8 Sep 2016 Digital

Mapping the Journey: How to Nurture Leads Through Content

Kelsey Galles
Kelsey Galles
Content Marketing Coordinator

Understanding your client’s decision-making process is paramount for delivering the right content at the right moment. For audiences making decisions about their health and wellbeing, a strategically-crafted message can have substantial impact.

To put this into practice, let’s start by breaking down the sales funnel as it aligns with the consumer decision journey:

  • Top of the funnel: this is the awareness stage where the prospective client is searching for high-level information that addresses specific pain points.
  • Middle of the funnel: this is the evaluation stage where the prospective client is determining whether your facility is a trustworthy option for consideration.
  • Bottom of the funnel: this is the “purchase” stage where clients are actually making the decision to attend your treatment facility. They are nearing a “transaction”, but need a final nudge to make the commitment.

Pinpointing your client’s location in the decision journey — and combining this knowledge with their defining characteristics — is the perfect starting point for content brainstorms. Begin by outlining your audience’s goals at each stage of their decision-making process, then identify the appropriate content to meet these needs. Below is a high-level content map to help you structure your own strategy.

The awareness stage:
The goal here is to stimulate the interest of a prospective client. Capturing their attention requires an understanding of their intrinsic needs and how your treatment program tangentially relates. In this stage, your content should be focused on providing high-value materials that solve a problem for your audience.

  • Where to start: Take a look at your buyer personas to understand the specific concerns your prospective client faces when considering treatment, then research the top related keywords for more specific topic inspiration.
  • Content ideas: Treatment curriculum guides and blog posts with an educational aim equip your audience with the building blocks to make the decision to seek treatment.

The evaluation stage:
You’ve captured their attention – now it’s time to show them how you can help them succeed. This is a good time to establish a relationship of trust so your prospective client feels confident your facility is their best option.

  • Where to start: Evaluate your facility’s strengths and determine what sets your treatment center apart from competitors.
  • Content ideas: Think transparent and experiential. You’ll want your audience to decide for themselves that your services are their best option, so give them the tools to explore your offerings in detail. Building a relationship of trust is also crucial at this stage, so set up your credibility via experts and alumni who can speak to your facility’s top qualities. Depending on your facility’s strengths you may consider:
    • Virtual reality or 360-degree video tours of your rooms and amenities
    • Video testimonials paired with robust ratings and reviews from alumni
    • Q&A sessions with clinical staff who discuss their specialties
    • Expert guides that pair objective research with your facility’s service options

The purchase stage:
It’s time to close the deal. At this stage, prospective clients are looking for that final (gentle) push to make the decision to attend your treatment facility.

  • Where to start: Talk to your admissions team and look at your buyer personas to understand common objections to your facility and service options. Perhaps it’s price, or maybe it’s your location — the main objective here is to deliver the final, convincing message that will inspire admissions.
  • Content ideas: Consider content that operates as a transactional tool or connects the client with a member from your admissions team. For example:
    • A price calculator or similar concept can help relieve financial concerns – you’ll want the final call to action to connect a client with someone who can walk them through the verification process
    • Admission checklist – consider providing your client with a final checklist to prove that your services align with their needs. Once they see that their needs are directly met and they are qualified for your services, your call to action can direct them to your admissions team.

Have your own tips for content mapping? Share in the comments below.

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