Business-to-business, or B2B, buyers are willing to spend a maximum of 5 minutes reviewing any piece of content. That’s not a lot of time to court a prospect into giving you their business. But with the right strategy and visual content in place, you can make every one of those minutes count.
Let’s review a few pieces of content commonly found at each stage of the buyer’s journey and explore how we can make them a bit more effective for your lead generation strategy.
Awareness & Interest Stage: Short-Form Visuals and Homepage Video
Once a prospect realizes they have a problem that needs remedy, a common first step is to take inventory of and research solutions that fill the void.
Now, we all know that the type and quality of information provided to a prospect is important, but just as significant is the manner in which it is presented and its ease of consumption.
According to the “2018 B2B Buyers Survey Report” from Demandbase and Demand Gen, 64% of buyers believe easy access to content is very important. This is where short-form visual content plays an invaluable role. Micro-narratives and mini-infographics are easily digestible and repeatable forms of content that are ideal for introducing your brand and garnering the attention of a prospect.
Where that initial point of contact begins with your prospect (search, social, email, etc.) will dictate the type of visual content you should produce. But regardless of where that starting line is drawn, all routes will ideally lead to your site, specifically the homepage — perhaps the most important page on your site.
Enter the homepage video, which has been shown to increase conversion rates by as much as 86%. Keeping up with the theme of brevity at this stage, a good rule of thumb is to max out your video length at around 90 seconds or less.
Consideration Stage: Capabilities Deck & Microsite
After a prospect has performed initial due diligence and narrowed their search to a few specific solutions, they find themselves in the consideration stage. Now, it’s time for them to gain a better understanding of your capabilities and learn more about how you can solve their problem. Here, longer-form content is the best fit.
A solid capabilities deck will play an important role at this stage, as it gives the prospect a peek behind the curtain of who your company is are and what makes it successful. An estimated 76% of B2B buyers want to see content that speaks directly to them, so instead of using an all-purpose deck, take it a step further by creating a series of decks that speak specifically to a prospect’s industry.
Microsites are not utilized as often as they should be. Yes, your main site is important, but a microsite will allow you to drill down into more detail about a specific product or service that a prospect is most interested in. There are a number of SEO benefits of microsites, as well, but that’s a blog post for another time.
Decision Stage: Webinars & Case Studies
At this stage, the prospect is either ready to pull the trigger and move forward with you, or is right on the edge and is just looking for those final bits of info that will hopefully tip the scales in your favor.
Webinars have become a staple touch point in this stage of the buyer’s journey, and rightly so, considering they can yield conversion rates as high as 44%. Creating a compelling and visually stimulating presentation deck can help you achieve these results. By keeping the on-screen text to a minimum and letting visuals be the main supporter of your argument, you’ll be sure to keep your attendees engaged.
A winning case study can often mean the difference between the prospect opening up their checkbook or disappearing into the ether. Case studies show the prospect that you understand their problem and have created a solution, with positive results. As with webinars, you’ll want to let the information and numbers tell the story in a clean concise format.
Remember, you only have 5 minutes of their time; use it wisely.