In today’s highly competitive and expanding global marketplace, the need to have a strong B2B marketing strategy is certainly high. With the increasing impact of digital content and properties on B2B decision-makers’, it becomes necessary for your brand to frame a B2B marketing strategy that addresses both traditional and new emerging opportunities. Developing a B2B marketing strategy is very important, but it is not a cake walk.
Although companies and marketing departments are serious about their content marketing initiatives and are even spending a large part of their marketing budget on it but still, their campaigns are failing. In spite of having a dedicated content marketing team, companies are unable to achieve their targets. Here comes the question why?
Lack of a proper strategy is perhaps the factor driving marketers away from success. So, before you start creating content, you must understand the following seven essential elements of a successful marketing strategy.
Clarity in Objective
Before opting for content marketing, you must be clear about the goal you want to achieve through it. When you are investing in content marketing, you should have the knowledge that how it can benefit your business. But surprisingly most of the companies have no clear objective for choosing content marketing? Blindly running after the current trends without thinking the fact that whether those are relevant to the business or not is quite common in the industry. Such carelessness is a big no in the marketing field. Having objectives from the beginning of your strategy is crucial for success. If the base is not clear then, all your efforts are bound to go in vain.
Know Your Target Audience
Most of the content marketing campaigns fail because of its inability to address issues that the targeted audiences are concerned about. It is necessary to know the targeted audience very well before creating the content for them, like understanding what information they are looking for, what services they need, etc. Creating a general content targeting different audience together won’t fetch you success. You have to give individual attention to one client at a time so that you are well aware of their requirements and hence can easily make them happy by creating content keeping in mind what they want.
For creating content that appropriately fits with your buyers needs, you need to learn their motivations, pain points, and role in the buying process. Also, you need to know where along their buyer journey, they are most likely to get stuck and what assistance and information can be provided to help them with a solution and take them forward in their business.
Creating Buyer Persona
The way to know your target audience better is to create buyer personas which are imaginary profiles of your potential buyers. Such profiles are based on factors like age, gender, language, interests, income bracket, general preferences, and social values. To determine the issues of your prospects and help them with the kind of content that can address those problems in detail, buyer personas are very effective and useful.
To build buyer personas, you can take real life examples of people who have previously bought from you or who you believe would fit well as your customers.
Clear Conversion Goals
All your marketing efforts are directed towards turning target buyers into paying customers. So, it is mandatory for you to frame content strategy around a set of smaller conversion goals that can offer you some assistance with tracking and measure the execution of your content throughout the buyer’s journey.
Setting conversion goals appropriate for each stage of the buyer’s journey you are targeting at is what you have to work on.
Once you know what your target audience requires, the next thing you can do is start communicating with them, compelling them to consume your content offerings. When you go ahead with developing a strategy for contact, you should keep in mind few important things like considering the buyer and their context when selecting a method of contact, effective method of contact, less expensive forms of contact and finally make efficient use of various vehicles, programs, and points of contact that falls within your reach.
Emails, phone calls, text messages, or tweets are all effective mediums for you to contact potential buyers easily. On the other hand, if you are lucky enough then there are chances that the prospects themselves initiate the first step of communication by reaching out to you after coming across your business through search engine queries, online forums, or advertisements. You can even reach out to the prospects though third parties like their fellow consumers, friends, colleagues, or industry analysts who can advertise on your behalf.
While framing your content strategy, you should properly understand how relevant can your strategies and prospects be keeping in mind the clients in the industry. To make your B2B marketing effective, you have to constantly keep on improving your strategy according to the requirements around. Measurement and analytics will provide visibility and highlight critical gaps in your marketing program and performance, helping you to better align your B2B marketing strategy with industry benchmarks and the demands of the marketplace.
Produce More Content and Better Align it
One of the major concerns for you to worry about while developing a content strategy is how to produce enough content sufficient to satisfy buyer’s appetite. In addition to the challenge of developing more content, you will also have to face the hurdle of aligning the ever growing content accordingly. And to meet the demand, the best way is to build a plan for repurposing, repackaging, and recycling the content already in use.
To develop a perfect content marketing strategy, you need to align the contextual understanding of your buyers and their journey with your conversion goals, the points of contact you are going to use to deliver your content, and the actual content you are going to create. A track on all these different aspects can be kept by repurposing the huge content stuff like eBooks, documents, and whitepapers into a shorter form like that of articles and blogs.
By aligning the different aspects of your content marketing strategy and making them work together, you can provide your leads with the information they want at the right time.
Now, when you know your keys to a successful content marketing strategy, then what are you waiting for? Get started with following these tips and turn your campaigns into leads, giving real value to your business.
Robert Duke is a Marketing Manager at Blue Mail Media. With over 10 years of experience across B2B Marketing, Lead Generation, and brand marketing, Duke has helped several SMBs and large-scale organizations to elevate their marketing strategies.