In B2B digital marketing, content is the engine that drives conversions. Some formats, techniques and deployment strategies simply work better than others and deliver a higher return on investment. So how can you ensure that your content resonates with your target audience and delivers tangible results? Well, this blog will tell you.
Know your audience
It should go without saying that for any digital marketing strategy, you need to understand the people you’re trying to reach, but it’s especially important with B2B. Your ideal customers' pain points, challenges and goals need to be at the heart of any content you create to effectively position your product or service as a solution. It helps to create buyer personas and to flesh them out with meticulous research rather than guesswork, which leads us to the next point.
Make the most of data and analytics
Putting data at the heart of your marketing strategy makes all the difference. In fact, it’s crucial. There are many marketing analytics tools out there which offer varying degrees of insight into different aspects of the marketing sphere, from SEO to social. The right software for your business depends on your size, industry and business model. With an experienced digital marketing agency to help guide your decision, however, it needn’t be a daunting process.
Technology offers many powerful new strengths that utilise data to deliver results, like automation and personalisation, and the right agency can help you make the most of them.
Use engaging content formats
An important point to bear in mind about B2B marketing is that your target audience is still humans at the end of the day, and busy ones at that. Executives who make purchase decisions tend to have a lot on their plates, so to reach them, you need to make an impact quickly and convey your sales message in an easily digestible format. Visual media is the answer.
Video is ideal for the “awareness” stage of a B2B sales cycle, and it can be supported by downloadable infographics that provide further information. Long-form content such as whitepapers and e-books can follow after that, depending on the nature of the products and services offered. These gated content formats are known as “lead magnets”, and by leveraging customer data, feedback and FAQs, you can keep them as relevant and useful as possible.
Make smart use of social media
Social media is an important component of a digital content marketing strategy, and it’s vital to use the right channels (the ones your target audience use) and use them in the right way. LinkedIn still dominates the B2B space, but some brands may benefit from a presence on the likes of Instagram, Facebook or Twitter. It can also pay to use social channels to connect with trade publications or influencers that are respected in your sector to help amplify your brand’s reach. And don’t be afraid to boost your content with a bit of paid budget using the platform’s targeted ads.
Optimise for SEO
Search engine optimisation (SEO) ensures your content is discoverable by anyone looking for what your business offers. Conduct keyword research to identify relevant search terms and integrate them strategically into your content. Be sure to pay particular attention to headlines, meta descriptions and URL structures.
Leverage social proof
Social proof can be defined as content elements that help build trust and credibility with your prospects, including testimonials, reviews, case studies and other success stories. Highlighting real-life examples can help to reassure and persuade customers and significantly increase conversion rates.
Implement a winning content strategy
For most businesses, the best answer is to outsource their content creation and management of that content. It enables them to focus on what they do best and manage costs while leveraging leading expertise and technologies. An agency can also compile an effective strategy that weaves all these threads together into a cohesive and effective digital marketing strategy. Come and learn more about how we can help you maximise your marketing ROI with content that converts.
