The search for customers is over. Today, 90% of business buyers say that when they are ready to buy, they will find you. And, recent studies of the buying habits of B2B customers indicate that 8 out of every 10 start their buying journey with a web search instead of a personal interaction. In fact, half- to three-quarters of the average buyer’s decision-making process is completed virtually – without ever having a conversation with a sales person.
That’s why it’s critically important that the right people are finding – and reading – your digital content. And, that they are getting the educational information they need to make an informed decision.
Here are some of the key areas that we ask our clients to consider when evaluating whether their web site and digital content are serving as effective sales enablement tools:
- Is your site optimized for Google and other search engines to reach the widest possible audience?
- Do you know which sources are the most powerful for driving traffic to your site?
- Do you know what key words your prospects are using for their searches and have you tagged your site for the common – as well as the more obscure – variations?
- Are your employees working together to serve as brand ambassadors to help your content go viral via social media?
- Once you’ve driven prospects to your web site, is it optimized to meet their needs?
- Are you consistently creating and curating relevant and valuable content with the intention of helping your buyer become more intelligent without “selling” to them?
We also recommend regularly evaluating your digital presence in relation to your competitors. What topics are they talking about? And what types of assets (e.g., videos, infographics, blogs, white papers, e-books, videos and research studies) are they producing?
Taking this broader view helps you tie in with appropriate industry trends and develop differentiating tactics. Even better, it helps you develop the credibility and reputation as a trusted resource for truly useful information
Of course, understanding your core audiences – and what they really care about when shopping for your products and services – is essential to developing relevant and compelling content. By “bucketing” distinct audience groups according to their wants, needs, and circumstances, you can create recognizable “personas” to which your sales and marketing teams can easily relate. From there, you can create strategies for developing and delivering ongoing valuable content to each of these audiences.