Short-form sales copy and content tends not to do very well in a B2B sale. The reason is because business consumers tend to be more educated. According to an Accenture study, 94% of B2B buyers conduct online research at some point in the buying process. They’re looking for in-depth information about what it is you’re selling. In other words, they want to know all the “ins and outs.” However, don’t lead with a sales pitch. Instead, identify their problems and then educate them on a general solution through your content marketing strategy.
Don’t immediately assume your prospect wants your solution though. They may already have something in mind. At the same time, you don’t want to hide your product or service.
Eventually, your white paper or fact sheet needs to explain exactly what you can do for your customer and why your solution may be a good fit for the prospect. Be transparent about specifications, pricing, and even your shortcomings.
Transparency is incredibly rare. Almost no business wants to admits its own faults. So, you’ll stand out if you do. In fact, if you can turn perceived negatives about your company, product, or service, into positives, it will show your prospect you’re a professional company that knows how to turn weaknesses into strengths.
For example, let’s say your company receives more complaints than any other company in your industry. This is clearly a negative, and your prospect will find out about it. However, if you address it up front, you can advertise it as a benefit. Maybe you receive more complaints than anyone else because you’re larger, and sell more product, than anyone else.
Regardless of the market you serve, content marketing is important. With more and more companies choosing to increase their content marketing budget, you can’t afford to be left out of the mix. At the same time, you can’t afford to waste the money you spend. Take the time to understand, and educate, your market and you’ll put yourself ahead of the pack.
To learn more about how NiKnack Marketing can help develop and drive your content marketing strategy, get in touch! We’d love to talk to you.
Click here for a similar article.