Breakthrough Growth
Dynamic B2B Tactics for the Digital Era
Gone are the times when a single phone call could seal a deal with a B2B customer. In this digital era, the power dynamics in the buyer-seller relationship have shifted dramatically. Today's B2B buyers are more empowered, better informed, and command the purchasing process from start to finish.
Research from Think with Google highlights a significant change: 70% of B2B buyers start their purchasing journey with independent online research, often sizing up your competition and forming opinions without your input. This self-directed research phase means that by the time they reach out to you, they’re already well into their decision-making process.
So, what does this mean for you and your business? The answer lies in becoming a beacon of content that not only educates but inspires and establishes you as an industry thought leader.
Gartner’s extensive research underlines this shift, pointing out that B2B buyers typically consume around 13 pieces of content before making a buying decision. This content spans across various formats – from blogs and articles to ebooks, webinars, and social media posts. It's no longer about just showcasing your products or services but about providing valuable information that addresses the buyer’s needs and challenges.
Why focus so much on content? In the digital marketplace, silence is your greatest adversary. While you remain quiet, your competitors are actively engaging potential clients with insightful content, showcasing their expertise, and, most importantly, capturing the attention of your target audience.
Consider this scenario: you’ve achieved incredible success offline, your clients can’t stop praising your work, but online, your presence barely scratches the surface. This disconnect can result in lost opportunities, as potential buyers might not even know you exist.
We come across countless entrepreneurs and businesses with stellar real-world achievements who falter in translating these successes into a compelling online narrative. Often, they’re overshadowed by competitors who, despite having less real-life experience, excel in crafting and sharing their story online.But it’s not too late to shift gears. Here’s how you can start:
Pinpoint the challenges and information needs of your target audience.
Craft content that directly addresses these needs.
Establish a regular content schedule and adhere to it.
Use your expertise and achievements to foster trust and credibility.
Promote your content across social media and other relevant platforms.
Remember, today's B2B buyers aren’t just looking for suppliers; they're in search of partners who can offer them value beyond the product or service itself. Through thoughtful and engaging content, you can position yourself as such a partner, significantly boosting your chances of securing their business.
Don’t let your remarkable work go unnoticed. Harness the power of content to elevate your B2B strategy, and you'll see your business reach new heights. This approach isn’t speculative; it's rooted in solid data. Companies with robust content marketing strategies experience up to a 30% increase in customer retention, according to Forrester, and Gartner has found that effective content can command a premium of up to 13% from buyers.
It's time to evolve. Begin your content journey today, and watch as your B2B endeavors flourish.
If you’re ready to revolutionize your online presence and attract more qualified leads through LinkedIn and content marketing, we’re here to help. Let’s connect and take your business to the next level!
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The Moving Forward Newsletter is a bi-weekly advice column by Kim Peterson Stone, the CEO of Linkability.us where we give you a peek behind the curtains into what it takes to put together campaigns that help you grow your business and career on LinkedIn and in Real Life.
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