“Two-thirds to 90% of the buying cycle is completed before a B2B buyer ever speaks with a sales rep.” – Forrester
Before contacting you, potential customers want to know that you have the expertise they need or that your product is right for them. They get that information by reading or watching the content on your website, blog or social media pages.
If they find your content valuable and engaging, they contact you to learn more. They might also share your content with their networks. Creating that content is called content marketing. If your content isn’t up to par, they move on to your competitors.
If your target customer isn’t yet ready to contact you, you can offer them a piece of premium content or valuable service in exchange for their contact info. On our site we offer 3 free tips to improve your website along with a couple of ebooks.
Once you have their email address, you can nurture them via automated emails until they are ready to engage in a sales conversation, or you can reach out to them directly.
Every piece of content that you display on your website, post on social media or distribute via email should target a specific customer persona, fulfill a specific business objective, have a call to action and be of the highest quality.
Great content, when optimized correctly (SEO), attracts the attention of search engines and gets your website ranked highly in search results. The higher you are, the better your chances of being found by potential customers.
Great content also gets shared via social media, allowing you to reach potential customers way beyond your network.