How you can use your content to influence the purchasing decision of your customers!

Your customers are faced with a purchase decision. In order not to make the wrong decision, customers want more information. They usually get these from the internet. It’s no secret that you can influence your customers’ purchasing decisions. In the following article we will explain how you can influence the purchase decision with your content.

We create professional websites at fair prices

First and second moments

The first and second moment existed before online marketing and has gotten a bit old. The first moment describes the moment when a customer stands in front of the shelf and considers whether to buy the product or not. A company can only influence the purchase decision through the packaging of the product. Once the customer has decided to make a purchase, the product is unpacked and used. This is the second moment.

moments of truth

The moments of truth can influence the purchase decision of each customer positively as well as negatively. They are like a fork in the road where you can only go left or right. Either the customer decides for or against the purchase of this product.

Zero moments of truth

Digitization added the zero moment of truth. Smartphones and the like make it possible for the customer to obtain further information about a product at any time. Whether it’s a price comparison or reviews, customers are influenced by this information in their purchasing decision.

Ultimate moment of truth

The Ultimate Moment of Truth follows the Zero Moment of Truth. A customer has decided to buy a product and is so enthusiastic about the product that he writes a positive review on the Internet. This rating, in turn, influences another customer’s zero moment of truth.

Step by step

Step one to the zero moment is to deal with the search intention of the customer. Google search is the most popular way to get more information. With the search intention, you can choose between the four Micro Moments “I want to know”, “I want to do”, “I want to buy”, “I want to go”. Content is required for the “I want to know” and “I want to do” areas. Because the customer would like to receive more information in these areas. It is important to ensure that the right keywords are used for a product.

Once the customer has informed himself about a product, the first moment arrives. The customer stands in the store or looks at the pictures in the online shop and considers whether to make the purchase or not. Once the decision has been made and the customer has decided to buy, the second moment arrives. The customer uses the product and forms an opinion about the product. This step is very crucial because it affects repeat purchases, reviews and branding. In order not to disappoint the customer, nothing should be promised that cannot be kept. Empty product promises can lead to disappointment and negative reviews. A negative digital echo can travel widely and should therefore not be risked.

At the end comes the ultimate moment. A customer is so enthusiastic about the product that he recommends it. This can be through a positive rating or through a post on social media.

Micro moment

The moments between zero, deadline, second and ultimate moment are particularly exciting for content creation. Micro moments are particularly important for mobile searches. With the search intention “I want to know”, the user is looking for information. For this reason, my content should contain information about the products and services offered.

With the search intention “I want to go”, a user is looking for a specific place. Whether restaurant or hairdresser, Google Maps shows the best results in the area or the desired room. Based on ratings, the user can decide on the right place.
With the micro moment “I want to do”, the user wants to perform a specific action. Guides and instructional content are suitable for this. This can be made available to the user in a wide variety of forms. Whether in the form of videos, image sequences or pure text form, the user can find the right instructions for himself and carry out the desired action at any time with instructions.

The search intention “I want to buy” results in a purchase decision. With the right keywords, your product will appear at the top of the search results.

By understanding what a user’s search intent is, you can influence their purchase decision. With the right content, you can make it easier for the customer to make a purchase decision. Information and advice content is particularly important here. When creating it, it is also worth taking a look at the topic and the product from the outside in order to create the right content.