Mapping buying stages

Most companies typically define their buyer stages as early, mid, and late or top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU). Take a look in Figure 2-2, which shows you how a Scdes funnel can map to buying stages. 

Content Rnally, let s map ymrconiterit into the cells ol the metiv. For each rid box be as specific as you can atxxJt your content and 1st as many resoieceB as you can that would be relevant for each person and buying stage. ... 

The next step in your planning process is mapping your buying stages. What kind of content do you want to send to your persona and when It is crucicd to send the right piece of content at the right time. Someone who is just learning about your company isn t ready for a case study, so don t send him... 

Figure 6-2 shows an example of content that is mapped closely to each buying stage. As the buyer gets closer and closer to purchasing, the content narrows to become more specific. 

After you have mapped both your buying stages and personas, you can create what is called a content grid. In this grid, you list out each persona, each buying stage, and then you insert applicable content in each cell. 

You have mapped out each different buying stage and tu"e close to your sales process. 

As you do with many lead-generation strategies, think about how your PPG ads map to the sales funnel. You want to catch leads in each stc e of the sales funnel therefore, you have to create ads and offers that map to lead buying stage and search queries. 

A buyer becomes mid-stage after she has shown some interest in your business s core competencies. That lead has displayed some sort of buying behavior and is potentially a true sales lead. A mid-stage buyer should map to the lead and sales lead stage of your sales funnel. 

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