INTRODUCTION:
Creative Branch Logic, or just branch logic, is a method by which products or services are offered to potential prospects in a manner which compliments their navigation and/or search within your content. Confused? Let's break it right down to the nitty gritty.
Simplifying The Method:
We will go through the ideals and break them down to a level in which anyone can understand in just 3 rules. No need to overthink something that doesn't require a lot of thought.
What's all the mumbo jumbo in the picture above? My thought is that it is merely some company that paid someone a lot of money to create a picture about confusion. Let's take a simplified look:
1. Product and/or Service Grouping- Assume you are painting your kitchen. If you visit Home Depot's website and look at paint, Home Depot should naturally assume you will need the supporting supplies for painting. While they don't know the end goal of your online visit, they should be recommending brushes, rollers, and maybe even a ladder through the workflow they've placed you in.
2. Make Sure Your Buyer Personas Make Sense- The beginning of creative branch logic starts with your buyer personas, attaching the visitor to a workflow that matches their assumed end goal. By understanding your visitor analytics and applying them to your branches, your visitor will receive relevant content to help them make a better informed decision.
3. Ensure Your Workflows are Fluid- Buying cycles can range from minutes to months to even years. Someone looking to buy a book may make a decision within 5 minutes, whereas someone looking to build a house may take a few years to make the leap. Drowning a potential prospect with content or letting their interest fade over to your competition is a reality in today's digital world.
CONCLUSION:
There you have it. Let's sum it up in a simple sentence or two. Group your products in a manner which suits your accurate buyer personas, and ensure you are meeting your prospects on their expected level of communication frequency until they have enough information to make an informed decision. Need further help? Drop us a line...We're here to help!
