To create and facilitate an awesome customer family as a B2B brand, you will need a system to help your brand attract potential consumers by delivering them a path that will lead them to avail of your products and services. This system is known as a content marketing funnel. According to studies, content marketing promotes three times more lead generation than outbound marketing, and it is 62% less costly as well.
You should implement content marketing to initiate customer interest in product inquiries. And to perform this effectively, you require a content marketing funnel that will establish your clients as legitimate buyers.
Content for your leads can consist of blogs, articles, case studies, and videos. Although, if you make videos to comprise your content, you can have much better leads than you could have ever imagined since videos are considered powerful tools for marketing.
With that said, it is crucial for you, as a B2B brand, to work on building a content marketing funnel. And to become aware of how to make one that works, it is also essential that you understand the stages in which your audience is present.
There are three stages:
1. Awareness Stage:
It allows you to define the temperament of your B2B consumers.
- You become aware of the consumers relevant to your business and your products.
- It also lets you know what information the audience wants to acquire. Shroud yourself in the statistics and figures that are relevant and can be presented to your audience to compel them.
- Fundamentally speaking, this is a stage where you get to know about your target company, its priorities, and requirements for any purchase. It will enable you to achieve your goals in a much better manner.
- It is essential to address your audience and tackle their problems to offer solutions through your services.
- Make clients realize shortcomings in their business. This way, it will persuade them to reach out to you and aid their business by using your products and services.
- Deploy content for the prospects. It can be blog posts, SEO, ads, videos, and social media. As mentioned before, there is no better choice than a video. Truly appreciable are those video contents made using a video maker, a tool that enables complete control over the elements in a video.
2. Evaluation Stage:
At the evaluation stage for a B2B business, you should explain the uniqueness of your products and amenities to the consumers and make them realize your solution’s worth in the market.
- Keep in mind your consumers’ pain points, i.e., the problems they are facing or may face in the marketplace, so that you can use them to create worthy and valuable content.
- Most businesses want to know and understand more about your brand before purchasing your commodities.
- Other brands need to know whether consuming your services will provide more value to them.
- You can host webinars and publish case studies, guides, or newsletters on your websites to establish your business motives on a wide scale.
- Through such content, you are generating insight for your prospects in a pretty sophisticated manner, which will benefit you in the long run.
- By guiding your audience to the steps of a buyer’s journey from start to end, you can help them get beautiful results through your brand’s utility.
- Take extra efforts to provide clarity about your USP (unique selling point), which is essential for making your brand better than competitors.
- Always remember that you are the chief of your content. It’s your call on how you will highlight the plus points of your products and showcase that you can achieve the best results through their leverage.
3. Purchase Stage:
Finally, the most crucial stage in your content marketing funnel – is the purchase stage. It will decide how your efforts will cultivate prospects into authentic consumers.
- It is essential to note that this stage is quite delicate regarding your prospects because only a small number of them reach this point.
- However, those who reach this stage are your ideal candidates, who will have relatively high expectations from your brand and its services.
- Therefore, it is best to take care of your way of communication and use of words because this is a susceptible stage for your business as a whole, and you may lose your consumers for even the slightest error in communication.
- So, at this point, the investor is about to settle business terms with you, and they are very convinced regarding your declarations for your services.
- After successful examination and evaluation, your client is confident to pass the decision of buying to the higher authority in the company, which will request contract approval and thereby sanction the purchase of the products.
- You might consider removing other options for your clients that could prevent them from making a purchase and provide a helping hand to cross and ascend any organizational barriers they may encounter.
- The content you should provide now must be highly detailed and shouldn’t lack any information related to your product. It should be prompt and concise at the same time. This way, you can ensure an informed purchase for all potential customers who reach this stage.
- One can implement professional consultations and provide case studies, testimonials, demos, video tutorials, and white papers for your customer’s industry.
- White papers: It is a subtle and detailed report of your B2B brand and allows you to demonstrate your proficiency and intel for the partnering business.
- Videos and video tutorials: Create profound and quality content that helps shape your views and guidance for the success of your product. You can make videos and necessary tutorials to make your intentions explicit.
- Case Studies: Reports to define your forte in a given industry with proven results from your existing consumers.
- Consultations and demos: Trials of your services are offered to the consumers to gain hands-on knowledge and awareness before making a genuine, full-fledged purchase.
Conclusion:
If put into practice correctly and intelligently, a content marketing funnel can be a boon for your company. You must develop and foster a solid B2B character to ace other competitors. Connecting with your consumers and understanding their priorities is quite formidable. It is the first step to creating content that aligns with their objectives and your own goals.
It is, thus, ideal to understand the residing stage of your audience so that you can begin developing your content marketing funnel effectively. If you go through all these stages systematically, you can create a good cause for your company to grow.