By now, you know that content marketing is an important part of any company’s inbound marketing strategy, even for B2B manufacturers who in the past may have done very little marketing at all. But it’s not enough to just do content marketing. Here are some things you should be doing to improve and simplify your content marketing strategy for success:
Create the Right Content
While it can seem like quantity is hugely important in inbound marketing, especially when it comes to SEO and generating organic search traffic—the quantity of keywords you use and the number of times you use them—but as ever, quality reigns supreme. Rather than trying to churn out as much content as possible, instead focus on creating good content that is relevant to your audience and provides value. That’s what will make a successful B2B content marketing strategy. (Here are 5 steps to successful content for industrial and manufacturing B2Bs.)
Use the Right Platforms
You can create amazing content, but if your target audience doesn’t see it, it will all be for naught. You need to meet your audience where they are, so to speak, to get your content under their noses. This means using social media advertising and promotion, and for manufacturers and other B2Bs, this will likely mean LinkedIn, the professional networking site. Not only can you connect with industry leaders and potential customers, you can use LinkedIn ads to target very specifically your ideal clients. (Read more on LinkedIn ads and B2B marketing and easy ways to make LinkedIn work for your B2B marketing strategy!)
Video is one of the most compelling media, especially when one considers how we consume media daily: in quick snippets, on smartphones. For a B2B content marketing strategy, video is a way to demonstrate your capabilities. Sure, your product may not be more exciting than it is practical, but what your product does or enables or how it’s made can be fascinating and compelling to engineers and your potential customers.
Have a Plan
Don’t just write content willy-nilly and think that you’ll start attracting tons of new visitors to your site and acquiring new leads. Content marketing isn’t about attrition, it’s about strategy. It’s about creating the right content (see above) at the right time, promoting that on the best platform, integrating the right keywords, and more. And those things aren’t happy accidents. Performing research on the keywords and topics that will interest your target audience and that audience’s needs and behaviors is critical, and your B2B content marketing strategy should be using that information to ensure your content and delivery are as effective as possible.
A well-planned B2B content marketing strategy that is based on extensive research and combines compelling content with targeted promotion can enhance your marketing efforts manifold. If you want to improve upon your existing content marketing efforts, we should talk.
Regularly updating your B2B website is necessary to keep up with changes to the Google algorithm, as well as web design best practices. If it’s been a while since you’ve tested your site for optimum performance (an issue may B2Bs have), you risk not being found by potential customers. Here are a few tips to revamping your website to maximize good traffic.
Mobile Responsive Design
If your B2B website isn’t mobile responsive (i.e., viewable on mobile devices such as smartphones and tablets and adaptable to any screen size), it should be. With most consumers using their smartphones for web browsing and online research, a mobile responsive site is crucial to reaching your potential customers, especially B2B customers, who may be doing their research on their phones quickly between meetings or sales calls.
If you’re using a WordPress site, you can easily find templates that are mobile responsive; entirely custom websites are trickier, and require testing to ensure that they appear and function as you intend on desktops, laptops, tablets, and smartphones.
Accurate metadata is critical for being indexed by search engines. Metadata, if you’re not familiar, describes the individual pages on your B2B website. Title metadata affects how titles appear in browser windows; meta descriptions are the text that shows up on search engine results pages, and keyword metadata designates a specific keyword for the page. Ensure that you have custom meta descriptions, a keyword designated, and appropriate title metadata for each page of your website, or search engines, and the potential clients using those search engines, won’t find your site.
Fix Broken Links and Redirects
Broken links annoy site visitors and can lower your search engine rankings. Luckily, they’re easy to fix. You can go through all of the links and all of the pages to ensure that they work, or you could use a tool like Check My Links. If you find broken links or 404 errors, you can resolve the issue by updating the link, if possible, or using a 301 redirect, which will help you maintain the original ranking power of the page, as well as the original keywords and metadata, while still helping visitors find the what they’re looking for.
Get Rid of Pop-Ups
Google has started penalizing certain kinds of pop-ups, called intrusive mobile interstitials, which your current site may be using. If your B2B website has a pop-up message that viewers have to dismiss before they can view the page content on a mobile device (aka a standalone interstitial), a layout where the top portion of the page looks like a standalone interstitial, or a pop-up that covers the main content of the page while they are looking through the page Google will penalize your site, as these types of pop-ups are intrusive and affect the viewer accessibility of content on mobile devices.
Completing these quick checkups on your B2B website can make all the difference in your search engine ranking and site performance, driving more qualified traffic to your site. For more on revamping your site to enhance SEO, check out our SEO Site Checkup. If you have questions on how to improve your B2B site’s SEO, get in touch. Our SEO experts can help you achieve excellent site rankings and implement SEO best practices.
For attorneys, blogging can seem like a slippery slope; after all, you don’t want to offer free legal advice. Your knowledge and expertise are your services, and you don’t want to be just giving that away. It’s important to know that blogging isn’t just free info, it’s a crucial tool for building your credibility and attracting leads online
There are two major reasons why your site should have a blog: 1) it is a way to increase your site’s SEO (search engine optimization) and 2) blogging allows you to demonstrate your expertise. Since blogs are regularly updated (or should be, at least once per month), they’re a great way to add to and refresh your website’s content. Blog content uses relevant keywords in unique contexts (good for SEO) and the addition of new content means that search engines will crawl it.
