How can you adapt your content to the buyer's journey in a new market?

There are 3 dimensions to buyer persona that you want to address: 01 // Demographics Demographic information is the foundational layer of a buyer persona, providing basic but crucial details about your potential customers. This includes age, gender, education level, income bracket, and location. 02 // Firmographics Firmographics relate to the characteristics of organizations in B2B markets and are the corporate equivalent of demographics. This dimension includes industry, company size, revenue, number of employees, and market share. 03 // Psychographics Psychographics dive into the psychological attributes of your buyer personas, encompassing their attitudes, interests, personality traits, values, opinions, and lifestyles.

? To effectively adapt content to the buyer's journey in a new market, understanding the buyer personas is paramount. Begin by researching and identifying the demographics, preferences, and pain points of your target audience. Tailor content accordingly, aligning it with each stage of the buyer's journey—awareness, consideration, and decision-making—to provide valuable information and guide them seamlessly towards conversion. Regularly review and update your buyer personas and content strategies to remain responsive to evolving market dynamics and customer needs ??.

Adapting content to a new market: 1.Research target audience demographics and buying behaviors. 2.Develop buyer personas specific to the new market's characteristics and preferences. 3.Map content to buyer's journey stages - awareness, consideration, and decision-making. 4.Localize content for cultural nuances, language preferences, and relevance in the new market. 5.Monitor, analyze, and iterate strategies to optimize alignment with the buyer's journey.

Step within the ''pirate funnel approach'' to adapting content for a new market's buyer journey, focus on understanding your target audience deeply. Identify their needs, preferences, and pain points to tailor your content effectively.

When entering a new market, you adapt your content to the buyer's journey in new markets by conducting thorough research, creating tailored content for each stage, and emphasising consistency, relevance, and engagement. You begin by understanding your target audience through detailed buyer persona research. Then, you map out the buyer's journey and create content that addresses their needs at each stage: awareness, consideration, and decision-making. This includes educational content in the awareness stage, detailed content in the consideration stage, and targeted content in the decision-making stage. By adapting your content strategy to the buyer's journey, you maximise your opportunities for success in new markets.

?? To adapt your content effectively to the buyer's journey in a new market, first, meticulously map out the stages of the journey—from awareness to consideration to decision-making. Tailor your content to each stage, providing informative and educational material to raise awareness, comparative content to aid consideration, and persuasive content to facilitate the decision-making process. Continuously monitor and adjust your content strategy based on feedback and market dynamics to ensure alignment with the evolving needs and preferences of the target audience within the new market ??.

Adapting content for a new market begins with mapping the buyer's journey, understanding each stage from awareness to decision. I tailor content to meet potential customers where they are: educational content for awareness, detailed comparisons for consideration, and testimonials for the decision stage. This ensures our content resonates at every step, guiding buyers smoothly towards a purchase.

Where do your customers come from? It's a difficult question for many marketers to answer - was it our Super Bowl ad, our pop-up website ad, or our email newsletter? Thus, marketers need to map the buyer's journey to determine (1) how customers convert from viewers to buyers and (2) which purchase funnels are most frequent. If you know where your customers come from, you can meet them in those "locations" and seamlessly lead them to a purchase (and repeat purchases).

Throughout my tenure as a CMO and fractional CMO, I've pinpointed a recurring error in buyer's journey mapping: the journey is often viewed as concluding with the sale. This perspective overlooks the extended lifecycle of SaaS, subscription, or service-based customers. The complete journey encompasses everything from pre-awareness to a decade of loyalty. A significant portion of content serves dual purposes, aiding in both customer acquisition and retention. A unified strategy, with a single overseer of content across all stages of the customer lifecycle, ensures that every piece of content is maximally leveraged. This strategy has proven effective in fostering long-term customer loyalty and maximizing the ROI on content creation efforts.

Consider the buyer funnel. Awareness, consideration, and decision are the three phases of the journey that you must first grasp. To fully understand the new market, its consumers, and their habits as well as the local competition, it is necessary to conduct market research.

