According to the Information Technology Services Marketing Association, nearly two-thirds of all consumers conduct their own research before making purchases. This means most people who are ready to buy already know details about what you’re selling. They’ve read the ratings and reviews. They’ve seen all the articles. They’re educated. But who creates all this information they are reading?
Your brand depends on the stories you tell. All successful companies have them.
The numbers are staggering. More than 80 percent of people conduct research online before making big purchases, and that's a statistic from 2014.
What do you think the percentage is now? Does this fact impact how you plan to educate your foodservice buyers in the next year or so? Are you open to 21st-century content ideas to help with the process?
If you are, I urge you to read on. You're about to get a crash course on content and how to use it to educate your buyers.
To begin, let's start with a question. If your buyers are searching the web for solutions to their problems, what content is influencing them?