The Purchase Funnel is a useful way to conceptualize the transition from people who aren’t interested in your product or service to those who are ready to purchase.
The Business Graveyard is Full of Ghosts
As you’re reading this – this very second – someone is searching for exactly what you offer.
They have questions.
You have the answers.
But if they can’t find you, you don’t exist.
Instead, they’ll land on a competitor who’s showing up, speaking up, and taking up space.
A Buyer Journey Example: Plastic Surgery
Take Taylor, for example.
She’s considering doing something about her nose but isn’t sure where to start.
She has questions about procedures, techniques, recovery, and finding the right surgeon.
Dr. Ralph’s Rhinoplasty Clinic is just one mile down the road, but in busy Manhattan, Taylor doesn’t know about it – and, like 90% of pretty much everyone, her buyer journey starts online.
So if Dr. Ralph’s Rhinoplasty Clinic doesn’t have content answering her questions, Taylor may never find it.
Instead, she’ll go to a competitor who has invested in putting content out there. It may not be the best content, and it may not answer her questions directly, but it’ll be better than Dr. Ralph’s absolute zero effort.
And that’s happening every day, for millions and millions of searches.
Customers ARE looking for the solutions you offer, but if they can’t find you, they won’t choose you.
Taylor’s Journey – If You Don’t Publish Content
We’ll break the buyer’s journey into four stages: Initial Curiosity, Exploration, Research, and Evaluation.
1. Initial Curiosity
Taylor types “can you fix a big nose without surgery” into Google, hoping for a clear (and hopefully scalpel-free) answer. And she does get it – from a couple of plastic surgeons who paid for content on that topic, from Quora and Reddit, and from a couple of generic medical sites.
Dr. Ralph’s Clinic? Nowhere to be found.
If they had content here, Taylor would be one step closer to their waiting room.
2. Exploration Stage
Taylor decides having fillers added to her already annoyingly big nose isn’t going to cut it (pun intended), and because the content she’s just read mentions rhinoplasty as the most effective option, she starts looking for procedures tailored to her features.
She looks up “types of rhinoplasty,” “rhinoplasty for African American nose”, and “ethnic rhinoplasty before and after.” She finds all kinds of content, from case studies and image galleries to scientific articles.
Dr. Ralph’s clinic continues to be blissfully non-existent. Zero content online; just one mile down the road might just as well be in an entirely separate universe.
3. Research Phase
Taylor is invested now. She’s looking for specifics: “rhinoplasty recovery time for thicker skin,” “open vs. closed rhinoplasty for a wide bridge.” She’s deep in research, and she needs answers.
And boy oh boy does she find them, from more surgeons who aren’t Dr. Ralph:
If Dr. Ralph’s Clinic had an FAQ, detailed recovery guides, or a couple of blog posts out there on her answers, Taylor would have heard about Dr. Ralph and seen him as a source of authority. Instead, she moves on to providers who have invested in online content.
4. Finding a Surgeon
Taylor is ready to make a move. She types “top rhinoplasty surgeons in Manhattan” and scans the list.
The names she sees are all of Dr. Ralph’s competitors, who have taken the time to build credibility with content. Dr. Ralph’s Clinic, even though it’s the closest to Taylor’s sweet little Art Nouveau studio, is invisible, and Taylor never even considers them.
Without useful content from Dr. Ralph, Taylor’s decision-making journey leads her to a competitor who’s physically much further away, but who has invested in content and visibility.
The Amp Difference
Now, let’s see what happens when Dr. Ralph’s Clinic works with AmpiFire.
- Strategic Research & Content Creation – AmpiFire researches the clinic’s services, target audience, and search demand to create ultra-relevant, ultra-specific content (and yes, that includes topics that most online tools show as having “zero traffic” even when it does really have traffic – that’s highly specialized territory where hot leads are going to venture into, but very few providers have bothered to talk about those topics specifically in their content; lots of missed opportunities out there that we’re going to capitalize on.)
- Content Distribution – Using the network of media partners we’ve developed over more than a decade, we make sure this content appears where Taylor is looking, from blog posts and videos to trusted publications like Business Insider and Google News.
- SEO & Long-Term Growth – Over time, Dr. Ralph’s website starts ranking, so it will be easier for future Taylors to find them organically.
Taylor’s Journey With Amps
- Initial Curiosity – Taylor searches “Can you fix a big nose without surgery?” and finds an educational article created by AmpiFire for Dr. Ralph’s Clinic.
- Exploration Stage – She searches for “ethnic rhinoplasty before and after” and finds tailored content showcasing results for Dr. Ralph’s African American patients.
- Research Phase – She searches for “best rhinoplasty technique for African American noses” and finds a detailed guide created by AmpiFire, reassuring her about the procedure.
- Finding a Surgeon – She finds a feature on “Top Rhinoplasty Surgeons in Manhattan” that highlights Dr. Ralph’s expertise.
Dr. Ralph is now her top choice.
The Long-Term Value of Content
One Amp campaign won’t cover everything, but each piece of content builds momentum.
Over time, Dr. Ralph’s Clinic becomes a trusted authority, appearing in more and more searches and bringing in more qualified leads.
The businesses that commit to ongoing content creation are the ones that win in the long run.
And the best time to start is today.
Ready to Get Started?
If you want potential customers to find you instead of your competitors, AmpiFire can help.
Let’s build your visibility and bring the right audience to your business.
Get in touch today to see what we can do for you!
