Audience growth is hard. Trust us, we know all about it. Since our founding in 2012, we’ve grown to over 500,000 monthly visitors, over 80,000 members and over 60,000 newsletter subscribers. It’s been hard and exciting every step at of the way. Behind every atom of growth, you’ll find our three buyer’s journeys. Last week we promised a peek behind the curtain to SDxCentral processes, so without ado…
Buyer’s Journey 1: From Potential Visitor to Member
Our first journey captures potential visitors and converts them to site members. By growing site membership, we can increase repeat visits and collect detailed demographic information about our audience.
Since most potential visitors are already aware of coverage gaps for next-generation technologies, our focus here is making them aware of us. We pour resources into SEO, intercepting potential visitors as they research related technologies. Our cornerstone content is particularly good at pulling new people into the site via search. Additionally, we push content out via external sites (such as Apple and Google News, Social Media and iTunes) to widen our reach.
Once on our site, visitors can solve their information gap problem two ways: simply reading our content, or becoming a member for greater access. Our main task is to demonstrate that becoming a site member serves their needs better than simply lurking. Site membership provides access to more content, plus the ability to participate in discussions via comments and Q&As. We include clear CTAs on every piece of gated content.
To drive a decision, we’ve built continual, subtle reminders into the site so that the buyer’s journey can continue from visit to visit without losing progress. We make it easy to register: the last thing we want is a visitor to be hindered by a difficult sign-up process.
Buyer’s Journey 2: From Target to Client
Our second buyer’s journey identifies prospective clients and guides them through to a solution purchase.
We raise awareness among prospective clients in the exact same way we do for audience members. If we can impress a prospect with the content of our site, our job is halfway finished.
We educate prospects on how media has changed, and we show how traditional approaches are not efficient in today’s crowded marketing landscape. We do this via a heavy focus on content marketing (e.g. what you’re reading right now). As prospects move through consideration, our content marketing gets more detailed around our audience, traffic and growth.
Preparing for the decision stage starts before any prospects are involved. We ensure we’re offering products and packages that are both unique and fulfill client expectations. Many of our prospects look for direct comparisons between competitors: e.g. an eBook for Media Site A vs. an eBook from Media Site B. Through clear collateral we show that our products provide a better value and are more in-line with audience trends, (hopefully) making it an easy decision.
Buyer’s Journey 3: From Visitor to Lead
Once a client has completed their buyer’s journey, we help move the client’s targeted prospects from the awareness stage to the consideration stage. Depending on the type of client engagement, this can look very different.
For a simple display ad campaign, we ensure a certain impression count is hit, and provide creative feedback if click-through rates are low. For more complex campaigns, our services span from helping clients pinpoint content that will draw in our audience, to making sure the audience finds and engages with it. Because our site is a niche media site, a certain level of filtering naturally occurs, so when we pass leads from these campaigns onto our clients, they’re ready to go into the client’s nurture process.
Next week: Stop starting from scratch. Build off these two buyer’s journey examples
You know SDxCentral for our coverage of the technologies, companies, and people driving the next generation of IT industry. Many of you have worked with us to create content and campaigns to engage SDxCentral’s audience for marketing purposes. We’ve seen A LOT, and we’ve collected A LOT of data. SDxInsider is our way of sharing our knowledge and data with you to help you succeed in your marketing strategies.