drip email marketing

Email Opening Lines That Actually Work

When it comes to email marketing, everyone knows how important the subject line is. It’s what gets the recipient to open your email in the first place, after all. If your subject line fails, your email may go unread. However, you’re not free and in the clear yet once you’ve managed to get your recipients to open your emails — you still have to get them to read through your content. This means that your email opening lines are extremely important. If your email opening lines fail to capture the attention of your B2B prospects, they’re likely to forgo reading the rest of the email. The following are a few tips for creating effective email opening lines:

Bring Up A Recent Event

Use your opening line to bring up a recent event relevant to their business. For example, a recent product launch or an interview in a magazine with their CEO. Doing so shows your prospect that you have done your research about their company. This will give them some confidence that you might actually have something of value to offer.

Establish An Immediate Connection

If you have a connection to the prospect, use it to get their attention in your opening line. For example, “(someone) recommended that I reach out to you,” or “We recently met at (recent event).” They will immediately have more of an emotional connection, which means that they will be more willing to read on about what you have to say.

Flatter The Prospect

While you don’t want to seem disingenuous in your flattery, it helps if you start out the email by telling them something about them or their business that you like, whether it’s about a new service that they offer, something positive in the news concerning them, or even a post that they made on social media. For example, “I thought the video you recently posted on YouTube was great,” or “I’ve been very impressed with the new (product) that you just released.” It shows that you’re not just cold calling (or cold emailing) potential prospects but that you’re actually familiar with them.

Learn How to Use Targeted CTAs to Increase Lead Conversion

Begin With a Question

Asking a question is a great way to pique their curiosity right away because they’ll be thinking about the topic you’ve brought up, which means that they will be immediately engaged. Of course, the rest of the email will have to follow in the line of that question. For example, “Are you having a problem with (something)?” or “Have you heard about the recent news about (something)?” You will then have to follow up with how you can provide a potential solution to the problem or how the recent news is relevant to them and how you can be of help as a result.

Get To The Point

You can also just get to the point immediately by positioning yourself as a business that can help their company. For example, “Our product helps businesses like yours to achieve (this goal).” Getting to the point right away by addressing their pain point and how you can solve it is a good way to get their attention for at least the remainder of the email.

A strong email opening line will help generate interest in what your email has to say. Use these tips to create effective email opening lines that will increase the chance that your emails will be read in full, thereby making it easier to nurture your leads.

email marketing program

attraction marketing

5 Questions On Attraction Marketing Strategies To Consider

As any business owner knows, marketing is essential if you have any ambition for growing your company. Without effective marketing, your ability to attract new leads and increase sales is going to be limited, which means that there’s a good chance that your business won’t last very long.

However, when it comes to marketing, there are two routes to choose between — prospective marketing and attraction marketing. Essentially, prospective marketing involves finding prospects and then marketing your services or products towards them, whereas with attraction marketing, you allow the prospects to find you — hence the term “attraction.” The following are five common questions that you might have about attraction marketing, along with strategies to consider for executing this type of marketing:

1. How Do You “Attract” Leads?

The idea is to put yourself in the position to be found. This is done by optimizing your website for SEO using high-quality keywords your prospects are likely to use when searching for similar products and services. You then provide content on your website that helps inform your leads about your brand and presents your brand as a valid solution to their problems or needs. Other strategies, such as the use of social media, also helps to increase brand awareness, thereby bringing more prospects to your brand.

Read our article: Are Keywords Still Required To Increase SEO Rankings?

2. Why Is Attraction Marketing More Effective?

Prospective marketing requires that you force your marketing onto a prospect without knowing their interest in your brand. For example, cold calling is a popular prospective marketing technique.

With attraction marketing, you’re not forcing yourself on the prospect. Instead, you’re simply putting yourself in the position to be found by them. The prospects that find you will be more interested in your products or services, which makes them more stronger candidates as potential customers. Additionally, the lack of pressure means that they can do their own research on your brand on their own time, making them more likely to convert.

3. How Does Attraction Marketing Lead to Sales?

One of the strategies involved in attracting leads is to establish yourself as an authority within your industry via your content. When your website visitors educate themselves about your brand by reading through content that’s informative and relevant to their needs, they’re more likely to trust you. This trust makes it easier to capture your leads, giving you the opportunity to nurture them through the sales funnel and eventually, not only closing sales, but creating long-term customers.

