If you’re a B2B solar company, chances are you have a lengthy sales process. With a longer sales cycle comes the need to educate your prospects with content as well as communicate why you’re the best choice for their project—in other words, you need to build trust.
But as a B2B company, is it possible to build trust with content marketing? Yes.
With many ways to go about content marketing, you may be unsure of which path to choose. In the world of B2B business, your choices are going to vary drastically from those in the B2C world.
Why? Well, you’ve got different problems to solve. Here are some tactics you can use to build brand trust to close more sales:
Fact: Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. (HubSpot, 2016)
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Demand Gen Report, 2014)
As a B2B business, you must not only understand the importance of creating this type of high-quality content, but you must create it with your customer’s problems in mind and give examples of how you’ve successfully solved that problem in the past.
For example, let’s say a common problem for your prospects is that they need to meet certain LEED requirements. You could write a piece of educational content on the topic and end it with an example of how you helped XYZ company solve that problem.
People in the B2B world want to see numbers and results. If you provide them with the content they want to see up front, your chances of making that sale skyrocket.
Now, it’s not just about the content. You have to look good doing it, too. So, whenever you plan to put a new piece of content together, make sure it looks as professional as you are and highlights how your product/service best solves your prospect’s problems.
Remember, consistency is key. Content marketing is an ongoing process that requires constant care and attention.
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