B2B

Business

Tips for Success: How to Create a B2B Content Strategy that Attracts New Clients

Tips for Success: How to Create a B2B Content Strategy


Tips for Success: How to Create a B2B Content Strategy that Attracts New Clients

89% of B2B marketers report that content marketing is their most effective way of bringing in new leads and sales. Which is why a strong B2B content strategy should be the backbone of any marketing campaign.

Not sure where to start? Read out tips below on setting up a successful content plan. 

What Is B2B content strategy?

Chances are, by now you’ve heard about how important a strong content strategy is. However, unless you’ve spent some time focusing on marketing efforts in the past you may not know what B2B content is.

Basically, B2B content is offering valuable information through various mediums to other businesses to mark yourself as an authority in the industry. Not only does this lead to increased traffic and higher Google rankings, but it also increases the number leads your business will bring in.

Know Who You’re Creating Content For

There’s an old marketing adage that states “if you’re talking to no one everyone you’re talking to no one”. The saying still rings true today, which is why it’s so important to know exactly who your content will be geared to.

While target market research is very helpful, we suggest creating an ideal target avatar. This means crafting a fictional character that matches someone that would fall into your demographic.

Give your avatar a name and get detailed. What do they do for a living? How many children do they have? How far did they get in their education?

Then go even deeper. Think about what keeps your avatar up at night. What parts of their day can be made better? Who do they admire? This information should be at the center of all of your content.

What Problem Will You be Solving?

Out of the questions listed above, the most important is what problem will you be solving? Is it a problem that your avatar even knows they have? Do you need to let them know that it’s a problem? Most importantly, how will you educate them on how your product or service fixes the problem?

Another valuable asset in marketing is letting your audience know just how affected they are by this problem. For example, everyone knows that a lack of sleep leaves you with low energy throughout the day, but do they know that not sleeping also increases your risk of heart attack? This is educating your audience on the realities of the problem you’re helping to solve.

Highlighting What Makes You Unique

Unless you’ve landed on an entirely original product, you’re going to have some competitors. Even if your idea is entirely unique, it won’t be long until the copied ideas start popping up. So it’s important to learn how to highlight what sets you apart from similar products and services.

Even subtle differences can give you an advantage over the competition. For example, your product may be more eco-friendly, safer for children, or perhaps a portion of your proceeds goes to a cause your avatar is passionate about. Highlight these differences and incorporate them into your content.

Know Content Type

Not all B2B content lands the same. It’s important to know what type of content your audience is most responsive too. Often these media choices will depend on the industry, for example, fast pace industries may respond better to a short infographic than an in-depth blog.

You may find that your audience responds to a blend of content, like a short blog paired with a video that gives more information on the subject. See where the engagement lies and follow that.

And Where to Publish It

Today there are countless social media platforms and media outlets where you can meet your audience, and trying to get your content on all of them will quickly dry up your marketing budget.

Instead, focus on 2-3 platforms that have been known to attract your type of audience. Don’t just limit yourself to social media either. White label blogging through other sites and media sources is also a great way to get your content in front of the right audience.

Set Clear Goals

And by clear goals, we mean realistic goals. Many businesses expect to start producing content and have the traffic rolling in within weeks. The truth is between audience research, content production, and engagement you’re looking at 4-6 months before you start seeing real results.

Which is why consistency is key in any content marketing campaign. Set a clear and realistic goal on where you would like to be in terms of traffic and engagement in the next 6 months, then an additional marker for a year from now.

Stay on Top of Management

Many businesses start off with a strong content campaign that tends to taper off as time goes on. We get it, your business takes enough time and energy without having to come up with fresh content on a regular basis.

This is where you have a couple of options. You can use a content platform that allows you to create your content in bulk and then slowly leak it out to the public. While this will ensure your content is consistent, it also requires you to invest a high number of hours up front.

Your other option is to hire a content agency that both creates and distributes the content on your behalf. This offers a higher ROI as getting the right kind of content engagement is what these businesses are all about.

Track and Regroup

While we would love to say that most businesses hit their content campaign out the park on the first try, this often isn’t the case. Fortunately, there are a number of analytics tools available to offer insight on which content is performing well and which isn’t.

Once a month take a look at your analytics and try to spot trends. Is your audience responding more to a specific type of content? Is one platform bringing in more leads than another?

Take this information and use it to restructure your content. Remember, your audience will change and it’s up to you to change with them.

Taking the Right Steps Today

The more you know about creating a B2B content strategy, the more successful your content campaign will be.

If you’re ready to start putting some action behind your content, we suggest starting with our article on 4 Actionable Content Marketing Tips.

