When looking to make a purchasing decision, consumers tend to go through a number of stages which constitute what companies call the buying journey.
One of the most important stages of that buying journey is when consumers are researching and learning more about products or services that they’d like to purchase.
During that stage, consumers are learning about the advantages and disadvantages of various solutions, and ultimately, the information they find helps them decide which solution they need to purchase to solve or ease their pain points.
To give consumers an easier time making such a purchasing decision, companies can provide valuable educational content to the target audience in different forms, such as guides, tutorials, and more.
Most people love getting advice from experts or learning about “life hacks” that can make various everyday tasks a lot easier to do.
Companies can capitalize on this consumer need to learn by providing their expertise and knowledge, and by demonstrating to consumers all the things they can do when they purchase a product.
This can help companies attract more attention from the target audience while also building a more trusting relationship with them.
To create this type of content, companies can write tips and tricks that are easy to understand.
Companies should also be prepared for interviews in media attention in case any outlet wants to talk about the positive effects that a company’s products have on the lives of their consumers.
With most consumers conducting online research before they make a purchasing decision, companies have to be present in the digital space to meet their audience.
One of the most popular websites that consumers use when researching a business, product, or service, is Wikipedia.
This free online encyclopedia is open to contributions from anyone that has specific knowledge on a topic and who’s willing to share that knowledge.
That means companies can create their own entries on Wikipedia, and share their history, achievements, products, or services, in an educational and informative way.
When creating a Wikipedia entry, it’s important to be truthful and support any claim with additional facts and information, so that it can be approved by the website’s editors.
One of the best PR strategies that companies can use is actually something that’s created by other people: reviews and testimonials from previous consumers, other suppliers, or business partners.
What a company says about itself can always be dismissed by consumers, but when those positive claims are made by others who have tried a company’s products or services, they turn into third-party validation, which is an incredibly powerful and beneficial promotional tool.
Reviews and testimonials from others can be shared on a company’s website to allow other potential consumers to learn more about the benefits that others’ have got from using the company’s solutions themselves. This content also helps companies present themselves as credible and trusting, helping businesses convert more potential buyers.