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Content

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Online content and marketing campaigns help you target new customers…

How are you making sure that people searching online for the products, services and solutions that you offer are able to find you? And how are you persuading them to buy from you?

Most people will get well over half way into their B2B buying journeys before they make contact with your business – assuming they even choose to. So you need to provide compelling, persuasive online content to help make that happen.

Produce new online content regularly…

In fact, you need to provide a decent amount of relevant and authoritative content – and you need to update it regularly – just to keep your business visible in search engines.

• Website copy defines your business to potential customers. Your website is your business on the internet. Its content has to explain and sell your products, services, solutions and expertise.
• Blogging boosts your visibility on the web and attracts buyers. Blog articles are an easy way to add new content to your website, and can provide highly detailed answers to specific areas of interest.
• Ebooks give your audiences something to value. They explain everything readers need to know about a particular subject area in one place, and show how your products and services can help.
• Case studies prove your value to potential customers. They demonstrate the practical reality of working with your business, your solution benefits, your expertise, and how you add value.
• Infographics are a great way of previewing ebooks, reports and white papers. They provide all the key information in an easy-to-digest, visual format, and set out the essence of your sales argument.
• Video scripts can help you do all kinds of useful things. They’re flexible tools that can help you open up important doors by quickly and decisively demonstrating your business value.
• White papers and reports help convince your audiences using insights. They enable you to set out a compelling vision for the future, potentially changing the whole context of your sales conversation.

The content you publish online should target the same decision makers as your overall marketing strategy. The difference is that, online, you have an opportunity to gently nudge people along their buying journeys by providing exactly the right content at just the right time.

Run marketing campaigns for your new content…

Part of achieving that is promoting the content you create. Some of the people you target won’t ever visit your website. Others will need time-saving signposts to relevant content. And you should always run marketing campaigns for new online content anyway as it’s another opportunity to connect with prospective customers.

• Adverts put your messaging where your audiences can see it. You can target specific personas with creative that dramatizes the truth of your proposition, and inspires them to take action.
• Mailings help your business catch and convince important and relevant people. You can write highly personalised messages to named individuals that you know will be interested in your offering.
• Social media helps you extend your reach and create strong personal bonds. Indeed, at its best, social media can carry your message through networks of friends like a personal recommendation.

Plan to succeed…

You should get your marketing strategy right from the start to maximise success. All your content and campaign activities should align to one overall plan. You need to understand who your different audiences are and what you want to say to them at each stage of their buying journeys. And you should plan how you will get those people to view the relevant pieces of content in your buying journey.

Speak to your audiences like humans…

The days of generic B2B marketing are fading away. Nowadays, people expect to be inspired by the story of how your business can help them solve the challenges they face. And, of course, they’re only really interested in hearing what’s relevant to them in their particular job role.

That’s why your marketing strategy and targeting is so important. You have to say the right things to the right people. But even once you’re got that right, you still need to use language that’s personal, passionate and persuasive.

Yes, features still matter, but their advantages and benefits matter more. And yes, your products and services are what define you, but your customer need is defined by how they’re applied in practice. Your B2B marketing today should start with the customer and bring your business to life for them personally.

Get full-service thinking for blog service pricing…

At Up-Word, we do far more than just write blogs for your website. You get truly memorable content that’s expertly tailored for your specific audiences.

Indeed, you gain access to marketing thinking that’s at the forefront of B2B. We understand every aspect of strategy for targeting today’s business buying teams. And we can help you create simple messaging that speaks plainly, and helps you connect personally and sell.

Schedule a free, no-obligation call…

Have an informal chat about your objectives and find out more about how you can benefit.

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