Attraction marketing

4. Will You Begin Attracting Leads Right Away?

Unlike prospective marketing, attraction marketing takes a bit longer to implement. As a short-term strategy, attraction marketing isn’t going to seem very effective. However, long-term results are going to be much more impactful than short-term results, which is why attraction marketing is considered more effective than prospective marketing.

5. Once You’re Done, Will You Keep Attracting Leads?

Since attraction marketing is all about long-term results, it’s important to understand that it requires a long-term strategy. You can’t just set up a website and put up some content and then call it a day. For it to be effective, you have to continually create new content, continually engage with followers on social media, and continually adjust your strategy based on various analytics that you should be monitoring. If you do this, you’ll continue attracting leads.

Prospective marketing is a very short-term strategy based on closing sales immediately — and it’s one that’s generally not very effective unless you have a massive advertising budget. Attraction marketing is a more cost-efficient strategy that focuses more on attracting high-quality leads that you can develop relationships with, thereby creating long-term customers well into the future.

successful blogging

What is Attraction Marketing And How Can It Set Your Business Apart

Attraction marketing is the culmination of your marketing efforts to draw customers to you and your brand. As with any marketing strategy, attraction marketing focuses on setting your brand apart from your competitors by making your company attractive to potential buyers. This is accomplished through developing your brand marketing strategy by evaluating your marketing goals, evaluating how your are performing, and adjusting your plan using metrics.

Attraction Marketing Strategy and Story

Attraction marketing is all about making your brand more attractive to your buyer personas as well as attracting them to you through inbound marketing. The two work hand-in-hand and should be a pillar of your marketing efforts, and it all begins with your attraction marketing strategy or strategies as the case may be — there is no one “right” way to market your brand but there are many tried and true ways to do it.

Strategy alone, however, doesn’t necessarily flow through to your customers but your story does and storybranding is how to give your brand an enduring and lasting impression on your clients. Be careful though, as storybranding and storytelling are two different animals.

Get Found and Be Seen

Your brand story sets up the foundation for who you are and what you do and, if done right, will be the thing that your buyers admire as they meander through your sales funnel. Of course, all of that magnificent storybranding will be for naught without a quality website and some killer SEO which is exactly why you need to shore up your website: to be seen.

We’re talking, of course, about your internet presence and how it affects your attraction marketing campaigns. The gateway to your brand story and to your attraction marketing as a whole goes through your website which may very well be your most valuable sales asset. Most importantly, it puts you on a level playing field with your competition through the necessary exposure of the internet.

Getting folks to that site comes down to search engine optimization which spans both organic and pay per click by optimizing your website for greater results. While SEO is an intrinsic tool to have, the quality of the content you provide on your site is what keeps buyers there and hooks them in to your sales process.

Want to learn more about how to create quality content? Read this article on how to create content for each sale funnel stage.

Thought Leadership

Possibly one of the most useful parts of attraction marketing for your business is that you become the thought leader in your industry. Buyers as well as industry leaders will turn to your brand to help solve their problems as you make them more aware of the issues they face.

Thought leadership though is more than simply having quality content and making that content relevant to your target audience. It deals with the entire suite of broadcasting your brand, who you are, and what you know about your industry and the solutions you have available across many different avenues. Social media, trade shows, marketing metrics, and lead nurturing all make up vital pieces of your thought leadership toolset.

More than that, the importance of thought leadership for your brand is to continue to set yourself up on a higher plane than the rest of your competition by delivering what you already know and conveying it in a way that attracts people to you.

Lead Nurturing Throughout the Buyer’s Journey

Once you’ve got a lead whether from a trade show, through your inbound marketing, or through social media, it’s time to nurture them through your sales process and guide them through their own buyer journey.

While there are many ways to nurture leads, keying in on how your specific buyer responds to different stimuli is necessary for landing sales. Tactics including drip emails, lead nurturing campaigns, and remarketing are all tools that should be part of your lead nurturing tool box. Additionally, towards the end of your buyer’s journey, your sales and marketing staffs should be on the same page for sales-ready leads.

