Self-guided B2B buying journeys are a growing trend in the B2B sector. More than ever before, we are seeing buyers would rather conduct their own extensive research rather than relying on others before purchasing a product. This trend seems to be especially true for industries that offer complex products and services. So, what does this mean for you and your business?
The self-guided B2B buyer journey is a process in which companies research, assess and settle on purchasing decisions without direct involvement from sources like sales reps. This trend’s popularity is in part due to the abundant amount of information that can be found online.
All Journeys Have a Beginning
All buying journeys begin somewhere, often coinciding with a change that needs to be made or a problem that needs to be solved. For example, this could be caused by a change in the market, new regulations, a new project, fixing an existing product or a need to correct inefficiency within an organization.
Once aware of the need for a change, the buyer conducts extensive research to better understand the problem and identify possible solutions. This research is generally accomplished by searching online, reading industry publications, as well as listening to podcasts, participating in webinars and attending conferences.
After gathering all the information needed, the buyer can then evaluate the different options they have to solve whatever problem they are facing. During the evaluation, the buyer may compare prices, product or service features, delivery times and customer reviews.
Once the evaluation is complete, the buyer may purchase the product or service online, request a quote prior to purchase or reach out to a sales representative for further assistance.
Marketing to the Self-Guided Buyer
The majority (if not all) of this journey is done online through digital channels, like company websites, social media, online reviews, industry forums and online publications. It’s becoming essential to have a strong online presence that provides relevant content and also offers it in a user-friendly way that can be easily understood without taking a lot of time to digest.
It is equally important to be responsive to inquiries because this can single-handedly influence a buyer’s perception of your company and products, which in turn directly impacts a buyer’s purchasing decision.
Comprehensive and easily accessible content can help your company stand out to the self-guided buyer. This includes educational content, like detailed product pages, comparisons, blogs, whitepapers and ebooks that provide detailed information about your products and services. Podcasts and webinars are a great way to showcase that you are a thought leader in your industry. Case studies and testimonials are also excellent forms of real-world examples that showcase how your product or service is used in an industry-specific application and its value in that application.
Interactive tools like product configurators, surveys/quizzes and calculators are a good way to help buyers understand their needs and how different products and services can meet those needs.
Placement, Format and Accessibility
It’s not just what content you have available, but also where the content lives, the format it’s in, how easily found the content is and the ability to digest the information that’s important.
Website content should be available as words on a page, not just as a downloadable PDF, or search engines won’t be indexing your content – meaning users won’t see your info on search engine results pages. Limiting content to your own website could be limiting your audience reach. Expand to industry publications, social media platforms, events, associations or partner websites, when you can.
A variety of formats of content appease more types of users based on learning preferences, as well as because some types of content topics are better suited to certain formats. For example, does your product work better than the competition because it’s easier to use? Share a product demo video on your site and your social channels. Is your product smaller/larger to perform better? Show a size comparison infographic. Does your service have many technical details that are better understood during a conversation? Host a webinar or podcast and talk through those details.
Don’t forget the formatting of your content for readability as well. A 5-page whitepaper with no section headers, little white space, and no graphics looks overwhelming to read and understand compared to the same content formatted into an 8-page whitepaper with an expert layout and design to enhance comprehension.
Be Knowledgeable, Be Helpful, Be the Leader
Providing buyers with comprehensive, easily accessible content allows them to educate themselves at their own pace, leading to more informed decisions and increased trust in your brand. It’s important to prioritize content that supports self-guided buying journeys if you want to continue to succeed as a business in your industry.
By aligning yourself with the ever-changing preferences and needs of your customers you are fostering trust and credibility. This not only endears you to the buyer, but it also positions your company and brand as a leader in the industry.