In the past, there was less information
available for buyers researching a purchase. That information scarcity forced them to interact with the seller early on in the process. At that point, the seller could educate the buyer and influence the buyer’s research and ultimate purchase.
Now in the era of information abundance,
buyers are filtering out unwanted noise they don’t want to hear, and are independently researching what they do want to know.As a result, buyers are overwhelmingly finding their vendors instead of the spain telemarketing database other way around. This was affirmed in a MarketingSherpa study:
B2B Websites: How To Generate More Leads image marketing
sherpa 2007 study resized 600This makes your company’s online presence more important than ever. Decision makers and influencers are more likely to find you before you know they are in the market for your product or service.
According to Forrester, buyers can be anywhere from two
-thirds to 90% through their purchase before first contacting the seller. That means that buyers can delay talking to sales until they have thoroughly researched their purchase.
So how can a company get themselves inserted into the buyer’s journey long before the buyer wants to speak with them? Here are some the most important tactics:
Use Content Marketing and Blogging
Content is the fuel for all your lead generation efforts. The Content Marketing Institute defines content marketing as “the marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.”
When properly implemented, content marketing can increase
brand awareness and preference, generate social media shares and inbound links, boost search engine optimization (SEO) efforts, and generate quality leads for less than traditional marketing.But there’s a catch. Your content must demonstrate a deep understanding of your prospects’ and customers’ pain points, and guide them toward solutions. In other words, your content should not be all about you.
The most important ingredient of your content
marketing is the strategy. Your content needs to engage prospective buyers. And to do that, you need a plan that reflects your business goals, an understanding of what’s keeping your target audience up at night, content that addresses those concerns, and a content calendar.
Content marketing tip – make your content as visual as possible. Readers are inundated with text. Plus, the human brain processes pictures 60,000 times faster than