One of the best ways to boost B2B sales and increase lead generation for B2B sellers is through educational and informative content online that provides value to current and prospective buyers. Great content opportunities include blog posts, whitepapers/eBooks, case studies, videos, and webinars, to name a few. Sellers that offer this type of information and go beyond providing simple product information not only educate potential buyers, but also build their industry credibility and their own business brand.
Valuable content educates the buyer
The buying process begins with research. Long before any sales channels are engaged, prospective buyers are looking for solutions to a challenge they are experiencing. A good B2B content strategy will anticipate a buyers’ needs, understand their pain points and clearly explain how your business and products can service them and eliminate those pain points. If a seller has done their due diligence in educating potential buyers through valuable content, they will end up selling to an educated buyer, increasing close rates and requiring far less time, if any, from sales professionals. When your content connects with buyers in search of the information you provide, sales and lead generation will happen organically.
Valuable content builds credibility
Your knowledge of your industry and the products you provide establishes credibility and establishes you as a leader in your field. This industry knowledge is conveyed to potential buyers through the content you provide. By producing content that offers value to your target audience, you are not only establishing yourself as an industry leader, you are also earning the trust of potential buyers of your products and services. If your content resonates with buyers in search of the valuable content you are providing, sales and leads will happen. When they are finally ready to buy, they will likely turn to you. Remain educational and informational in your content; potential buyers can be turned off if you over-promote your products and services.
Valuable content builds your brand
Providing relevant industry content can establish you as a thought leader in your industry. This builds your brand and places you in the minds of your potential buyer before they become your actual buyers. Once a potential customer sees that information about your product is readily available, they’ll want to learn more about the actual brand and company behind the solution. Your company information content, including what your company core values are, can help convince potential customers that your company is worth their time and money investment.