Imagine you’re a GP and you have three patients come into your practice. One of these patients thinks she might be pregnant; the second is an older man with tonsillitis; the third is a teenage boy with an ear infection.
Do you give them all pregnancy tests?
Of course not. You would give advice and prescribe medicine based on the patient’s individual health problems, depending on what they need when they come to you.
We employ a similar diagnose-and-prescribe model in inbound marketing. It’s called the Buyer’s Journey.
By understanding this and taking steps to find out which stage they are at, you can then provide relevant and targeted solutions for those specific individuals. Like the GP, you can ‘diagnose’ the problems your potential buyers are having and provide them with the correct ‘medicine’ (content).
(It’s worth noting that you might not think of your ‘buyer’ as a buyer; you might call them a...