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7 Ways to Attract B2B Buyers With Mobile Marketing

B2B Mobile Marketing

This article was posted as a Guest Blog Post by our affiliates at Trumpia

Google is now reporting that 42 percent of B2B buyers are starting their research process on their phones. This number will only continue to rise as the B2B buyers increase with Millennial professionals who are well-versed in mobile technology.

Websites that aren’t optimized for mobile are seeing a downward ranking on Google (who knows full well that their users are often on devices with smaller screens). Users that land on pages poorly designed for their device are likely to back out and go somewhere else. No one wants to pinch and scroll just to read the marketing message or try to click in tiny links to navigate a page. Instead, companies need to use optimized web site designs so that their pages fit on any screen. Optimized pages load quickly and are set up differently to fit on smaller screens.

1. Design Responsive Emails

Along with your website, your emails are going to be likely viewed on mobile devices as well. In order to have easily readable emails, you will want to utilize responsive designs that will adapt to the screen size they are viewed on. Keep your subject line brief, preferably 3-5 words so that it won’t be cut off by the device. Limit your graphics and compress them to a small size so that you won’t even add a second to the email load time.

2. Build an App

Apps are frequently used by mobile users. Many businesses are finding that an app specific to their brand products or services can help increase retention with users. Apps can help draw back customers by managing rewards programs, streamlining the order process, enhancing the purchase experience and more. In order to create an app that really adds benefit to your customers, you will want to identify a very specific type of customer or lead and then focus on services that will directly address a business pain or marketing strategy for that type of customer. Don’t make your apps too broad or they will cease to be of any real value to anyone.

3. Utilize Established App Platforms

When you realize that mobile marketing is important to snagging a major part of your audience, then you will also realize that many apps are already getting a lot of attention. Use popular apps, like Facebook and LinkedIn, to address an audience that loves to browse content. Pinterest and Instagram appeal to leads that love looking at visual inspiration. Make sure you keep your profile updated with valuable content and fill out all details (especially contact information), so your viewers don’t have to search to find you later.

4. Create Optimized Landing Pages

If you’ve already optimized your website and email campaigns, then you will want to start creating optimized landing pages. These are going to be different than your typical landing page, because they will be designed to fast action and streamlined CTAs. Keep your pages short, sweet and visually straightforward. Remember that keeping information “above the fold” (before the user has to scroll further down on the screen to see more) is important for getting your message across immediately.

5. Trim Your Content

All of this optimizing for smaller screens is going to mean that you need to write content that is concise. While an article can be a longer form of content, your web pages, landing pages and emails all need to be to the point. SMS is a great way to deliver snappy content directly to a user’s device. It is especially important to keep your headlines short, as well as subject lines and headers that break up your content.

6. Foster Sharability

There are several things you can do to increase sharing and engagement from your B2B audience:

  • Don’t focus on your brand — focus on what your audience needs and wants
  • Post about industry important topics, trends, tips and stories that are not product- or service-related
  • Utilize emotion to drive importance — users that feel empowered, sad, scared, enraged or inspired are more likely to share the content they identify with
  • Use images to intrigue readers to stop scrolling and click on your content — images throughout the text will also keep your users eyes moving

7. Streamline Your Funnel

Finally, make sure you are very careful to create a sales funnel that does not have rabbit trails for your leads. Mobile users are making decisions quickly, while they are on the go, taking a short break or waiting on something. Keep your CTA clear and singularly focused so they are not distracted before getting to a decision point.

What’s Next?

How do you ensure that your customer is getting the best mobile experience possible when interacting with your brand? Make sure to share them with us in the comments below. I would love to read them.

Author Biography

Sophorn Chhay is the marketing guy at  Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia’s mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Trumpia delivers world-class content such as video, ticketing, polling, products sales, contests and giveaways.

