wordpress com stats plugin

B2B Marketing: Content Part 1 – Why Content is Your Best Marketing Investment

“When we are able to sit down with a prospect and explain the solution, our methodology, the strength of our team and share examples of what we’ve done for other businesses – we are able, 9 times out of 10, to close the business.  The problem is the number of “at bats” – we just don’t have enough.”

Does that sound familiar?  I hear it all the time.  Wonderful businesses with a proven track record in a position to get it done right the first time and not only delight their customers, but put their customers in a position to be more successful – and they just don’t have the number of opportunities they’d like to have.

Buyer behavior has changed.  However, many small to mid-sized businesses have not adjusted their marketing to address the change in buyers’ behavior.

  • 78% of Internet users conduct product research online. (Pew Research, May 2010)
  • US internet users spend 3X more minutes on blogs and social networks than on email. (The Nelsen Company, November 2010)

You need to get the buyer’s attention to get the “at bats.” And, since buyers are going online before picking up the phone, your online visibility is critical to reaching the buyer.

Make a list of questions that you are typically asked and the things you regularly explain when talking to a new prospect.  Are these explanations and answers available on your website?

Typically the static pages on a company’s website are woefully void of the specific information the buyer wants.  Having a blog is a powerful way of improving the visitor (buyer) experience.  You can address the commonly asked questions and give examples of how you’ve helped others.

Think about any searches you’ve conducted.  How many sites did you click into that simply did not answer the questions that led you to search in the first place?  Now, think about a site that you found as a result of a search where you click through to several different pages of content and found what you were looking for – it created a feeling of success, a feeling of “I’ve found what I’m looking for.”

You want visitors to your website to have the exact same feeling.  You don’t want to leave it up to them to connect the dots between your products page, your services page and your about us page – connect the dots for them through frequent blog posts.

It’s the best way, short of face to face, to showcase your expertise.  And, it’s what your visitors are expecting.  Do you make them feel welcome and inclined to stay?

B2B Marketing: Content Part 2 – Timing is everything

B2B Marketing: Content Part 3 – Content Arms the Davids Against the Goliaths

B2B Marketing: Content Part 4 – A Case Study

Copyright © 2011 Dawn Westerberg Consulting

4 Responses to B2B Marketing: Content Part 1 – Why Content is Your Best Marketing Investment

  1. Patrick says:

    We just had this discussion with a client yesterday.

    You might have a lower batting average with more at bats but you’ll also get more hits and homeruns.

    When we refer to content now we always preface it with “quality”

    • Dawn says:

      Very good point. There is a strong connection that comes with landing on a site that “speaks” to you. And I believe that prospects then qualify themselves – so when you do hear from them – it is higher quality.

  2. […]     Dawn Westerberg is one of my favorite bloggers.  She always has interesting, innovative ideas about marketing for your business.  Recently, I was reviewing her blog (www.dawnwesterberg.com), and noticed that she had several posts on one topic.  I plan to have a series on case studies.  See Dawn’s posts on B2B Marketing Content for some great suggestions on marketing: http://dawnwesterberg.com/2011/09/10/b2b-marketing-content-part-1-why-content-is-your-best-marketing…. […]

  3. Dawn,

    Thank you for your posting of my case study blog post.

    I cannot agree with you more about your statements that Why Content is Your Best Marketing Investment. You are totally on target that “our solution, our methodology, the strength of our team and share examples of what we’ve done for other businesses – we are able, 9 times out of 10, to close the business.” Content will do it every time!

    Thank you.

    Lesley Peters

Leave a reply

* Copy This Password *

* Type Or Paste Password Here *