B2B customers are individuals who are making purchases on behalf of their organisation. Their purchase motives are driven by logic and financial incentives. To engage these individuals, it is recommended to use content that is educational and valuable to them. Here are 3 effective tips for getting interest from B2B prospects using Content Marketing.
Position yourself as an industry expert using content
Publishing original content that reinforces your industry expertise can help to establish relevancy and build a continuum of subject matter. Consider writing eBooks or a Whitepaper as this allows you to share deeper, industry knowledge in an educational format. Another effective idea is to ask well-known names within your industry to endorse your content by contributing quotes or interview excerpts. You could even start a blog series with a theme, for example: “What industry experts are saying”.
Target content for different Sales Funnel stages
B2B prospects are generally driven by logic. Therefore, they are especially interested in content that will either help them fix a problem or improve their work skills and knowledge.
To illustrate, let’s focus on a simple 3-stage sales funnel: Awareness, Evaluation and Conversion.
- Awareness stage: Create content that is focused on broad “top-of-the-funnel” search queries. For example, “ how can I streamline my processes?” or “how do I manage change?” or “how can I manage my employees’ workload?”.
- Evaluation stage: Once awareness is achieved (middle of the funnel), your prospect will start to consider or even compare your products to competitors. Ensure that you stand out from the crowd by showcasing your unique value proposition and demonstrate how your product will best fit their needs.
- Conversion stage: At the “bottom of the funnel” stage, your prospect has decided that your product has value and would like to become a buyer. It is critical that you provide final assurance and confidence to your buyer. You can do this by sharing real life experiences and guidance on the product such as success stories, testimonials/ positive review or demonstration videos.
Customer success stories
To finalise the deal, your buyer will need to feel confident that they are making the right decision in order to convince their stakeholders. Sharing an impactful success story will help instil this confidence in your buyer. For example, how has the product solved a customer’s problem in a real life situation? What is the financial impact on the bottom lines? If you clearly demonstrate how the prospect can learn from this story, they can then easily apply it to their current situation. Check out an example of an impactful customer success video here.
You may need to invest further in B2B content marketing to effectively communicate how your business can help your prospects and move them to the bottom of the funnel.
Do you have any queries about how Zooloo’s digitial solutions can help you maximise your online presence as a growth engine for your wholesale business? Contact us now at sales@zooloo.asia.
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Tags: #CRM #MicrosoftDynamics #Dynamics365CRM #digitaltransformation #B2B #digitaladoption #digitalintegration #digitalsolutions #wholesaletradesector #wholesaletrade
