Making a sale can be challenging but making a purchase decision, it seems, more challenging still. According to Garner, the quality of your content can make all the difference.
A new report discovered that B2B buyers, on average, consume 13 different pieces of content before making a purchase decision – out of which eight are from the vendor’s website.
That’s a pretty big number don’t you think?
Especially when B2B buyers claim that they don’t have much faith in the trustworthiness of the claims made on those websites.
What in tarnation is going on here?
Take adtech for example; there are literally tens of thousands of vendors out there.
Picking the right tool can seem like finding the right needle in a haystack if the haystack was made out of other, almost identical needles.
It’s no wonder then that product specification and comparison pages on a vendor’s website are considered the most influential to purchase decision making.
Far more influential than ads, industry blogs or email marketing.
Context is king
People often start searching for a solution when they encounter a problem.
Depending on how urgent the problem is, their aim is to start exploring solutions as quickly as possible.
Completing a B2B purchase cycle can take anything from a few weeks to a few months.
In light of this research, what can you do?
First, create content targeting long-tail keywords. This will help you drive traffic during the problem identification phase.
Then, treat your website as a service with product description pages and comparison tools designed with the user in mind.
Do this and you’ll be a part of the conversation from the very beginning of the purchase journey (and more likely to end up on the final top 3 list of your potential clients).