How detailed buyer’s guides can drive conversions
Content marketing tactics are constantly evolving, but one type of digital content has remained valuable throughout the years: buyer’s guides. These handy guides help customers make purchase decisions and are seen as informative and influential in the purchase process.
The Role of Buyer’s Guides
The name pretty much speaks for itself. Buyer’s guides are nothing more than targeted pieces of content that attempt to help walk customers through the process of purchasing a particular type of product or service. These guides are generally published by companies that sell products or services in the respective category, but aren’t always written as overt sales pieces. They feature soft calls-to-action at the end and are more geared towards education.
“An educated customer is a better customer. Really. They know what they’re looking for and they make better decisions,” blogger Sarah Arrow explains. “They also remember you fondly as the person that helped them, even if you don’t know who they are. They talk about your business; boost your word of mouth.”
4 Tips and Best Practices
If you don’t have any experience developing buyer’s guides – or feel like your previous attempts have been unsuccessful – then you should heed the following tips.
1. Headlines are Critically Important
Whether it’s a book, blog post, newspaper article, or buyer’s guide, the headline matters. If you can’t get someone to read the headline, then you aren’t going to get them to read much else.
“They create an initial impression that either draws readers in or pushes them away,” QuickSprout explains. “Even if the rest of the copy is amazing and would convince 3 out of 10 people to buy, if the headline puts them to sleep, only a fraction of the customers who would have bought something will read your copy and make a purchase.”
With that being said, spend a lot of time brainstorming the right headline for your buyer’s guide. It’ll go a long way towards ensuring success.
2. Content Structure Matters
The next thing you’ll want to look at is the structure of the content. A good buyer’s guide outlines the problem, provides solutions, and then gives the reader instructions on how to proceed.
This Tankless Water Heater Buyer’s Guide from Water Heater Leaking Info is a fantastic example. Notice how it begins by answering the question, “What is a tankless water heater?” It then explains how tankless water heaters work, the differences between tankless and traditional, and how to choose the right one. After highlighting all of the various features, the guide concludes by providing a list of questions to ask before making a purchase.
What’s the moral of the story? If you’re going to create a buyer’s guide, make it detailed and worth the reader’s time.
3. Nail the SEO
If you do an adequate job of addressing all of the topics and issues related to your target customer’s pain points, then you should have no issues with SEO. Today’s white hat SEO revolves around creating meaningful content and that’s exactly what buyer’s guides are.
4. Create a Sharing Strategy
The final piece of advice is to create a concrete sharing strategy well in advance. It’s not enough just to create a compelling guide, you need to share it via the appropriate channels. This likely includes social media, email, and onsite landing pages.
Putting it All Together
At the end of the day, a buyer’s guide is designed to enhance your brand image while driving some direct sales. But because so many buyer’s guides exist in the marketplace, quality matters. Focus on creating a buyer’s guide that serves your customers and you’ll enjoy a positive return on your initial investment.