making your content deliver - a quick guide to the high tech buyers journey
TRANSCRIPT
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High quality material
that helps them solve their problems
but only when they’re ready to consume it.
they’re not interested in your products
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UNAWAREOF
PROBLEM
UNDER-STANDS
PROBLEM
SEEK SSOLUTION
CONSIDERS OPTIONS
CHOOSES VENDOR
REFERSVENDOR
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• Stages & content are more specific
So you need to:
• Think about the journey from buyers’ perspectives
• Make content relevant to them & stage
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They don’t know they have problems yet, so:
• Let them find you (website, blog & social media posts)
• Show them how the problem relates to them
• Show them they’re not alone (industry problem)
Don't bombard them with solutions to problems they’re unaware of yet
- or you’ll lose them
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They’re not sure the problem relates to them, so give them want solid facts, not spin:
• Authoritative White Papers or eBooks
• Problem-Solving Guides matched to them
• Build your credibility as a useful source
Keep the branding low key - don’t sell yet
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They’re now looking so give them solution-oriented content:
• Product Brochures that highlight your benefits
• FAQs that show that you have the answers
• Case Studies that show how you’ve solved this many times
• Let them 'meet' your satisfied customers.
Make them feel comfortable about who you are, what you do and how you've done it for others. Use branding.
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Now, they know you can help, so show them how you’re better:
• Feature Comparisons that highlight competitive advantages
• Best Practice Guides that show superior results
• ROI Calculators that prove your value is higher
This content is clearly branded
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• Write a short plain English proposal that shows exactly how
you’ll solve their problems
• Make the next step Pilot or POC with clear success criteria
• Make the step after that a PO or Contract
They want to make a choice, so make it easy for them:
Make it clear it’s not a fishing trip
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Help them feel good about their decisions, so give them:
• Implementation Guides for fast deployment
• Training Guides for staff
• Assistance with project planning
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They’ve chosen you, so make them feel special & valued:
• Invite them to special Customer Only events
• Show them how to get the most from your solution
Don’t forget them once they’ve signed. Make referrals the
natural next step
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1. If you give target buyers what they want & when they
need it, they'll qualify themselves in
2. Ditto and the tyre-kickers and pipeline squatters will
qualify themselves out
So you’ll have much more time to focus on genuine leads
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Get the detail in our post Content and the High Tech Buyer's Journey
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