Business Transformation Begins and Ends with your Audience in Mind
Your audience is looking for information and help; which is the normal behavior. They are not ready for a transactional action. They want to learn and be informed in a useful and engaging way before making additional steps towards an eventual transaction.
Is your company helping its audience with educational tools?
They want to know more, understand concepts and apply best practices. They are looking for a comfortable level of trust. Or, they want to know more on top of what they know already to make sure your brand is the right one for their purchasing intentions.
Is your company providing its audience with transactional-intent tools?
When you deliver informational-intent tools you are helping your audience get the insight they need. They’re the means that convince, not that convert – yet. They are the instruments that your audience uses to start solving issues or challenges. The ones that build trust and credibility.
When your audience uses your company’s transactional-intent tools is because there are good convincing arguments from your informational-intent assets they want to validate and leverage to help make the right decision. They are ready to convert.