Finally, you’ll need a way to evaluate your marketing efforts. Inbound marketing software, analytics, and metrics can certainly help, but having a strong OODA loop within your organization will aid in making decisions. Remember, it all starts with data.

The Nitty Gritty: Why Attraction Marketing?

The question you’re undoubtedly asking is why attraction marketing is useful to your business which is a very valid one. Think of attraction marketing as the magnet that draws customers to your brand at large. The deeper aspects of attraction marketing such as your content, thought leadership, and brand story make your brand something that sticks with them.

marketing-make-or-break

What’s Trending in Marketing

Keeping up with what’s trending in marketing is an important way to ensure that your marketing efforts remain up to date. Not to mention that they can provide insight into how you can adjust your marketing strategies in order to improve your results. The only problem is that keeping up with what’s trending in marketing can be quite a challenge seeing as how the online marketing landscape seems to always be shifting.

The following are a collection of articles that we have curated from some of the most notable marketing blogs on the web highlighting recent marketing trends that we think you should be aware of:

1. Noteworthy Marketing News and Trends

The power of podcasting: How to boost your reputation and search engine rankings

Podcasts have exploded in popularity over the past five years, taking on the position that radio once had in our lives. As you can imagine, there’s a lot of opportunity for marketing using podcasts as a result. A recent article about podcasts published on Search Engine Land recommends establishing yourself as an authority within your field through the creation of webinars, video content, a social media presence and more. This helps build credibility so that you’ll have a better chance at being invited onto a podcast. Once you’ve built a name for yourself, you’ll want to pitch podcast ideas that can benefit your SEO efforts to podcast hosts that are relevant to your business.

YouTube’s new TrueView for Reach option makes bumper assets skippable

According to an article by Ginny Marvin on Marketing Land, YouTube recently introduced a skippable option for short-form ads that are called TrueView for Reach, which can be skipped after five seconds; however, advertisers only pay if the viewers watch 30 seconds, the viewer interacts with the ad or the video ends. YouTube has implemented this new option in response to requests for ways to optimize TruView buys based on the different campaign objectives that customers have. One of the beta testers of the TrueView for Reach option, Samsung, revealed that it reached over 50 percent more people at half the CPM (cost per thousand) using the new feature.

Google Switches to Infinite Scrolling Mobile Search Results

Google has switched from having to click from page to page on their mobile SERP (search engine results page) to being able to scroll down infinitely by clicking on a “more results” button. This could potentially change what it means to rank on the first page of SERP according to a recent write up on the new infinite scrolling feature on Search Engine Journal. However, it’s currently in a test phase, which Google will only make permanent based on user feedback.

What other trends are there? Check out these ten ways to use Google Trends to Increase SEO!

2. Growing Your Inbound Marketing

Do You Need to Redesign Your Website?

Your website plays a huge role in your ability to market effectively. If it’s been a while since you updated your website, it may be in need of a redesign. Our own Nicole Wagner did a write up recently sharing some of the signs that a website needs to be redesigned. These signs include poor web rankings, a change in branding, a lackluster conversion rate, an outdated look and a subpar user experience.

Your Company’s Core Values Play a Role in Developing Your Brand Story

Storytelling is one of the most important aspects of marketing. Without it, you’ll have trouble engaging with your audience and connecting with them. We recently published a blog post on developing your brand story detailing how important it is to employ storytelling in order to share what your company’s core values and beliefs are and how that will evoke stronger emotions and build stronger bonds with your audience.

3. Recent Marketing Reports, Updates, and Trends

Pinterest reports 50% gain YoY in SMB advertisers

The Pinterest Propel ad program has been around for a whole year now and it recently reported a 50 percent jump in small and medium-sized business advertisers since it first went live. Pinterest has made a concerted effort to position their platform as an effective tool for advertisers and also revealed that businesses who are using Pinterest Propel are earning three times as many clicks than those who are not — and are even experiencing an average of 15 percent lower cost-per-clicks within the first 90 days.

