Marketing Strategies for the hidden B2B customer
According to a Google, the customer journey for B2B buyers has moved online. B2B buyers are waiting until they are 75% through the decision-making process before revealing themselves to potential vendors.
Does this surprise you? It shouldn’t. Think about what you did the last time you felt an unusual ache or pain. You went online. What did you do before you made a large purchase? You went online. Once you felt you were ready, you went to the store, but only if you needed to.
B2B buyers are no different. Decision makers want to research what they are buying. Your B2B sales leads are moving themselves through the marketing funnel . Your prospects want to feel confident that their attorney, accountant, health care provider, nursing home, etc. will understand their particular issue and is qualified to help them solve their problems. They gain that confidence by visiting websites, reading blogs, and downloading whitepapers. In other words, consuming CONTENT.
That’s why it’s so important to have a B2B marketing strategy that includes continual updates to the content on your website and to publish what you know. Whether you create videos or infographics, publish whitepapers, or hold in-person seminars, marketing tactics that demonstrate what you know gives potential customers confidence in your ability to get the job done. These micro-conversions keep your B2B sales leads returning to your website over and over again as they narrow the field of potential vendors. Plus, all that content is great for search engines.
When you have valuable content, you can request contact information from your prospects in exchange for that content. Often, businesses will then use an inbound marketing platform such as Hubspot, Mailchimp, or (my personal favorite) Mautic to send a series of follow up emails, directing the prospect down an inbound marketing funnel until enough interest is generated and trust is built to close the sale. Inbound marketing requires a lot of up front work. Although it might seem like it is necessary to hire an inbound marketing agency, if you are willing to do the work yourself, it can be done. But you must be a strong writer and good at organizing your B2B customer journey. If B2B marketing communication is not your strength, hiring an inbound marketing agency might be the right choice for you.
No matter what type of content you choose to create, the bottom line is that it is important to keep giving your B2B prospects a reason to evaluate your business as they move themselves down the sales funnel. A good website customer experience can help turn your website visitor leads into customers.