Product Discovery Behaviour & Content Marketing

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Of late, I have observed two product discovery behaviour in my circle-

One of my friends updated her Facebook status seeking suggestions on a good shampoo “Folks, suggest a good shampoo. I am sure my other friends in Bangalore are facing the hair fall issues”. Within minutes the post started getting comments, some even sharing links to the blogs of experts and trichologists. In another example, I saw an update on my LinkedIn network, “Looking for HR software for my startup of an employee size of 22. Suggestions please?” Within no time the post started getting responses.

There are many such examples which can showcase that customer’s product discovery behaviour has evolved over a period of time and they try and make well-informed decisions.

“81% of Shoppers Conduct Online Research Before Buying”

– Retailing Today

“89% of consumers use search engines for purchase decisions”

– Fleishman-Hillard Report

“Consumers search for information on Google 115 billion times a month”

– Industry report

Once a prospect identifies his/her needs, their product research and discovery starts via consuming relevant information (medium could be online or personal sources). In today’s internet era, a typical product discovery process starts researching on multiple search engines, checking out product sites/ blogs /forums, online product reviews, friend’s recommendations on social networks and so on.

Product discovery_Nov 8, 2014Now it’s up to brands how to facilitate these potential customers in their product discovery journey and enhance the experience. If you are not providing the helpful information, you are missing out a great opportunity in the early product discovery phase of these prospects. Here content-led-marketing plays an important role. A company must make available relevant information, insights, expert advice, guidelines and recommendations to potential customers. Brands should deliver the type of information that prospects are seeking, aligned with their needs/ interest.Great content also creates a powerful word-of-mouth and spreads fast on social networks.

Once the customers buy the product and are happy, they are more likely to share their good experience with others. Brands should ensure they are able to get feedback on time, respond faster to any concerns and able to engage with the customers.

In order to be part of the prospect’s product discovery journey, brands must ask these 3 questions as part of their content marketing strategy-

  • What information could help a prospect in his buying process and could build trust in my brand?
  • What kind of customer problems/challenges are in my industry? Can I be resourceful to those people who researching solutions around these problems? This can put your brand in position of Thought Leader.
  • Is my job over once I’ve created the endless content? No. Very important piece is the content distribution. Nail down the relevant content destinations where prospects are able to find you.

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