How Online Content Benefits Customers And Prospects

importance-of-content-marketing

Wouldn't it be nice if prospects picked up the phone when you called or replied to an email? But, that's not how it works today. Arguably, it's never been tougher to connect with clients. And it's a big reason why companies use content marketing. It allows you to develop a relationship with prospects even when your phone calls go unanswered. However, it's not just for prospects. Content benefits customers as well.

 

Content Benefits Customers And Prospects

Prospects aren't alone in not knowing your complete capabilities. Customers often don't know or don't remember the majority of what you do. And even though a good customer is more likely to answer your call or email, they still research information using online sources. The ability to access data when and where they need it is one of the reasons that content benefits customers and prospects.

How Do Customers Interact With Their Suppliers Today?

Although a customer that has an urgent question or need is likely to pick up the phone, the reality is your customer will access information in a variety of ways. Visiting your website, blog or reading a newsletter are common touch points.

In fact, viewing contact information on your website is at the top of list for current clients. But, learning more about your capabilities is a close second.

In addition to phone calls, emails and in-person meetings, the most common methods for customers to connect today is through:

  • Company websites
  • Blogs
  • Social media
  • Newsletters
  • Webinars
  • Events
Newer customers and younger buyers are even more likely to interact online.

B2B companies with a strong customer base often dismiss the need to communicate using digital channels. But foregoing digital interaction is no different than sending a client, who prefers a phone call or face-to-face meeting, a link to your website. Ultimately, effective content benefits customers, bringing them information in the channels they prefer to use.

Consequently, understanding customer channel preferences allow you to deliver useful information that both strengthens current relationships and allows you to develop new opportunities.

How Do Buyers Formulate Purchasing Decisions?

Just like communication preferences, buyers formulate purchasing decisions using various information sources. A high percentage rely on content, especially during the research phase. It provides education, builds understanding and allows a buyer to determine if there is a capabilities fit.

Do You Need Content With A Strong Customer Base?

Even current customers are likely to start with content instead of first reaching out to a vendor contact. Plus, your position as a valued supplier increases the likelihood that a customer will consume your content. Who doesn't want to get more out of a trusted business relationship?

How often do you have conversations with customers that don't remember some of your capabilities? Well placed content helps combat those knowledge gaps.

Furthermore, satisfied customers are more likely to recommend suppliers to associates. Forwarding relevant information from your newsletter or blog is an easy way for them to show others the value you bring.

Content And Prospects

If you are trying to grow your business through lead generation and other tactics, the importance of digital channels is even more pronounced. The 2017 Demand Generation Report details the value buyers attach to various types of content and communication channels. The most beneficial content is:

  • White Papers
  • Case Studies
  • Webinars
  • Blogs
  • Videos
Rarely does a prospect pick up the phone as they learn about your capabilities. Instead, they access white papers, case studies, blogs and videos online which further elevates the importance of digital communications.

Content Benefits Customers And Prospects

There's no substitute for direct customer and prospect interaction. However, you can advance to that stage more rapidly using effective content and digital communications.

Do you need help developing a digital communications strategy? InterEdge Marketing works with clients to understand their ideal customer and develop a communications plan that drives revenue.

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