What do your customers need from you during the buying process? What kinds of questions do they ask? Would you say that your B2B content marketing strategy anticipates the needs of your customers?
Do your website and social media accounts answer their burning questions? These questions highlight the kind of information customers are searching for in a micro-moment, defined by Google as “an intent-rich moment when a person turns to a device to act on a need – to know, go, do, or buy.” If your website merely provides information about your products or services, you need to re-think your approach to B2B content marketing.
The goal? Develop a digital experience that’s built to anticipate your customers’ needs with content that is both relevant and helpful.
Anticipate Customer Needs Online to Boost Web Performance
According to research by The Boston Consulting Group (BCG), the new generation of B2B customers not only don’t expect to deal with a salesperson, but they don’t want to either. If your customers aren’t talking to you, they’re getting their information in other ways, including your web presence. This underscores the importance of a B2B content marketing strategy that anticipates their needs at every stage of the purchasing process.
If your customers aren’t talking to you, they’re getting their information in other ways, including your web presence.
Capturing your customers in micro-moments is the key to helping them along their purchase journey. Micro-moments are instances when your customers have a need or a question, and they turn to the web for answers. Identifying what these micro-moments could be for your customers and including them in your web presence will promote better visibility for your business online. It also creates a more helpful online experience for your customers overall.
Here are four ways to optimize your B2B content marketing with your customers’ needs in mind:
1. Know your customers.
You won’t be able to effectively anticipate the needs and questions your customers have without first knowing who they are. That’s where Buyer Personas come into play.
According to HubSpot, Buyer Personas are semi-fictional descriptions of your ideal customer based on market research and real information you have about your existing customers. Be sure to include demographics, behavior patterns, motivations, and goals.
At Tuna, we dedicate an entire session of our Discovery Workshops to helping our clients flesh out these key details about their customers. Click here to learn more about how our Discovery Workshop can help you with your B2B content marketing strategy in 2019 and beyond.
Once you’ve created Buyer Personas for your customers, develop a content strategy that will address their needs and answer their questions.
2. Optimize for organic search.
What keywords do your customers use when they’re looking for your products or services? Is your business visible in search results? What will customers learn about your business when searching? Putting yourself in your customers’ shoes means considering not only how they will look for your business online but also how your business is represented in search results.
Optimizing for organic search doesn’t just mean getting to the top position on Google. According to BrightLocal, 85% of consumers trust online reviews as much as personal recommendations.
If your business is highly visible in search results but you also have a bunch of negative reviews, this will impact whether customers will take the next step to learn more. Make sure your optimization efforts don’t overlook what your customers see when you start ranking.
3. Think mobile.
Whether a customer is waiting to catch a flight or inspired by an “a-ha moment” in the middle of the night, they are likely to reach for their mobile device when they want to know more.
Remember: “Decision makers are increasingly supported by young, tech-savvy researchers, who commonly use mobile for work and multitask on more than one screen.” (BCG) Understand the importance of your business’ mobile experience and stay current on trends in mobile.
4. Aim for featured snippets.
According to MOZ, featured snippets are selected search results that are featured even more prominently than Google’s organic results. The result? Additional brand exposure.
Featured snippets aim at answering a user’s question right from the search engine results page (SERP). As your business builds content based on the questions your customers have, why not make sure it’s optimized for featured snippets to try appearing in this coveted spot?
Build Your B2B Content Marketing Strategy Around Your Customers
Thinking in terms of customer micro-moments is changing B2B content marketing for the better. With longer buying cycles and more research being conducted online, developing content that anticipates customer questions will make for a more effective online presence and promote lead generation.
In fact, content marketing thought leader Brafton predicted micro-moments would change the digital B2B landscape as more people turn to mobile devices and make buying decisions only after multiple touchpoints with a brand.
Ultimately, when you’re building your B2B content marketing strategy around meeting your customers at their points of need throughout the buying journey, it is a win-win all around.