Leverage the Appeal of Visual Content at Every Buyer Journey Phase

Visual content is a communication tool that leverages the human visual perception to deliver content in a compelling way. This makes it an effective way to share your brand story and achieve your marketing goals.

As technology and publishing platforms evolved to play a big part in everyday life, visual content marketing has become one of the most effective tools for content marketers.

Marketers can map out the buyer’s journey and identify the different type of information customers look for at every stage. Visual content, under various forms, can help you deliver that information in a concise and clear way.

Visual Content and the Buyer’s Journey

There is no general formula for what kind of visual content is most effective at each stage of the buyer’s journey. The goal should be to deliver your message in the most effective format. Here’s what to focus on at each stage.

Stage 1: Awareness

Traffic Generation Content: At this stage use visual content to introduce your brand or product and make it clear that you understand your audience’s needs. Focus on content that leads to as many people as possible getting to know you. This may come in the form of entertaining, educational, or inspiring editorial content.

Stage 2: Consideration

Lead Generation Content: Highlight your expertise and understanding of the issues your prospective customers might face. Show the value of your product or solution and the benefits of working with you. Visual content that you produce at this stage should build trust and establish your brand’s credibility.

Stage 3: Analysis

Prospect Generation Content: At this stage customers are looking to make a decision and you need to provide as many relevant arguments in favor of your product. Create content to showcase that you are the best option in the space with a unique feature, the right experience or the best service.

Stage 4: Purchase

Customer Acquisition Content: Provide information that will support your audience’s purchase decisions, such as product demos, sales assistance, or how-to use guides.

Stage 5: Loyalty

Retention Content: Show appreciation for your customers and audience. Keep your brand at the top of their mind, and offer them content that continues to help them either to use the product, service it or offer them customer support.

No matter what stage of the buyer’s journey you’re targeting, focus on delivering your audience valuable, relevant content with compelling visuals.