[:en]How much do you know your customer?

Are you providing the right content for your target audience? In this blog post, we will share with you the basics of the three stages of a buyer to help you map out a content strategy for your multilingual website.

Sometimes, all it takes is knowing where they are in the journey – awareness, consideration, or decision – to help you come up with the right content and localization strategies to grow your business.

However, this is not an overnight work.

It might take time and the process itself will also help you assess where you are as a global company.

What is the Buyer’s Journey?

The Buying Process or the Buyer’s Journey as it’s often used a term in the marketing and business includes the stages of a buyer whenever they come across your brand – perhaps, a new service or product.

It’s important to know the buyer’s journey because it will “help you understand your customers (and prospective customers) better” as HubSpot put it.

“This makes it easier for you to tailor your content, messaging, product development, and services to the specific needs, behaviors, and concerns of different groups.”

It’s often used in the inbound marketing strategy where global marketers analyze the path of the buyer in order to come up with targeted content to nurture them and provide what they need.

For more information, you can visit this Buyer’s Persona Research guideline.

3 Stages and What You Need to Know for Each One

#1 Awareness Stage

Your buyer just realized the need for your products and services. One of the most effective ways to bump into your global website is via search engines like Google. If you have a multilingual website that is also optimized with well-research keywords in the different languages, then you’re likely tapping their “awareness” stage.

Your potential buyers at this stage are searching for information to answer their questions or resolve their pain points in the business.

Your action plan: You should provide content that is fairly neutral content to provide ideas, solutions, and find their purpose. This may include educational content such as blog posts, voice-over videos, e-guides, e-books, and industry reports, that are also translated and localized in their language.

#2 Consideration Stage

The secret to nurturing buyers in the Awareness stage is to provide the right content that will match the specific needs without being too pushy or aggressive.

And once you achieve that, those buyers may have this defined goal where they start evaluating the products or services that are available. Running a multilingual website means you still deliver informative content but giving them a few subjective pieces of information to help them decide.

Your action plan: You may want to provide videos or podcasts in a specific region with voice-overs in their language. Perhaps, a service comparison or product reviews—content that should also be translated and localized, with an objective—to help them make a decision.

#3 Decision Stage

You are lucky enough if a buyer is already in his or her post-decision stage, ready to pay for your products or service after visiting your website. And that rarely happens, unless they have probably heard you from their friends or by recommendation, and it still depends on the industry.

For example, a buyer who has heard good reviews about this villa or hotel from his friends who also check-in to that place may likely directly go to the website and book instantly.

However, this may not be the case, especially in B2B (Business-to-Business) sector. It might take time for the buyer to be in this stage or has spent in the two previous stages, reviewing or consuming content, and finally has decided to take action.

The buyer has finally discovered and decided on a service—perhaps a solution that you offer to address a specific need.

Your action plan: At this stage, the buyer may still spend time reading and exploring other options to validate the decision to avail the service or product. A well-translated document about your product in the language he understands is crucial at this stage. You may also want to provide the pros and cons of services, and you have an edge to be a leader in your industry.

Keep in mind that building the Buyer’s Persona is constant work. As you get to know your target audience, you may want to add and develop personas, allowing you to develop translation and localization strategies as well. If you need help, let us know and we’ll be happy to assist you.

[:de]How much do you know your customer?

Are you providing the right content for your target audience? In this blog post, we will share with you the basics of the three stages of a buyer to help you map out a content strategy for your multilingual website.

Sometimes, all it takes is knowing where they are in the journey – awareness, consideration, or decision – to help you come up with the right content and localization strategies to grow your business.

However, this is not an overnight work.

It might take time and the process itself will also help you assess where you are as a global company.

What is the Buyer’s Journey?

The Buying Process or the Buyer’s Journey as it’s often used a term in the marketing and business includes the stages of a buyer whenever they come across your brand – perhaps, a new service or product.

It’s important to know the buyer’s journey because it will “help you understand your customers (and prospective customers) better” as HubSpot put it.

“This makes it easier for you to tailor your content, messaging, product development, and services to the specific needs, behaviors, and concerns of different groups.”

It’s often used in the inbound marketing strategy where global marketers analyze the path of the buyer in order to come up with a targeted content to nurture them and provide what they need.

For more information, you can visit this Buyer’s Persona Research guideline.

3 Stages and What You Need to Know for Each One

#1 Awareness Stage

Your buyer just realized the need for your products and services. One of the most effective ways to bump into your global website is via search engines like Google. If you have a multilingual website that is also optimized with well-research keywords in the different languages, then you’re likely tapping their “awareness” stage.

Your potential buyers at this stage are searching for information to answer their questions or resolve their pain points in the business.

Your action plan: You should provide content that is fairly neutral content to provide ideas, solutions, and find their purpose. This may include educational content such as blog posts, voice-over videos, e-guides, e-books, and industry reports, that are also translated and localized in their language.

