Your prospective customers are in control, they are savvy online and very much assured in their ability to actively research problems and devise solutions. They ultimately determine whether you make a sale or not, which means you need to step in and positively influence their buying decision with a fairly simple technique – content-based lead generation.
The sales cycle can be influenced by a simple yet effective marketing process that more and more businesses are implementing – lead nurturing – which aligns with the knowledge acquisition process of your buyer persona, feeding them with great content to inspire and to teach. Indeed, lead nurturing can require demanding, time-intensive efforts to attract a flow of prospects through readily available, noteworthy content, but you can’t ignore its importance to your business’ growth.
What is the importance of lead nurturing to B2B marketing?
If you’re a B2B vendor and are offering only token efforts to the above methodologies, you’re putting the success of your business at risk. Lead generation is the first, yet most crucial step towards branding and customer acquisition going into 2013. It works with great content to build a strong foundation of consumer trust and establish the credibility of your business as a whole.
Thus, the success of lead nurturing lies on a sturdy framework of sales and marketing experts who must align the above techniques with the selling procedures and processes that are imperative for B2B marketing. This process ultimately opens a channel for business structures to maintain their communication with respective prospects.
Content management plays a huge and vital role in this lead nurturing. Therefore, the distribution of relevant content to potential consumers must be ensured to achieve the utmost results and shape the purchasing behaviour, role, and buying stages of consumers.
So where to start? Let’s take a look at the 5 sure-fire ways to create effective content for B2B implementations:
1. Be aware of your target audience and their daily concerns.
If you are writing about a topic on environmental hazards or the biggest fashion trends of 2012, you’re talking to a very specific kind of audience. Make sure you’ve initially identified “who” is going to read your article, or your concept might fail dramatically and fall short of expressing your target’s needs.
Let’s say you own a blog in a niche that focuses on social media aficionados, writing too simply or too broadly will cause you to lose your objective and derail your concept. Moreover, being aware of a customer’s day-to-day concerns is an effective way of generating content and campaign ideas. This will also enable you to effectively address their issues, which in turn will increase your credibility and integrity within your target market.
Here are some of the most efficient steps to identifying consumer thoughts and concerns:
- Conduct a direct interview or survey. Ask them about how they feel about your products and services, how they feel about your pricing, what their challenges are thus far and perhaps what improvements they would like to see on your website.
- Collate consumer questions with your sales and customer service representatives. That way you may be able to create informative content that would answer their concerns.
- Connect to social media platforms. Having social media sites associated with your website comes in very handy. Most consumers would much rather give their feedback and comments – whether good or bad – on your social media pages instead of a busy call centre.
2. Power up your content.
We all know that content is king, so you need to create content that isn’t just catchy but uses a friendly-yet-professional tone. Consider this on your blog and in articles, webinars, e-books and other downloadable publications, and try to steer clear of elaborate language. The grandiosity of your work does not rely on pompous vocabulary, but how well readers can grasp your ideas and comprehend what you say. Never plunge into creating a post that doesn’t matter to your readers, make yourself understandable in the most captivating way and be mindful of your words; they can make or break your points.
3. Entertain the right side of the brain as well as the left.
Readers get easily bored with stiff write-ups, so you may want to add some creative graphics and photos to get them hooked. Gone are the days where reading materials were set up so that we only see pure text; todays i-Generation require images or graphics that make them stick with your content until the very last word.
4. Simplify your sites navigation
Don’t make it too hard for your visitors to find what they really want. Imagine being desperate for a product in your favourite shop, but you could barely find it. You spend an hour searching for it, but to no avail. What would you feel?
That same concept occurs in the online industry. If a visitor came across your fashion-related website, for example, and looked through your blog in search of style tips, but found nothing, you’d be in big trouble.
Keep visitors browsing your site by making finding and clicking icons as comfortable as possible, work diligently on your site design and never disregard navigability. The “back” button is easy to click.
5. Guest Blogging
Is this something useful for you and your readers? Absolutely! Guest blogging enables you to provide your visitors with a wide array of content types. Thus, this approach also adds credibility to your brand and builds a rapport with other bloggers.
Broaden your website’s appeal by showcasing elements of various styles and standpoints, but be mindful of those guest bloggers who want to invade your site with blatant self-promotion and ensure that contributors meet your standard level when it comes to content creation.
Are you now ready to deliver relevant content to your target market? Do you have the confidence to influence their buying decisions positively? Let us know.