Technology

Is Your B2B Website Falling Flat? Try These 7 Website Design Tips

Is Your B2B Website Falling Flat? Try These 7 Website


Is Your B2B Website Falling Flat? Try These 7 Website Design Tips

There are more than 1.5 billion websites on the internet today. So for you as a B2B business owner, guess what this means? One word: competition.

You should do everything you can to stand out. And one great way to do this is through an effective website.

But if you’re not a designer, it can be hard to know how to optimize your site. That’s why we put together this guide for you with 7 tips for B2B website design.

Read them below!

1. Effectively Capture Leads

One common goal of B2B websites is lead generation. This is because the sales cycle is often much longer than B2C businesses. Often, initial contact is made through the website and then the lead is handed off to the sales team to start a relationship.

Throughout your site, be sure to include lead capturing forms. Offer content in exchange for phone numbers or email addresses.

You could also consider having a button to request a demo if you offer a software. Also, think about simply having a form that people can fill out to request a call.

Use these forms throughout your site to grow your lead database, which will, in turn, improve your company’s bottom line.

2. Make Sure You’re Mobile Friendly

Did you know that 59% of B2B purchase decision makers report using their phone to research products and services during their shopping process?

So if you’re mobile site doesn’t work that well, that’s a big problem. It’s 2018 and people use their phones more than ever to shop, even in B2B settings.

But if you’re not a developer, it can be intimidating to create a mobile site that works on every single screen size. That’s where a responsive design can come in handy.

A responsive site will automatically resize to fit any size screen. So as you’re building your site, make sure you use a responsive software. You’ll be so glad you did.

If you’d like help with your B2B website design, get in touch with the professionals at LFORM.

3. Simple Navigation

Nothing is worse than having a potential customer visit your website only to get lost inside of it. In other words, if your website is hard to navigate, you’re in trouble.

Keep in mind that every web visitor has a goal in mind. They are on your site to get more information, make a purchase, or to solve an issue.

All you have to do is make their process as simple as possible. To do this, maintain a consistent navigation bar at the top of your site. Keep your menu in the same order on every single page.

That way, people will always know how to navigate through your site. Also keep your menu simple. Instead of displaying all 25 pages of your site in one line, use drop down menus to avoid a cluttered feel.

4. Keep it Professional

In a B2B setting, you’re working with other business owners and employees. Your website design should reflect that.

However, these days the definition of professional isn’t as uptight as it’s been in the past. It’s okay to use some humor and to be creative, especially if this lines up with the rest of your branding.

If your brand image is more serious, that’s okay too. No matter what, make sure your site is free of blurry images, typos, and broken links. These things will definitely give a bad impression.

5. Be Clear: Another B2B Website Tip

Your site should clearly outline your company’s value proposition. This is what you offer people. It’s information about your product or service and how it stands out from the rest of the market.

Keep in mind, however, that people don’t want to just read about the features of your product. They want to know how it will benefit them.

So be sure to include information about how your product or service will solve problems your prospects are dealing with.

6. Include Understandable Pricing Information

B2C products typically have a simple pricing model. B2B products or services, on the other hand, are usually more complicated in their pricing structure.

It’s common to have single products priced out, as well as various bundles or packages. And people who buy through an integrated partner or referral system sometimes get a discount.

In other situations, there are additional add-ons or customizations available which also change the pricing.

To avoid confusion, you should be as clear as possible on your site. Have your bundles displayed with comparison charts displaying the differences between the various options.

If your pricing is more complex than bundles, consider including a worksheet where people can pick and choose the products they want and a running total is calculated for them right then and there.

7. Provide Valuable Resources and Content

Not every visitor to your B2B website is ready to buy. Often, the purchase process is much longer. In these cases, you should provide educational content to these visitors.

This will allow you to still cultivate a relationship with these prospects even though they haven’t purchased anything yet. And when you offer valuable content, you’re developing trust with them as well.

Be sure to offer this content in exchange for an email address. That way, you can follow up with them through an email series which is aimed to prepare them for a future purchase.

Some great content options your team could create include:

  • Webinars
  • eBooks
  • Whitepapers
  • Downloadable guides
  • Quizzes
  • Video series
  • More detailed pricing guides

And these are just the beginning. There are so many options for downloadable content out there to improve your content marketing strategy.

Once you have all these content pieces created, they’re also great content to promote on social media as well.

Final Thoughts

Well, there you have it: 7 tips to improve your B2B website design. Now that you’ve gone through all of these options, it’s time to pick the ones that will work best for your situation right now.

Then start implementing them! You’ll be so glad you did once you start seeing the results.

And if you want to learn more, check out our marketing blog for more tips.