Whether you’re a chiropractor, own a SaaS company, or run a law firm, B2B and B2C companies vary widely in their business models. Yet, the things they have in common are the desire to generate leads and drive business growth.
Though achieving these goals through marketing can be time-consuming, this article will present the top growth methods for successful marketing execution. Here you will learn how to accomplish three ways to help you become a better marketer:
Create multifaceted content
Build customer relationships
Adapt to new tools
Plus, you’ll know how to implement each method by utilizing the top tactics below. Here are the top three approaches you should consider implementing today.
Creating Multifaceted Content
Content marketing isn’t just for B2C brands. B2B companies are also making a significant jump in this marketing realm by creating a strategic content marketing strategy.
Yet, when it comes to helping entrepreneurs become better marketers, they must focus on creating content for more than one channel. This approach uses well-rounded subject matter to attract new leads and convert prospects by focusing on audience pain points in different areas of the internet.
Here are a few tips to help you implement a multifaceted content strategy.
1. Create Buyer Personas
When developing different content, understanding who the content is reaching is important. You should have a clearly defined audience, known as a buyer persona.
A buyer persona gives you a picture of an ideal customer. The details of a buyer persona include demographics such as age, income, location, etc. In addition, you should describe the buyer’s personality, interests, goals, wants, and needs.
2. Align Content to the Sales Funnel
Once you create your buyer personas, you can add an extra layer to your content marketing strategy by mapping the buyer’s journey. In essence, it helps to create “evergreen” content that addresses customer issues at each stage of the sales funnel.
A sales funnel’s purpose is to nurture the prospects at each stage, helping them move closer to sales. The process works like this:
Awareness: This is the top of the funnel where prospects are looking for information to help them articulate their problem. Content at this stage should focus on the buyer’s pain points rather than the product or service. Examples include informative blogs, ebooks, guides, infographics, etc.
Consideration: The buyer at this stage understands their problem and is now ready to find solutions. Consider creating content focusing on specific solutions to solve the buyer’s problem. Examples include webinars, product features, and comparison blogs.
Decision: The buyer is ready to compile a list of solutions. You can create brand-specific content at this point, focusing on the benefits of your company’s offerings. Examples include case studies, reviews, and demos.
3. Measure Return on Investment
Once you start creating content to maximize traffic and convert leads, you must understand the results of your content marketing campaigns by analyzing data. Based on your goals and timelines, consider using metrics to measure your results, including:
Total leads such as email subscribers, purchases, and free-trial sign-ups.
Total impressions from Google Analytics.
Traffic from the content you publish.
Changes in bounce rates.
Once you analyze your results, you can use this information to maximize future content marketing strategies for success.
Establish Customer Relationships
One method of helping entrepreneurs become better marketers is forming organic relationships with customers. Customers are savvier than ever and don’t want you to bombard them with sales pitches or advertisements.
Instead, they prefer to get to know you first. That way, you understand them better and can create products that cater to their needs. One way you can start building customer relationships is through social media.
You can use social media to post customer reviews or user-generated content to attract new buyers and increase your customer base. Engaging prospects and providing valuable content your customers find share-worthy across various platforms is also useful. Additionally, you can gain regular feedback and distribute content that fosters engagement and drives website traffic.
Here are some tips to help you get started on social media and form relationships.
1. Choose the Right Platforms
Not all social networking sites were created equal. That’s why it’s important to consider which platforms you’ll use for your business carefully. The best way to decide is to look at your target audience’s demographics and determine where they spend their time on social media.
B2B businesses mostly rely on LinkedIn or Facebook to reach their target audience. For example, a broker might be interested in connecting with users to gain qualified leads for buyers interested in purchasing a home. Meanwhile, B2C companies might use Instagram or TikTok to engage users since their target audiences are mainly on these platforms.
2. Think Creatively
Avoid being afraid to create fun content. Social media is a place to develop personal connections. So whether you’re a B2B or B2B brand, it’s important to show the human who’s behind the other side of that screen.
Consider putting yourself in your audience’s shoes and what they might find interesting. How can you mix intriguing and easy information for your audience to consume?
Making an additional effort like this can help you connect with your audience and stand out from the competition.
Adapt to New Tools
Marketing is constantly evolving. There will always be new trends and directions to explore. While it’s not necessary to master all things at once, you can still become a specialist in an area or possess multiple technologies.