Follow Sophorn on Twitter (@Trumpia), LinkedIn, Facebook and Google+

How to Create Content to Appeal to a New Market

How to Create Content to Appeal to a New MarketOne of the great advantages that marketing automation can provide for your company and your marketing team is its ability to send very specific content to a very specific audience. While it is true that you want all of the content delivered by your company to remain cohesive and consistent, with marketing automation you can gather specific demographic information about different groups and then send them targeted marketing materials. This gives you a great advantage over competitors who are simply blasting marketing material at anyone who might listen. It can be incredibly valuable if you are trying to secure a new market for your products or services. Keep reading to learn how to create content to appeal to a new market, and how software automation can help.

Tips for Reaching a New Market using Marketing Automation

The tools your marketing team will have access to when using marketing automation software such as Lead Liaison gives your company a unique opportunity to gather a great deal of intelligence about your new leads and how they react to marketing materials. Marketing automation software can collect data on things such as clickthroughs on emails sent out giving you a precise idea of how effective your marketing strategy is. Social intelligence functionality can pull demographics data from social profiles to help your marketing team refine new content. And always remember, content directed to a new market should be educational – as overselling can be disastrous.

Quality Content can be found from Marketing Automation Providers

When you’re looking to attract a new market, you should be sure that you have a campaign with enough content prepared to see it through. However, marketing teams can be stretched thin while trying to develop a whole new set of content and managing existing content delivery strategies. If that is the case, you can always consider outsourcing content creation. One excellent provider of quality marketing content is Lead Liaison, who can provide your company with access to thousands of professional writers to create marketing content.

When you need content from Lead Liaison, the process is very straightforward and totally transparent to ensure you receive high-quality content on time. You can direct the type of content you wish to have created for you, such as blog posts or web articles, and then give Lead Liaison a description of what you need the content to address. Lead Liaison will assign the content to a writer who is familiar with the subject, and the content is delivered to you within five days. However, if you need it sooner, you can place a rush order and will receive your content within three days. You can then review the content and request any edits you would like to see, and will ultimately end up with high-quality, ready to market material.

Visit Lead Liaison’s marketing automation resource blog to learn more about creating content to appeal to a new market, among other great marketing strategies.

Why Content Creation is Crucial to your Marketing Automation

Why Content Creation Is Crucial To Your Marketing AutomationThe strategic use of content created by your marketing team for your marketing automation solution is one of the greatest strengths of marketing automation’s ability to convert a lead. While marketing automation has many different strengths in its varied abilities to gather and deliver leads and data to your marketing and sales teams, if you want to convert those leads, you must approach them with compelling content that is appropriate to the person receiving it. In order to do that, you must be able to utilize your marketing automation lead scoring tools to determine what stage of content each lead is receptive to. Read on to learn why content creation is crucial to your marketing automation strategy.

Early-Stage Leads

An early-stage lead is someone who isn’t ready to be actively pitched, and are at risk of being turned away from your company if they are approached too aggressively. When approaching an early-stage lead, your content is primarily concerned with two main goals – reminding the lead that your company exists and that you and your business can help them solve problems. Low impact, helpful content such as blog posts or how-to articles sent to them as a part of a relaxed lead nurturing campaign will be most effective. Keeping these leads engaged and receptive is why these seemingly unimportant types of content creation is crucial to your overall marketing automation strategy.

Mid-Stage Leads

Mid-stage leads are where you and your marketing can begin to get more direct with a lead, although mid-stage leads can be tricky and are still susceptible to becoming disinterested in your company if they are over-sold to. In general, a mid-stage lead is aware that they have a problem – but they may not be sure what the solution, or who can help them solve it.

If the lead scoring software that is a part of your marketing automation software detects that a lead has become more active in responding to your softer content, then now is the time to put them in a more aggressive lead nurturing program. Sending those leads content such as data sheets, case studies or demo videos will help a customer understand the solutions your company can provide, and help move them into the last stage. Once again, having the right kind of content created is crucial to making sure your leads move seamlessly through your lead nurturing programs.

