Why Is Content Marketing Effective For B2B Businesses

Content marketing is a marketing strategy which is all about creating and distributing informative and beautiful contents that is entertaining, informative and helpful for customers. It’s main purpose is to fascinate and encourage users to buy products or services.

Your content should be very much convincing, high quality and should contain relevant information because that’s what people look for when they search for something over the internet. Whatever you put on content whether it’s video, text or any image it should seem informative as well as interesting to the person researching on the internet.

If your content contains all these qualities then definitely your content falls in the category of good content which as a result will take your reader direct to your company site/page following the hyperlink provided by you.

Once the reader land on your company’s page there are chances for lead generation and selling your products and services. This is what we call Content Marketing. Through a good and effective content you can get customer and can business with them.

How is Content Marketing Effective?

We have already discussed how a good content strategy will direct your audience to your company’s site. Now let’s see an example for the same.

Suppose that you are an owner of Electronics industry that manufactures almost every kind of gadgets and I am a great gadget freak person. Now I need to buy the newest and most stylish model of sports watch. After searching with certain keywords I come across an interesting page that features a short video regarding the watch, contains some images of the watch with all the views and I found it so interesting that I wanted to know more about it. I read your content and found how unique it is, how it works, the limited time offers etc. I am so much convinced that I want to buy it. Now I will click on link provided by you and will purchase it from your site.

Here you can see a person who was just an audience for you, now transformed into your potential customer.

Why is Content Marketing Effective?

Content marketing is effective for business because it brings you loyal customers. If any customer comes to you after reading your content then more than 96% chances are that they will buy your product or service otherwise they won’t be visiting your website. Below I have stated very strong reasons that make content marketing effective for businesses.

 

1. Generate leads: As already discussed if your content is good and contains relevant information that is entertaining and useful, they will be driven to your website automatically whether or not they want to buy your product at that very instant. But they will surely register themselves and will leave their contacts there. This way it helps in generating leads for your business almost as effectively as lead generation software.

 

2. Increases direct sales: Most of the times it happens that whenever somebody is driven to your website directly after going through your content, they purchase your product or services immediately which reduces the task of cold calling or email which also disturbs the customer later. Hence it not only reduces your effort of calling and convincing them but it also reduces the cost in some way.

 

3. Enhances your brand image: Sharing and creating quality content can be very much helpful in enhancing your brand image. Every piece of content you create, will either build your image or will put down your image to the level. Publishing high quality content on a regular basis allows your business to establish themselves as thought leaders, which strengthens the corporate brand.

 

4. Increases your credibility and visibility: It’s so obvious that if share good and high quality content you will get a better credibility from the group of customers and number of visibility on your websites which will again help you in generating leads and this is what, is very essential for any business. Yes! It can also help you improve the SEO rankings of your website to a great extent that will result in more traffic on your website with the passing time.

 

5. Help you reach out more customers: Well if your content addresses current and controversial topics defined in such a way that it just gives your audience the feel of a bed of butter then I bet you your content is going to spread like a fire on the social networks. You can take advantage of this trend and can increase your company’s prominence and reach, giving you an advantage over your business rivals.

 

6. Develops long lasting relationship with customers: Now when your customer are very much contented with your content why would they leave you. Of course they will look and search for more. If your content provide them whatever they look for, they will crave for the next. This way your relationship with customers become more strong and long lasting.

 

 

 

Lead Generation – Quality Vs Quantity

On the topic of lead generation, Lead Quality and Lead Quantity are two factors which create an issue for any business

However it has been found that the top priority of many companies is the lead quality. Yes! It does matter a lot because generating more lead i.e lead quantity is easy but making them qualified or valuable is little tougher than the former. Quality lead tells you if the customer will buy your product or if he/she is interested in your products or services.

Hence it’s a big challenge for companies to generate more leads with highly qualified lead since they have to increase their ROI. Here we will see how lead quality and lead quantity holds its importance in B2B marketing.

Lead Quality

It is something which shows how much your customers are interested in your product and services or how likely he/she is willing to become your customer. Your customer can be any individual or any organization who are in-market depending on their kind of activities, behavior and response towards your brand.

Lead Quantity

Lead quantity means generating number of leads i.e number of leads you or your company generates within a particular interval of time. For more number of leads, your main goal should be a lower cost per lead because when the product is relatively low, more number of leads are sold.

How does Lead Quality affect ROI?