One example is discovering how to make video content for marketing.
Video content is one of the most powerful tools for marketing today. Hubspot Blog Research found that 88% of B2B and B2C brands have an entire team dedicated to creating video content.
Yet, why is video such a staple of marketing? It helps raise brand awareness, increase revenue and advertise products.
If you’re considering going in a new direction with video, here are some tips to help you get started.
1. Focus on Stories Instead of Sales
If you want more people to watch your videos, create value for them instead of focusing on your brand. The best video content shares stories that connect with the viewer’s emotions.
For example, suppose you’re a doctor specializing in sports medicine. In that case, you could tell a story about how your business changes clients’ lives. Essentially, you can develop a story about how you’re making a difference in your community.
2. Be Strategic in the First Few Seconds
Attention spans are short these days. Therefore, a successful video provides clarity and gives viewers confidence that what they’re watching is worth their time.
Consider grabbing attention with a hook, such as a quick preview of what’s coming in the video. You can also attract more viewers by creating a high-quality thumbnail. The best thumbnails are clear and begin to tell viewers what they’ll gain from watching your content.
3. Create a Call to Action
Always include a call to action that aligns with your marketing goals. Do you want them to visit your website or share the video on social media?
You can easily instruct your viewers to take action by asking them in the video through someone speaking or using text.
Either way, adding a call to action is easy and can create results you wouldn’t have without one.
Use These Top Methods to Become a Better Marketer
You can ultimately reach your business goals using these methods to become a better marketer. Without these strategies, you won’t be able to collectively produce results such as obtaining leads, increasing revenue, and scaling your business growth.
The marketing space is crowded. Therefore, these tactics will allow you to distinguish yourself from those with similar offerings.
What other methods can you share that have helped you to become a better marketer?
Eleanor Hecks is the founder and managing editor of Designerly Magazine.
She’s also a web design consultant with a focus on customer experience and
user interface. She lives in Philadelphia with her husband and dogs, Bear and
Lucy. Connect with her about marketing, design, and/or tea on LinkedIn!
Small business owners often struggle to find the best marketing strategy that fits their budget. Here is a look at some of the greatest tips for getting the most bang from your marketing budgeting.
Whether you’re a B2B, B2C or expert firm, you’ll walk away with enough secrets to successful marketing to add new leads and find loyal customers.
How Do You Successfully Market a Small Business?
Small and medium enterprises in the United States spend marketing dollars directly based on a business owner’s decisions. Smaller businesses might find it wiser to focus on local clients first. According to Statista, companies spend around $173.3 million per year on local advertising. They split the rest between TV, radio, digital, and events.
Successful marketing strategy execution often starts with an overarching goal. Small business owners find a top-of-mind awareness (TOMA) strategy works well to build brand awareness and develop a loyal customer base. Over time, you’ll gain referrals from your current clients.
What are some of the top secrets to successful marketing campaigns? Here are our top suggestions for small business owners.
1. Learn From Your Customers
Get to know your audience and what their needs are. The better you understand your buyers, the easier it will be to meet their needs. You can survey them, pay attention to buying trends and ask what you can do to improve their experience.
With your TOMA marketing strategy, you’ll want to take actions such as:
Call those who buy from you repeatedly and ask why they chose your brand in the first place.
Inquire about how you can help them refer more friends and family. For example, can you offer any materials that would be of help? Reward them when they do refer new customers.
Survey your customers after a successful campaign. Find out why they chose to buy and if they have other needs. When you understand their pain points, developing the relationship you need to keep your brand at the top of their thoughts becomes much easier.
Pay close attention to any negative comments or complaints. How can you fix the issue for that customer and prevent it on future orders?
2. Use New Technology to Manage Clients
You don’t have to track every little detail of your client’s needs. Instead, invest in technology that handles customer relationship management. Regular emails from you can keep you at the forefront of their thoughts.
Send a birthday greeting to let them know you enjoy their business.
Offer discounts when sales slow down to clear out old merchandise and make way for new.
The happier your clients are, the more you can use their reviews and testimonials in your marketing campaigns.
3. Promote Yourself
Put yourself in the shoes of the average person visiting your site for the first time. If you’re a newer business, they’ve likely not heard of you and don’t know if they should buy. However, they’ll feel more comfortable trying out your product if you stand behind your work.