Late-Stage Leads

When a lead reaches the late stage, it means that not only are they aware of a problem and its potential solutions, it also means that they know that your company can provide those solutions. This is a crucial point for your sales team to act and contact the lead to make the sale, but even then, you need to be able to support your sales team with solid content. Competitor comparisons, product demonstrations and personalized webinars will all help to ensure your sales team has the best possible chance to convert your leads into customers.

These are just some of the ways that content creation is crucial to your marketing automation strategy. Visit Lead Liaison’s marketing automation resource blog online to learn more.

Optimize your Marketing Automation Content with an Effective Call to Action

Optimize Your Marketing Automation Content With An Effective Call To ActionLooking for ways to optimize your marketing automation content with an effective call to action? A call to action is one of the oldest and most important elements of web design, because it is what ultimately seals the deal and engages the customer to make an online sale or enter deeper into conversation with your company. A call to action is most traditionally thought of as a button on a web page that gets a customer to do something – such as a buy or download button. However, these days a call to action can be embedded in many different types of content and can come in many different forms – a well written sales pitch in an email can be thought of as a call to action, if it engages the lead to interact further with marketing material.

When Is It Appropriate To Include A Call To Action?

While a call to action is a valuable tool for many different types of content, it is important to know when a call to action can be misleading. As we’ve discussed before, if your content is directed towards a low-end lead, and is designed to simply remind customers of your existence and ability to be helpful, then attempting to sell to them can drive them away. Your marketing team needs to use good judgement when they try to sell your products, and should always take advantage of the tools your marketing automation software has to test different strategies against one another.

None of that is to say that you shouldn’t be trying to sell – just that you need to know when. With that out of the way, here are some of the essential elements of an effective call to action.

Simplicity

Whether the call to action contained in your content is an image or an invitation in the copy, it should always be straightforward and impossible to misunderstand. You should never miss a sale due to an unclear image or cluttered language.

Clarity

Utilizing strong action words can make or break an effective call to action. Words such as register, click, download or buy will provide clear direction to your viewers. If these words are built into an image or a button then use sharp contrast to make those words really stand out.

Visibility

Don’t bury your call to action. A great strategy is to place your call to action in a highly visible area, such as the middle center or in the top right corner relative to where the bulk of your content is displayed. Try to avoid making the user scroll, make it impossible to miss.

Urgency

Creating a sense of urgency is another important factor in a call to action that yields higher conversion rates. If there are a limited amount of items left or a limited time to get them, communicate that. Getting a potential customer to act now rather than later is important. That said, however, never attempt to mislead someone – breaking trust with them will hurt your company much more in the long run.

These are some of the most important steps in designing an effective call to action for your marketing automation content, but you can learn about even more ways to engage your leads at Lead Liaison’s marketing automation resource blog online.

Marketing Life Hack 101: Lead Liaison Outsourced Blogs

Outsourced BlogsWhat if you could sit back and produce a blog every week with less than 30 seconds of effort? Have you considered outsourced blogs or using an outsourcing service to complement your blog content with authentic, SEO boosting content?

Here are some predictable (SALES) benefits:

  1. Drive traffic to your site.  Blogs/content drives SEO. SEO drives traffic.
  2. Thought leadership.   Think about it.  The last time you saw an article in a blog, didn’t that person/company quickly become the thought leader in your mind?   The halo principle applies here; and if you aren’t winning the blog game… you’re missing out on sales
  3. Blogs are lasting.   Not only do you drive customers to your site when you release a blog, you win prospects and customers over for the future too!

With Lead Liaison you can outsource blog content with ease. You choose the content,  outsource it to our third party writers and schedule future blog posts. It’s an end-to-end project management interface that walks a marketer (or intern) through the process of requesting content, reviewing it, approving it and automatically publishing it to your website via content management systems like Joomla!, Drupal and WordPress.

