Pardot cites a statistic that claims today’s buyers will navigate up to 70% of their path to purchase alone. If and when they’re ready to buy, 90% of B2B consumers say they’ll reach out to you.
Given these shifts in the buyer’s mindset, the primary aim of educational content across multiple media types is to establish your business as a trusted resource and authority long before a buying decision is ready to be made.
The best content isn't salesy; it's helpful. Approach your writing or video producing as a journalist would - presenting all sides of the situation as objectively as possible.
This “help-first” mentality positions your business as a trusted authority your potential customers want to engage with.
As the web continues to mature, so do the expectations of your prospects in regard to how your information is presented to them. For instance, prospects often expect video as a means to showcase products in action, or describe more complex topics.
What’s your best recipe? Quality content should be tailored to where prospects are in the sales process. It comes in many forms:
How can I get these pages to rank on Google so people find me?
The small business owners we speak with all want to get to the top of Google's search engine results.
It’s important to understand the role of SEO within your inbound marketing effort to attract more website visitors. When ignored, you won’t be doing justice to the content you worked so hard to build. That’s the equivalent of building a beautiful billboard and sticking it in on a remote island - no one will ever see it.
“The Craft Impact team provides a personal level of service that helped us seamlessly transition to an inbound marketing vision and strategy that will be the future foundation of our company’s growth.”
“Craft Impact has developed and implemented a marketing plan to not only increase web traffic but to engage visitors in discussions about solving boardwalk challenges. I would certainly recommend Craft Impact to others searching for an industry expert to evaluate their website’s potential and/or to develop a plan to increase website traffic and qualified leads.”
Jason Philbin, P.E.President
“I would highly recommend Stephen Beach and the rest of his team to other small businesses who are looking to implement an inbound marketing strategy and improve the quality of their sales and marketing processes.”