People often have to hear of you several times before remembering the brand name and messaging. How can you promote yourself consistently and frequently for your TOMA approach?
Create a social media persona matching your brand personality.
Post frequently and predictably at the same time of day and on the same weekdays.
Enlist the help of others to get your name out there. Ask customers to share your social media posts or forward your newsletter.
Pay for ads to get in front of the same people repeatedly.
Feature glowing feedback from customers and highlight how much you believe in what you offer. Do you feel your product or service is the best in the industry? Thinking about your unique value proposition and using it in your marketing can help gain new clients’ trust.
4. Send Welcome Emails
You likely already know email marketing can be highly effective at attracting and keeping customers. However, did you know that welcome emails have a 91.43% open rate and offer an opportunity to highlight your brand personality?
How can you enhance your brand awareness via emails?
Stick with brand guidelines, using your logo and brand color palette for instant recognition.
Make calls to action (CTAs) look the same as the ones on your website so people know to look for a particular pop of color.
Create great subject lines that tell users exactly what they’ll get when they open the email.
You can also track how well an email performs by seeing how many opens you get and who clicks through to your offer.
5. Use SMS
Short message service (SMS) is an excellent way to add personal touches to messages you send. You might use it for customer service issues and to problem solve. There are also many ways to connect with your clients through small positive messages.
Circulate an offer, discount code, or just share news.
Add links to orders or short surveys.
Send a happy thought just to let customers know you are thinking of them and care about more than just making a sale.
Thank them for an order or update them on the status of one.
Many businesses have found great success with this marketing strategy. 98% of people will open your message, which is why thousands have used texting to drive customer retention.
6. Set Clear Employee Expectations
As your company’s leader, you must train your employees in the customer service model you want to exude. Make sure everyone understands your expectations and their role in the buyer’s journey.
Write out what your company policies and philosophies are.
Encourage employees to tell others why it’s a great place to work.
Feature your top staff members. Put a face on the workers for better brand awareness.
At the same time, you don’t want to create an atmosphere where people say, “That’s not in my job description.” Set the example by jumping in and helping when someone feels overwhelmed or has a tight deadline. If your employees see you taking the lead and helping others, they’ll be more likely to embrace the same spirit with their work.
7. Watch Trends
Pay attention to what kids are into and how other businesses in your industry market to their customer bases.
When apps like TikTok first arrived on the scene, mainly preteens used it to repeat dances and popular songs. Today, companies worldwide use them to reach new customers via fun marketing videos.
Stay on top of what your competitors are doing.
Study their social media presence. What kinds of posts do they schedule? How often do they post? Do they use paid ads?
Why do people know their names? Do they do a lot of radio interviews? Perhaps they sponsor local groups and have a strong presence in your community.
Study their name versus yours. Is their business moniker more memorable or more applicable to the industry?
Take a step back and rethink your brand image. Don’t be afraid to rebrand if necessary or to tweak colors and messaging until you hit what keeps your brand at the forefront.
Why Should You Change Up Your Marketing?
Embracing new trends and paying attention to what works for the competition are the secrets to successful marketing. You may not have time to woo people one-on-one, but you can automate relationship management and invest in social media marketing.
If you fail to step up and try new things, you risk growing stale and your customers getting bored with your brand. You only have time and effort to spend. If something doesn’t work, replace it with a new idea.
If you choose to focus on a top-of-mind awareness strategy as outlined above, run everything through the filter of how it will impact brand recognition and keep your audience engaged.
Which one of these list items would you like to implement today to find your successful marketing strategy?
Eleanor Hecks is the founder and managing editor of Designerly Magazine. She’s also a web design consultant with a focus on customer experience and user interface. She lives in Philadelphia with her husband and dogs, Bear and Lucy. Connect with her about marketing, design, and/or tea on LinkedIn!
Thinking of a good business idea is tough. Do you want to start a business, but have no idea what you would enjoy doing that’s also profitable? When it comes to running a profitable business, you want to come up with a great product or service idea that solves a problem a lot of people have whether it’s a big or small problem.
At the same time, you’ll also want to consider what kinds of things you are good at and what kinds of things you enjoy for your long-term happiness with your day-to-day life. There’s no sense diving into a fruitful endeavor if it’s going to make you miserable. You’d end up procrastinating because it won’t feel like fun, but drudgery.
