Meet Phoebe. She is planning her New Year’s resolutions (NYR) for the upcoming year. Knowing that 92% of people don’t complete any of the goals they make for the new year, Phoebe is determined to not be just another number. So, she makes a plan. And who knows, you may just be a part of it. Let’s journey with Phoebe and see.
Phoebe’s New Year’s resolutions have to do with health, wellness, and fitness (typical, we know, but we didn’t make this up… ok, maybe we did, but that’s beside the point). Phoebe doesn’t need to lose a certain amount of weight, and she isn’t planning on starting a fad diet. Instead, she wants to start living a more natural life overall. From the gym clothes she wears to the snacks she eats to the skin-care products she uses, Phoebe’s main NYR is to go all-natural. And while she’s at it, she hopes to support small businesses in the process–sorry, Amazon.
Now, this is where you come in. As a company that can help Phoebe accomplish her NYR, you have the solution to her needs. But…how in the world will she find you when there are similar products, services, and brands like yours all around the world? Her journey to you will be a long one. One with twists and turns and distractions and spilled (coconut) milk. But she will get there, thanks to your business blogging.
Phoebe begins her plan to go all-natural in the new year a few weeks early by looking for all-natural skincare products, such as lotions, soaps, and makeup. Like many of us, she begins her search on the Google machine. She searches for “top all-natural skin care brands” and gets about 224,000,000 search results. She scrolls through a few product sites, but rather than answers all she is finding is more questions: “What does ‘all-natural’ really mean?” and “Does ‘organic’ really matter?” and “Which type of products support an active lifestyle?” Overwhelmed, she opens a new tab for Facebook and scrolls her cares away there instead.
As a brand hoping for Phoebe’s attention and business, you long for her to continue her search, and she will. But next time, she’s getting specific.
A few days later, Phoebe finds herself with a free hour to continue her quest for natural lifestyle products. But rather than searching for brands, she searches for answers to her burning questions. She begins with “What’s the difference between natural and organic?” And guess who pops up? It’s YOU. Thanks to your new blog post that is optimized with SEO (search engine optimization) keywords, discusses the differences between natural and organic products, and showcases the ones you have available, you are one of the first articles Phoebe reads.
How Are Blogs Used in Business?
This is business blogging at its finest. You have been posting consistent, quality content on your blog with the help of a content marketer (like Synergy Content Marketing). And because of this, Google has decided your content is worth the first page of search results. Congratulations! Now you have a chance to educate Phoebe and encourage her to browse your other blog posts, check out your products, and read some customer reviews while on your website.
And that’s exactly what she does.
Phoebe loved how informative and engaging your blog post was, so she decided to see what other valuable information you had. “7 Worst Foods for Acne and Breakouts | Are They in Your Kitchen?” Are they? Phoebe wondered. She clicked to find out.
Just as she makes it to food number four, Joey comes over and spills a glass of coconut milk all over the counter cutting Phoebe’s shopping short. But before she clicks off your website, she takes note of your Instagram handle to stay connected.
Because your blog posts didn’t convert Phoebe into an active customer then and there, does that mean they aren’t effective in increasing sales? Not at all. Blogging in business takes time. At this point, your blog posts have increased website traffic and engaged a potential customer with your brand. That’s awesome! You’re hopeful that Phoebe will soon hop back onto your website and make a purchase.
Understanding the Buyer’s Journey
But that doesn’t happen. Because let’s be honest, nothing is that easy. At least, not when it comes to the buyer’s journey. In fact, one study found that nearly 50% of consumers view at least three to five pieces of content before even talking with a salesperson. And another study discovered the average consumer connects with a brand 56 times before making a purchase. While Phoebe is definitely on the right track, there’s no telling exactly what her journey will look like.
It will be one week before Phoebe engages with your brand again. And you won’t even know she does it. You see, her friend Rachel needs to borrow some moisturizer, so she asks Phoebe if she has any. In preparation for her NYR, Phoebe tossed all her chemically-based lotions, so she didn’t. Fortunately, Chandler says Rachel can borrow some of his. And lo-and-behold, Chandler uses your all-natural moisturizer!
Seeing this prompts Phoebe to hop on Instagram and follow your page. Brand awareness at its finest. But before she has a chance to engage any further, Rachel asks Phoebe to go running with her. Since health and fitness are a focus of Phoebe’s in the new year, she decides it can’t hurt to get a head start. Off they go.
While running, Phoebe can’t help but notice Rachel’s leggings. When she asks about them, Rachel shares that they are from Wear Pact, an eco-friendly and organic clothing company based in Boulder, Colorado. This is right up Phoebe’s ally!
When they get back to the house, their friend Monica offers them both a Verb Energy bar, which is chef approved in her opinion. After enjoying the snack and good conversation, Phoebe heads back home.
Later that night, once the day’s responsibilities are over, Phoebe pulls out her smartphone and looks up Wear Pact. She notices they offer free-shipping and free-returns. Plus, if she hands over her email address, she will get 20% off her first order. Score! She orders two pairs of leggings right away.
At this point, you are probably wondering if Phoebe will ever return to your website! I mean, it’s been a whole week, and she hasn’t come any closer to purchasing your products. Fortunately, you made the wise decision to create a social media post about the most recent blog published on your website, “What Exercise Does to Your Skin.” When Phoebe hops on Instagram that night before going to bed, she sees your post, is intrigued, and follows your suggestion to head over to the link in your bio to read more.
