Whether your business is B2B or B2C, you know that the sales process has rapidly evolved in the past several years.
Even if you’ve tried to keep up with the ways the internet has transformed how the world does business, you may have noticed that what worked for you before isn’t providing the customer growth and sales it used to.
Before the internet, buyers were relatively uninformed. The buyer’s journey was a straight path that was taken when a buyer recognized a need. Now, the steps on that path can be seemingly random.
The modern buyer isn’t dependent on a salesperson to access the information necessary to make a purchase decision. Once they have need, they can get all of the answer to their questions online. They can research competitors, read reviews, and even find and interact with others who have already made similar purchases. They can move straight to the decision stage of their buyer’s journey without ever speaking to a salesperson.
Plus, the modern buyer is used to personalization. Netflix and Amazon have made a model of knowing not only what the consumer is doing but when. These companies track what the consumer is viewing and purchasing and offer suggestions based on their interests and habits. Not only does this keep the consumer engaged with products, it keeps them consistently coming back!
One path does not fit all for the modern buyer. Today’s buyers expect you to know who they are, and provide value to their buyer’s journey.
So how does marketing account for these changes?
Marketers must have a focus on quality content, always working to create value that draws people to their product and company. The “inbound” marketing methodology has helped marketers create and deliver content that will appeal to the right people — in the right places — at the right times.
This makes marketing relevant and helpful to the modern buyer. And it gets results.
The inbound marketing methodology focuses on marketing that:
–> Attracts Strangers to make them Visitors
–> Converts Visitors into Leads
–> Closes Leads into Customers
–> and Delights Customers so they become Promoters.
But as a business, you don’t want just any strangers to your site, you want the right strangers. These days, success is rarely measured by the greatest number of clicks. By implementing the inbound marketing methodology, you’re able to attract relevant, valuable visitors to your site through ads, blogging, SEO, optimizing website pages, and social publishing.
Once you have visitors, the next step is to convert them into leads by gathering their contact information. By setting up forms, calls to action, landing pages and a centralized customer database, you have a way to convert visitors into leads that does not disrupt the modern buyer’s journey – and allows you to learn more about who they are and what they need.
Buyers are also increasingly accustomed to having helpful, accurate, timely links appear whenever they make a search, whether they’re seeking information, a product, or a service. That’s why it’s critical to deliver advertisements crafted specially to your business’s potential customers, and provide your value to them at their time of need – so that when they’re ready to purchase, they can confidently turn to you.