Here are 4 tips to help you in figuring out a good business idea and how to meet in the middle of career satisfaction and reliable profit margins.
1. Undergo Self Evaluation
With the goal being to start a business idea that you don’t find cumbersome, you’ll need to begin with a look inward. This isn’t a process you have to do blindly either. Don’t be afraid to explore personality quizzes, strength quizzes, career tests, or other kinds of assessments to get third-party input. This way, with the more information you collect about yourself, you should start to get a very clear picture of the kinds of things that you’d find suitable in a day-to-day role or even what industries you’d excel in.
For example, CliftonStrengths is a personality quiz that helps you identify which of the 34 identified personality traits are your strongest top 5. Once they’ve discovered these, they share explanations of the strengths, as well as what kind of work or industry goes best with it. The descriptions go on to include other personality traits that you’d work well within others. This could really come in handy when you get to the stage of hiring people to work with you.
Compare the results of the assessment against your previous work or educational experiences to brainstorm possible industries you’re interested in, compatible with, and of course the tasks you know you’ve enjoyed in the past. This will put together a baseline of good business ideas before you start to narrow in on your future business.
Now that you have a little direction, you’ll want to find a more specific space in the marketplace that you can corner. When business owners are assessing their value proposition, what they are really asking is: how well am I able to solve my target audiences’ problem?
To reverse engineer a value proposition, you could consider the biggest pain points in your day and think about how they could be improved or solved altogether. For Gopuff co-founder Yakir Gola, who was the only car-owner in his college friend group, that one problem sparked an industry-disrupting innovation. Who wants to constantly be called on by all your friends when they need to buy groceries or run down to the convenience store? It led to the question, what if the convenience store could come to you? Now for people without vehicles or those short on time, it can.
Finding a very specific need like this for a business idea ensures that people will buy into your product or service. It will be up to you to keep your customers coming back. Solve their problems well and brand loyalty will create a long-lasting revenue stream over time.
If it’s not your own experiences you draw from, perhaps your friends or family have been through situations that can spark a business idea. Not only will this give you a place to finally jump off from, but it can provide you with a group of people to test out your business on.
Going this route, you know you have customers that trust you right from the inception, and they likely would be happy serving as guinea pigs if it means they get to watch and share in your success.
This kind of early and immediate buy-in can be a huge help to launching the business and creating marketable materials to pitch the value proposition to others in need of your company.
4. Understand Local Niches
Another source of business ideas and inspiration can be your local environment. What are the needs within your immediate community? Is there any tourism-related business that can be tapped into? Are you a small town with one busy road running through it that might be able to break up long trips for drivers who need a rest stop? Or maybe the problem is that there isn’t much to do in your town at all and people need something entertaining to do.
Cross-evaluate these possible opportunities with what you’ve learned about yourself from the self-reflection stage and you might just find a point where they intersect. This is a very important step because any of those businesses could or would work but you want to also get fulfillment out of the work you’re setting yourself up for.
All of this advice is not to say the process won’t produce its challenges. You may start feeling absolutely certain of one idea only to end up going in a completely different direction. That’s normal and part of the process.
You need to be able to know when to push or when to pivot. If you’re feeling overwhelmed, just bring it all back to the center of the Venn diagram and simplify things for yourself. What problem would you enjoy solving for other people for years to come? If you can identify that answer quickly, trust your gut and take the plunge. Starting your business will be the most worthwhile endeavor.
Where specifically do you get stuck in trying to come up with a great business idea you can start?
The B2B market has irrevocably changed in the last few years. Customers are better informed and expect a different, more personalized type of service. Strategies that worked even a few years ago are becoming outdated, leading CEOs and VPs of Sales to seek new ways to generate leads.
Our 2021 Ultimate Guide to Lead Generation for B2B Service Businesses will teach you how to update your strategy.
How to get more B2B leads in 2021?
While the question for many businesses is “How can I get more B2B leads?” the real question should be, “How can I get more qualified B2B leads?”. Quality over quantity.
So, we’ll focus on how to get well-qualified leads.
How To Implement the Right Lead Generation Strategy
Choosing the right strategy depends on several factors, including:
#1. What is Your Product or Service?
When customers buy your product or service, they are fundamentally purchasing a solution to a problem. A good product addresses a specific pain point. It could be that you save them time, money or offer them a solution that’s not on the market. Whatever it is, make sure that your marketing materials demonstrate the value of your solution.
