Questions That Will Help You Engage B2B Buyers and Get Them to Take Action
B2B marketing can be a tough nut to crack, but once you get through the most difficult parts, you’re heading straight for success. Getting your potential B2B buyers engaged is one of the difficult parts you need to master, which will lead to improved sales and boosted brand loyalty.
But just how do you get that coveted engagement?
That’s what we’re going to discuss in this article, so stick around! What follows are all the most important questions you’ll need to answer before you can start developing more effective engagement strategies for your B2B company.
What Are B2B Buyers Looking For?
First things first, you need to consider what your buyers are looking for. It’s for this reason that you need to truly know and understand your target audience.
B2B buyers want value, and you can ensure you provide it by having a set of values. You likely already have certain standards that your marketing is focused on, and they should be clearly defined in your branding.
What Is Their Stage of the B2B Buyers Journey?
The buying journey is an important part of B2B marketing, and if you understand how to make the most of it, you’re already on the right track.
Use survey data and site analytics to get a clear idea of who is visiting your website’s solution pages. Keep in mind that potential customers who are still in the Awareness stage likely won’t reach your solution pages yet, and those who have already decided to make a purchase won’t be spending time on your landing pages.
How Are Visitors Finding Your Solutions Pages?
This falls in with the previous point—you need to know how your website visitors are finding your solutions pages. This could happen when they follow up on referrals from others, click on links on your other pages, or do a specific search for the product or service you’re offering.
Understanding how your potential customers got to your solution pages will help you come up with strategies that are better at getting them to engage.
How Much Do Visitors Already Know About Your Brand or Solution?
It can be a bit tricky to know just how much your visitors already know about your brand and/or solution. To understand this kind of data, you’ll have to put yourself in their shoes.
For example, if you’re in the Consideration stage, you already know at least a little bit about the companies that offer solutions to your problem, and what each company stands out for. Keep this in mind so you can create pages with tailored content that encourages engagement.
What Step Do You Want Readers to Take Next?
Lastly, you need to think about what you want from your visitors. What are the next steps you need them to take to ensure that they’ll become customers and not just remain visitors?
You will have to consider every phase of the buyer’s journey, and react appropriately. For example, customers who are still considering their options can be swayed with a brochure that contains more information, or a demo video that shows them why they need to make a purchase.
B2B marketing isn’t always easy to understand—it’s different from typical marketing. But that doesn’t mean you can’t still enjoy great results from your marketing efforts. The B2B buying process is far from stagnant, it’s always changing, and you need to keep that in mind.
Use the questions discussed in this article to create strategies that will work for your unique business, and reach out to GoingClear for help in those times when things aren’t as clear for you and your marketing team. Our experts are waiting to hear from you!