Jul 18, 2022
In General Discussion
B2B marketers are discovering the value of mapping content to the buyer's journey, SEO is already equipped to help. Why align content marketing with the buyer's journey? Among other benefits, matching marketing activities to the buyer's journey has been shown to increase upsell and cross-sell opportunities by 80%. Benefits of the SEO buyer journey And that's because the buyer's journey has changed. The internet puts all information directly into the hands of buyers, which has shifted most of the traditional buyer's journey into marketing territory. modern buyer journey chart Now, 77% of B2B buyers won't even speak to a salesperson until they do their own research first, and they could be doing up to 90% of the journey on their own. The question for marketers then becomes: are these shoppers consistently jewelry retouching service finding your brand throughout their journey? Because if they don't find your business, they find your competition. Talking to prospects throughout the buyer's journey means defining the path, finding out how prospects navigate it online, creating content that finds them when they want it, and adapting to the market. 1. Define and understand the buyer's journey We all know what a basic buyer persona's journey looks like, but mapping marketing activities with this journey means digging in and uncovering specific details about the journeys your unique buyer personas take. The buyer's journey for someone investing in a technology platform, for example, can be very different from the buyer's journey for someone engaging a logistics partner.