By blogging, you’re also able to answer your potential clients’ questions, without charging them or obligating them—they feel like they’re getting free legal advice, and see that you know your stuff. When potential clients think you’re knowledgeable and credible, they’re more likely to want to work with you.
How Should You Blog?
Post at least once a month on topics relevant to your potential clients’ situations and your practice and specialization areas. To avoid falling into a trap of giving free legal advice, address topics that are general, and might come up before a client’s first consultation, for instance, “How do I know I have a case?”, “What is medical malpractice?”, or “How to find the right attorney”. Frequently asked questions are often a goldmine for blog topics; blogging on them can even save you from having to answer them time and time again.
Your blogs should also contain calls-to-action, phrasing that directs the reader to connect with you in some way, whether it is to send you a message, provide their contact information, or schedule a consultation. When readers, upon reading your post, decide that it’s time to speak with a lawyer or find that they have questions, they’ll contact you, potentially turning into clients.
Promote, Promote, Promote
Promoting your blog posts is just as important as writing them. If you’re just publishing them on your blog, even with the best keyword integration and catchiest title, it still might go unread. Promote your posts on social media and on other platforms to ensure that the content is reaching your potential clients.
If you’re looking to boost your firm’s credibility and attract new clients by incorporating blogging into your digital strategy, talk to us.
If you’re looking to improve your B2B manufacturing website’s digital marketing ROI and the effectiveness of your paid search and pay-per-click (PPC) campaigns, you need to incorporate landing pages into your strategy. Landing pages allow you to control visitors’ interaction with your site and are a valuable tool in gathering visitor information to convert them to leads.
What’s a Landing Page?
A landing page is where visitors land on your site when they navigate to it from a specific interface, for instance, an ad on Google. More specifically, the term landing page is used to refer to a page that visitors land on where you can capture their information. These pages generally have limited navigation options (to keep visitors from wandering to other areas of your site and failing to provide their information) and offer something in exchange for the visitor filling out the form with their contact information, such as a case study, ebook, or whitepaper, which is called a content offer.
This is one of our landing pages. Note that the page offers visitors a case study in exchange for completing the form. There is also no navigation bar at the top of the page.
Landing pages are a super-effective way for B2B manufacturers to convert visitors to leads because they simplify the process. A landing page presents the visitor with two options: enter their information in exchange for the content offer, or navigate away from the page.
Why Use Landing Pages?
Directing visitors to a landing page, rather than the homepage of your B2B manufacturing website, ensures that they see content which is relevant to them and that they are directed to the content, offers, or calls to action that you want them to see. If visitors are directed simply to the homepage of your site, you risk having them navigate away.
Target your Buyer Personas
A landing page allows you to be extremely specific in your targeting, as well. For each of your different keyword campaigns, you can have different landing pages with content and offers specific to those keywords—a tactic that is much more effective than something general; visitors will be more likely to enter their information (convert) when presented with a highly relevant offer.
Track your B2B Manufacturing Website Analytics
Additionally, you can track the traffic and conversion rates of these landing pages to determine the effectiveness of the campaign and the content of the landing page itself. You’ll be able to track how many people navigate to the landing page from your ad, and what percentage of those visitors convert. With that information, you can adjust your campaign, landing page content, or content offer accordingly.
If you’re running ad campaigns but directing visitors to your B2B manufacturing website’s contact or homepage, you’re missing out on a ton of leads. A simple landing page that provides your visitors with value, a content offer, in exchange for their contact information will incentivize them to convert and will allow you to better calculate the effectiveness of your efforts and marketing ROI, in addition to increasing that ROI.
If you’re interested in incorporating landing pages and PPC and social media advertising into your digital strategy, we should talk. For firsthand experience on how we use landing pages to generate leads for our B2B manufacturing clients, be sure to check out the free case study below:
Repeat customers are the best customers. When it can take weeks or months to develop a relationship with a new customer and win their business, it follows that maintaining that good relationship is a lot easier than building a new one, for you and the customer. So what does it take to keep home services clients coming back?
Do Good Work
This isn’t exactly marketing-related, or a secret, but the best way to get repeat customers is to do a great job. If people are happy with the quality of the service they’ve received, when they need that service repeated, they’ll want to call you.
Even though you know that you and your employees do good work, you can ensure that customers are satisfied with a quick follow up message to thank them for their business and to get feedback. If a customer is unsatisfied for whatever reason, you can address it right away and leave them with a good feeling about your customer service.
Ever get postcards or emails from your dentist saying that it’s time for a checkup? Chances are that you have and that it probably even prompted you to make an appointment. Many home services could benefit from a similar approach, especially with the seasonality of most home services work. If you’re a roofing company, send out a reminder every fall for gutter cleaning or pre-winter roof inspection.
Provide Expert Info
Trust is crucial to retaining customers and developing repeat business, and one of the ways you can do this is by providing relevant, expert information on topics related to your services. You should regularly share and publish content that pertains to your services, so if you’re a roofer, content on roofs and roofing: how to winterize your roof, how often to replace shingles, what are the best roofing materials, how often to clean the gutters, etc. Your customers will appreciate that you share your knowledge and will come to trust your expertise.
If you want customers to come to you the next time they’re in need of the services you offer, give them an incentive, whether a coupon for a discount on future services or a gift card to a local restaurant when they book a repeat service. These incentives will help your clients feel like they’re getting a good deal and that their business is appreciated.
You can use digital content such as blogs, digital newsletters, and email mailing lists to enact these strategies and create repeat and lifetime customers. Want to know how? We can help.