Today, if you’re not yet on board the content marketing train, you may get run over. It’s that simple. Your customers have changed and you need to adapt the way you’re marketing. If you continue to use the same old ways to communicate with them, you’ll be left in the dust.
Today’s B2B customers tend to ignore pushy messaging and salespeople. They prefer to do product and vendor research on their own, and don’t want to talk to a salesperson until they’re ready to make a purchase. They want to be educated, not sold to.
That’s why content marketing is so powerful today. It starts with a target audience’s needs, and aims to build relationships and trust by providing informative, helpful, useful content.
If you insist on maintaining the status quo, you do so at your own risk. Here’s what’s at stake if you do nothing:
1. Competitors will run you over. What if one of your major competitors launched a well-designed and well-executed content marketing strategy? Let’s say it does a marvelous job of answering the questions and meeting the informational needs of your mutual audience. They’ve become THE trusted source for information on your type of product or service. It will be much harder if not impossible for you to catch up with and surpass them.
2. Flat sales. Your customers have changed how they buy products – but you haven’t changed how you communicate with them. They’re learning to ignore your messages, which are typically all about you, not them. They don’t trust you as much as they once did, because you’re not focused on their needs like your competitor is. That means you sales will probably remain stagnant or slowly decline, as your competitor’s content initiative gains steam. The content marketing train has left the station – and you’re not on it.
3. Commoditization. Your products and services are in danger of becoming commodities because you’ve not the company influencing the way people think and feel in your niche. Becoming the industry expert to your target audience requires a lot of excellent content. But you’ve decided to abdicate that role. Your competitors have filled that void by providing high-quality knowledge and education to your mutual customers. Maybe that’s why prospective customers treat your products like a commodity.
4. Diminished customer loyalty. Like a magnet, customers and prospects tend to gravitate to those suppliers who do the best job of anticipating their information needs – before, during AND after the sale. Today’s customers want to be educated, not just sold to. If you treat them as a single transaction, you’ll miss the opportunity to build deep relationships with them and that will inevitably result with them tossing you on the trash heap.
5. You’ll become invisible. At the very least, your old-fashioned interruptive ads, emails and direct mail campaigns will teach your target audience to ignore you and your brand. At the worst, they will remove you from consideration for upcoming purchases. They may even actively avoid your brand. Once the damage has been done, it’s hard to reverse.
What you need to do now
Don’t panic. You need to create a content marketing strategy now and here are some ways to get started:
- Interview your sales people and key customers. Learn more about their needs, and the ways in which their buying process has evolved.
- Use the information you have gathered to map out the customer journey, from the time a prospect realizes he has a need until he makes a purchase.
- Use what you’ve learned to determine the types of content that are needed at each step of their journey to nurture them toward a sale.
Your focus should be to provide them with the right content, at the right time, in the formats they prefer. Good luck!
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