Today’s marketing gurus will tell you that you need a “funnel”. You need to “put your leads through a funnel”.
Right idea; wrong picture.
That’s just sick! Putting your leads through a funnel sounds like you’re forcing them through a pythonesque meat grinder. Please don’t treat your leads that way!
In business, a purchase is an investment, and it must deliver a return.
Industrial, or B2B leads take a long time to make a decision – 6 months or more. Purchasing is a well-defined process, reviewing competitors, analyzing benefits, convincing stakeholders, and deciding if they can really trust you.
You need to stay in front of them during this process, BEFORE they are ready to buy. You a way to keep them coming back. You need to give your leads a reason.
Technical Content to Fill Your Funnel
Industrial (B2B) customers don’t appreciate pushy marketing tactics. They don’t respond well to high-pressure sales pitches.
What they do appreciate, is time. Time to make a well-thought, thorough evaluation of your product or service. On the internet, it is no different.
That’s what this “funnel” metaphor is really about. A funnel is a low-pressure system that allows your leads to approach you slowly, becoming familiar with you, building trust, comparing you to your competitors, and finally, making a purchase.
In other words, your website is a “funnel” that attracts leads from the internet traffic flowing past it. It works with their process of Awareness, Interest, Consideration, and Evaluation by offering them Blog Posts, White Papers, Case Studies, and other technical content that helps them discover who you are and how you can help them.
Your funnel gives leads a reason to keep coming back, while they consider you as a potential supplier or service provider.
Stay In Front of Them with Content
You need do this by providing ACTIONABLE content. Content that solves problems. Content that shows you want them to be successful. Content that positions you as THE expert. Content that makes you the GO-TO company that they HAVE-TO buy from!
Solve their problems, and they will buy from you.
Technical Content that Sells Without Selling
So why not let your content do the hard work for you?
You need marketing material that doesn’t look like marketing material. Marketing material that lets your leads sell themselves, rather than pushing for a sale.
Give your leads actionable, technical content that solves problems and keeps you on their minds while they are making their own buying decisions.
TAS Writing Services specializes in industrial companies that are selling to other industrial companies.
Hi! I’m Tim Schreyer. I will help you plan, create, and present actionable content that makes your leads hungry for more. We’ll use Whitepapers, Ebooks, Case Studies, Newsletters, and Technical Blog Content to bring prospects to your website and automate the “lead-nurturing” process. I can also help you set up the website, autoresponders, email sequencers, and list-building tools that you will need in order to implement this process and keep it completely automatic.
To learn more about the content I provide, please have a look at this website’s Services page.
If you’d like to see if I can help you, please send me a quick “Let’s chat” from the Contact page.
And if you’d like to know if I’m really qualified to help you, please take a look at the About Tim and Portfolio pages.
Let’s get your business noticed!
Tim A. Schreyer