Snapchat looks to offer new e-commerce options for Discover Publishers

According to a recent post on Marketing Land, Snapchat is currently testing a new e-commerce option on some of its Discover publisher channels. The new feature will allow users to swipe on products within the Discover platform in order to buy them from the Snap Store. Although they are just testing the waters, the company seems to have great ambition for its store’s future potential. Several publishers have revealed that they have tested the new feature and that currently, Snapchat is not taking a revenue share from any of the products being sold so far during the testing stage.

Facebook & Cambridge Analytica: What we know, what they knew & where that leaves us

Facebook has been all over the news as of late due to the Cambridge Analytica scandal. Considering the fact that many businesses leverage the use of Facebook for their marketing efforts, you’ll want to know where the future of Facebook lies. A recent article on Marketing Land goes into detail about the scandal as well as Mark Zuckerberg’s recent testimony in front of Congress addressing the issue of Facebook’s privacy settings and user consent.

The future of retail is Generation Z-dependent — and martech is the way to reach them

A new generation (Generation Z) is coming of age, and like every generation before them, their buying habits are different. Rohit Gupta explains how important it is for businesses to begin adjusting their marketing efforts to better target this upcoming generation by providing numerous tips. These tips include customizing the purchase journey, connecting through social media, preparing for the use of voice recognition technology, and focusing on convenient shipping options.

mobile marketing techniques

case study questions

The Benefits of Using Case Studies

Consumers are a lot less susceptible to fancy sales pitches in this day and age, which is why the use of case studies can be very effective in building brand trust. Many consumers will ask friends and family for recommendations or look up online reviews before doing business with a particular brand. They do this because they simply trust other consumers more than they are willing to trust a brand. It’s due to these reasons that you should consider using case studies. We’ve gone over the case study questions you should ask, but the following is some information on what they actually are and how they can benefit your marketing efforts:

What are Case Studies?

Case studies are similar to testimonials in that they provide audiences with an account of previous customer experiences with the brand. However, testimonials are typically basic interviews that function as little more than positive reviews. Case studies are more in-depth and concern the entire process that the customer went through. Basically, it’s a depiction of their buyer journey and how your business helped to fulfill their needs from beginning to end. This allows for an element of storytelling that’s much more engaging

What are the Benefits of Using Case Studies?

Although case studies require a lot more effort to put together than the typical testimonial, it’s well worth the time and resources required. Many businesses will even produce their case studies as video content that their audiences can watch. The following are just a few of the benefits of creating case studies:

Build brand trust

Case studies are extremely effective in building trust because of the very fact that they represent the viewpoint of your previous customers. Instead of you telling your audience how great your brand is and how effective your products or services are, you’re having your customers do it for you. Not only do audiences trust other consumers more than they trust companies, but by allowing your previous customers to tell their stories, they are basically endorsing your brand, which gives your business more credibility.

Engage through storytelling

Simply having customers tell the audience that your product is great is just a basic customer testimonial. It’s not that interesting, nor is it very engaging. Case studies are more concerned with telling the story of the customer. The customer is the hero, their problem is the conflict and your brand’s solution is the resolution. The use of storytelling helps to make a brand much more relatable and will allow your audience to see how you fulfilled that customer’s need at every stage of the buyer journey.

Click here to learn about the differences between storytelling and storybranding.

Identify brand evangelists

To find the subjects of your case studies, you’ll need to speak to several clients or customers and request that they participate. Those that are willing are your brand evangelists. They are offering to tell their story because they believe in your brand. Knowing who your brand evangelists are is helpful because they can help improve your brand reputation through word-of-mouth marketing.

Assist your sales team

Having an assortment of case studies available on your site can be hugely beneficial to your sales team. This is because they can recommend prospects to watch specific case studies of previous customers who may have had similar problems. This, in turn, can help them close deals.

As you can see, case studies can be very beneficial to your marketing efforts. Don’t forget to read up on the important case study questions you should ask, and be sure to take a look at some of the marketing tools that we offer for download at Stevens & Tate.

business story

drip email marketing

Drip Email Marketing vs. Lead Nurturing Campaigns; When To Use Each

Many marketing tools seem similar and are often mistaken for one another. Two tactics that are often confused are drip email marketing and lead nurturing campaign. It’s true that there are similarities in the way they work. However, they are two distinct tactics that serve different purposes. You should have both in your marketer’s toolbox to use when appropriate, especially with attraction marketing. Let’s learn a bit about each tactic and when they should be used.

