What B2B business wouldn’t want the ability to know exactly what their buyers are thinking? Imagine if you could tell right away what they were looking for exactly and being able to meet those needs right away. Imagine if you could see into their heads and determine what was holding them back from making a purchase. Unfortunately, there isn’t technology in the world that allows you to do any of that—but you can come close if you work to understand buyer psychology.
Fortunately, you don’t need an actual degree to do that. Here are several effective techniques to help you better understand your buyers that will help drive your marketing and sales efforts.
Establish Authority and Credibility
The very first step of the buyer’s journey is awareness. At this phase, what prospects are most interested in is in getting the necessary information about possible solutions to their pain points and problems. Nowadays, what they aren’t looking for is haughty marketing-speak or heavy-handed sales talk. What they need are hard facts, practical case studies, and detailed information. If you approach them with the same-old, same-old, you really risk turning them away.
The way you leverage your position at this point is to become a source of authoritative, credible information. You should make sure that your content is thorough, in-depth, and well-supported. On top of that, you have to deliver a quality customer experience. Both of these things will establish you as a credible resource. This credibility is something that will do you a lot of good as they progress through their buyer’s journey.
Supply the Desired Information
Of course, all the in-depth, thorough, and well-supported information in the world isn’t going to be worth much if it isn’t exactly what your prospects are looking for. That’s why it becomes important to step into the shoes of your prospects to understand exactly what they are looking for in terms of information. Think of it this way, when you face uncertainty or problems, your key instinct is to seek out information to help solve your problems and dispel the uncertainty.
Your content strategy must be grounded in research into the typical problems your market faces. It should be easy enough to do given that their pain points are the driving force for your business anyway. It does help, though, to ask existing customers about what they experience and what they face. The data you gather here will be invaluable in crafting content and materials that specifically and exactly address these pain points directly.
Don’t Discount the Power of Color
People tend to associate certain colors, certain emotions with specific products. That’s why tech companies like Apple tend to go for cleaner whites, restaurants and eateries tend towards earthy, natural colors, and the like. Apart from the obvious aesthetic appeal, effective color schemes and imagery also prime a buyer’s thinking—stirring up emotions that are slanted towards a positive impression of your brand and products.
Knowing that, think about what kind of emotions you want your brand or products to stir up. You can go for blues if you want to evoke calm, greens if you want an eco-friendly slant, and red to connote energy. This goes a long way towards subconsciously affecting the way your target market interprets the message you are trying to deliver. This also ultimately strengthens the impression of any informative copy that you push out.
Leverage the Power of Social Trust
Now, more than ever before, people are starting to put a lot of trust in user-generated content over brand content. It’s partly because people are bombarded constantly with ads and sales copy on a daily basis that they’re becoming more and more resistant to it. The beauty of user-generated content is that it serves as a type of proof that gives truth to any company’s claims. It’s so key that 84% of millennials have said that UGC strongly influences their purchasing decisions.
People want to know what others in a similar position think about your brand. That’s why testimonials are a great way to go when it comes to content—more so if it comes in video format. You can also encourage the generation of user-generated content through your social media channels. Many are only too happy to share experiences in exchange for a small price or discount down the line. While it doesn’t always pay to be so overt, an emphasis on honest experiences goes along way.
Give Something to Get Something
Finally, a point worth noting is that people are more willing to give you something if you offer something in return. It’s natural and, to a certain degree, human nature. That’s why it’s common for businesses to exchange ebooks, white papers, case studies, and free resources for contact details—most commonly email addresses. That’s especially true if these specific pieces of content offer answers and solutions to common problems that they might face in their businesses.
It goes then, without saying, that if you wish to engage in this exchange, that the quality of the content that you offer is pretty high. People will see right through slipshod and poorly-made content—and may never engage you again. So this ties into the previous points nicely. Put value in aesthetic production, ensure that the material is in-depth and comprehensive, answer key questions, and provide social proof in the content that you offer.
At Internal Results, we put a premium on data when it comes to our lead generation practices. When you come to us needing leads to push your business, we make sure that you get quality, verified leads who fit your target profile. We also make sure that they are the ones most willing and ready to buy from you. Reach out to us today and we'll be more than happy to help you.