Blog

Demand Generation Tips to Help B2B Marketers Excel

Demand generation. It’s not an easy task but it comes with effective outcomes if done correctly. There are many channels and strategies you can use which almost makes the task more daunting. Many B2B marketing organizations will be caught up in the huge pool of options and not produce results. There is a lot of time spent on creating valuable and quality content and then ensuring the campaign is performing well. It is the best method for success but it’s not always easy to get the right leads, take the opportunities when they’re available to you, and create satisfied customers.

The rule of thumb with demand generation is to do less but do it properly. So what does that mean exactly? What is the right way?

Offer Something Lucrative for Free

This has been a strategy used for decades. Give your potential clients something free. Something useful that they cannot resist. You may want to step outside the norm on this though. So many companies are using eBooks so it’s not as exciting to receive a freebee anymore. Offer a useful tool that makes your potential customer’s life easier.

The new free stuff people will subscribe for include:

  • Tools that are interactive.
  • Checklists that help them organize their day.
  • Calculators.
  • Courses that are education.
  • Certification programs.

Re-purposing Content

There is a lot of work that goes into creating content. It takes hours to write, get the facts, create incredible headlines, figure out what your target audience wants to know about, and more. This is why you should go ahead and reuse the content. Make it worth your while and use it for a variety of channels by doing a bit of tweaking to make it fit. This is going to maximize what you get out of your content.

A great example of this is turning a 10,000-word eBook into a few smaller articles for your blog. Perhaps creating a few Facebook posts that summarize various chapters of your eBook. You can of course add some of this information into your monthly newsletters too. You can even make a video out of the concept of articles. Add pictures that coincide with your content and add background music. Post it on Facebook, Instagram, and wherever else you choose.

If you’re creating great content, you might as well reorganize it to work for you repeatedly. This saves you a lot of time and money. It also keeps your brand message consistent.

Offering Social Proof

Your business is going to need to prove itself through social media and other digital methods. A great way to do this is to highlight your customers. You can do this through your content creation. Why does this work? It shows other potential customers that you have a great product or service that people are happy with. A statistic from Demand Gen Report’s seventh Annual B2B Buyers Survey says that 67% of B2B buyers have trust in recommendations from their peers.

Highlight how happy your customers are across all your marketing channels. This is a great method to be used through the whole marketing funnel. It makes you more real and reputable to people who are unaware of your business but have an interest in purchasing from you. Share customer stories and testimonials. You might even want to see about video testimonials or stories; this can have even more impact.

A/B Testing Marketing Emails

If you do demand generation emails but you’re not seeing a benefit to it, you are wasting precious resources. It’s important to do A/B testing on your emails so you know what works and what does not. Email has been found to give you the highest ROI when compared to other marketing channels. Of course this is only the case if you do it right.

There are email-marketing tools that will help you make the most of your emails. When you do split testing (A/B testing), you will start by testing disruptive elements and progress through to the least disruptive.

You’ll want to test elements such as sender, the subject line, preview text, what the messages says, main and supporting images, the design and colors as well as CTAs.

Content on Your Site that is Personalized

If you’ve got people coming to your site or social platforms, you want to ensure all obstacles or friction are removed. Do you have all the right information that they need? Do they have easy access to get that information?

It’s important that you have content, which will help the buyer through the ‘sales funnel.’ Having the right content placed in the right spot can have a major impact. It can make or break a person wanting to buy what you’re selling. If they weren’t sure, they become sure. Alternatively, if they really wanted to buy and content was misplaced, they may leave you for good. It’s important to remember this when you’re creating your website.

Consider what the lead goes through when they’re on your site. Are they getting the content they need and is it in the right order? Your content should be smart and help you accomplish your sales goals. Your website serves a function. It is a store that should be designed to invite people in, give them information, show them value, and make them want to buy. Your content has the power to do this, use it wisely.

Nurture Your Clients

It’s great to generate many leads, having plenty of followers and people who subscribe to you. It’s important that you nurture everyone. Every demand marketer that will excel knows the importance of full-funnel lead nurturing. While you used to do this through emails and SMS, technology allows you to extend out to a variety of channels and mediums.

Getting to know your audience and what they want out of life is an important part of the funnel. When you know what prevents a person from purchasing or not, you can create a message that could turn them around. You can make them see the value in your company and products/services again. This is going to help you gain a higher closing rate per lead. You have to pay close attention to your customers and find out what they need to hear from you. This should be easy as you have your business for longer. It takes a few minutes but brings you closer to a sale every time.

