How your content strategy can convert more customers, write for the search engines to have more visibility
We can write for the search engines to have more visibility, you can write to establish our expertise to increase our credibility and we can write to our target audience to convert visitors into buyers. For companies in the B2B sector, the best strategy is definitely write according to the buying cycle. In each of the five stages of the buying cycle, it creates a highly relevant content strategy that allows us to move the reader into the funnel and approach the final step: purchase.
1- Identify the problem or need
The first stage of the buying cycle is the identification of the problem or need. The person is focused on the problem, it does not yet understand the solution and seeks to be informed and educated. It uses keywords to describe the problem and commitment to a service provider is almost nonexistent. Specifically, the person is seeking information about his problem.
The role of the company is positioning itself as a credible source of information about the problem. To do this, your content strategy must include mainly: the Internet advertising, advertising placement, blog articles, destination pages, how to guides, analysis of records and a presence on social media.
1- Identify the problem or need
The first stage of the buying cycle is the identification of the problem or need. The person is focused on the problem, it does not yet understand the solution and seeks to be informed and educated. It uses keywords to describe the problem and commitment to a service provider is almost nonexistent. Specifically, the person is seeking information about his problem.
The role of the company is positioning itself as a credible source of information about the problem. To do this, your content strategy must include mainly: the Internet advertising, advertising placement, blog articles, destination pages, how to guides, analysis of records and a presence on social media.
2- Search
The second stage of the buying cycle is the research process. The person conducts research and begin to understand the possible solutions. She is looking for information on how to solve his problem and his questioning is much more accurate and pushed. His commitment to a supplier is low to medium depending on market knowledge and stakeholder he knows.
The role of business is to inform and educate people on how your solutions address its problems. To do this, your content strategy must put in front: ebooks, a buying guide, blog articles, industry whitepapers, testimonials, webinars and FAQs.
3- Establish purchasing criteria
The third stage of the buying cycle is the establishment of procurement criteria. The person establishes absolute requirements and values added that research in the solution or the supplier. The person trying to cover all the important points and make sure it includes all the implications of the supplier and his company. The commitment to a supplier is medium to high.
The role of the company is to demonstrate your expertise and how your approach you are the best business partners. To do this, your content strategy must contain checklists, product comparisons, 10 reasons to choose 5 crucial things to know, 15 questions, webinars, seminars and procurement procedures.
4. Evaluate vendors
Before buying, people will compare different solutions and providers of these services. The commitment is high since the person testing the product receives a demonstration or a consultation with the aim of finding a business partner capable of understanding its industry, its issues and offer a solution to meet the buying criteria.
The role of the company is to close the sale and consolidate business relationship. To do this, your content strategy must contain recommendations, testimonials, free trials, consultation, presentation, 5 reasons to choose us, datasheets and comparisons between competitors.
5. Proceed to checkout
After so much effort, finally comes the last step: purchase. You managed to inform, educate and convince the purchasing manager that you are the best business partner through your content strategy based on the buying cycle. Remember to close the sale is only the beginning of a new process: to deliver the best product or service. In doing so, you can create case studies, success stories, testimonials and get recommendations. A lot of benefits when you are passionate and skilled in your field of expertise.
The second stage of the buying cycle is the research process. The person conducts research and begin to understand the possible solutions. She is looking for information on how to solve his problem and his questioning is much more accurate and pushed. His commitment to a supplier is low to medium depending on market knowledge and stakeholder he knows.
The role of business is to inform and educate people on how your solutions address its problems. To do this, your content strategy must put in front: ebooks, a buying guide, blog articles, industry whitepapers, testimonials, webinars and FAQs.
3- Establish purchasing criteria
The third stage of the buying cycle is the establishment of procurement criteria. The person establishes absolute requirements and values added that research in the solution or the supplier. The person trying to cover all the important points and make sure it includes all the implications of the supplier and his company. The commitment to a supplier is medium to high.
The role of the company is to demonstrate your expertise and how your approach you are the best business partners. To do this, your content strategy must contain checklists, product comparisons, 10 reasons to choose 5 crucial things to know, 15 questions, webinars, seminars and procurement procedures.
4. Evaluate vendors
Before buying, people will compare different solutions and providers of these services. The commitment is high since the person testing the product receives a demonstration or a consultation with the aim of finding a business partner capable of understanding its industry, its issues and offer a solution to meet the buying criteria.
The role of the company is to close the sale and consolidate business relationship. To do this, your content strategy must contain recommendations, testimonials, free trials, consultation, presentation, 5 reasons to choose us, datasheets and comparisons between competitors.
5. Proceed to checkout
After so much effort, finally comes the last step: purchase. You managed to inform, educate and convince the purchasing manager that you are the best business partner through your content strategy based on the buying cycle. Remember to close the sale is only the beginning of a new process: to deliver the best product or service. In doing so, you can create case studies, success stories, testimonials and get recommendations. A lot of benefits when you are passionate and skilled in your field of expertise.
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