Written by: Vickie Sullivan  |  October 19, 2021

When Buyers Do Their Research, Will They See You?

Thanks to the internet, buyers research their options long before they reach out to service providers to learn more about their work. Initial conversations that provide a personal touch are pretty much a thing of the past. That means you must win buyers over in other ways.

How do you play that game? By standing out to folks who don’t know you at all. Two places to excel:

• Frequency: Buyers need to see you “everywhere.” This connotes credibility and prominence. It also lowers the risk of hiring you in case the project goes south. So, beef up both your traditional and social media efforts.

• Searchability: Buyers use Google not only to gauge your prominence, but to also explore options. The SEO gods are going the practical route, putting content that answers questions at the top of search engine results. So, put the solution in the lead, then back up your ideas with data and stories.

Listen: What Buyers Look for When They Do their Research 

This “research first, reach out later” approach forces service providers to be strategic with their content marketing. Not only do you need to be compelling, but you also must appear approachable and safe to hire. You have to stand out to strangers before you can create personal rapport.

Now Read This:

• How Brand Awareness Impacts the Sales Cycle
• Your Position of Power: Packaging Your Expertise for High-Fee Markets