Today, it is virtually impossible to run an effective online marketing strategy without content creation. This is especially true for B2B companies, because B2B buyers move more effectively through the sales funnel if they can access insightful content from industry thought leaders.
According to a 2016 report from the Content Marketing Institute, content marketing is one of the main focus areas for 63% of B2B marketers. However, only 22% of B2B marketers are able to achieve significant success with their content marketing efforts.
As such, it’s not the lack of awareness of the value of content marketing but the inability to execute it effectively that’s limiting the growth of B2B companies. In this article, you will learn some of the key elements of running an effective content marketing campaign.
1. Have Well-Defined Targets
Arguably, the biggest mistake B2B marketers make is targeting a broad market. This approach is ineffective as it translates to providing general content, whereas clients want something that addresses their specific needs.
For better results, distinguish your target market into customer segments. Determine the segment that fits your ideal customer profile and focus your content marketing efforts on it. Once you have identified your specific target audience, make sure that the content addresses their challenges, needs, and wants.
2. Set Conversion Targets
Ultimately, the goal of marketing is to increase sales. However, before a potential client makes a purchase, they must be carefully nurtured and guided through the sales funnel. As such, different marketing campaigns should be run for clients at various stages of the sales funnel.
Before initiating a marketing campaign, determine the results you hope to achieve. Will it be targeted to clients who need that extra nudge to make a purchase, or do you want the reader to share your content, or sign up for your newsletter?
Clear conversion goals help you determine the suitable content for your audience. They also provide a basis for assessing the success of marketing efforts.
3. Understand What Type of Content Marketing Appeals to Your Audience
Minor details often determine the effectiveness of a content marketing strategy. One such thing is how much you understand your target audience. This goes well beyond knowing who they are. Reach out to your current and potential clients and enquire about their concerns, needs, interests, and the factors that influence their purchase decisions.
For a content marketing strategy to succeed, the content must be appealing, insightful, and beneficial to the audience. This is what will keep them looking for more content on your platform. Once they identify you as an authoritative resource, they will be keen to purchase your products and services.
4. Identify Appropriate Points of Contact
At times clients will take it upon themselves to enquire about your services. However, the initial contact between B2B companies and buyers often calls for a proactive approach on your company’s part. Therefore, as you prepare to launch your content marketing campaign, identify initial contact points to engage with potential clients.
Such points of contact include Linkedin, Facebook, Twitter, and email campaigns. Do an analysis of your ideal customer segment to find out the platforms on which they are most active.
Developing an Effective Content Marketing Strategy Takes Time
There is no template for developing an effective marketing strategy. The key to succeeding is observing such practices and exploring different approaches until you land upon the approach that suits your brand and clients best.
Therefore, it is important to conduct periodical assessments and compare results with the conversion targets. Such information will help you fine-tune your marketing strategy and increase conversions.
Andy Bush is President of Bush Marketing. Contact him today at 416-214-4298 or firstname.lastname@example.org for a discussion about how Bush Marketing can help your website do more for your business.