Getting customer attention is challenging, and even more so when you are a small technology company. There is not only an abundance of “noise” marketers have to contend with, but once you get that coveted attention, the chances are your buyer is not ready to buy. This is where content plays an important role, moving a customer deeper into the marketing funnel.
Content helps build customer relationships and thought leadership, empowering your brand and market positioning. What does your company stand for? What makes your products and services unique? Why should I trust your people and organization? Using content strategically is a foundation for marketing and business success.
Marketing is much more complicated today. The number of channels and customer touch points is growing. The mobile Internet, social media, and the ease of online shopping are changing how consumers decide to buy. Your next customer is on a decision journey that is unprecedented in terms of buyer intelligence and transparency of brand offerings.
Consumers are doing their homework before purchasing. A report by the E-Commerce Foundation shows 88 percent of consumers, pre-research products of interest on the Internet before making a purchase.
It is no surprise the majority of online experiences with a brand begin with a search engine. In fact, a quarter of American adults say they are “almost constantly” online, according to Pew Research.
Making things more complicated for marketers is the recent proclamation: “the traditional sales funnel is dead.” Buyers can easily jump in and out of channels, do comparison shopping on their mobile apps, read product reviews, and even be influenced in the store aisle by a sales associate, product packaging, or an in-store promotion. Continue reading
Chances are your marketing budget is being stretched. Many dollars are often wasted by casting a wide fish net across a number of market segments in the hopes of reaching potential buyers. If your messaging is not resonating with the right people, no one will notice.
One of the best ways to build a brand and deepen customer relationships is via content marketing – the creation, publication, and distribution of relevant, high-value content that is customized to the needs of targeted groups. The goal is moving the prospect deeper into the sales funnel towards conversion.
Business-to-business (B2B) marketers are embracing content marketing for their sales pipeline using various digital formats, including websites, articles, case studies, blogs, whitepapers, and videos. The Content Marketing Institute (CMI) 2016 Benchmark study indicates 88 percent of B2B marketers are using content marketing for top goals of lead generation (85%) and sales (84%).
According to the CMI research, one in five B2B marketers are making content personalization a top priority. It’s important to tailor messaging by industry sector, organization size and buyer role – essentially segmenting your database.