Have you ever wondered how some companies manage to attract potential customers at the exact moment when they make crucial buying decisions? The answer is simple: have specialists in B2B marketing . These experts know their trade and their goal is to drive more leads into the sales funnel. Do you want to know how they do this and how you can apply it to your business? Read on to find out.
Create a content marketing strategy
Attracting B2B leads starts with content marketing because they rely on online content to research industries and businesses, identify services for their business needs, and review and compare vendors.
For this reason, to engage B2B customers to do business with your company, you must create content that appeals to those customers' needs throughout the buying process.
The process of creating an effective content marketing strategy can be divided into 3 steps:
1.- Understand the type of content that attracts your target customers
2.- Craft the content so that it is compelling and relevant to your potential customers
3.- Invest in SEO and other digital marketing services so that your leads can find your content
Use these 3 steps to market content that drives your B2B audience down the conversion funnel.
1.- Understand the type of content attracts your target customers
Before creating content to attract B2B buyers , you need to understand the type of content they want to consume.
The format of the content that this audience consumes depends on the purchase intention and, in this sense, we can affirm that B2B audiences that consume business content to make a purchase decision are more likely to read reviews and product descriptions.
Also, those who read business content to stay informed about industry trends prefer blogs or articles. This group is less concerned with comparing companies or products. Instead, they focus on information on broader topics, which they find more in blogs and articles.
2.- Prepare the content so that it is convincing and relevant to your potential customers
To better respond to demand from potential customers, you need to have diverse content. A wider variety of content provides your business with more opportunities to engage with B2B customers, regardless of where they are in the sales funnel.
For example, because top-of-funnel buyers are more interested in reading a blog post about industry trends, you should consider writing a blog about the state of the industry or discussing current issues in your segment.
While this type of content may not directly lead to conversion, it offers brand recognition for your site among this group. It's also much easier to direct users to your product and service pages once they're already on your site compared to those that originate from third-party channels.
3.- Invest in SEO and other digital marketing services so that your leads can find your content
Potential customers don't usually walk into your sales funnel without receiving anything in return. To engage with your company's content, they must first find it.
In the context of B2B buyers, this means that your content should appear at the top of search results for keywords relevant to your industry.
Investing in SEO services makes content visible to B2B buyers. Quality SEO services , especially content marketing, move your site up in search results for those keywords that your target customers are likely to use when researching topics relevant to your industry or business.
Do you want us to help you attract B2B potential customers to your business? At PGR we can help you achieve it.
