Understand your Customers and why they Buy from you.
To create content that will wow your audience you need to create a Buyer persona to identify the needs and wants of your ideal B2B buyer and map out their Customer journey to reach your solution.
The ideal customer – a “Buyer’s persona”.
A buyer persona is a semi-fictional representation of your ideal customer, based on market research and existing customer insights.
Map out the digital “Customer journey” of your B2B buyer.
Identify those points (customer touch points) that you are able to influence on their digital journey.
The tool for Inbound Sales & Marketing
We specialise in Inbound Sales & Marketing and are a certified re-seller of HubSpot. HubSpot is a flexible and smart software solution for Sales, Marketing and CRM.
The “Buying lifecycle”
The buyer’s journey across all industries and segments has evolved over recent years with the proliferation of the Internet. According to Google research, Business-to-Business (B2B) researchers conduct an average of 12 searches before they engage with a specific brand’s website.
The buyer’s journey can be divided up into three different stages; Awareness, Consideration and Decision with each stage dictating the type of content a buyer would typically consume.
The ideal customer – a “Buyer’s Persona”
It is important to invest time developing your unique buyer’s personas. Without knowing who your ideal customers are, their backgrounds, goals, pain and how your product or service will benefit them it’s very difficult to create content to attract leads.
Digital moments – “The Customer journey”
Where do you have contact with your prospective buyers, is there a particular order to their journey, and at which touch point could you influence them the most?
- Keywords, Search Engine Optimisation, Website, Videos, Emails, Social media, Social selling, content downloads, etc.
Purchase decision – “The Sales Funnel”
A sales funnel is the theoretical journey that your sales leads pass through on the different stages of readiness to buy.
The idea of the funnel is that the number of leads grows smaller as they move down the funnel. At the top of the funnel (TOFU), there are many people who you will want to make aware of your brand. The middle of the funnel (MOFU) is narrower, as there are less people ready to buy, and at the bottom of the funnel (BOFU) it is a small number who are able to buy.
Why does “Content Marketing” matter for businesses?
Content marketing creates reliable and cost-effective sources of website traffic. It is a strategic marketing approach focused on producing and distributing content that is educational and entertaining for your target audience.
Kennedy Andersson has a robust and expert approach to creating the right content for your target audience.
