How to plan content for the digital product buyer’s journey: A guide

How to plan content for the digital product buyer’s journey: A guide
Manish Dudharejia is the President and Co-Founder of E2M Solutions Inc, a San Diego Based Digital Agency that specializes in Website Design & Development and eCommerce SEO. With over 10 years of experience in the Technology and Digital Marketing industry, Manish is passionate about helping online businesses to take their branding to the next level.

When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.

In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their purchasing journey. Let your content be the place they turn to for answers about the products they’re evaluating.

Here are four key techniques to keep in mind as you craft content around digital products and their buyers. These tips will help you stay in-line with the buyer’s thinking process and lead them to a successful decision.

Educate your audience on industry-specific pain points (awareness)

You’ve heard it before, but we’ll say it again: content is king in terms of spreading awareness, sharing information, and educating readers. There’s no better way to establish online authority than by presenting your audience with trustworthy, well-researched content.

As you fit your content into the consumer’s shopping process, make sure it relates to them on a personal level. Highlight the day-to-day pain points that shoppers experience in their industry and reveal how digital products can solve them.

For instance, if you’re a digital business selling video editing software, don’t just talk about basic problems like adding music or cutting clips. Instead, talk about how the software easily adapts for Instagram and other sharing tools. Make your information as relevant and highly specific as possible.

Also, highlight the industry-specific advantages of the digital product. Discuss how easy the download process is or how low the overhead costs are. Keep in mind, users could probably find free software that mimics your digital product, so you need to emphasise the one-of-a-kind benefits that come with your paid product.

Use research-backed content to facilitate decision-making (consideration)

Remember, you’re not just advertising a digital product; you’re educating your audience on the product and how it can solve their problems. Therefore, your content should reflect authoritative knowledge, not played-out advertising strategies. Whether they’re buying an item in-store or downloading a digital tool, consumers look for reliable research online.

Data from the United States Ecommerce Country Report indicates that a whopping 88 percent of consumers research their buys before making a decision. It makes sense for your content to play into their research, but only if it’s well-written and smart. Most modern-day users can tell when sources aren’t authoritative, so be sure you’re creating content that reflects your expertise on the subject.

Additionally, you should evaluate several different products, just like a real buyer would. Real-world comparisons add an edge to your content and facilitate the reader’s buying process.

Even if you’re trying to sell one product in particular, you should highlight the pros and cons of multiple options in order to gain the reader’s trust. This also gives you the chance to distinguish the special benefits of your product over another.

Be transparent about pricing and details (consideration)

There’s a reason Instagram influencers and YouTube stars make money off of their product reviews: people trust their input. When consumers are looking for information on a product they’re considering, they’re looking for the nitty-gritty details, not fluff. They want to find content that gives them the truth.

At least 84 percent of millennials have reported that user-generated content on company websites influences what they buy. These researchers aren’t looking for advertisements or marketing schemes; they want to hear what actual customers have to say. That’s why including real-world examples and unbiased testimonials are so important in today’s content generation.

In terms of pricing, don’t sugarcoat things. Secret prices or hidden add-ons only aggravate readers who are looking for reliable advice, so be upfront about the product’s details. Even if you’re worried about revealing the price tag of the product, it’s better to be honest and gain the reader’s trust than to deceive them and weaken your authority on the subject.

One suggestion is to partner with online reviewers who can deliver genuine, reliable content to viewers. For example, send a copy of your eBook to an industry expert who will then review the book in a video or via a blog post.

Not only will this help establish authority, but it will also broaden your target audience.

Help readers pull the trigger (decision)

Your content should stir people to act immediately. You’re playing a role in the consumer’s buying process, and as a result, your content can (and should) push them to make a final decision. Develop a strong call-to-action that spurs the reader to act on the advice you’ve provided.

Not experienced in building call-to-actions? Here are the three most important guidelines to adhere to:

  • Be clear and concise: This isn’t the time to introduce a new topic. Use your concluding CTA to summarise the most important aspects of the content and drive them home in the reader
  • Make it time-sensitive (if possible): Whether you’re offering a deal that will end suddenly or a limited-time package, spin your content so that it offers an incentive to buy today. This will encourage readers to act before they miss out. You can even host a free giveaway to get the ball rolling
  • Use enthusiasm: Emotion is contagious, so the more excited you are at the end of your call-to-action, the more your readers will buy into what you’re selling. Explain why they should follow the suggested course of action, then end the content with a request to act immediately

Keep in mind that your CTA is one of the only parts of your content that should be a blatant marketing play. The rest of the content should be educational and helpful to the buyer.

This is where you should be promoting things like dynamic pricing, discount codes, rewards systems, and benefits.

To sum it all up

When you’re writing to assist the digital product buyer, you’re writing for a unique target audience. Digital products are relatively new, which means that there’s still a lot to be learned about marketing and selling them. From eBooks to online video courses, the possibilities are nearly endless.

Focus on providing educational content that can assist buyers as they research. Be authoritative and frank, but don’t forget to offer your product with excitement. People have tons of online options when it comes to digital products, so you need to give them a reason to take your advice above everyone else’s.

Interested in hearing leading global brands discuss subjects like this in person?

Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.  

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