It’s a trick question in a way, as the Buyer’s Journey begins even before the first stage of the B2B buying process. It begins with a problem. Maybe it’s a broad problem, maybe it’s a very specific problem, maybe it’s a reoccurring problem. Regardless of the type of problem, it’s a problem that needs a solution.
After a problem has been identified, the first stage of the B2B buying process begins: Awareness. This is when a customer acknowledges that they have a problem and starts to educate themselves on the various available options to solve that problem.
Where Do They Turn?
If you are like most, once you’ve come to the realization that you need to find a solution to a problem, you will turn to your trusted friend, the internet. You’ll search for websites, blog posts, and articles, maybe seek out experts on the subject through social media, and possibly talk to other professionals in your industry to get recommendations on the best possible solutions.
What Does This Mean?
This means that if you are a business that provides solutions to other businesses, you should do everything in your power to be the expert in your field, and be the company that businesses turn to for answers and guidance.
Quite simply, you need to create killer content that speaks to your audience and answers their questions. Content that guides them through the decision making process. Content that proves they can trust you.
And this content must be marketed through the correct channels. Communicating in the way your customers want to receive information and answers is crucial. And if you aren’t sure, ask them, test different channels and different ways of presenting helpful information.
During the Awareness Stage, it’s all about being found on the internet. If people can’t find you, they won’t be able to read your content. That means your marketing budget needs to include dollars for both PPC ads and SEO.
Once the prospective customer becomes aware of your offerings, they move on from the first stage of the B2B buying process and into the second stage: Consideration.
If you want your business to be a trusted leader, one that people turn to when they need to solve a problem, you need to create, plan, and implement the right marketing stack. We at Measured Results Marketing want to help you do just that. You can contact us through email or call 571-606-3106.