The Power of Content Marketing on the 95% of Customers You’re Missing

Does your marketing activity focus solely on customers who are ready to buy from you now? Did you know that this accounts for only 5% of your audience?

The 95:5 Rule in B2B marketing tells us that only 5% of your audience are ready to buy at any given time. The remaining 95% aren’t ready now – but they will be. 

This is where most businesses miss the mark. To see consistent revenue growth, your marketing needs to focus on both the 5% actively buying now and the 95% who are in the early stages of considering a purchase. 

Your 95% need an awareness of your brand, so that when they are in the market to buy, they remember you.  

By investing in an ‘always-on’ content marketing strategy and building your brand over the longer-term, marketing efforts will begin to compound.

What can you do? 

• It’s all about committing to the long game. Marketing to the 95% is a long-term strategy that requires consistent, ongoing content creation. The more you nurture your audience over time, the stronger your brand will be when they’re ready to buy. 

• Develop a content plan that builds over time, and helps you stay top of mind whilst educating your audience. This isn’t a quick fix – it’s a strategic move that will pay off as your audience moves through the buying cycle.  

• Nurture consistently to keep your brand visible, even when people aren’t actively looking to purchase.

Your marketing shouldn’t be just about targeting buyers who are ready now, and not everything you do should be for that immediate sale. But more so that when the time comes for someone to buy, you are the one they want to buy from.

If you’re not investing in a long-term strategy, you’re missing out on future opportunities.