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“Forrester research shows that today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver,” (Forrester.com).
In this Information Age, buyers understand that researching options before making a purchase is not only helpful, but also easy to do. Google searches, whitepapers, email subscriptions, recommendations, and reviews are all very accessible means of obtaining information.
Those first stages of awareness and consideration, the research phase of the buyer’s journey, are navigated by the buyer. However, their path is greatly affected by the information they discover — the information that your business distributes or influences.
But if you don’t have any of those pieces of information out there on the web, you’re missing out on multiple touchpoints with your potential buyer. Therefore, you’re also missing out on the opportunity to build a relationship with them before they even reach out to you for a quote.
So, are you making an impact in your buyer’s awareness phase; or are you hiding in the shadows of the Internet? Run an audit on your efforts by reviewing this checklist:
- You have an inbound marketing plan. Regular blogging, active social media, and updated SEO are all crucial in the success of inbound marketing. This type of marketing is most likely where you’ll establish first contact in the buyer’s early stages.
- You’re building your email list. Sending out a monthly newsletter? Great. But are you reaching new prospects through it? Maybe not. Make it as easy as possible to gain new subscribers by displaying your ‘Subscribe to Newsletter’ form in multiple places on your website.
- You have reviews on multiple platforms. Buyers want to see recommendations from other buyers, even if they don’t know them personally. Encourage your current buyers to review you on sites like Yelp, Angie’s List, or other industry-relevant websites. Don’t hesitate to post case studies and testimonials to your own website too.
- You care about quality content. The ratio between informational content and promotional content should be about 3 to 1 (75% informational, 25% promotional). This will ensure that you’re speaking to all phases of the buyer’s journey, not just when they have their wallet in hand. Talk about what people want to read about and you’ll have them visiting your website on a regular basis.
- You have implemented (or considered implementing) marketing automation. Marketing automation allows you to have precise control over those first few points of contact, ensuring that your message and timing is just right.
Even though you may not have made personal contact with your potential buyer yet, they are certainly researching you. Do your best to provide them with a great experience and you’ll be one step closer to closing the deal.
Wondering how well you are influencing your buyer’s journey? Ask us for a consultation!