In this stage of the buyer's journey, potential buyers are seeking reliable and helpful information to understand their pain points. Before they can find a solution, they need to clarify and define their problem.
It's important to avoid content that comes across as a sales pitch
, as potential buyers are unlikely to engage with it.
Instead, include content encouraging consumers to understand and contextualize their pain points.
The content should be tailored to your audience and incorporate relevant keywords and phrases that align with your business and your buyers' needs. It should be engaging and captivating, capturing their attention and stimulating their intellect.
At this stage of the buyer's journey, the content should aim to inform rather than sell. The focus is on establishing brand awareness and building trust, rather than employing aggressive sales tactics.
Your calls to action should encourage the audience to explore new information. They could be prompted to sign up for your newsletter or learn more through an infographic, video, or other content. We subtly address their pain points without resorting to hard selling techniques, gently guiding them further down the sales funnel
A great approach to creating and publishing content, is blogs. These not only educate buyers but also improve your SEO efforts.
More and more important, even in B2B, it becomes social media
. You can share facts, intriguing information, and educational content on social media platforms to raise awareness among consumers seeking quick answers.
Another source of content can be videos or infographics that can be included in your blog and social media content
. Important to keep in mind is to be active as a brand on multiple channels to reach possible customers more effectively.