According to a recent study Enhancing the Buyer’s Journey: Benchmarks for Content & the Buyer’s Journey, B2B buyers are waiting until they are mid-way through the decision making process before revealing themselves to potential vendors.
Does this surprise you? It shouldn’t. Think about what you did the last time you felt an unusual ache or pain. You went online. What did you do before you made a large purchase? You went online. Once you felt you were ready, you went to the store, but only if you needed to.
B2B buyers are no different. They want to research what they are buying. For Clear Verve clients, buyers are researching the people who will be providing services. Our clients’ prospects want to feel confident that their attorney, accountant, health care provider, nursing home, etc. will understand their particular issue and is qualified to help them. They gain that confidence by visiting websites, reading blogs, and downloading whitepapers. In other words, consuming CONTENT.
That’s why it’s so important to continually update the content on your site and to publish what you know. Whether you create videos or infographics, publish whitepapers, or hold in-person seminars, demonstrating what you know gives others confidence in your ability to get the job done.
Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns.