How does one go from stranger to brand loyalist?
Understanding the essential steps of the B2B customer journey is the key to unlocking steady, sustainable growth for your business. In this ever-evolving landscape, it's crucial for B2B brands to navigate the customer acquisition journey strategically – capturing attention, building trust, and driving conversions.
Below, we explore the five stages of awareness that pave the way for success in the B2B realm.
This is the stranger stage. The buyer not only doesn’t know your brand yet, but they also have yet to realize they even have a problem that requires a solution. As a brand, your focus at this stage is to know your ideal customers well enough to understand their challenges and anticipate their needs. By speaking to this audience broadly and bolstering your brand awareness efforts through SEO, content marketing, and social media advertising you can get in front of this audience before they even start to look for a solution.
Now your buyer realizes they have a problem to solve or a job to be done. They aren’t yet looking for solutions, but the challenge they are facing is top of mind and percolating. At this stage, brands should focus on positioning themselves as the go-to solution and authority on the problem. Strategies at this stage include creating compelling content, providing social proof in the form of reviews and endorsements, and speaking to the problem in other ways - by creating useful tools, guides, and other resources to establish a brand’s authority and build trust.
At this stage, buyers begin to seek out solutions. They have a clear understanding of the problem and are actively looking for a product or service to handle it for them. For buyers at this stage of the B2B customer journey, brands should highlight their unique value proposition and differentiation from competitors. Brands should understand and be able to articulate what makes them different from their competition and why their solution is a better fit for their audience. Marketing tactics include targeted messaging through ads and re-marketing, thought leadership content, and developing case studies.
Ah, now buyers realize they have a problem, are aware of our product, and are evaluating solutions. This is the ‘weighing the options’ stage. How do you tip the hand in favor of your solution? Again, by focusing on building up credibility and trust through authoritative content, testimonials, reviews, and a transparent pricing structure. Here brands can leverage automation for nurturing prospects, and provide comprehensive information to empower buyers during their decision-making process.
Finally, we reach the ‘most aware’ stage – buyers are now customers. They know your brand and your solution well because they’re engaged with it. But your job isn’t over. Smart brands continue to nurture buyers at this stage through excellent customer service, providing a thoughtful user experience, and developing additional products or upgraded services to anticipate their future needs. By optimizing the purchase experience and nurturing the customer relationship, brands can get more value from each client, and create opportunities for upselling, cross-selling, and earning reviews and referrals.
By understanding the five stages of customer awareness and by implementing effective growth marketing strategies at each stage, B2B brands can foster long-term relationships, drive conversions, and achieve sustainable growth. As the landscape continues to evolve, being attuned to the customer journey is the key to unlocking steady sustainable growth for B2B brands.
Familiarity with the B2B customer journey further enables marketers to deliver the right message to the right audience at the right moment. But savvy marketers know it’s equally important to monitor the marketing metrics, or KPIs, that correlate with each stage of this journey to make sure buyers aren’t getting lost along the way.
At Brand Theory, we help B2B brands grow their businesses while they focus on running them. Our proven framework leverages the B2B customer journey by tailoring specific growth marketing strategies to each stage while monitoring the KPIs to ensure that the right messages are indeed reaching the right customers at the right time.
Curious how an experienced team of growth marketers can help your business turn strangers into brand loyalists?
Book a no-obligation one-on-one growth session today.