Once again I find myself nodding along to a Todd Hussey article on ModernMSP.com—this time about the buyer’s journey. As Todd dishes out nuggets of sales and marketing wisdom, I can’t help but think how crucial this information is for an industry; That’s reaching a significant turning point in how they conduct their business.
At a high level, the most important takeaways are to understand your audience and learn how to help them understand you. Once you have a comprehensive grasp of your customers, their pain points, and how they are evaluating your company as a possible solution, you’ll be poised to best position your company and produce relevant content that fuels the buyer’s journey.
For a technical audience without sales or marketing experience, all this can be a little difficult to dive into. Fortunately, Todd explains how aligning your digital marketing efforts and website strategy to the sales funnel can help to modernize your sales and marketing:
“The power of understanding your buyer’s persona and journey comes from mapping their decision-making process, and the information they need at each stage, to your sales funnel. This understanding will dictate everything about how your website should be constructed, including page content, blog topics, site navigation, search keywords, offers, events, promotions, and landing pages. When your website is purposefully designed to enable your buyer’s journey, you will get found, get leads and get deals on a consistent basis.
The diagram above illustrates this mapping. On the left are the principal stages of the buyer’s journey. Early on, buyers are not ready for a sales pitch. They’re gathering information. They’re developing an awareness of what problem they are trying to solve and how important it is for them to address.
During this awareness stage, it’s important for you to provide authoritative content that explains the impact of cloud-related business processes; Such as collaboration, mobility, agility, security, disaster recovery, and cost control.
Then, as they enter the consideration stage, your buyer will be thinking about solutions for those problems. Their considerations might include cloud-based IT services such as hosted collaboration solutions, mobile applications and device management, cloud-based security and data backup solutions, or the cost impact of pay-as-you-go service plans.
When buyers enter the decision stage of their journey, they are ready to apply their own selection criteria for choosing a vendor and suite of services. If you’ve helped them to determine those criteria, imagine how much trust and authority you’ll have established with these buyers.
Inbound marketing represents a roadmap for how buyers find you, instead of you finding them. It offers a blueprint for how leads self-qualify, instead of the reverse. And, provides a model for how customer acquisition can be achieved cost-effectively in the era of the cloud.”
With an inbound strategy, you’re not just building credibility through your products and services; you’re demonstrating industry expertise and staking a brand presence at each stage of the buyer’s journey.
As your business shifts from break/fix projects to managed services in the cloud. Having a modernized, inbound marketing strategy will be crucial for acquiring new customers and building your brand.
Read the full post on ModernMSP.com.