The following is a guest post by Diana Ford
Today’s B2B companies are faced with a growing number of challenges, from increasing competition to changing buyers. Retaining customers is very important for both B2B and B2C companies. To improve customer retention rate, companies need a well-defined content marketing strategy that can enhance their B2B marketing efforts. This is the reason why 46% of businesses are now focusing on creating engaging content according to 2017 CMI Content Management & Strategy Survey.
The goal of marketing is not only to make sales but also make repeat sales. Every company wants loyal customers that will stay with them for life. But when it comes to B2B, it is important to understand the significance of content marketing strategies and how they can help businesses find loyal customers. Therefore, some of the most effective B2B marketers regularly spend 39% of marketing budgets on content, according to Content Marketing Institute.
If you measure customer retention on a regular basis, you would know that the most valuable content is content that encourages your customers to keep coming back for more. There are three top traits that can make your content effective: engaging and compelling storytelling, according to 57% of responses; audience relevance – 58%; triggers a response/action – 54% based on research conducted by LinkedIn Technology Marketing Community. Lead generation and sales are the two most important goals for B2B content marketers in 2018, and to achieve that, more and more B2B marketers are focusing heavily on creating engaging content, citing it as their top priority for 2018.
In this article we look at some effective content marketing strategies that B2B businesses should use to generate leads and retain customers.
1. Stick To The Basics
B2B marketers understand the importance of sticking to the basics when it comes to content marketing and yielding substantial results. Identifying organic keywords is still the basis of good content marketing. Using different marketing software like SE Ranking keyword suggestion tool is your key to creating good content that will attract your target market. Your content must have relevant calls-to-action that will bring your visitors into your sales funnel. 57% of B2B marketers conduct keyword research to learn about their audience for content marketing purposes.
B2B marketers should focus on creating content that educates their potential customers about their product or service. They should host webinars that offer their customers more value rather than just being another sales pitch. Marketers should also use social media to build their brand and engage with their target audience on a regular basis.
2. Know Your Target Market
Many B2B marketers do not give due attention to their target market when creating content. This can waste a huge chunk of valuable marketing dollars. When marketers spend considerable time understanding their audience they can market products and services that will likely resonate with their audience.
3. Create Content that Engages Your Audience
A one-size-fits-all approach will not work when it comes to content marketing. B2B marketers should focus on producing engaging content for their target audience instead of creating irrelevant content for multiple audiences that is poorly tailored and does not engage. Before implementing your marketing campaign, you should run it through A/B Testing to make sure it works and does not have any loopholes. A/B testing also tells you what parts of your strategy are performing better than others and helping you convert your leads into sales.
4. Track Conversions and ROI
According to the latest statistics from HubSpot, over “50% of website visitors spend less than 15 seconds on a website.” 15 seconds are not a lot for you to secure a lead. It is important to track the time your visitors spend on each page and find out what steps you can take to make them stay longer on your website. Compare it with pages that convert well and figure out ways to make the content on low performing pages engaging for your visitors.
5. Create Achievable Goals and Milestones
Goals are important when it comes to content marketing and campaigning but milestones are even more important. Without milestone, you will never know how many steps you need to reach your desired destination. Milestones are like a map, they direct your marketing efforts and help you reach your goals. First step is to evaluate your marketing goals and find out all the ways to reach them. By doing this, you will make the entire content marketing process much easier to understand and follow for your team without hesitation.
Content marketing is today one of the most widely embraced B2B approaches, and it is poised to become even more evident in 2018. Being a B2B marketer, it is important for you to build up a strategy and implement it. Creating meaningful, engaging, and useful content and distributing it on the right channels efficiently is what really matters. B2B marketers should make the the most of the content marketing strategies discussed above to attract and retain their customers. They can help you reach your target audience and convert your leads at a much quicker pace.
About the Author: Diana Ford is a digital marketing specialist. She’s been blogging for several years. Her writing expertise spans across online marketing, SEO, social media, and blogging. She also performs outreach marketing, product reviews, and online marketing guides.