The one about content that converts
Nadine. Abou el Atta
Helping SME B2Bs grow through strategic content marketing and tech solutions
Welcome to another issue of #InTrends! Where every two weeks I share interesting marketing trends, growth hacks, consumer behavior tactics, and a sprinkle of free resources.
This is also the time where I try to stop myself from sharing all the information I came across while preparing the issue. There's always A LOT of valuable information to share with you. The good news is that all the great information I find, I summarize in social-media friendly posts and share on The Business Storyteller, follow to stay ahead
Anyways to shift things up a bit, I'm starting—rather than ending—with some free resources:
Also, try this Twitter engagement calculator on both your and your competition's accounts.
3 Content Marketing Lessons for B2C Marketers
B2C marketing,?by comparison to B2B, requires simplicity in approach, use of an easy-to-understand message, and have a clear value proposition. Consumers want also want convenience and personalization at scale. A great post by Spin Sucks, a consultancy firm, shares three tactics to generate better results with your customers:
1. Not all your audience are ready to buy now:
In B2C marketing, you often see ads that are meant to prompt consumers to hit the “buy now” button as quickly as possible. But what about the consumers who aren’t yet ready to buy but?could be?with a bit of encouragement??
Focus on sharing product reviews, guides and explanations, and showcase different uses for your products. Help your users progress through the sales funnel from awareness all the way to the buying stage.
2. Lead and connect with education
Be an expert voice to your audience. Share valuable insights they may need, so when they are ready to make the buying decision you're their first choice.
3. Use both paid and organic methods of customer acquisition
Paid efforts help keep your pipeline full, but building a complementary content marketing strategy that drives organic and referral traffic back to your website is more cost-effective.
3 Key Content Marketing Priorities to Keep in Mind
Many marketers focus on the complex ignoring the simple foundations. Always review the basics and make sure you have what it takes to scale. Top Rank, a marketing agency, shares a checklist of three content marketing foundations:
1. Take a step back and connect the dots by asking yourself the right questions:
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Answer them as honestly, objectively, and thoroughly as you can. Simply working through these thought processes can help you get realigned with your audience and its current state.
2. Harness Data to Gain an Edge
Marketers with data insights are 3X more likely to have increased revenue.?A no-brainer, right? yet, 60% of CMOs plan to cut marketing analytics teams by 2023.
3. Don’t freak out, maintain your content plans
This one isn't a foundational tip, but a great piece of advice! The loom of an economic downturn will probably continue to grow. However, one thing the marketing industry has learned from past recessions is that the negative impact of reducing marketing spending becomes greater during that time, as does the positive impact of sustaining your plans.
This owes to a simple competitive reality: when others are reactively inclined to protect their budget there’s more opportunity to gain ground.
3 Reasons Why You’re Getting Bad Leads
Zooming in on sales, HubSpot, a marketing solutions provider, discusses the importance of "lead quality". Put simply, quality leads are those with a higher likelihood of moving down the sales funnel from awareness to interest to intent to conversion.
So, what reduces the quality of your leads?
1. Ineffective offers and calls to action
Have you covered your entire sales funnel, or are you only offering early-funnel conversion opportunities? Are your offers for free materials that have nothing to do with your business? Do you have?enough calls to action on your website? Are they shiny and compelling?
2. Lack of targeted landing pages
Do your landing pages conform to best practices? Does the text actually describe the offer? Does the text help to qualify who should be filling out the form? If the answer to those questions is "yes", you should consider adding more qualifying fields to your forms. Find out from sales what their top qualifying questions are (aim for three), and put them on your forms.
3. Poor quality pay-per-click (PPC) leads
Are your PPC purchases returning leads that are actually qualified to make purchases or just providing more generic lead details? If so, consider more specific PPC guidelines or changing PPC providers.