The net results:  $ 250 + 10 minutes a month could yield a blog post each week for your company if you were a Lead Liaison Customer.

For the naysayers that say people don’t read blogs anymore.  You just did.

Create Content That Nurtures Your Leads

Create Content That Nurtures Your LeadsUse your inbound marketing strategies beyond lead generation—learn how to create content that nurtures your leads too. Once leads have been generated and placed into the appropriate sales funnel, it’s crucial to qualify leads accordingly and determine as quickly as possible if a lead is not interested in you.

There are several things to keep in mind when determining best practices for nurturing qualified leads. Segmenting your streams of prospects into nurture tracks that meet their needs, ensuring a personal touch on all communications, maintaining a two-way communication channel, and integrating sales teams with marketing teams are all productive steps to nurture leads. Another way to help nurture your leads closer to the buying stage is to provide them with interesting and relevant content. Here are a few ways to integrate this into your lead nurturing system already in place:

Educate your leads

Help them to make a smart buying choice by thoroughly letting them know their options. Provide original market research stats (or find a reliable source) that show them how others in the industry make buying decisions. Be sure not to skew it too much in favor of your brand, though, to assure them it is legitimate data.

Use analytics from marketing automation

Determine how your leads prefer to receive information—via email, blog content, white papers, etc. Your marketing automation software allows you to accurately monitor the activity on your site, record when leads are available to communicate with you, and enable you to nurture targeted segments of leads. With all of this data, you are informed to create content that nurtures your leads and provides what they’re already looking for.

Repurpose content

Get the most out of each piece of content you publish. Create an informative white paper and split it up into sections to publish as individual blog posts. Then create a slide deck out of these different sections, and finally voice over the slide deck to create a video. This provides four separate types of content you can use to nurture your leads. You might find that leads that have been qualified into a particular stream prefer video over white paper, so this makes a more personalized attempt to reach out to them.

In order to create content that nurtures your leads in the most effective way, you need to utilize your marketing automation process to get the best understanding of what it is that your leads want to know. This will give you the best odds in turning leads into customers through nurturing your leads with content marketing. When considering your lead nurturing campaigns, be sure that no lead goes unnoticed and that you contact them when you say you will. Here are five additional tips to make sure you don’t lose your leads before have the opportunity to nurture them.

Lead Liaison Announces New Breakthrough in Content Management

Allen, TX (PRWEB) January 23, 2014

Lead Liaison takes the lead in innovation once again. The marketing automation company announced today the launch of their new Automatic Publishing feature, which enables users to automatically publish content through the automated marketing platform. The new feature allows access to over 2,000 content developers, so marketers can request content and manage distribution with ease.

Recent studies show that companies using a marketing automation platform have a 53% higher conversion rate than non-users (Aberdeen Group). Also, the use of marketing automation technology is expected to grow 50% by 2015 (SiriusDecisions). That’s why Lead Liaison goes a step further, and integrates content creation with marketing automation, to reduce the marketer’s stress of having to create content in-house.

“The growth of automated marketing platforms is inevitable,” said Alva Cardona, VP of Corporate Communications for Lead Liaison. “And, because we know that the use of marketing automation platforms will increase, we decided to add content creation and automatic publishing features, which provides the marketer with more resources to nurture leads,” added.

Research shows that, when leads are nurtured, a 20% increase in sales is reported, compared to non-nurtured leads (DemandGen Report). With this new feature, users can create more than ten types of marketing content to nurture leads, such as tweets, Facebook posts, blog posts, press releases, articles, video scripts, and more, which can be requested to a team of writers, who work to satisfy your specific content needs. Also, feedback (and edits) can be provided as the content is being developed.

When requesting content through Lead Liaison’s automated marketing platform, users can designate specific topics, industries, keywords, and references. In addition, users can track progress of content requests using multiple filters as well. After content is ready, it can be published automatically using the Lead Liaison Social Post feature, pushed to the most popular Content Management Systems (CMS) on the web, such as WordPress, Joomla! and Drupal or it can be saved to your company’s cloud drive, such as Google Drive or DropBox.

