12th Aug, 2021
, , Designation
- Small changes in B2B content can help enterprises in achieving bigger and better and demand generation marketing results
- The first tip is to understand overall content marketing funnel or customer journey
- Next, marketers need to be guided by the right data to ensure that they don’t lose sight of their goals
- The emphasis should be more on creating quality content that amplifies demand for a product or service
- Moreover, the content strategy should be aligned with digital demand generation objective — to induce better buy-in from the B2B audience
Marketers involved in selling tech solutions or products know how challenging it is to market to B2B buyers. B2B market is a different beast altogether, and it demands a different content marketing strategy. B2B prospects have an incredibly short attention span, and the content gets only 10 to 15 seconds to sway the prospect’s customer journey in their favor.
Are you facing similar challenges with your B2B digital demand generation campaigns: These tips will come in handy to increase brand awareness, aid conversions, and bring quality site traffic to let more people know about your brand’s value proposition.
1 – Understand the customer journey
A content marketing sales funnel or customer journey enables the progress of a potential prospect to successfully become a customer. Here are 3 key stages involved in B2B demand generation cycle:
Prospects come across the brand in the research stage through content assets like blogs or social media posts. They may be looking for a resolution to their problem and discover your brand presence in this endeavor. At this stage, a robust content marketing strategy will assist in amplifying brand presence and positioning it as an industry authority.
Various digital marketing techniques can be utilized to improve brand visibility. They span SEO, PPC, email marketing, content marketing, affiliate marketing, and influencer marketing. The first step is to analyze competitors using tools like SEMrush. Lastly, make sure that the marketing messages are optimized for mobile, because smartphones are the new age purchase decision enablers.
In this stage, buyers know about the brand. They need more corroboration that it is a viable avenue to help resolve their specific pain points. Marketers can post whitepapers, case studies, or testimonials to help prospects in this stage.
This step provides a final push towards successful conversion. Buyers need a little prod to award business to your brand. This push can come in the form of pricing details, technical data, free consultations, or product guides.
There is one more step after this –retention.
Once they have made a purchase, they can be given in-depth tutorials on how to use the product better, unlock offers or one-time deals, and special upgrade plans.
2 – Be guided by the right metrics
The content marketing strategy shouldn’t be solely based on metrics like the number of videos or blogs posted or the amount of time spent on LinkedIn. These metrics are the means, but not the goal itself. Instead, the content marketing strategy should also be guided by Google analytics data. Marketers should continuously track traffic sources, bounce rate, page views, downloads, etc., to know which are the high-performing ones. This step will allow them to constantly mold their strategy and allow them to focus areas of improvement.
Testing the efficacy of the inbound marketing assets can play a big role in the audience’s preferences, interests, and purchasing behavior. It will also help in planning the next steps in the demand generation marketing roadmap.
3 – Leverage B2B database
Once the content is created by stellar experts, the time is to share it with the right set of contacts from the targeted audience.
This is where a contactable database will come in handy. It helps play the role of a springboard in categorizing audiences based on their buying behavior, needs, and preferences. This grouping allows producing high-quality content.
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The prospect data needs to be validated at every turn with digital automated technologies and advanced data profiling, validation, standardization, and cleansing methodologies.
In turn, such content personalized as per data has a much higher likelihood of hitting the bull’s eye in terms of engagement, trust, and eventual conversion.
Such a B2B database provides a glimpse of various traits that can help you identify the next topics for blogs and articles or themes for video posts. It can also help shape future social media marketing strategy for maximum efficacy. Such hyper personalization of content assets is termed as content atomization and helps in optimizing response to buying signals. As a result, the organization can build customization capabilities at scale, and use tech enabled solutions like AI to customize the content as per the ICP.
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Another must read — Know the Benchmark Best Practices for digital demand generation
4 – Decrease web page load time
A fast website can be an added bonus when targeting the ‘short-on-time’ B2B buyers. It features prominently on many digital buyer enablement campaigns or digital demand generation campaigns for brands. With a fast website, the visitor gets to see the home page fast because all elements like text, media, links, and video are rendered quickly, thus elevating the site UX.
Web page load time and performance can be improved in five ways. The first is to reduce page weight and optimize content below the fold (the part of the page that is accessed by scrolling down). Developers can move common CSS files off the homepage and optimize image size.
Another key method is to bring down the number of redirects by deleting the unwanted entries from the site’s .htaccess file. Doing so will reduce the time taken to send an HTTP request and get a response back from the server.
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If you are involved in framing or implementing digital demand generation strategy in your company, you need to be absolutely clear about these tips. The aforementioned tips will help you design a tactical content marketing strategy for powering buyer engagement. These strategies will also come in handy in converting a site visitor to a loyal brand advocate.
Contact Denave experts! We can help you align your content strategy with enterprise demand generation needs to channelize your efforts in the right direction. Give us just 30 min, and we will show you how.