With Phoebe back on your website, you are probably hoping this is it–this is the step in her buyer’s journey where she will convert into a paying customer. I mean, you do talk about your amazing face wash that is ideal for a post-workout cleanse. How could she resist?
We don’t know how she does it–she even clicked on the product link to learn more and liked what she read–but her tired eyes and the fact that she just spent money on some new leggings keeps her from moving any further in her journey with your brand. Maybe tomorrow. There’s always tomorrow.
Except there’s not. Because tomorrow is Monday, and Phoebe has an extremely busy day ahead of her. Her day starts with an early-morning massage client before she heads to the chiropractor’s office where she works as a front desk assistant. After work, she is meeting Joey for dinner (to discuss the rest of their friends, of course) before she ends her night at the movies with Rachel and Monica.
Once at the chiropractor, Phoebe shares with Dr. Monkey the interesting articles she’s been reading online lately (hint: yours). She mentions that the business would benefit from having similar educational health and wellness articles on the company website. He agrees. And remembering an email he received a week ago from a content marketing company about business blogging, he decides to reach out and hire a copywriter for his website.
When Phoebe gets to the movies that night she is starving. Fortunately, Monica secretly snuck in some Verb Energy bars to have as a snack during the flick. Remembering how much she enjoyed them the first time, Phoebe takes a note on her phone to order a box for herself later. As she is typing her note, she gets an email notification. It’s from none other than Wear Pact. It turns out they too have invested in business blogging and have a health and fitness blog!
The film is about to start, so Phoebe quickly browses their featured articles, “12 Unique Ways to Get Your Steps in for the Day,” “Best Motivational Songs for When You Really Don’t Want to Workout,” and “Top Pre-Workout Bars You Need Try.” She’s interested in all of these topics, so she also makes a note to go back and read the email later. And that she does.
What Are the Benefits of Business Blogging?
You see, even though Phoebe has already converted into an active customer, that is not the end of her journey with Wear Pact. With their well-written blog posts and clear email marketing strategy, they keep Phoebe coming back for more. And when she does, they’ll hit her with a holiday sale she can’t resist. It’s the blogs that get her back on their website to make another purchase. It’s your blogs that will do the same. And it’s why blogging in business is so important.
You see, Phoebe hasn’t forgotten about you. She thinks about you after she washes her hands and needs some lotion. She thinks about you in the shower, when she uses her toxin-filled soap. And she remembers your brand when she wonders about the best ways to get rid of her dry skin. You had really great information about other skin-care topics, maybe you’ll know this too.
Curious, Phoebe skips Google this time and heads straight to your website. She searches your blog and to her joy finds “Top Reasons for Dry Skin and What to Do About It.” Lo and behold, the third thing to do about it is use your all-natural moisturizer for very dry skin. Remembering this is the same lotion Chandler has and Rachel really liked, Phoebe decides to give it a try. She clicks to the product page, puts the item in her cart, and…gets a phone call. It’s Ross. What does he want this time?
She was so close to converting. Your blog post did its job. She found the solution to her problem using your products. It doesn’t get much better than that. Except she didn’t buy it. Ross called to say she needs to head over to Monica’s apartment right away. Concerned with what could be the reason, Phoebe shuts her computer and leaves without even saying goodbye, to you or Ross.
“Surprise!” Nothing was wrong. In fact, it was just the opposite. Her friends were throwing her a surprise party a month before her birthday so it would really be a surprise. How fun! Well, not for you. But for her.
Fortunately, you have a little trick up your sleeve. A cart-abandonment email queued up and ready to send to win-back Phoebe’s business. And so this time she really can’t resist, you throw in a coupon for free shipping. That’ll be sure to get it done.
And it does. After her party, Phoebe goes home, checks her email, sees your offer, and completes her purchase. You did it–well, you and your fabulous content marketing strategy across your website, blog, email, and social media platforms.
The next day is December 31st–New Year’s Eve. Phoebe receives her organic workout clothes in the mail. She ordered Verb Energy bars that morning. And your product is on the way. She is one step closer to accomplishing her New Year’s resolution of going all-natural. Feeling proud of herself, she heads to Monica’s NYE party with a smile on her face.
Little does she know she is about to have a lot more to smile about. Because as the clock strikes midnight she finds herself staring at the most beautiful diamond ring and saying “Yes!” to spending the rest of her life with her long-time boyfriend and best friend, Joey.
As she embarks on a new life journey with Joey, she will also embark on a new buyer’s journey. A few of them actually. One for the best wedding planner near her, one for a knowledgeable real estate agent who can help her and Joey find their forever home, and one for the best birthday presents for your girlfriend (unrelated, but Rachel’s birthday is coming up and she always returns everything anyone gets her. With her luck finding great products through blog posts recently, Phoebe hopes another Google search will introduce her to a new brand with great products. Who knows, maybe you’ll pop up again).
Is Blogging Important for a Business?
Business blogging is a valuable tool to increase website traffic, engage potential customers, and help consumers move along their buyer’s journey. At Synergy Content Marketing, we specialize in creating captivating blog posts that educate, entertain, and convert. Contact us today to schedule a free connection call to discuss how we can help you meet your New Year’s goals through content marketing.
