbooks

Evaluation Stage

This is a crucial stage in the buying cycle, where it’s important to show leads how your product can help them, and why it’s the best option. In this stage you should provide informational material on your product or service, so that leads will understand why your product or service is the right choice for them. Examples of evaluation stage calls-to-action include:

  • Case Studies
  • Sample
  • Testimonials
  • FAQ
  • Demos

It’s important to stay informative and helpful with your CTAs – you want to educate your leads and show them why your option is the best option.

Purchase Stage

This is the final stage where leads need the extra push to purchase your product or service. Because you’ve provided informative content earlier in the buying cycle, your leads should be ready for more promotional CTAs that will encourage them to buy. CTAs in this stage should help leads eliminate any feelings of doubt surrounding your product or service and reinforce the benefits. Some examples of purchase stage calls-to-action include:

  • Coupons
  • Trials
  • Consultation
  • Assessment
  • Estimate

Creating CTAs for leads as they move through the buying cycle will help create a smooth transition as they’re researching purchase options. The ultimate key to success in content marketing is to provide your leads with the most helpful, relevant content as possible when they need it most. 

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