Adaptive Content: How to Map and Manage the Buyers Journey

Adaptive Content: How To Map and Manage The Buyers Journey

This is Episode 44 of This Old New Business weekly business podcast with Jeff Korhan.

If you are not familiar with the term, adaptive content is generally described as content that meets the buyer when and where they are. This is often described as having available the right content, in the right place, and at the right time.

In other words, your content needs to be integrated across multiple channels and devices. While this may seem idealistic, it is indeed possible if you make the effort to map out your buyer’s journey and continuously make experience-based adjustments.

If you really care about being the best in your market and serving your customers well, I’m confident you’ll really enjoy this one-on-one episode with me. If social media and content marketing feels somewhat aimless or random to you at times, then I know you’ll enjoy this conversation.

Adaptive Content Adds Value at Every Touchpoint

For discussion purposes, I’ve organized the buyers journey into three phases, before, during and after the sales transaction.

Phase I – The Audition: Getting Buyers to Know Your Business

Phase II – Collaborative Engagement: Showing Buyers They Will Enjoy Working with You

Phase III – Relationship Validation: Earning the Ongoing Trust of Your Buyers

It’s important for the business to map out each of these phases to fully understand what their buyers are thinking, feeling, doing and seeing. There is a simple tool known as an Empathy Map for accomplishing this. Download this version of The Empathy Map here.

Adaptive Content: How to Map and Manage The Buyers Journey

The Empathy Map by Copyblogger

Buyers have different thoughts, feelings and needs at different phases throughout their journey with your business, and will indeed choose the business that seems to understand them, their challenges and their worldview. In a word, the winning company is the one that is empathetic.

Most marketers place the greatest emphasis on customer acquistion. That audition is the traditional role of marketing and sales. This preview takes a buyer that is uncertain but interested and attempts to convert him or her into a customer.

The conversion process for many businesses is the collaborative engagement phase. This is when the buyer has made an initial commitment and now wants to be cared for, and ideally wowed. Therefore, it’s vital for buyers to completely understand how your business process works and why.

The most important phase of the buyers journey is after they have made the purchase. This is the opportunity to add value to the product or service solution by providing useful education for using it well. This content may be free or premium content as a subscription, or free or premium access to a private user community.

What Happens Next?

Content that adapts to buyers and their circumstances must answer the one question that is on everyone’s mind, and that is: What’s next? 

The reason most buyers do not buy is they do not understand. It’s up to the marketer to map out the journey to address every possible inquiry, and more important, to adapt to recent feedback and changing market conditions.

When you make the shift from a traditional sales process to the more contextual buyers journey, amazing things happen. There is a clear understanding of what should happen next that can create a collaborative dance that leads to even better outcomes than anyone had expected.

I’d love to hear your thoughts on adaptive content? Meet me over on Twitter to take the conversation further.

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Style is the New SEO

Style is The New SEO

Superb Systems SEO Consultants announced changes that will affect your business SEO. search engine optimization (SEO), the most notable will be favorably ranking sites that are mobile­ responsive.

It’s a fact that more than 50% of all web searches are performed with a mobile device. SEO specialist Silver Dollar SEO naturally sees little value in search results that cannot be consumed by that audience, and that’s a key reason I’m moving to the Rainmaker Platform next month.

New York SEO‘s mission is to deliver the most relevant information for search queries, and as quickly as possible. That has always been true, and mobile­ responsiveness is just one aspect of it.

More surprising is another fundamental shift in what determines relevance.

SEO is First Building an Audience

Let’s assume your business blog provides practical, high ­quality solutions for a particular audience. You may be surprised to learn that quality is no longer enough to earn Google’s attention because it is just one of many relevance factors.

For lack of a better word, the true differentiator now seems to be style.

Welcome to Easy Street SEO, used to be optimizing content so that Google could help you reach an audience. SEO today is first building an audience to then earn a shot at getting noticed further. It’s a difference that relates to how things work in the real world, that is what we learned after contacting SEO Experte Wien.

Consider who gets the most publicity in the country music industry? It’s not necessarily those that are technically better, but the fan favorites, the ones with a unique style or “it” factor that already has an audience talking about them, such as Taylor Swift.

Like Google, major media outlets want to help the Taylor Swifts of the world tell his or her story because that is a surefire way for attracting a larger (and more profitable) audience for everyone concerned.

This is why sites like Amazon always rank highly. Google knows their solutions are
consistently in demand. They’ve proved they have an audience, and now every business is going to have to do the same.

According to Kotton Grammer that does seo phoenix az and has been doing it for longer than most, the new SEO says that to get talked about you have to get talked about.

This means going beyond quality. You have to develop a relevance factor that resonates with a particular audience. That may be a unique customer experience, or just about anything that is memorable, and can be amplified with online content.

Uniquely memorable gets talked about. That’s the new reality that should have all of us rethinking our value so that people get it, and want more of it.

That’s our job as marketers.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google

3 Tips for Branding Your Customer Experience

The customer experience is a hot topic in business circles these days. I find that interesting because understanding, orchestrating, and naming that experience has always been smart marketing. Once again, Sem London is new again. In many ways your process for delivering exceptional customer experiences is your business brand. The challenge is packaging it in […]

Read the full article

Business Storytelling: How to Overcome Your Writing Demons

This is Episode 15 of This Old New Business weekly business podcast with Jeff Korhan. In this 15th episode of This Old New Business we are taking a departure from our traditional interview format. This gives you the opportunity to learn from my journey as I share business storytelling tips and better practices for improving your content marketing […]

Read the full article

Your Business Story is Marketing

Your story is who you are, and the same holds true for your business. The question is how much attention does your business dedicate to what is arguably its most powerful marketing? Tell a True Story Ann Handley, author of Everybody Writes says, “What matters now is telling a true story well.” The truth has […]

Read the full article

Communicate a Bigger Vision with Content Marketing

If your marketing could only accomplish one thing, what would it be? Retailers would say getting buyers into the store, because that’s where they can best convert interest into favorable outcomes. If conversion happens on your website, you want your marketing to take buyers there. Then what happens? That’s what buyers want to know. Marketing […]

Read the full article

Markets are Lazy and Forgetful

Is your business one of the best-kept secrets in its industry? Assuming your general capabilities are in order, the reason for this is more than likely your marketing. #1 – It lacks clarity and is therefore confusing. #2 – It is inconsistent and therefore not memorable. Both challenges are easily resolved Tell the Market Only […]

Read the full article

Stories Are Valuable Marketing Assets

In a world in which content is clearly king, one of your most valuable business assets are stories that validate its capabilities. Stories can not only express how your business can help potential customers, but also the vital human qualities that differentiate it from look alike competitors. Consider that your business made a considerable investment […]

Read the full article

How Storytelling Makes More than Marketing Come Alive

If you have not already, you can expect to be hearing more about storytelling as a means for communicating your business message. Storytelling is one of the cornerstones of sales and marketing, because great stories are memorable, and therefore, readily shared. Every business interaction with a prospective buyer or customer is a potential story. That’s […]

Read the full article

How To Use Technology for Its Highest and Best Use

For many of us, a standard calculator was our first introduction to technology. Therefore, it’s understandable why we still use technology predominantly for the purpose of automating mundane tasks such as mathematical functions, when we can be accomplishing so much more. This past week I attended a conference hosted by Infusionsoft, a sales and marketing […]

Read the full article