Posts

How to use Lead Nurturing Content to Convert More B2B Customers

How to use Lead Nurturing Content to Convert More B2B Customers While researching the latest lead nurturing techniques, I came across an informative article on B2B Content Marketing for Lead Nurturing and Retention by Caroline Watts. It discusses the impressive ways content can be used to convert more B2B customers, which inspired my own take on the subject matter.

I have always stressed how important quality content is to the marketing automation process. Any content you post must be relevant and informative if you expect it to sway an undecided consumer. It should be catered to their specific needs and provide them with answers that will help them make an informed purchasing decision. Learn nurturing content is critical for converting B2B customers.

Content is King

Content is probably the most critical aspect of a marketing automation program, since it is a company’s chance to communicate directly with potential leads. It can be used to build interest in a particular product or service while guiding them towards final conversion.

Great content is not only essential for marketing automation; it is also incredibly beneficial to your SEO efforts. Well-written content will improve your search engine ranking, which will inevitably drive more traffic to your website.

Lead Nurturing Techniques

The success of the content will depend on how the content is developed and promoted. You will successfully convert more B2B customers by ensuring that the right message is being sent to the right people at the right time. This will require lead profiling, lead segmenting, and a strong social media presence.

Lead Profiling Software

Understanding a lead’s needs and interests will make it easier to create relevant and useful content. Marketing automation software programs will track website visitors, monitor their behavior, and extract demographic details about each specific lead. Using this information to customize content is an essential lead nurturing technique.

Segmenting Leads into Groups

Instead of developing unique content for each lead, B2B buyers should be segmented in groups based on similar needs and profiles. Marketers will be able to convert more B2B customers by creating lead nurturing content that addresses groups of buyers. They will appreciate that the content has still be personalized to their needs.

Strong Social Media Presence

Another lead nurturing technique is to promote the new content using various social media sites. The leads that are captured by marketing automation software may not be same leads that are your followers on Facebook and Twitter. Cross promotion between mediums will increase awareness of the content and inspire more potential leads to click on the articles. This will also help your SEO efforts and increase traffic to your site.

Quality content is essential for marketing your business online. It is the most influential part of your website for both leads and search engine crawlers. It can also convert more B2B customers when it is used with a comprehensive marketing automation strategy.

12 Ways to Repurpose Content

Repurpose ContentLooking for ways to repurpose content? Many companies struggle creating content. Marketing content is important, but pervasiveness of that content is even more important. Much like a spider casts a web far and wide; marketers must cast their content in a similar manner. However, instead of getting worn down trying to create new content for each marketing channel (LinkedIn, Facebook, blogs, etc.) repurpose content for each marketing channel.

To start improving inbound marketing create one piece of content. We recommend writing a blog article as your starting point. Keep blogs short and rich with insightful information. Think about who your audience is. Ask yourself, who will read this content and why would they read it? Once your blog article is created repurpose your content on the internet to allow potential buyers to easily find your company. We came across Brody Dorland’s post, A Lesson in Content Repurposing, Infographic Style. Brody provides a very useful infographic with some print instructions to hang the graphic in your office. The graphic outlines 12 things marketers can do to repurpose content and improve inbound marketing. We’ve also pinned it to the side of this post for your convenience. Click on the image to see a larger view.

Finally, close the loop and measure ROI of your content. We suggest using lead tracking technology such as ours to help you automatically scan inbound leads, qualify, distribute and nurture them. Follow these steps to repurpose content and measure content ROI. Your sales team will be chanting your name! Ping us using the short form on this page to learn more about how our technology can help you get the highest return on your content creation dollars.

To be alerted of future posts, please click on the RSS button.

Marketing Content

Marketing ContentMarketers are tasked to continually create useful marketing content to disseminate to prospects, customers and partners. The advent of lead nurturing and marketing automation has further fueled the need to have a library of marketing content on hand. Additionally, marketing campaigns typically leverage marketing content for a call to action. However, creating effective content is hard work and takes time. Marketers can focus on two rules of marketing content creation and follow a few tips to simplify the process.

First, think like the buyer, not the seller. Marketers must empathize with their buyers and put themselves in the buyer’s shoes. If you were a buyer what marketing content would you be interested in? Second, map out the phases your buyers go through before purchasing a solution. The B2B buying process varies with each company.

After thinking like your buyer and mapping out your buyer’s stages begin creating content relevant to each phase. For example, most buyers go through an “awareness” phase. Create marketing content commensurate with this phase such as analyst reports, glossaries, industry articles or checklists. Focus content on education and problem solving. Make the messaging all about them, not you. Create fresh content that helps your buyer meet their goals such as ROI calculators and measurement or optimization tools. Useful content can have 5X return over “self indulging content”. Don’t try to close the sale with a prospect right away, that will come after you build the buyer’s trust and garner a relationship.

Here are some more tips for creating marketing content:

Marketing Content Tips

1. Start by conducting a marketing content audit to assess your resource library.
2. Eliminate rarely used marketing content.
3. Separate content that’s all about your product or service (data sheets, eBooks, website copy) from marketing content that helps the buyer.
4. Keep your content short. It’s not necessary to write multiple page documents or 5 paragraph articles. People are busy and like to consume useful marketing content in bits, not bites.
5. Consider a compilation of check lists, glossaries, analyst reports, executive briefs, and industry overviews.
6. Think about how you can repurpose your marketing content. For example, take screen shots of videos and make a transcript of the audio for a blog post or document. Produce various iterations of a “How to Buy Product ABC” based on your customers industry or persona.
7. Stay committed to content marketing. Creating relevant content is not a one-time event and should be viewed as a long term commitment.

Check out the Content Rules book for additional content marketing tips. They discuss how to create killer blogs, videos, eBooks, and webinars.

Also, our article on 101 Business to Business Lead Generation Ideas and Tips might also stimulate ideas for good marketing content.

To be alerted of future posts, please click on the RSS button.