Be bold: offer competitive comparisons to advance the buyers’ journey
The lack of comparisons sends buyers away and costs you sales
Where can you find a big upside in content marketing? Understand what buyers need in each step of the buyers’ journey. Then map your content to your buyers’ journey.
In carefully considered BtoB purchases, during step 1, buyers decide:
- Is there really a problem?
- Is it serious?
- Is it serious enough to change the status quo?
To maximize the opportunities in step 1, magnify the problem. Once you convince buyers to address a problem, they need to compare their options.
Content marketers who help buyers compare can advance them smoothly through step 2. As you educate buyers about how to compare, be sure to maximize the differentiation of your offerings.
Start by making it easy to compare all of your company’s offerings with each other. If you sell 3 product lines that address a buyer’s problem, create a grid to show how they compare, at a glance. Make it easy for buyers to do their homework.
