In today’s digital marketing age, content is the most important part of your arsenal. Good content can be the difference between a customer finding your company or you losing a potential client. Content can also be at the crux of marketing and sales, helping both departments push messaging and move leads down the sales funnel. This is especially true in the B2B arena.
B2B Marketing Today
B2B customers complete 70% of a typical purchasing decision before even having a conversation with a supplier. So if there is so much focus on creating great content, why aren’t more companies pushing for creativity and ingenuity? How do you differentiate your company and content?
The truth is that most companies are improving their marketing and learning how to connect with their targets. The amount of content being pushed out that is informative, intelligent, fun, and smart is constantly growing. Marketing campaigns cannot be linear and scheduled anymore. Campaigns that react to individual users intuitively are the next development in online marketing. They use analytics to create strong segmentation and allow for genuine personalization. Real-time marketing does this while the user is active on your page, which is the best time to capture attention and leads. A new feature, auto-tune, automatically determines which versions of your campaign are the most successful, and pushes those out more frequently.
Taking a Cue from B2C
Marketers have seen the positive benefits of online personalization in several industries. In the B2C field, Amazon has been at the forefront, using specific customer data to recommend purchases based on viewing history, purchase history, location, and target sales. Email marketing has also reaped the benefits of targeted, personalized campaigns as companies notice higher open, click-through, and conversion rates when compared to standard emails. Personalized content does not have to be difficult to create, but it can be a game-changer when it comes to your marketing plan.
There are challenges, of course, to establishing good personalized content. According to CrownPeak, marketers cite budget issues, lack of support from management, and difficulty creating enough content that is engaging as their main problems. While these are real and substantial difficulties, here are some solutions to ease their impact:
- Have strong analytics, as this will help in knowing your customers and designing effective segments;
- Limit the amount of IT and website customization, a key for reducing budget concerns;
- Allow your marketing and sales teams to have a hand in the design and execution of the campaigns, so that they can work together to achieve results;
- Repurpose existing content to save even more money and get your best messaging across.
- Use several different personalized approaches, such as landing pages, emails, etc.
Now It’s Your Turn
Marketing is no longer just a B2B or B2C proposition; it has evolved into a B2P cycle that involves multiple individual users making a purchasing decision. The emphasis should be on getting relevant content to potential leads during their discovery process. The best time to do this is when they are on your website and engaged. For example, landing pages can be an extremely useful tool to find out more about anonymous visitors and moving them down the sales funnel. If your content is dynamic and personalized it can and will successfully target, educate, and engage key users.