Focus on lead generation to win new customers and revenue.
Good Content Marketing can draw prospects to your website. But that’s not enough.
You need to convert lookers into customers. Generate a steady flow of inquiries and leads. Qualify buyers by setting up robust lead- generation process. Apply discipline to track leads until they convert.
The truth is, it’s getting harder and harder to tell where your best new customers will come from. Buyers have declared their independence from sales:
Buyers use 10.4 different online sources to research a purchase, a Google study found.
B2B buyers discover two-thirds of the information they need to buy through online research.
Only 12% of B2B buyers want to meet in person with a sales rep when making a purchase decision, Acuity Group found.
Only 16% want to discuss purchasing options with a sales rep by phone.
By the time B2B buyers reach out to sales reps, 70% of their purchase decisions have been made, says Forrester Research.
To convert lookers into customers, your content needs to show up as often as possible during buyers’ research. Answer buyers’ questions.
First help, then sell. Success takes insights into buyer personas, a solid content marketing strategy and the right combination of:
Help buyers before you sell. Buyers seek content to answer their questions and respond to specific worries, needs and issues. Optimize your website and content for search. In buyers’ eyes, you need to maintain a consistent presence throughout the buying cycle.
To succeed at search engine optimization (SEO) for B2B:
Research keywords and phrases prospects really use.
Create content that responds to buyers’ search needs.
Optimize webpages. Review titles, meta descriptions, your internal site linking structure, site architecture and code to ensure compliance with W3C and efficient page-loading standards.
Audit backlinks to ensure compliance with current linking standards.
Remove problem links to prevent automated and manual penalties.
Another problem is that marketers fail to offer the content buyers need for each step in thebuying process.
Buyers need to answer specific questions and consume specific forms of media. If they don’t find what they need on your website, they go to Google. When they do, you lose as much as half your potential online sales.
Finally, many marketers lack a disciplined lead-generation process. Lead generation is a balancing act, in which you need to address these questions:
Are you getting enough inquiries?
Do they come from the right prospects?
How do you get prospects to share their contact information?
How can you optimize your landing pages?
How are you capturing and qualifying leads at trade shows?
How do you qualify an inquiry as a qualified lead?
How effectively do marketing-qualified leads get handed off to sales?
Does sales accept marketing-qualified leads?
Can you track qualified leads through the sales pipeline?
Does sales have the content they need to close the deal?
Can you track leads to a no-buy, no-win or closed sale status?
Which lead sources produce the most customers and revenue?
What’s the return on investment of your content marketing?
Which lead sources do not lead to sales?
A robust lead generation process makes sure you get good ROI from your content marketing program. Successful B2B content marketing takes all of these steps:
Develop a content marketing strategy.
Gain insights through your buyer personas.
Create a content mix that includes blogs, videos, infographics, photos and other media to help buyers make good decisions.
Develop unique content based on questions real customers ask.
Challenge buyers: tell them what they don’t know about a problem or opportunity they didn’t know they had.
Educate buyers on how to compare options.
Market content through guest blogging, paid advertising, social media and other strategies.
We came to PrairieWeb after a conversation I had with a friend (and existing customer of PrairieWeb) who had said his business had increased dramatically since PrairieWeb had optimized his site. It gave us the inspiration…
I feel like PrairieWeb genuinely wants us to be successful and will take the steps to make sure that the campaign will meet our goals. We have worked with other marketing companies before, but with PrairieWeb the communication…
I have worked with PrairieWeb for over 7 years. I have found them to be the only web marketing company that I have ever used that could take a complex situation and come up with easy to understand solutions for my website.…
PrairieWeb was the first company that took an interest in our business to understand the workings and mechanics of our products and services, which has been vital to our success on the web through them. Not only did they…
Though our company had been offering its product line on Amazon since 2008, our sales volume had been flat and disappointing. One year ago, we contacted PrairieWeb and discussed our experience with their consultants, who…
Thank you very much for an informational seminar on marketing and the web. What must seem like the basics to all of you is eye-opening to me. I know somewhat what the web can and can’t do, but when you put the information…