Email Drip Marketing

Emails are a huge part of modern marketing. One email marketing option is email drip marketing. Named after drip coffee makers, this marketing tactic sends out emails at specific timed intervals. Time is the only factor used to indicate when an email is sent. Nothing else.

When should you use email drip marketing?

  • Educating prospects on all the products and services in your company’s portfolio.
  • Keeping your brand in front of your customers while they are contemplating a purchase.
  • Announcing new products or services for your business.
  • Showcasing best sellers in your portfolio.

A well-crafted drip email campaign can educate and inform your audience. However, done too frequently, or used only to pitch products or services, your audience may perceive these emails as spam.

[Read About Interactive Email Marketing Trends Here]

Lead Nurturing Campaigns

A lead nurturing campaign is not based on timed emails. It is based on the lead’s behavior. When a lead performs a specific behavior, it triggers an email with targeted information to be sent to your audience. These emails are designed to guide the lead through the buying process.

This type of campaign depends on gathered information about the lead’s behavior. Specific behaviors that can trigger an email include:

  • Which whitepapers grab the lead’s attention
  • How many times they visit a specific page on your website
  • Which webinar they attend
  • Which of blog post category they spend the most time in

The goal of the emails sent during a lead nurturing campaign is to deliver useful information at critical points in the sales cycle.

A marketing automation system is ideal for lead nurturing. You can build full campaigns within the system that automates almost everything in the process. The power of marketing automation systems is their ability to capture key data. This then triggers the specific emails that nurture leads.

They Complement Each Other Very Well

Drip email campaigns and lead nurturing campaigns, if well designed, will do their jobs well. They both help leads engage with your brand and give leads the information needed to make an informed decision about your products and services.

They are each powerful tools in the marketer’s toolbox on their own, but working together, they are even more powerful. Coordinated campaigns can help close deals faster and keep your brand ahead of the pack.

email marketing program

website redesign process

20 Tips To Improve Your Website Redesign Process

Your website is your audience’s first impression of your business and what you have to offer. Today more than ever you only get one time to make a first impression. With so much competition out there and so many advancements in technology your website needs to keep up with the technology changes and deliver fresh new content. An essential part of attraction marketing is drawing in the target consumer.

Time to Redesign

The website redesign process may seem to be a daunting task however a redesign doesn’t mean you have to completely overhaul your site. A website redesign can just be changing graphics, rearranging page layouts, or other small design functions.

Before you start your website redesign process you need to come up a strategy first. Without a strategic plan your redesign could end up costing you more and contain elements that are not consistent what what you audience wants to see. Your website is your single most valuable piece of marketing so spending time strategically planning out the redesign is extremely important to the overall success of your sales. Begin your website redesign process with a thorough evaluation of your business KPIs as a whole and take them to the next level.

[Read About Growth-Driven Web Design- Is It Right For Your Company?]

20 Redesign Tips

1. Start with user testing to see what elements work for your users and which don’t.

2. Define the top three things you want to accomplish with your site.

3. Sketch out the new layout.

4. Go though the sales funnel of your site to see if it’s easy for a user to navigate.

5. Keep your conversion funnel as simple as possible.

6. Implement multiple lead capturing opportunities to grab your visitor’s email as much as possible.

7. Implement social media buttons prominently.

8. Have contact information be the easiest information to find on the site.

9. Select a color theme and typography that flows well together and maintain consistency on every page.

10. Keep call to actions limited to one to two per page.

11. Utilize motion in terms of layout and videos or image carousels.

12. Build a prototype of the new layout and have user testings performed before going live.

13. Think outside of the box by using disruptive imagery or bold colors.

14. Double check spelling and grammar- actually triple check.

15. Test all links and make sure they point people where they want them to go to.

16. Test site and mobile speed.

17. Make sure mobile site is user friendly and design elements maintain aspect ratios.

18. Optimize all of your pages for SEO and implement target keywords in page title, meta description, meta keywords, and page content.