It is a fact that 71% of marketers already use content marketing for lead generation, and it is expected that the marketing automation market will grow from $3.2 billion in 2010 to $4.8 billion in 2015 (International Data Corporation). That’s why ¼ of all B2B Fortune 500 companies are already using automared marketing platforms. Marketers will discover Lead Liaison’s Content Creation and Automatic Publishing feature will immensely help their content (and marketing) strategies.

To learn more about Lead Liaison’s innovative automatic publishing feature, request a 10-minute demo of this content creation solution.

Lead Liaison provides cloud-based marketing and sales automation solutions that help businesses worldwide attract, convert and close leads. The company markets to businesses of all sizes and focuses on creating the broadest and most user-friendly Revenue Generation Software® platform. Our innovative and robust software combines lead capture, real-time lead tracking, lead qualification, lead distribution, database segmentation, lead nurturing, content creation, social media engagement and ROI reporting into a single platform.

For more information:
Alva Cardona
VP, Corporate Communications
alvacar(at)leadliaison(dot)com
888.895.3237 (888 89 LEADS)
KEYWORD: Lead Liaison

Hiring a Content Writer: Do’s and Don’ts

Dos and donts of hiring a content writerHiring a content writer seems pretty easy, right? You put an ad out there or consult a hiring service. You go through work samples and resumes, and then make your selection. After you hire the right person, you’ll never have to worry about your content again. In fact, hiring a content writer will ensure years of awesome content you never even have to proof read.

Unfortunately, this isn’t the case. We’ve heard all the horror stories – from important deadlines not met to work farmed out overseas to writing so terrible you can’t believe the person you hired wrote those writing samples you were so excited about. It happens all too often.

If you’re thinking of hiring a content writer, there are some simple do’s and don’ts to keep in mind throughout the process. Here are a few to think about:

Don’t Assume the Samples Are For Real

Many people hiring a content writer ask the writer to pen a paragraph as a ‘sample’ without offering compensation. This immediately breaks the trust bond between you and your worker. Look over any past writing samples they send you – and always ask for samples –but also consider contacting references rather than asking for a personalized sample. Reputable, seasoned contractors are not going to do any work for free.

Cheaper is Not Always Better

If you’re thinking of paying $1 an hour, you can’t always rely on high quality content resulting. Rather than paying hourly or by word count/page, you might consider striking up a deal with your copywriter. For long-term work, he or she might be willing to take $5-20 an article depending on the length and complexity. Consider what makes sense for you financially, and then be upfront about what you expect and what you can afford.

You’re Hiring a Content Writer, Not Buying Software

Automated article spinning software exists, but if you’re looking to give users an authentic experience and avoid search engine penalties, make sure your content writers create unique content every time they write for you. During the interview process, ask upfront if your potential writer is using automated software or farming article writing overseas. It happens more often than you think.

Lead Liaison’s content marketing system is tied directly into our marketing automation dashboard. We work with real, experienced writers. Rather than hiring a content writer on your own, let us provide you with the quality content you’re looking for right away. Let’s talk about how our writers can benefit your business!

Why Content Creation is Crucial to Your Success

Create Content for SuccessOnline companies are quickly discovering the significant impact content creation has on the success of their business. Content includes everything from the text they use on their main webpages to the videos and articles that are posted on various social media sites and blogs. It is a businesses best opportunity to connect with potential leads and establish themselves as an authority in their field.

Here are a few powerful reasons why content creation is crucial to your success:

Consumers Prefer Content

Recent studies have shown that 73% of consumers prefer to receive information about a company in the form of helpful articles instead of traditional advertising. In the same study, 61% of consumers say that they are more likely to purchase from a company that deliver high-quality and informative content than one that doesn’t share online content.

