The buyer’s journey, especially in the B2B world, is long, complex, and often involves many decision makers.
Depending on where your prospects fall in the sales funnel, you need to tailor your content to those stages to make sure they are receiving the right message at the right time. When you meet people where they are in the buying process, you add value to their experience and increase the chance of conversion.
Because of this, it is important to understand the funnel stages so you can appropriately curate content.
Top of the Funnel
The top of the funnel is the lead generation, or awareness stage. This is when a buyer becomes aware of their pain points and begins their search for a solution. They start doing research, looking for education, data, opinions, resources, and insight.
Educational content that supports top of the funnel leads would include blog posts, e books, whitepapers, and how-to videos. This type of content directs buyers to a solution and helps them conduct research.
Middle of the Funnel
The middle of the funnel is the evaluation stage. At this point in the buyer’s journey, you’ve captured their attention and now they’re interested in how you can help meet their needs.
Content that can show a prospect your skills would include product and how-to videos, samples, and case studies. These types of content help your company show how you can provide solutions to their pain points by providing them with evidence of your past experiences and/or products.
Bottom of the Funnel
When buyers reach the bottom of the funnel, they are in the decision stage. This is the point in their journey after you have captured their attention, they have done their research, and they are ready to buy, or not. This is your chance to deliver content to make the sale.
When you’re trying to close a deal, offer personalized content to your buyer. This could include a demo or an estimate for your services that really show them how this is THE solution for their company.
Using any single one of these types of content, while great to have, won’t give you much sales action. You will start to see the power of content when you create content that aligns with each stage of the buyer’s journey. Giving your buyers a content-led path to follow will help make a noticeable difference in your sales process and help you close more deals.
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