Mapping your marketing content to each stage of the technology buyer’s journey
Your high-tech company may have hundreds of content assets at its disposal. But, how can you know when sharing those assets will be an effective strategy for influencing the decision-making process?
Mapping how you will use your marketing content at each stage of the buying cycle will empower you to deliver more value to prospects while maximizing your current resources.
Following are the three key stages of the technology buyer’s journey and the best content for addressing your prospect/customer’s concerns.
At this stage, leads are aware that they have a need and they may or may not know your high-tech product or service can address it. The main goals of content at this stage are to make sure your high-tech brand is found through search, create an emotional connection with the prospect and establish your brand’s role as an industry leader. Tactics that do this well include:
- Paid advertising
- Social media campaigns
- Interactive tools/checklists
- White papers
- Educational webinars
At this stage, leads are already familiar with your high-tech brand. They are probably considering other options, so they begin evaluating your tech offering on a deeper level to decide if it is the best fit for their needs. Content that offers detailed product/service information and demonstrates past success will help drive conversions at this stage. Tactics that do this well include:
- Email campaigns
- Product overview or demonstration videos
- Case studies and testimonials
- Industry reports
- Comprehensive product guides
- Educational content, such as SlideShares
When technology buyers are ready to purchase a product or service, your high-tech company may need to overcome any last-minute objections to close the deal. Tactics that do this well include:
- Live demos
- Free trials
- Retargeting initiatives
- TCO calculators
- Planning guides
- PowerPoint/sales presentations
You may already have all the content you need to start addressing each stage. If not, consider updating and repurposing the content you do have so you can use it at different phases.
You can also customize the web experience. Find out how by reading my post Dynamic Website Content is Changing the Game of Marketing High Tech