#2. Who is Your Target?
Understanding who you are trying to sell to requires deep research. What are the demographics, what don’t they like about competitor’s solutions, how can you make life easy for them? Etc.
#3. What is Your Business Revenue Model?
Different revenue models require different lead generation strategies. One-off purchases, scaled pricing, and subscription prices require their own considerations and knowledge of various consumer personas.
#4. Where Do Your Customers Hang Out?
Specific platforms have distinct demographics. If your B2B consumer persona is serious business people, try LinkedIn. If they are Millennials, Instagram could be the right place.
Tips to Plan Your B2B Strategy:
Understand your customer persona
Underline the value of your product or service in your marketing materials
Understand that different business models need their own approach
Concentrate your efforts in the places your personas congregate.
Five Channels for B2B Lead Generation
#1. Inbound Marketing
Inbound marketing is all about content and solid SEO (Search Engine Optimization). It is still one of the most effective ways to get site traffic — and leads — to your site.
Capturing leads can be done with this process:
1) Write helpful content that targets keywords and questions relevant to your product.
2) Valuable content will help you rank and appear in the SERP when your target market is searching for solutions.
3) Once your leads visit your site, you need to find a way to get their details.
4) Use gated content that requires them to leave their name, phone number, and email address.
Which Gated Content Can Act as a Lead Magnet?
This content will depend on your product, service, and target audience. But some of the types of content that attracts leads are:
White papers or ebooks
In short, offer your prospects valuable content, and they’ll arrive.
The thing to remember when using inbound content as a strategy is that it takes time to bear fruit. So keep at it. It can take as long as 6 to 12 months.
#2. Pay-per-click advertising (PPC)
If you need something quicker than inbound marketing via SEO, PPC advertisement is a solid strategy.
This process involves paying for site traffic. There are several pros and cons here.
-Lots of traffic
-Potential to target your demographic
-Can get expensive
-Not all traffic is verified
Additionally, there are lots of options available in the ad space. Banner ads and ads that target demographics via social media (for example, Facebook) are good. Additionally, Google offers a wide range of services to get your product or service in front of the right eyes.
Native ads are another appealing option. These are the ads that appear like native content on a news feed or other digital publication.
#3. Social Marketing
Having a social media presence is crucial for most products or services. Creating brand awareness and establishing expertise and credibility in your field are great ways to get attention.
1) Make social media posts that are interesting, helpful, and include your CTA. However, it’s not always time for the hard sell. Most of your interactions will be with people in the awareness stage of the sales funnel, so a gentle approach is the most effective.
2) Use social media to drive traffic to your site or landing page. You can use content like blog posts, videos, or other values to achieve this. Once you’ve got them there, you can try and capture their details.
How to Generate Lead Through LinkedIn
LinkedIn is a fantastic resource for B2B leads. This platform is where most prospects are.
Here is a proven lead generation strategy for LinkedIn:
1) Make a solid profile.
2) Be active with posts and in relevant groups. Make connections.
3) Engage, make connections, be helpful, demonstrate how your solution can help.
4) Collect relevant details and contacts, which by now should be warm leads
#4. Influencer Marketing
Millennials have become skeptical and untrusting of traditional advertising. For this reason, influencer marketing took off because it offered something similar to trust and word of mouth.
However, while marketers generally used it for B2C products, influencer marketing has become popular for B2B recently.
Depending on your niche, this can be very effective. And not necessarily by using well-known names. Micro or nano influencers can be very effective, with the bonus of locking down on very tight demographics they serve.
#5. Outsource Lead Generation
While the above tactics are effective, outbound lead generation still gets the best results. However, many businesses struggle to generate enough leads for their sales people.
By outsourcing cold calling and appointment setting, you can let your reps focus on their core competency: closing deals.
With the assistance of a B2B lead generation service, you can make sure each prospect is fully qualified and warmed up already, leading to higher conversions for your sales team.
B2B lead generation costs time and money. Formulating strategies that work for your market and your target audience is vital. Using a combination of inbound and outbound marketing, you can make sure your lead pipeline is full of quality prospects interested in your product.
Author’s bio: John Dubay is the Managing Partner at Leads at Scale, an outsourced sales support company that helps B2B companies generate well-qualified leads at scale, ready to be closed.