Ever feel like you’re posting content but not getting the conversions you want?

You’re not alone — and the problem might not be your content itself, but where it fits in your customer’s journey.

In this short i-Convert Summit interview, Donna-Marie Coggins explains three of the essential customer journey stages and the types of content that work best for each.

Watch the video below to see how a few small tweaks can make a huge difference to your sales results:
​

JASON BUCKNER:
"On that buying note, what’s the best type of content that’s effective for driving sales — or getting conversions?”

DONNA-MARIE COGGINS:
“That’s a great question, Jason. It all comes down to the customer journey they’re on. Think of your customers as being on a journey with three main stages.

Stage One: Awareness

Initially, they’re becoming aware of their problem. Maybe they’ve got a sore back but don’t know why it’s sore. Or perhaps in business, they’re not getting enough leads, sales, or profit — but they don’t know why.

Is it because their product isn’t great?

Or because not enough people are seeing it?

They’re simply becoming aware that there is a problem.

Stage Two: Evaluation

Next comes evaluation. At this stage, people are exploring their options. They’re asking themselves, “Can I fix this myself?” or “Do I need help from a specialist?”

In a business context, they might think, “Okay, I’m getting leads but not converting them — what do I need to do in between?” They’ll start looking at people who can offer solutions and evaluating who they trust to help.

Stage Three: Conversion

Finally, there’s conversion. This is when they’re ready to buy — they’re saying, “Sign me up! Where do I give my money?”

To truly boost conversions, you need to include content for all three stages of this journey. If you only create awareness content, people might understand their problem but never know how to buy from you.

Content For Each Stage

For awareness, think of blog posts, social media updates, infographics, photos, and podcasts. These help people identify and understand their specific challenges.

For evaluation, offer lead magnets, catalogues, case studies, discount codes, surveys, quizzes, or webinars. The goal here is lead generation — getting people onto your email list and guiding them to the next step.

Then, when people are ready to buy — in the conversion stage — you can use demos, free trials, customer stories, comparison guides, spec sheets, webinars, events, or mini-classes. These are perfect for helping prospects take that final step and become paying clients."

Want to dive deeper into the strategies that turn browsers into loyal buyers? 

This snippet is just one part of the full i-Convert Summit interview with Donna-Marie Coggins — and trust me, you’ll want to see the rest! She shares even more gold about creating authentic connections and boosting conversions the smart way.

And it’s available for free through button below.

Don’t miss this opportunity to transform your approach to marketing and business growth! Access the full interview for free now via the button below.

​​