19. Include some extra or fun pages. Users are expecting the standard contact, about us, and product/services pages. Make your website stand out with some fun or unique pages such as an FAQ page, a quiz page to match users to products/services, or industry pages that are directly relevant to users.

20. Incorporate testimonials.

traffic, leads & revenue

call to action phrases

How To Use Targeted CTAs To Increase Lead Conversion

Lead conversion can prove a tricky mistress, but inbound software has changed the way marketers interact with their prospective clients. They now reach customers through clever virtual workflows and smart targeting. Specifically, targeted CTAs can help convert the visitors to leads 42% more often than standard CTAs. A good CTA is a part of attraction marketing. Let’s look at how to use targeted CTAs to increase lead conversion.

What is a “Smart” CTA?

Targeted or smart CTAs convert visitors to leads by tailoring the content to a specific user. They’re based on segmented lists and what stage of the customer lifecycle they’re in. Basically, based on the data your lead generation software is provided, a smart CTA changes dynamically enabling your pages and calls-to-action to be more effective and targeted.

[Here Are 3 Helpful Tips To Improve Your CTAs To Generate More Leads]

Slice Up Your Contacts: Use Segmented Lists

If you’re not already using segmented lists, you may as well be throwing darts at an indiscriminate and undefined dart board. In other words, if your contacts occupy one single list or a small handful, then you’re really not leveraging your lead conversion software to the max.

Start by creating filters that help define your buyer personas. For example, you may want to create a filter to put “C” level managers with 100-300 employees in a 3-state area in a specific list or perhaps you want to simply create a list where follow-up emails can be generated. In either case, making your lists and your leads more specific will definitely increase the effectiveness of targeted CTAs.

Get Personal: Design and Copy

Finally, let’s talk about getting personal with your leads’ CTAs. Not in a weird way, but in a way that can actually close some sales! Smart CTAs have the ability to change the copy on a CTA button or change the design based on the end user.

If you’re selling chocolate candy bars to a potential customer, perhaps you want them to click the “Get a Free Sample Here” CTA at which point they become a lead and potentially a sale. On the other hand, however, your website may be entertaining an existing chocolate buyer who already loves your product. As a result, giving them a sample won’t necessarily get the job done nor further the value of your expertise as a chocolateer.

This is where smart CTAs show their beauty. Instead of offering a sample, a smart CTA would show your existing customer the “There’s S’more to Chocolate” CTA. Here, they can learn about how to use your product to their advantage. While the example may seem silly, the fact of the matter is that both the design and copy can be altered based on the input of your CRM.

marketing strategy

marketing automation strategies

How To Develop Content To Build Customer Loyalty

Today, online content plays a critical role in marketing your business. It showcases the products and services that you offer, as well as positions you as an expert in your industry or niche. But, did you know that it is also critical for building customer loyalty? Online content can help you convert prospects and bring customer back. Additionally with attraction marketing, what you put out there affects how you look. Here is a step-by-step guide to creating content that will increase customer loyalty:

Attract:

Attracting new prospects is critical if you are hope to increase your online traffic in the future. Well-written, targeted pieces of content rank well in search engine results. which brings in traffic naturally. Sharing content on social media helps drive even more traffic. Remember, every new prospect is a potential customer, so your content needs to make a good first impression and build trust.

Convert:

Once you have your website traffic flowing, the next step is to convert this traffic into leads. You can use content to do this in a few different ways. Here are two to get you started:

  • Case studies:
    • These showcase how your business helped a customer with a specific problem. The study outlines what problem the customer was facing, how the company helped solve the problem, and the final results along with the customer’s feedback. It offers a glimpse into how your company can help the prospect and how current customers view your brand.
  • Thought leadership:
    • This positions you as an expert in your industry or niche. You share expert information that is useful to the prospect as well as answer any questions that arise. Prospects can see the value you bring forward, which helps build trust and loyalty.

Leads do not instantly become sales. You have to nurture each lead through the sales funnel from evaluating products, to making a decision, to making a purchase. Additionally, a lead at the evaluation stage requires different marketing than a lead closer to making a purchase.

A marketing qualified lead (MQL) is a lead who has gone beyond browsing and is starting to evaluate options. That person is not yet ready to talk to a salesperson, but they are looking for more details on certain products or services.