ROI is return-on-investment which means effective gain on the money you put in. It measures the amount of return on an investment relative to the investment’s cost. Higher the ROI, better will be the investment. If you improve lead quality, it will improve each customer’s lifetime value by nurturing relationships and enhancing loyalty with current clients. As a result, your ROI will be improved over an extended period.

It’s true that if you focus more on lead quality then the volume of leads will decrease because when you concentrate on lead quality, you entail shifting resource expenditure to target selected leads only. So you may be getting few leads in general, but the good thing is that your resources are being spent efficiently and you will be producing more bucks.

How does Lead Quantity affect ROI?

When you are new in the market, you are at your initial stage and so you should concentrate on lead quantity rather than concentrating on lead quality. At the initial stage you need to make people aware of your brand and so you need to sell less expensive products so that people can buy it.

Later when your brand gains popularity, you will get more potential customers and later on you can focus on target audience. This way generating more leads will result in high ROI. But it doesn’t hold true for every firm. Big firms should rather focus on lead quality to increase ROI.

Lead Quality and Lead Quantity Works in Parallel Contrast

As the sales team is supposed to concentrate on conversion rates so they look after lead quality whereas the marketing team is supposed to care about generating more leads so they mainly focus on lead quantity.

It’s always difficult to decide which would work better. However for a successful business it is necessary to focus on both. One cannot achieve success without the other. So both goes hand-by-hand. Getting more leads always be imperative for number of lead conversions and making lead quality a priority becomes important once business operations achieve a certain level of maturity. This leads to improved ROI in the long term and will reduce overhead costs.

How to create balance between the both?

• Set some goals that should be clearly stated and understood by both marketing and sales team. The best way to do it is by introducing a Service Level Agreement between both the teams where sales team will focus on converting leads i.e will take care of lead quality and marketing team will focus on providing number of leads i.e lead quantity.
• Appoint a person who will balance the needs of both team. That particular person should be able to create a harmony between both marketing team and sales team.
• You should come up with a concrete plan that both the teams can follow so that both can be on the same track.
• Rewarding you best performers so that it will not only motivate the top performers for their effortless work but will also motivate those who are below them. This will help them to put more efforts into their work in achieving target or even more than that.

Conclusion

From the above discussion we can conclude that both lead quality and lead quantity should be prioritised at the same time. It would be incorrect to say that that one is more crucial than the other. We need to keep balance between the both. Both should work in synchronisation.

Hence for a successful business both lead quality and lead quantity should be equal attention. If one converts the lead then other nurture relationship with potential customer. It will remove any kind of doubts regarding the next action for your lead generation strategy.

5 Tools to Improve Your Website Conversion Optimisation

Website Conversion Optimization, or say conversion rate optimization, refers to the process of conversion of visitors into potential customers. Earlier it was brought for the need to increase the website’s performance but later people kept it modifying for various reasons and various needs like-to improve their website’s user experience, direct response marketing, A/B split-testing, response tracking, and audience testing to optimize mail, radio, and print campaigns. You can get number of customers only if you have number of people visiting to your website.

Conversion is made when somebody visits your websites and take some specific actions like leaving their contacts, filling up forms, registering themselves to your website etc. Hence conversion will be said conversion only if some desired action is taken by the visitor. Here I have brought some tools and tactics for you that can be really useful in increasing conversion rate of your website.

Techniques to improve conversion rate:

• Design your content such that it’s easy to read and understand. Don’t make it messy with too unnecessary words.
• To make your customer take action, create a sense of urgency- “limited offer”, “only left”, “just for today”.
• Set a benchmark and perform regular testing to monitor your overall performance.
• Make your content presentable and organized.
• Add real testimonials with names and images that says what makes you different.

1. Sumo: A great application that is absolutely free to use and is popular for increasing traffic to your website. It comes with suite of tools to drive most of the traffics to your website and help you track your success every step of the way.

Features it provides:
Create professional-looking pop-ups  that appear on clicks, timers and before people leave

Free social media buttons for your site-get 20% more traffic with shares.

User friendly application i.e can be used both on mobile and desktops.

Track your visitors so that you can improve your pages to show your visitors what they want to see.

Cost: $29/mo to $119/mo. Click here to know more.

2. Conversion Voodoo: A software that offers conversion rate optimization and landing page optimization services on a performance basis. It doesn’t charge you a penny until it produces some

Features it provides:

Designing new pages

Repairing funnels

Creating multivariate tests

Keeping track of statistics

Cost: For pricing you can contact them directly here.

