Do your prospective investment fund clients go on a journey? Isn’t “journey” that word they use on “The Bachelor” and The Bachelorette” TV shows ad nauseum?

Well, if not a journey, your buyers go on a pathway from knowing nothing about you, (and not knowing they need your services) to potentially becoming satisfied, delighted referral-giving clients. The path from stranger to client may take a few days, a few months, or more than a year.

It’s up to you to nurture prospects along the path to clienthood. And you should provide them with different content depending on where they are on their stroll.

The chart below, from the fine folks at HubSpot, details most appropriate content for where your prospects are on the trail to sale.

The path from stranger to sale has three stages:

1. Awareness

“Who are you, and why should I know about you?” At the basic level, these are the first two questions you’ll need to answer to nurture prospects. Content tools include general blog posts, eBooks, brochures, and pitch books.

2. Consideration

The second stage is where your prospective investors have a general idea of what they want but not whom they want it from. Do you want them to consider you or your competition? Best practice tools at this stage are those that can provide more detailed information on how to address and solve specific investment issues: case studies, free samples, product sheets, and webinars.

3. Decision

The decision stage is where you become the chosen one, or at least are close to it.  At this stage, your prospects are beyond the tire-kicking stage, but to nail the sale, you may still need to offer a free consultation, demonstration, and/or testimonial, where appropriate.

The buyer’s journey should be the framework of your inbound marketing strategy. Content can create leads, and the more informative, educational and timely content you can provide, whether on the web or in person, the greater the likelihood of warming and then closing the sale.