Most IT consulting websites fail to account for modern B2B buying. Read this post to learn the 3 sales cycle stages and which content works best.
When planning their websites, most IT consultants obsess over aesthetics, at the expense of marketing functionality. This can a be huge mistake that renders the website basically useless for lead generation, client acquisition and driving positive ROI.
The modern B2B buying process is very different than it was even a few short years ago. Today, 57% of the typical B2B sales cycle is now over before buyers are in contact with any vendor. If your website isn’t prepared to engage with those potential clients, your IT consulting business simply will be invisible, irrelevant, and won’t matter.
So what should IT consultants focus on, to ensure that their websites cover the full sales cycle?
- Early Stage of the Sales Cycle – Early on, decision makers are searching for answers and solutions to broad problems. For example, IT consulting prospects may wonder into the Google search box, “How can I tell if my cloud computing infrastructure is secure?” At this stage, blogging, social media, and gated content behind landing pages work very well.
- Middle Stage of the Sales Cycle – During the middle of the sales cycle, buyers start comparing different options. But now, it’s not a matter of attracting the website visitor. It’s about using content and context to propel the prospect that you already know through your sales cycle. Following the earlier example, a typical content asset might be “How to Evaluate Cloud Computing Security Providers.”
- Late Stage of the Sales Cycle – During the final stages of the sales cycle, decision makers evaluate their shortlist of individual vendors. At this late stage, many IT consultants offer a free IT audit, technology assessment, or network inspection.
Also, make sure that you cover these three sales cycle stages for each ideal buyer persona.
It’s not enough to just have an attractive IT consulting website. It needs to also cover the full cycle. In this post, you learned about the three sales cycle stages and what kinds of website content work best during each.
Joshua Feinberg is co-founder and CMO of SP Home Run Inc., an IT channel inbound marketing agency that helps find clients, retain clients, and grow by using proven inbound marketing systems. To learn more about how your IT consulting business can attract the right visitors to its website, convert visitors to leads, close sales with new clients, and delight clients for long-term retention, download your free copy of the IT Channel Inbound Marketing Planning Guide.