First up this week is a really good post on why it’s important as a B2B marketer to remain objective. We no longer live in an age where we can control the message (it’s debatable if we ever really did). In today’s media landscape you have to be seen both as objective and on the client/customers side.
It was no secret sixty years ago – and it’s no secret today – that companies have limited credibility when it comes to hawking their own wares. While the decades-long cigarette campaigns may exemplify the most blatantly corrupt and irresponsible chapter in advertising history, the point remains that those who sing praises of their own products and services can expect their marketing messages to be met with a large measure of skepticism. Even branded content that appears to be primarily informational and educational in nature will likely be assumed to have a hidden agenda. It’s a different story, however, when the messages and content are coming from independent third-party sources. B2B Content Marketing and the Importance of Objectivity
Here’s 6 great tips on putting together a B2B content marketing plan. The first one mentioned where you mix gated and no-gated content is one I’ve yet to try but I think is a really good idea.
The old rules just aren’t enough anymore. Here are six more tips for creating a great and effective B2B website.
1. Mix Gated And Non-Gated Content.
2. Track Everything.
3. Make It Easy To Make A Sale.
4. Be Bold In Visuals And Copy.
5. Go Mobile.
6. Let Your Clients Tell Your Story.Ninety percent of B2B marketers now use content to grow awareness, drive consideration, and generate sales. Learning centers, content hubs, and blogs rich with multimedia experiences all help build engagement and “stickiness” within your site. Asking for a user’s email address in exchange for accessing your great content is a good idea, but be sure to give potential prospects a chance to “try before they buy.” 6 More Best Practices for a Great B2B Website
The post that follows is a good primer on nurturing leads. This is one of the most important yet most overlooked aspect of digital marketing. I’ve never really believed in the it takes 7 touches mantra you read in every marketing book… mainly because I think it’s different for everybody. Some might need 50, some might be ready to buy within the first touch. I’ll have to put together a post on this here in the near future, until then check this one out:
Although driving demand is crucial to the success of inbound B2B marketing, it doesn’t guarantee conversion. Most B2B prospects visit websites to research, not to buy – in fact, only a small percentage will close a deal within the first 48 hours of contact.
However, studies show that undecided and fickle prospects can make up a significant portion of future sales. For marketers, this means that each unconverted prospect potentially stands at a different point of the decision-making process, and should be accordingly - and carefully - cultivated. Nurturing Leads: The Road to B2B Sales Success | Inbound Marketing
I came across this good lighthearted tweet from Felicity Baker :
Just explained #measuring #PR using AVE to a lawyer. Too technical for a Monday for me to deal with, that's a Wednesday type job. #b2b
— Felicity Baker (@FelicityAnn_X) June 16, 2023
Finally, an infographic on email and commerce. The key takeaway — your emails are being read on a mobile device, so ensure everything can be read in a mobile environment.
Images from business2community.com, clickz.com, pulsemarketingagency.com, .webmag.co
