Marketing: Buyer Journey

with Pamela Muldoon

Join Anne and Pam as they continue their series on content marketing. This week, the bosses discuss the four stages of the buyer journey: unawareness, awareness, consideration, and evaluation. Learn about the journey a buyer goes on from not knowing they have a problem, to choosing YOU as voice talent to solve that problem. Find out how to structure your marketing to show clients why you are the solution to their pain points!



Takeaways

Quick Concepts from Today’s Episode:

  1. As a voice actor, you’re a “Passion-prenuer”. You are working hard because you love it

  2. Your job, in gathering clients is to tap into their passions

  3. Clients go on a four-stage journey: 1- Unawareness, 2- Awareness 3- Consideration 4- Evaluation

  4. Unawareness:I don’t know that I have a problem

  5. Awareness: I know I have a problem, how do I solve this?

  6. Consideration: Here are all the solutions that I could possibly use

  7. Evaluation: I’ve found a solution, which provider will I choose to buy from?

  8. You need to be the solution to the problems that a client might not even know they have

  9. A client might know they need an online curriculum, but might be considering AI or “Karen from accounting”. You have to market yourself in a way to be the most valuable solution to this problem

  10. The first step is to be aware that the client is unaware, so you can be the solution to the problem

  11. We need to show potential clients that we can get them to the finish line smarter, better, faster, and stronger

  12. We need to think about the possible problems and direct market to clients as problem solvers

  13. Financial companies and insurance companies market using fear. now you know you have a problem, and you invest

  14. Once buyers know they have a problem, you then market to solve that problem

  15. We need to be very cognizant of how our audience buys from us so we can provide education, information, and solutions at every stage of the buyer journey

  16. Something as simple as a blog post can point out a problem to potential buyers

  17. You have to be able to tell a story to sell just about anything!

  18. Be sure to write our content in the same way that someone would Google or ask Alexa

  19. You need to know what triggers your persona to need you!

  20. At the end of the day, we’re selfish. What is it that is going to make your client’s job or life easier?

  21. You have to research your audience, to know what their pain points are, and how to solve them

  22. You have to know what your competition is, and show how you are more valuable


Referenced in this Episode

Direct links to things we brought up ++


Find out more about Pamela Muldoon
Recorded on ipDTL
Badass editing by Carl Bahner

Transcript

>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry’s top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Hey everyone. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with my special guest cohost, content creator, content maven, content [laughs] voiceover artist.

Pamela: All things content, yeah.

Anne: Multiple, multiple passion-preneur, Pamela Muldoon. Pamela Muldoon! Yay!

Pamela: Anne!

Anne: Welcome. Thanks for being here.

Pamela: [laughs] I’m having a really, really great time being a part of your show these last few sessions.

Anne: Well, thank you. Me too. We’ve had a really good run going, talking about content marketing which is your specialty. So in one of our last podcasts, we talk about buyer personas, and I think you mentioned that the next step on the journey is the buyer journey actually.

Pamela: It is. Yes.

Anne: Yeah. I would be interested to hear more about what is the buyer journey like?

Pamela: So we all take a journey to actually purchasing something. We just don’t break it down into these scientific steps, right?

Anne: My journey, I want it, I’d buy it. [laughs]

Pamela: You do. But it’s funny –

Anne: Simple.

Pamela: – going through a process, where we’re actually looking at why we need it, justifying the purchase, the whole process, right? So one of the areas that I work in and specialize with my clients as part of my marketing role is to help them understand the customer journey and then align where their persona is in that journey so that the content you’re developing is actually responding to each of the questions or problems that stage has for that person. So I think for our example that we’ve been using from the government perspective, right, we’ve been using –

Anne: Yes, government buyer.

Pamela: Yeah, the government buyer. So when a government buyer is seeking solutions to their project as it pertains to voiceover, they may not be necessarily thinking “I need a voiceover talent,” right? That’s not probably what they’re typing into Google. They’re kind of thinking –

Anne: They might need an online curriculum.

Pamela: Yes. So part of our role, and we talked in the last couple of sessions about how content marketing can be a critical part of our marketing arsenal, and so with the customer journey, there are stages where the first actual stage is you’re not even aware you have a problem, right? You’re not even aware this is an issue. It’s what we call the unaware stage. Basically, and so it’s kind of a paradox for those of us in development, because we have to be aware that you’re unaware to create content of unawareness. Does that make sense? [laughs] Say that fast three times.

Anne: We have to be aware that you’re unaware. [laughs]

Pamela: Exactly.

Anne: Say that again, say that again. We have to be aware.

Pamela: We have to be aware that you’re unaware so we can create content that shows the problem to you.

Anne: Got it. Got it.

Pamela: Does that make sense?

Anne: Yes, that makes sense.

Pamela: So it’s a bit of a paradox. Right? What that means is, let’s with our government buyer, they’re not aware that they need a voice talent. To your point, what they’re aware of is they have a curriculum development problem. Right?

Anne: Right, right.

Pamela: So they’re not aware –

Anne: Or they need to train. They know that they have a need to train.

Pamela: Yes. So what they’re unaware in that they could use a professional voiceover to help them get across the finish line smarter, better, faster and more efficient. Right? So your job then as the marketer is to actually put, and you know, there are industries that do this really well like financial services, insurance, what I call a little bit of the fear factor in front of them.

Anne: Oh yeah.

Pamela: If you don’t do this, this is what’s going to happen, right? So that’s where – and we have all experienced content like this. You know, if you don’t invest in this, you’re going to get this. Or if you don’t protect your family with insurance, when disaster hits, right, and then all of a sudden, I didn’t know I had a problem because I was unaware, but now I have a problem. So then the second stage is the awareness stage. Now I know I have a problem, so now what?

Anne: Okay. I’m thinking of it in terms of a voice talent. This is kind of interesting because –

Pamela: Yeah.

Anne: – do you start off marketing yourself by saying if you don’t hire a professional voice talent, horrible things could happen with your [laughs]

Pamela: Right.

Anne: I feel like that’s a very difficult thing to present somebody with.

Pamela: It can be.

Anne: If you don’t hire me, this horrible thing will happen to you.

Pamela: Right.

Anne: Or is it just a part of our planning, is that what your point is that we need to think about those things so that we know how to market better to them?