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Essential ways to support the customer journey with b2b content
Before we go into the ways to support customer journey with b2b content – we must know;
What is a customer's journey?
B2B customer journey is an amalgamation of interactions made with b2b lead generation companies by customers – this interaction spans from the first encounter until after a purchase has been made.
Post-buying care and services highly affect customers' perception of your brand and their decision to keep doing business with you.
For the b2b lead generation services and purchasing process, it is extremely rare for a single person to make all decisions. Thus it is important to focus on customer services to offer stellar services for all stakeholders involved.
According to surveys, more than 90% of customers believe that b2b lead generation services and customer services are essential to maintain brand loyalty.
Stages for B2B Customer Journey
A distinctive b2b customer journey comes in the following phases;
Awareness
When a customer discovers your brand, offer, or product for the first time.Consideration
Now with interest, they are still not ready to make a purchase. Maybe they are comparing and contrasting your brand with a competitor, or they might be waiting for any special offer.
Conversion
When a purchase has been made.
Loyalty
A regular customer base shops from you regularly, and it is difficult for them to shop elsewhere.Advocacy
Any customers that recommend your products/services to others.That said, a customer's journey is an important part of the business operations – and it is important to know and understand how prospective customers reach a brand. This is how you can ensure that you leave no stones unturned for getting the prospects and making them into buyers. The most important peripheral for doing so is B2B lead generation content.
Winning B2B Content Marketing Strategy
You need keen and careful planning and implementation for building a workable b2b content marketing strategy.
A successful content marketing strategy can be highly cost-effective by combing different approaches, including the creation of brand awareness, the building of credibility and trust, and ROI with quality lead generation.
If the right assets are deployed at the right time, they will become value-adding factors for the customer journey.
Design and Purpose of Content
The b2b content should always align with your set goals and objectives and the business strategy regarding the target audience, brand values, propositions, and audiences. Still, if your content design and purpose do not add value to the target audience, it will never serve its true purpose. Below is a list of customer journey stages where content can amp your marketing effort.
Brand Awareness
Here your prospect does not know anything about your brand and is only looking for a solution to their problems.
Now, you need to introduce your brand/product or services with value-leading content which addresses the customers' needs and builds your credibility as a legit brand.
Search Engine Optimization
Fashioning your content based on SEO practices and keywords can help you reach the target audience. The designed content will also rank higher against keywords in search engines, including Bing and Google.
Social Media
Visual assets, blog posts, infographics are designed to capture the interest and set a tone for customer perception of your brand/service or product – giving a great kick start to the customer journey. A well-planned and concise content is the key here – with a clear goal and value-based information reinforced with brand identity and tone.
According to surveys, brands that have value-adding blogs – get more than 60% leads per month compared to those without blogs.
Web Content
With blogs and SEO it's only a matter of time to start getting the audience to your website; here, the web content can foster customers' interest in the brand for getting leads while also cementing your industry expertise, trust, and authority.
Web content is required to perfectly align with your brand identity, telling what you stand for, who you are as a brand and what positions you as a qualified fit.
Additionally ], your web content must always be SEO-rich to ensure that you rank for the keywords. Good web content must also have engaging visual aids.
Podcasts
Over 60 million people listened to podcasts in the last quarter of 2022 – the storytelling assets, including videos and podcasts, are a perfect outlet to demonstrate functional knowledge, experience, and leadership, by sharing tactics, insights and strategies.
Email Marketing for B2B Lead Generation
B2B lead generation for qualified and new leads offers you an opportunity to extend a connection with the target audience. Thus tailoring emails with content that highlights how you plan to add value to their current way of working.
Ending Thoughts
Once you successfully get the audience's interest via content channels, you are all set in a position to qualify the leads and mature them further along the purchase channel. Dialify is an expert content marketing b2b lead generation service provider – our writers and content strategists device a winning content strategy that works wonders for our clients. Contact us for a call or a free demo.