#2 Consideration Stage

The secret to nurturing buyers in the Awareness stage is to provide the right content that will match the specific needs without being too pushy or aggressive.

And once you achieve that, those buyers may have this defined goal where they start evaluating the products or services that are available. Running a multilingual website means you still deliver informative content but giving them a few subjective pieces of information to help them decide.

Your action plan: You may want to provide videos or podcasts in a specific region with voice-overs in their language. Perhaps, a service comparison or product reviews—content that should also be translated and localized, with an objective—to help them make a decision.

#3 Decision Stage

You are lucky enough if a buyer is already in his or her post-decision stage, ready to pay for your products or service after visiting your website. And that rarely happens, unless they have probably heard you from their friends or by recommendation, and it still depends on the industry.

For example, a buyer who has heard good reviews about this villa or hotel from his friends who also check-in to that place may likely directly go to the website and book instantly.

However, this may not be the case, especially in B2B (Business-to-Business) sector. It might take time for the buyer to be in this stage or has spent in the two previous stages, reviewing or consuming content, and finally has decided to take action.

The buyer has finally discovered and decided on a service—perhaps a solution that you offer to address a specific need.

Your action plan: At this stage, the buyer may still spend time reading and exploring other options to validate the decision to avail the service or product. A well-translated document about your product in the language he understands is crucial at this stage. You may also want to provide the pros and cons of services, and you have an edge to be a leader in your industry.

Keep in mind that building the Buyer’s Persona is a constant work. As you get to know your target audience, you may want to add and develop personas, allowing you to develop translation and localization strategies as well. If you need help, let us know and we’ll be happy to assist you.[:ar]How much do you know your customer?

Are you providing the right content for your target audience? In this blog post, we will share with you the basics of the three stages of a buyer to help you map out a content strategy for your multilingual website.

Sometimes, all it takes is knowing where they are in the journey – awareness, consideration, or decision – to help you come up with the right content and localization strategies to grow your business.

However, this is not an overnight work.

It might take time and the process itself will also help you assess where you are as a global company.

What is the Buyer’s Journey?

The Buying Process or the Buyer’s Journey as it’s often used a term in the marketing and business includes the stages of a buyer whenever they come across your brand – perhaps, a new service or product.

It’s important to know the buyer’s journey because it will “help you understand your customers (and prospective customers) better” as HubSpot put it.

“This makes it easier for you to tailor your content, messaging, product development, and services to the specific needs, behaviors, and concerns of different groups.”

It’s often used in the inbound marketing strategy where global marketers analyze the path of the buyer in order to come up with a targeted content to nurture them and provide what they need.

For more information, you can visit this Buyer’s Persona Research guideline.

3 Stages and What You Need to Know for Each One

#1 Awareness Stage

Your buyer just realized the need for your products and services. One of the most effective ways to bump into your global website is via search engines like Google. If you have a multilingual website that is also optimized with well-research keywords in the different languages, then you’re likely tapping their “awareness” stage.

Your potential buyers at this stage are searching for information to answer their questions or resolve their pain points in the business.

Your action plan: You should provide content that is fairly neutral content to provide ideas, solutions, and find their purpose. This may include educational content such as blog posts, voice-over videos, e-guides, e-books, and industry reports, that are also translated and localized in their language.

#2 Consideration Stage

The secret to nurturing buyers in the Awareness stage is to provide the right content that will match the specific needs without being too pushy or aggressive.

And once you achieve that, those buyers may have this defined goal where they start evaluating the products or services that are available. Running a multilingual website means you still deliver informative content but giving them a few subjective pieces of information to help them decide.

Your action plan: You may want to provide videos or podcasts in a specific region with voice-overs in their language. Perhaps, a service comparison or product reviews—content that should also be translated and localized, with an objective—to help them make a decision.

#3 Decision Stage

You are lucky enough if a buyer is already in his or her post-decision stage, ready to pay for your products or service after visiting your website. And that rarely happens, unless they have probably heard you from their friends or by recommendation, and it still depends on the industry.

For example, a buyer who has heard good reviews about this villa or hotel from his friends who also check-in to that place may likely directly go to the website and book instantly.

However, this may not be the case, especially in B2B (Business-to-Business) sector. It might take time for the buyer to be in this stage or has spent in the two previous stages, reviewing or consuming content, and finally has decided to take action.

The buyer has finally discovered and decided on a service—perhaps a solution that you offer to address a specific need.

Your action plan: At this stage, the buyer may still spend time reading and exploring other options to validate the decision to avail the service or product. A well-translated document about your product in the language he understands is crucial at this stage. You may also want to provide the pros and cons of services, and you have an edge to be a leader in your industry.

Keep in mind that building the Buyer’s Persona is a constant work. As you get to know your target audience, you may want to add and develop personas, allowing you to develop translation and localization strategies as well. If you need help, let us know and we’ll be happy to assist you.[:]