Find out how we can increase your B2B lead portfolio
Have you ever wondered how some companies manage to attract potential customers at the exact moment they make crucial purchasing decisions? The answer is simple: they rely on B2B marketers . These experts know their stuff and their goal is to bring more potential customers into the sales funnel. 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 the needs of those customers throughout the purchasing 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.- Create 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 draws your B2B audience into the conversion funnel.
1.- Understand the type of content that attracts your target customers
Before you create content to attract B2B buyers , you need to understand the type of content they want to consume.
The format of the content consumed by this audience depends on their purchasing intent, and in this sense, we can say that B2B audiences that consume business content to make a purchasing decision are more likely to read reviews and product descriptions.
Additionally, 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 about broader topics, which they find more in blogs and articles.
2.- Create content that is compelling and relevant to your potential customers
To better meet the demand of potential customers, you need diverse content. A wider variety of content provides your company 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 most interested in reading a blog post about industry trends, you might consider writing a blog post about the state of your industry or discussing hot topics in your segment.
While this type of content may not directly lead to conversion, it does offer 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 originating 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 enter your sales funnel without receiving anything in return. In order 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 your content visible to B2B buyers. Quality SEO services , especially content marketing, boost your site’s rankings in search results for keywords your target customers are likely to use when researching topics relevant to your industry or business.
Do you want us to help you attract potential B2B clients to your business? At PGR we can help you achieve this.