You’ve probably heard this before — more of your B2B buyers are mostly through the buying process before they ever contact someone. That means they’re out there researching, comparing options, and forming opinions about who to work with. So, how do you make sure they find you during that process?
In today’s episode of Tech News Tuesday, we’re talking about a topic that’s crucial for B2B businesses: creating content that aligns with every step of the buyer’s journey.
Prospects are often 80% through their buying process before they even think about contacting a salesperson.
The buyer’s journey is the process that people go through from the time they recognize they have a problem that needs to be solved to their experience up to and after the sale. You know, when we’re talking B2B, Prospects are often 80% through their buying process before they even think about contacting a salesperson. By the time they reach out to you, they’ve already done a lot of research.
That’s why it’s so important to have content that speaks to them at every stage of that journey. And, by the time they’re ready to make contact, they should already see you as a credible, trusted option.
Getting on the Radar During the Research Phase
So, how do you make sure you’re on their radar during that research phase? Well, it all starts with knowing your audience inside and out. You need to understand who they are, what they care about, and most importantly, what problems they’re trying to solve.
Understand your audience — who they are, what they care about and their pain points.
You need to get specific. What kind of challenges are they facing in their roles? Are they looking for ways to save time, reduce costs, or increase efficiency? And you can’t just focus on the obvious. Dig into the deeper problems too, like stress from inefficiency or frustration with outdated processes. What are they trying to achieve beyond the immediate problem?
Once you understand those needs and goals, it’s time to think about how they make decisions. What does their journey look like from the moment they realize they have a problem, to when they finally pull the trigger and make a purchase?
This isn’t about pushing your product or service right away — it’s about positioning yourself as their expert resource.
This isn’t about pushing your product or service right away. It’s about positioning yourself as the expert and resource they need. In the early stages, they might not even be aware of all the solutions available. So, content that educates and helps them see what their options are is key.
Demonstrating Value
As they move further along in the process, they’re probably comparing different solutions. At this point, you can start introducing more specific content — case studies, testimonials, or comparisons — to help them make their decision.
That’s where you really start to demonstrate your value. But it’s not just about showcasing your product or service, it’s about showing how you understand their needs and how you’re solving their unique problems. Once you’ve got that content aligned, the next part is making sure it’s all consistent and up to date. If your messaging doesn’t match up at different points of the buyer’s journey, it can confuse your audience and hurt your credibility.
Audit your current content to address your audience’s questions at all stages of the decision-making process. Then fill in any gaps.
Auditing your current content becomes important. You want to make sure that you’re addressing your audience’s questions and concerns at each stage. And if you find gaps — like maybe there’s not enough content for the decision-making phase — that’s when you need to create new resources to fill those gaps.
You want to make sure that you’re present where your audience is, but also that your message is unified. You want your content on your website, in your emails, and on your social media channels to work together to guide them through the journey, not leave them with conflicting information. It’s important to keep the messaging consistent across all platforms. They should be getting the same message everywhere.
Remember, your goal isn’t just to sell, it’s to build trust. The more value you provide in your content, the more likely your prospects are to see you as the solution to their problem when it comes time to make a purchase. A good way to start this audit process is to think about the questions you are asked all the time and the stories or explanations you give frequently. Is this content part of all your online messaging?
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Links in this episode: Digital Marketing Success Drivers