After evaluating the options, leads will move towards making a decision. This is when they become an SQL, or a sales-qualified lead. Now a salesperson can step up to answer any remaining questions the SQL might have and help them make a final decision.

[Read About How To Delight Your Customers]

Close and Delight:

Closing a sale often takes a dozen or more touches. That is why every piece of content you post or send must work to build customer loyalty.

Once you convert a prospect to a customer, your job is not done yet. The final step to building customer loyalty is to delight the customer.

  • Send focused email campaigns to keep your brand in the customer’s mind.
  • Use customer-only promotions to improve retention.
  • Ask customers to provide feedback or fill out a survey to demonstrate that you value their opinions.
  • Offer product updates at a special discount for returning customers.
  • Use video to provide product demonstrations, tutorials, and customer stories.

Don’t Let Your Blog Become an Afterthought:

Your company’s blog should be a centerpiece in your content strategy. It is a place where you can share just about anything you want. Here is a short list of what you can include in your blog:

  • How-to posts
  • Industry and company news
  • Accessories for popular products
  • Services offered along with products
  • Helpful FYIs
  • Customer stories
  • Tutorials
  • Professional resources

Consistency is critical when it comes to updating your blog and with sending emails . Regular updates with new content will keep customers interest, in turn building loyalty and promoting your brand.

There is one tried and true adage you need to remember: it costs a lot less to retain a customer than to attract a new one. With this in mind, building your content strategy will keep customers coming back for more. Customer loyalty will help you build a successful business long-term.

inbound marketing guide

B2B sales

How To Use Social Media To Drive B2B Sales

In spite of the enormous success of social media marketing, many B2B companies still haven’t successfully jumped on the social train. This because many B2B companies are unsure how to utilize their social media platforms to the best of their advantage. Sharing will help alot, when it comes to attraction marketing.

Social media channels enable you to reach a wide net of potential customers and connect with individuals on a more personal level. More people are using these platforms to research potential purchasing decisions. Therefore, your posts should be educating potential buyers about what you have to offer and showcasing why you’re an authoritative source. Despite what you may have heard, you don’t have to post memes or funny videos to stand out.

If you’ve put your social media strategies on the back burner, you’re missing out on a great opportunity. Here are some ways social media can improve your B2B sales:

How to reach your target audience:

The first step in developing your social media strategy should be to develop a roadmap of whom you want to send your social media messages to. This outline will help you reach the right people at the right time and ensure your messages won’t be lost in all of the noise. Your outline should include the messages you wish to send to your target audience. You’ll want to ask yourself the following:

  • Who is your audience?
  • What social media platforms do they use?
  • What is the end goal of your social media posts?

Once you’ve developed your plan, it’s time to set your posts into action.

[Read About B2B Branding Tips For The New Buyer]

How to target businesses on social media:

When most people think B2B sales and social media, they think of Linkedin. While LinkedIn is known as the top social platform for businesses, this doesn’t mean other platforms should be ignored. Social media isn’t solely about generating B2B sales leads; it’s also about strengthening your brand awareness.

With social media, you’re able to humanize your brand by personally engaging with your audience. Since most people are turning to Facebook, Instagram, Pinterest, and Twitter, to look for solutions to their problems, your company should be visible on these platforms and ready to assist them.

How to cater your message to businesses:

Social media is a great place to showcase your brand’s level of expertise and gain trusted adviser status. Since most buyers are 60% into the buying decision before they even reach out to a sales representative, your posts should reach them early on in their journey. You can do this by posting helpful and educational content that will nudge potential customers along the sales cycle without seeming “pushy”. Case studies, blogs, product demos, and videos are great ways to initially convey your messages to your audience.

How to turn interest into a lead:

Like all marketing, social media marketing’s end goal is to generate qualified leads. All of your posts should have a content offer or call-to-action in order to urge your visitors to take steps toward purchasing. Make sure all of your social media platforms redirect to your website, and vice versa. Easy navigation is key to successful online marketing.

Your company’s social media marketing will be successful if you create personal relationships with your customers and provide them with valuable and educational content. Social media gives you the opportunity to reach a larger audience than ever before. Take this opportunity and run with it!

search engine optimization