Demand generation is all about highly targeting your audience. You send strategic messages that hit the right heartstrings on the right people. You streamline your marketing efforts so you spend less while maximizing your sales. It isn’t easy to develop but the reward is worth the effort you put into it. If you’re going to spend money for online marketing, you want results. These practices are the most effective means to get those results.

10 Helpful Tips to Generate Sales with Social Media

10 Helpful Tips to Generate Sales with Social Media

Today, all businesses are going to need to leverage social media. It has become one of the most essential platforms for getting your message out. It draws relevant traffic to your site and can convert those leads into sales. It’s an art to write social posts that will capture the attention of the people you want it to. If you can figure out the recipe however, you can expect great gain. If your posts are too hard selling and not helpful or authentic, it probably won’t translate well. There are certain ways you can convey your honesty and genuine care for customers.

Here are 10 great tips that will help you succeed with social media based on analyzing your business.

1. Strategic Content Use

You can’t just add content and hope for the best. A process of thought and effort has to be put forth. You want to add value to every bit of content you post. It is the content that allows people to know what you’re about. It’s what will draw them in and make them loyal customers. You want to add strategic content that entices them to follow you and send them to your website.

When you post, you want to ensure you give people quality content that matters to your target audience. Help them solve the pain point, the problem they are having in their life that you can solve. You also want to add different kinds of content that resonate. This includes images, video, GIFs, text, infographics. Make sure to create a social media calendar and time when you’ll post your content on social media. You can determine when your target audience is online by using your analytics. This is the time you post. 

2. Discover and Monitor Prospects

You can get a lot of results by using monitoring to discover new leads and prospects. Why does this matter? Find relevant people, follow them and engage with them. Start conversations, jump in on threads that you are knowledgeable about. Engage with your prospects. LinkedIn is helpful, offering advanced search options and the Sales NAV option.

For salespeople, it is extremely helpful to generate results that give you the exact people you’re targeting. You can also search for companies, find connections with the company and make sales, all in one platform. 

3. Get into the Group Movement

It’s important that you join groups that apply to your business. Also, it’s advisable that you create your own group. Social media makes it easy to make your own group and invite people. Joining other groups are a good way to source leads and prospects. Groups allow you to see where your target audience is ‘hanging out’ online. What do they care about? Groups they have joined will give you some insight. You also can get active, join those groups and start engaging with them.

It’s a fact that many people join groups to find answers to their problems. They also use them to find products/services that they need. Social selling matters because this is the ‘go-to’ for people to find what they’re looking for. Pay attention to these groups, be a part of them, and contribute valuable knowledge.

4. Talk about the Trends

There are trending topics going around the internet all the time. Leverage that information and talk about it. Check out trending hashtags so you know what the hot topics are. Then, incorporate them into your posts on social media. These hashtags can give you greater exposure where people may find you. Social media gives you the opportunity to create a fun character within your brand. People like surprising anecdotes that they maybe wouldn’t have expected from you. If you can successfully use today’s trends to promote your business, you should be able to get more prospects.

5. Be Real

To be approachable, you will have to be real. Having conversations on social media is all about being true and real. If you have a hint of sass in your posts, work that. You may wish to be more casual or even try being funny. If you constantly start and maintain relationships with open conversations around topics that your target audience want to hear about, you’ll gain a healthy following. Also, you’re going to have prospects that find your past content. If you’re being real with your posts, your customer profiles are going to feel more comfortable reaching out to you.

6. Posting with a Conscious Plan

Advertising services on social media to attract your target audience are helpful. If you want to save some money and boost that attention, think about bringing prospects to you. This is going to take some thought. When you have the foundation of knowledge to attract with that target audience, you’ll want to write blog posts, record videos and share case studies. This is valuable information that people will appreciate. It’s a lot more organic and less sale-like. Don’t forget to incorporate hashtags and keywords for SEO purposes. 

7. Be Interested in Your Target Audience

Don’t forget to show interest in what your target audience is posting. While your postings give you a presence, you can also create a presence by liking or commenting on your prospects’ page. All of this commenting, sharing, and posting is part of engaging with people that could become customers.

8. Stay True to Your Brand

Social media is great because you have the opportunity to share your voice. You also have access to people who will respond to that voice. Embrace the opportunity you have in front of you to be true to your brand. Use your voice and be consistent with it. This builds trust within your target audience. It may take some time to get to that point but it’s worth it.

