Today, I’m having fun. I’m going to tell a fictional story about a dog owner and their journey to becoming a customer of a dog teeth cleaning product.
The lesson will be on the value of creating content for all stages of your buyers’ journey through awareness.
Patricia just loves her new dog, Scout.
Her Instagram is already full of cute puppy photos and she feels like her followers are constantly asking for more pics. 📷 🐶
She is inspired so she searches “funny dog photo ideas” on Google.
Her search lands her on a blog with hilarious dog photo ideas (go figure). On this website, she sees an article about how important dog dental hygiene is and how so many people overlook it.
Patricia can’t get that article off of her mind after seeing, yet again, a cute big stretch from little Scout (where she is legally required to say, “oh big stretch”).
So she searches “how to clean dog teeth” on Google.
She skims a few articles and decides she could either pay her dentist or try to do it herself.
She’s torn. With the knowledge that she has a couple of potential solutions, she decides to evaluate based on cost.
So she searches “dog teeth cleaning cost” on Google.
While researching costs, she comes across a product price example for a DIY solution called “Bark Bright.”
She decides to write down the name somewhere but doesn’t buy it right away. Weeks later, she smells an offensive odor from one of Scout’s many licks.
So she searches “bark bright reviews” on Google.
She evaluates the product, decides to buy it, and falls in love.
Patricia keeps buying bark bright products, she skips the research and goes right to Google and enters what she needs to find and buy again.
So she searches “bark bright dental chews” on Google.
And she proceeds to sing Bark Bright’s praises both on social media and in-person to her other dog-loving friends and family.
What Started this Journey?
Content that served Patricia (the future ideal customer) for her needs. Bark Bright reached her long before she signaled any intent to buy a dog teeth cleaning product.
Bark Bright and other dog teeth cleaning products benefit from creating “Funny Dog Photo Ideas” blog posts and other related content.
Bottom Line: Create content your audience cares about even if it doesn’t serve them when they may be interested in buying your product.