Diversify your content types by recycling a few great pieces! This gets your content seen by more people, in formats and channels catered to different audience preferences. How to do this: 1) Turn a webinar into a podcast, blog post, and short videos for social 2) String together multiple blogs into a longer ebook. 3) Create a "Success Kit" on a single topic or focus area. A great example may be "Top Content Strategies for 2024". Create a well designed pdf that includes a collection of your top content pieces on the topic, such as blogs, webinars, and infographics in one easy collection.

Make sure your content resonates culturally and contextually by tailoring it to address specific pain points and questions at each stage of the journey. There are many ways to do this, such as using the right content formats and channels, changing the language to fit local values, and localizing the messaging.

?? To adapt your content to the buyer's journey in a new market, begin by understanding the unique needs and preferences of your target audience in that market. Tailor your content strategy to address each stage of the buyer's journey, from awareness to consideration and ultimately, decision-making. By aligning your content with the buyer's journey, you can provide valuable information and guidance that resonates with potential customers, ultimately driving engagement and conversions in the new market ??.

When adapting your content to the buyer's journey in a new market, it's imperative to conduct comprehensive market research to understand the unique cultural nuances and preferences of your target audience. Localizing your content, customizing messaging to address specific challenges and aspirations, engaging local influencers, optimizing for local search engines, and continuously monitoring performance are essential steps to ensure your content resonates effectively and drives engagement throughout the buyer's journey in the new market.

With a clear understanding of your buyer personas and their journey, tailor your content strategy to address the unique needs and interests of your new market. Develop content that speaks directly to local issues, trends, and preferences, ensuring it's culturally sensitive and relevant. Your content should guide potential customers through their journey, providing value at every step.

?? Adapting content to the buyer's journey in a new market involves tailoring your messaging to resonate with each stage of the purchasing process, from awareness to decision-making. By optimizing content for SEO, you ensure your brand is discoverable when potential buyers are researching solutions or products relevant to their needs. Implementing strategic keyword usage and creating valuable, informative content that aligns with search intent enhances visibility and positions your brand as a trustworthy resource throughout the buyer's journey in the new market ??.

Ensure your content is easily discoverable by your new target audience by optimizing it for relevant local search terms, languages, and platforms popular in the market. Conduct keyword research specific to the region to understand the search behavior of your new audience and optimize your content accordingly.

When you're breaking into a new market (which I help clients do all the time), you have to do two things. 1. Interview people within that market so you can make educated guesses on the direction you need to go. 2. Be comfortable with a period of testing and refining. See what resonates and make small tweaks until you figure out the right balance. Marketing is all about testing and being comfortable with "fails" because a marketing fail is actually a learning experience that lets you better refine.

? To adapt your content to the buyer's journey in a new market, begin by conducting thorough research to understand the target audience's preferences, pain points, and purchasing behavior. Test various content formats and messaging strategies to gauge their effectiveness at different stages of the buyer's journey, from awareness to consideration and decision-making. Refine your content based on the insights gained through testing, continually iterating to ensure it resonates with the audience and drives them through the conversion funnel in the new market ??.

New Markets are new but the buyers are people. Take into consideration the human and emotional factors to begin with and keep on testing variations until you reach what works best for you.

As you roll out your adapted content, closely monitor its performance through analytics tools. Look at engagement metrics, conversion rates, and feedback to gauge how well your content resonates with the new audience. Be prepared to make iterative adjustments based on this data, continually refining your content to better align with your audience's preferences and needs.

Many content marketers focus only on how the buyer's journey maps into the product or service they are looking to promote through their content. But there's more to it. When a prospect uses or thinks about the problem that you can solve, it's usually just a small portion of their day. This means that they have lots of other tasks to tackle, which gives you the opportunity to learn more about how your solutions fit into their day, not just about the moment they need them. Ask your customers questions to learn what their goals are for the week. This will give you a broader sense of new content ideas that you can write about to attract a larger audience who could eventually buy from you.

Beyond just adapting your existing content, consider creating new content forms that may be more popular or effective in the new market, such as localized video content, podcasts, or interactive webinars. Also, consider the preferred social media platforms and online communities in the new market for distributing your content. Engaging with local influencers or partners can also help amplify your content and increase its credibility with your new audience.