9. Respond to All Inquiries and Comments

Even if engagement is not going to make a certain sale, it’s still important to always engage and respond when given the opportunity. Your target audience wants to be heard and are touched by even the smallest response that you received their message. This is a good way to develop good relationships. If you don’t respond, it could go the other way. 

10. Be Authentic

Customers can see past facades. They are able to assess whether you’re being authentic or now. Whatever you choose to use in regards to a social media platform, always maintain honesty and stay genuine. Anything less and you will likely lose sales.

When you follow these tips, you should be able to find your target audience by attracting them. This can be done through a variety of different content. You choose what best represents your brand. Staying relevant among the groups and pages you belong to are also an important way to boost traffic and sales. Keep creating helpful content and remember to be customer-service oriented. Be consistent with these tips and you should see growth in your business.

Find the Right B2B Digital Marketing Company

Précision Marketing is business-to-business agency that delivers real sales opportunities & ROI. We are specialists in B2B content creation in all forms; web development, paid advertising, digital campaigns, social media strategy and ABM account based marketing. Learn more about how we can help your company at: https://precisionmarketing.org/

Leveraging Digital Media Platforms for B2B Companies

Leveraging Digital Media Platforms for B2B Companies

Business to business markets are different from individual customer markets. That’s why you need a partner who understands the subtleties and needs of your industry.

Précision Marketing develops unique digital strategies for business to business (B2B) companies. Our services are designed using a custom combination of these three main types of digital media that together, will drive your sales results and ROI.

So… what are the main types of digital platforms?

Paid Media

Paid media refers to when a company or brand pays for advertising that drives traffic to their “owned” media platforms (also called properties) via Google Adwords, PPC, SEM, SEO Social Media Advertising, Display Networks, etc.

How we help companies to create and manage their “Paid” Media
•      Media Planning/Ad buys
•      Create and manage digital/mobile campaigns
•      Google Adwords (Certified)
•      Pay per click (PPC)
•      Display Networks/Dynamic/Stories
•      Retargeting
•      Paid sponsorships and promos
•      Social media advertising on all platforms: Linkedin, Facebook, Instagram, Twitter, Youtube
•      Text ads, Video ads, Photo ads
•      Personalized ads to inbox
•      Etc.

Owned Media

When a company or brand owns and controls their media platforms or properties, such as web/mobile sites, blogs, social media channels, content assets, community platforms and more, we call it owned media.

How we help companies with creating and managing their “Owned” Media:
•      Branding
•      Web Services
•      Web development, Custom or WordPress
•      eCommerce strategy and implementation
•      SEO link building
•      Mobile development
•      Content strategy and creation in all forms; blog posts, white papers, industry reports and analysis, case studies, sponsored newsletters, emails, or webinars, and advertorial content (see content creation)
•      Analysis, data reporting and follow up

Earned & Shared Media

In this case, when awareness about a company or brand is built online or offline by others, it is often called earned, or shared media. It can be via editorial, reviews, word of mouth, social engagement, re-posts, shares, influencers, viral posts. This type of media can be achieved through a combination of paid and unpaid programs.

How we help to build awareness for companies
•      PR/Publicity
•      Media relations
•      Blogger relations
•      Investor relations
•      Influencer relations, marketing
•      Partnership/Cobranding
•      Community Service/Charitable Service relations
•      Events Management
•      Editorial management
•      Social conversations/listening
•      Content sharing
•      SEO

Our aim is to get your company found by prospects online, then attract and engage with them once they find you. Let’s get down to business together. https://precisionmarketing.org/ and get in touch https://precisionmarketing.org/contact/

Preplanning Your Social Media Marketing Strategy

Preplanning Your Social Media Marketing Strategy

Social media has become one of the most essential platforms for getting your message out. It draws relevant traffic to your site and can convert those leads into sales. It’s an art to write social posts that will capture the attention of the people you want it to. If you can figure out the recipe however, you can expect gains.  While there are some great tips that will help you succeed with social media, it’s important to first analyze your business. Here are some of the basic considerations and helpful tips to get started.

Choose the Right Platform

You want to make sure you’re in the right place when it comes to a social media platform. If you have something artistic that you’re selling for example, you would choose Pinterest or Instagram as a main platform. Being on all platforms means you spread yourself thin. LinkedIn would be a great place for people offering professional services. Facebook is good for online courses. You can then really focus on your audience and grow within that platform.

