How thinking about the buying committee of your ICP helps your SEO strategy (without sweating over keywords)

In B2B, purchasing decisions are rarely made by one role or person. The larger your client’s organization is, the more likely you will have to persuade 3-5 key stakeholders to buy from you.

Let’s review an example:

➡️ Target software to sell: Online coaching platform.
➡️ Target services to sell: Business coaching.
➡️ Target company size: 1000+ people.
➡️ Industry: Tech companies.

 
In this example, the decision to purchase the software is very likely to be reviewed and influenced by:

😍 Champion. HR leader / People leader
🧐 Decision maker. CEO in smaller companies / COO / VP of HR in larger organizations.
🤓 Influencer. CIO / CTO as this platform may require integrations with legacy HRtech stack.
🤨 Blocker. CFO / Compliance for budgeting or legal reasons.

That’s why your content and SEO strategy should appeal to ALL buying committee members: you need to look good and attractive for their needs in their various roles.

How do you use ICPs in your SEO work?

Let's discuss in the comments --->


This post was originally shared by Liudmila Kiseleva on Linkedin.