Content Establishes Authority

The content on your website, blogs, and social media networks should be used to demonstrate your expertise and establish brand authority. If you are the first source to announce a revolutionary breakthrough or your content consistently provides visitors with reliable answers to their important questions, they will be more likely to regularly follow your blogs and social profiles. It will also build trust in your company’s expertise.

Content Creates Connections

If you capture someone attention with a great headline and then follow it up with valuable information, it can create a lasting connection with a loyal follower. Content created by a content creation specialist will be specifically designed to trigger a real emotional connection. If a individual believes a company’s content helped them resolve a personal issue it will create a lasting relationship and brand loyalty.

Content Encourages Engagement

Compelling content inspires participation. Content creation specialists will produce content that grabs visitor’s attention and encourages them to comment or share the information with others. The more your content is passed around, the greater opportunity there is to generate new leads.

Content Improves SEO

High-quality content written by a professional content creation specialist will appeal to both online visitors and search engines. Using the right keywords and phrases, establishing relevant and credible links within the content, and consistently posting helpful content will ultimately boost your search engine ranking.

Content Increases Conversion

Consumers prefer reading content over traditional advertising, it establishes your company as an authority in its respective field, creates lasting connections, encourages engagement, and improves your search engine ranking. All of these components will work together to increase your conversion rate. If your content is not regularly attracting new business, you probably don’t have the right content creation specialist on your team.

A skilled content creation specialist will ensure that every piece of content establishes authority, creates a connection, encourages engagement, improves SEO, and increases conversion. Content that accomplishes all of these things is crucial to the success of your business. Now that the importance of content creation has been established, you can learn how to create high-quality content for your business by reading How to Continuously Create Compelling Content.

Facing the Challenge of Content Creation

Content Creation is KingThe demand for intriguing and informative content is constantly rising and it is challenging for most businesses to consistently fill their website, blogs, newsletters, social media networks, and other lead nurturing campaigns with new and exciting content. They need to generate multiple pieces of content per day and every piece must be relevant, informative, and original.

Challenge of Content Creation

Thanks to the current Panda update from Google, content has to be more than just compelling words in an article. Search engine rankings now take into consideration images, videos, and the amount of responses you receive on social media sites. To keep up with the demand of visitors and search-bots, content must come in a variety of different mediums, be interesting enough to inspire Facebook users to “like” and “share” the information with others, educational enough to brand your business as an industry leader, and unique enough to pass copyscape. This is a tall order and incredibly challenging for most businesses.

Here are four effective ways to face the challenge of content creation:

1.      Hire a Content Specialist

There are many different ways to hire someone specifically to handle your content creation. There are online freelance writers who will work from home on a per-basis assignment. You can hire a social media strategist or community manager as a part-time or full-time employee. You can also re-assign existing personnel in your marketing department to focus solely on writing content.

2.      Invest in Marketing Automation

Most professional marketing automation experts will include high-quality content creation in their extensive list of services. A marketing automation company can provide your business with a complete online marketing strategy. It strategically guides leads throughout their entire buying process. Marketing automation software generates leads, captures leads, profiles leads, nurtures leads, and then converts them into customers. Please click here to learn more about how marketing automation can benefit your business.

3.      Reference the Competition

You are not the only one facing the challenge of content creation. All of your competitors are scrambling to post enough content to attract and retain online followers. Check out what other leaders in your industry are posting and see if you can improve on their articles.

4.      Offline Research

Not every great content idea will come from the internet. Newspapers, magazines, and television are all great resources for content creation. You can also ask friends and family that suit your target demographic what type of content they would appreciate.

Content is a necessity of doing business online. If you are facing the challenge of content creation, start by either hiring a content specialist or by investing in marketing automation. If you prefer to face the challenge on your own, you can research content ideas by reviewing your competitor’s content, offline sources like newspapers and television, and by asking people you know personally. Better yet, use Lead Liaison’s content creation solution to help automate your content creation needs.