 

Complete Your Account Profile

Take some time to complete the account profile. You should have a great profile image that tells people something about your business. That might just be a great picture of yourself at a professional capacity. If you’re selling the opportunity for wealth in an online course, it might be you on a yacht. All of the required fields should be full of compelling copy and should be linked back to your landing page or website. Make sure to keep up with your postings so people stay engaged with you. This also gets more people following you. If you get messages from people, respond quickly. Take time to like updates that other people post. Share them and leave comments.

 

Where to Begin?

The first thing you’ll want to do is state your value proposition at the beginning. This is a clear statement that explains how your product/service solves a problem. You then want to back up that proposition with proof. This is where you can talk about knowledge and experience. To best get the wording right or know what message your target audience wants to hear, it’s important to research about those people. Find out more about the businesses you’re looking to sell to. 

 

Drive a conversation by talking about recent news or asking people to leave comments about the topic. Be honest and candid about the industry and other true thoughts that are coming up. Empathize with your audience’s struggles. Social media is an excellent opportunity to build your brand and become a household name to the people/businesses you want to reach.

 

Now that you’ve considered the platform you want to work with and how you want people to see your business, we can start discussing the finer details. In the next article, we are going to give you the essential tips for bridging the gap between sales and marketing with social media. Get ready for these business boosting methods to help you gain a greater audience and convert that audience to sales.

 

Finding the Right B2B Digital Marketing Company

 

Précision Marketing’s digital division, Gravitation Digital is a business-to-business agency that delivers real sales opportunities & ROI. We are specialists in B2B content creation in all forms; web development, paid advertising, digital campaigns, social media strategy and ABM account based marketing. Learn more about us at: https://precisionmarketing.org/

 

Author: Lisa Gertsman

President, Précision Marketing/Gravitation Digital

Contact us today

Essential Strategies for Success in B2B Digital Marketing

Essential Strategies for Success in B2B Digital Marketing

Business to business, also known as B2B, is the relationship or selling transaction between two businesses. This is of course different from a business selling directly to a consumer. When advertising to a consumer (B2C), it’s easier to build awareness. Purchase choices are based on want so marketing would entail triggering their emotions. This is not the case with B2B advertising. So what kind of marketing works then

 

In B2B, typically purchase decisions are based on a specific need with a budget in mind. Consumers are more likely to dig deeper on their own because they’re very educated and know the market. They can find what they’re looking for online very quickly. This is why it’s important to be there and visible for them to find easily online. The best way to do this is via social media and through all digital channels. But that’s not all. A prospect might find you easily, but they will also be evaluating what you have to offer and how well you present it.

Create Informative Content

So, one of the first ways to begin relationships is by creating informative, educational content. Typically, B2B buyers know what they need but want to find options and compare them. Education is a part of every advertising process, but it’s more crucial in the B2B customer journey. This is because most people aren’t going to make a decision based on a few quick reviews.

A better way is to put together blogs, social media posts, white papers, and educational content. An essential process to the success of your B2B marketing program is basing it on very specific keywords that ‘pop’ for the interested party. With a wealth of educational materials and knowledge, a customer is more likely to express interest that gets the provider’s foot in the door. Only then can the real effort to sell begin.

Being Aware of Industry Demands

A B2B digital agency has to be aware of the needs of the industry. Especially focusing on new innovations that will appeal to the business and have them considering more carefully what the product or service offers above the competition. It’s also important to align this information with the goals of the business advertising their products and services. Our goal with content is to create value. It can also get technical because it’s the knowledge that is the selling point.

Often in B2B we don’t have trendy or “Instagrammable” advertising or influencer marketing for brands. A metal machine part, or niche software can’t market itself like a running shoe. The influencers in B2B are more often industry experts or software analysts and known personalities in a particular field.

ROI and Leads Focus

Once your blogs, social media posts, white papers, and educational content based materials are ready – a strategy for advertising needs to be developed that gets ROI and leads to real sales. Building awareness is important but digitally marketing your company requires experience. It’s important to have partners that can help put your company out in front. We can help craft content that works to attract prospects in your industry, and then we focus on developing a sales-driven plan for digital marketing using your website and the best combination of paid and organic advertising.

Finding the Right B2B Digital Marketing Company

Précision Marketing’s digital division, Gravitation Digital is a business-to-business agency that delivers real sales opportunities & ROI. We are specialists in B2B content creation in all forms; web development, paid advertising, digital campaigns, social media strategy and ABM account based marketing. Learn more about us at: https://precisionmarketing.org/

Author: Lisa Gertsman
President, Précision Marketing/Gravitation Digital

Contact us today.