 

3. BuzzSumo: A conversion rate optimization tool that make use of various approaches for production of high number of contents. It is one of the most effective content research tools that helps in monitoring the website.

 

Features it provides:

Spy on your competitors

Monitors your website’s performance

Identification of most shared content on social channels

Sends alerts based on keywords, brand named etc.

Create effective contents

Cost: $79/mo to $499/mo. For more details click here.

 

4. SimilarWeb: Another tool for website analysis and traffic increase. It provides you with analytic data, ranks, popularity, similarity and website metrics.

 

Features it provides:

Set benchmarks against your competitors and industry.

Identify emerging trends and new players.

Reveal your competitor’s analytics and online strategies.

Trusted by brands like- Ebay, Samsung, Pinterest, Microsoft etc.

Cost: It’s free and for the rest you can check here.

 

5. Kissmetrics: A great CRO tool that is well known for its analytics and email services. It lets you know more about your audiences and their behaviour.

 

Features it provides:

Allows you to analyse your audience’s behavioral tendencies.

Let’s you email them in a more specific manner.

You can conduct A/B testing.

Access data related to the ROI generated from your campaigns

Cost: $500/mo to $850/mo. Click here.

How To Generate Leads through SEO

SEO can also help in generating lead. All you need to do is to follow a correct and proper strategy towards the lead generation through SEO. From monitoring your website’s performance and rank to guest posting, you will see how these 5 methods are helping in lead generation using SEO. So let’s have a look below –

1. Monitor your website’s ranking

Keeping an eye on your website’s SEO performance and ranking position is essential Why? Because it tells you if your SEO efforts are proving to be beneficial or not. It informs you how much influence you have in the search engines.

This can be done using tools like Google toolbar and Alexa which you can download to your browser. It is also necessary to check the demographics of your prospects and the search terms visitors are using which will help you understand what keywords they generally use to search.

2. Optimize your content

The very first step to optimization is finding right keywords. Whether it’s a title, URL, content or image name you should use appropriate keywords. Huge amount of Keyword is a path to catch the attention of the audiences and attention of search engines. A dozen keywords with low search volume are always better and more effective than one keyword with high search volume for lead generation.

Note: You would be labeled as a spammer if you put some ridiculous amount of keywords on your site.

The next step to this method is using long tail keywords. These keywords are generally 3 to 4 words long and specific to your brand or product. Using them through your website will make you more easily findable by your audience. For example, “Contemporary dance institute London”. If somebody is looking for such institutes, the keywords entered are specific and local.

 

Next comes making your website device friendly. Yes not only on desktops but whatever device one is accessing your website should easily open there and should be responsive. Make your device such that it is easy to use. It can be also a step to lead generation.

Other way you can optimize your content is by including high-quality links and checking out at your competitors. It would be really helpful if you mention the link of other well-known credible website if necessary. The later is about stealing backlinks from your competitors. Why? Finding out who is linking to competitor sites helps you create a database of prospects for yourself. You will get this information through backlink checker tools.

You can find the tools here. https://www.bloggertipstricks.com/free-backlink-checker-tools.html

Next is tag your images correctly. It is more than important to use ALT tags because we all know it very well that Google can’t see images, it can only read. Doing so will increase your chances of appearing on search engines for google search images. Hence always add a descriptive text on your images ALT tag.

3. Boost your website speed

If your website speed is low then believe me you are going to be ranked very low in the search engine. Website with high loading speed is always ranked high. So make sure you check out website speed and if it’s low then improve it as soon as possible. You can use Pingdom to check your website speed. Also it will give you information about your load time, website performance, page size and tips on how you can improve your website even more.

4. Use local SEO strategies if you are a local business

 It’s not just enough to have your own website. But if you want to have an excellent web presence, you have to build and market yourself using online directories (find here https://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx ). Advantage of online directories is that it not only drives traffic to your website but rank well in search engines too. Hence some of these traffic may be helpful in conversion which will later lead to lead generation.

5. Guest Posting

 It will definitely help you if you are a guest blogger. As the name suggests, you post on somebody else’s website. Along with giving you an online exposure, it will drive traffic to your website, help you deal with deadlines, polish your post, pitch perfectly, make your credibility grow and establish yourself as an authority. It may bring you out as a reliable and an excellent author. So my suggestion would be don’t afford to miss on this platform, it can really be useful to create leads in future.