Let's start from the consideration that B2B buyers, as Gartner points out, when they are evaluating a purchase, they spend only 17% of their time meeting with potential suppliers, and when they are comparing several, the percentage of time given to a representative drops to 5% or 6%.
The B2B buyer spends the most significant portion of time , a full 27%, doing independent research online , trying to gather information and valuable content that can guide him to a more aware and informed purchasing decision.
If sales have therefore seen their influence on customer decisions decrease, it is increasingly essential to be present and visible on digital channels , to build your brand awareness by positioning yourself as an authoritative and credible reference, offering significant content that responds to the needs and requirements of the B2B buyer. The company blog is one of the most effective tools in this sense.
Creating a Business Blog Tailored to Your Buyer Persona
To ensure that the company blog becomes a container of valuable information, it is essential to draw up an identikit of the ideal customer you want to reach. Defining the target and having a deep knowledge of it is the essential premise for creating tailor-made content that intercepts and attracts the B2B buyer during his online searches.
Corporate Blog Content: Starting from Problems
The first step is to have a clear and precise understanding of the problems that your company aims to solve , with its products and services. This will be the founding reason for connection with the potential buyer.
Let's try an example:
Let's say company X has developed app Y for expense management. Some denmark telegram data pain points that this solution can solve are:
storage of paper-based expense receipts on perishable and easily lost material (receipts);
errors in data entry activities due to manual processes;
poorly integrated processes between the accounting and payroll systems, which slow down the approval workflow.
Once this analysis has been done, we can proceed to identify the categories of people who, in carrying out their duties, experience these difficulties.
Company Blog and Buyer Persona: The Identikit of the Ideal Customer
The easiest way to start is to analyze existing customers , especially the most satisfied ones, based on real experiences, comparisons and direct contacts. The goal is to create a buyer persona , that is, to draw a detailed portrait of the ideal buyer , identifying their job position, spending availability, the problems they face in the company, their needs and objectives. All enriched by demographic, sociological and geographical variables.
Once the buyer persona has been defined, it will be easier to empathize, think from their point of view, immerse yourself in their decision-making process and therefore create coherent, personalized and engaging content within the company blog.
