Companies and brands ought to connect with their customers, but amid taking care of customers, sales and a gazillion other things, it is easy to forget about building relationships with those who are just walking into your marketing funnel.
Contents to use for your B2B customers’ journey
Social media content | 1
Social media tools
B2B focused blog posts | 2
Three common “rejections” regarding corporate blogging
Questions you need to answer in-house if you decide to blog for your B2B company
- Your business blogging goals
- Content formats
- Content distribution plan
Email newsletters | 3
You can create your own email content or simply curate on-topic and on-target content that will go straight to the inbox of your clients and prospects.
Use Sender, it allows you to use it for free for up to 2,500 subscribers. It has tons of e-newsletter templates. You can customize using images and text or personalize it for your recipient.
In-person events | 4
- Attendify, an app that lets you create a private social network for your event. Attendees can post photos and videos from your event and build conversations with each other.
- If you like an app to handle several events at the same time and to provide you with interactive profile listings, notifications that you can send to your attendees, and a business matchmaking function, Jublia event app will help you do the work.
Videos – Live or recorded | 5
- doing a web calls,
- conducting web seminars,
- virtual shop floor tours, which is what manufacturing companies did to celebrate #mfgday last year
For live video marketing, go for ClickMeeting. With user-friendly features, it guides you in conducting live streams from preparation to actual presentation.
Case studies | 6
Build your credibility and provide evidence of solutions you provide. This is best achieved through case studies.
Case studies are unique to your brand and are a perfect medium to attract potential clients.
Case studies resources
There is no one-size-fits-all template for case studies, but you can use these free resources to inspire you into writing compelling stories:
- Gizmodo:“The 22 Rules of Storytelling According to Pixar”
- HubSpot:“How to Write a Case Study: Bookmarkable Guide and Template”
- TED Talks:Video Playlists About Storytelling
Infographics/charts/photos/data | 7
If you have complex ideas to share, simplify them through infographics, charts, photos, and other visual representations.
This type of content does not only present information but also captures a broad range of audiences using engaging and creative elements.
It has templates and hi-resolution photos are available to share and publish.
Webinars/online events | 8
Webinars and online events are affordable and easy to produce and set no limits to the number of people you can reach at once.
You can reach as many prospects as you like in one session.
Livestorm is a webinar platform that comes with emailing tools and unlimited recording storage.
Another tool is EverWebinar with more advanced tracking features like webinar behavior tracking and an option that allows you to track your profit from a particular webinar.
White papers | 9
This type of content lets you highlight your expertise not as a seller, but as a knowledge leader in your industry.
White papers also help you build a mailing list when used as a tool that will call people to subscribe or sign up (to your social media account, newsletter, and the likes).
White paper references
To inspire you in making white papers that work, you can adopt effective strategies from successful companies, such as:
- Tableau software uses resources aside from their in-house content and features white papers from other thought leaders.
- DocuSign highlights how their services impact various industries. They translate complex ideas to simple and easy-to-digest type of narrative.
eBooks/Guides | 10
Ebooks can combine tests with visuals, making it an easier read than white papers. It is a tool that can empower your readers with practical tips, checklists, and actionable insights.
eBooks tools and resources
Learn from these model ebooks:
- Salesforce (educational and in-depth without being pushy);
- Intercom (with endorsement from influencers and uses an attractive design); and,
- Microsoft (uses a data-driven approach by presenting massive statistics)
Mapping content of the B2B customer journey for each stage
Keep in mind that 67% of B2B buyers would not hesitate switching to another product/service provider who offers a more optimized consumer experience.
Customers need to be able to access information and resources at the time that is convenient for them, making a seamless customer journey and experience a top priority for marketers.
It is your responsibility as a B2B company to focus on how to fit your product (or service) into the lives of your buyers.
A 2020 survey taken among B2B marketers, suggesting certain types of content assets that work best for each customer journey stage.
Here are the stages of the B2B content customer journey that can lead toward conversion.
(Note: Each stage includes suggested pieces of content for each state of the journey)
Stage 1- Brand awareness
At this stage, you need to pique the interest of your audience and leave them wanting more.
Basically, the goal is for them to visit and browse through your website so they can get to know who you are and what you offer.
Aside from curating social media content that reflects your personality as a brand, you can provide blog posts and short articles that will differentiate yourself from competitors. In-person events with hands-on stations and exhibits, or workshop events attended by influencers in your industry can leave a lasting impression to prospects.
Stage 2 – Securing leads
After knowing who you are and what you offer, your prospect must be curious enough about your brand to make them dig deeper.
Provide your clients with content that gives solutions rather than simply advertising your B2B company.
It is equally important to highlight that your prospect’s problems/issues are worth solving and can yield benefits.
Your content should be able to convince your prospect to act on their questions/issues. Hence, it must be absolutely helpful.
Conduct an interactive webinar providing the solutions you can do that are available to them.
You can also hold a lecture event where you can feature client testimonials or thought leaders to help establish credibility with the solutions you offer.
When creating an ebook, keep your target audience in mind, involve influencers in the content making, and nail a short yet effective landing page like this.
Stage 3 – Nurturing leads
A key principle to remember at this stage is, “Do not lose touch with your prospect or you will lose the sale.”
Nurture your leads by staying top of the mind.
Send them an e-newsletter highlighting your brand’s unique offerings, success stories, and other resources.
Focus on those leads that you have contacted in the last 12-24 months.
Blog posts, and short articles at this stage are crucial and must include a smart call to action.
Internal linking or linking to other pages in your site is a great way to boost your page’s credibility.
You can also hold In-Person events and level up the game by creating a theme with interactive elements.
Incorporate contests or giveaways in your event. Case studies highlighting success stories are great tools for nurturing leads.
Tip: Launch Marketing gives a good example of how you can nurture your leads through a series of emails and content:
1st email – Start with an educational thought leadership asset on a specific topic.2nd email–Follow with a third-party analyst report explaining why this topic is relevant and how to choose the right solution (ideally ranking you very well, of course). 3rd email – Provide a customer case study or video praising your solution.4th email–End on a more salesy messaging explaining why you are the right solution provider for them to partner with.
Stage 4 – Converting leads to Sale
You’ve provided your prospect with clear answers and solutions.
They’ve done their own research and did comparisons along the way.
Now it’s time to amplify your content and strategies to convince them to choose you.
In-Person events, case studies, and webinars need a supporting follow up at this stage.
For events, identify the challenges of your event attendees (or leads) and design your event around it.
Then send relevant updates to your guests after the event through email or using one of the apps/tools we’ve shared earlier.
If you’re conducting webinars, send a post-event survey right after the webinar or send an email follow up within 24 hours of the webinar.
You can also personalize follow-ups for your hot leads.
This way, you’ll be able to gain additional insights from your attendees and see if most of them are interested to use your services.
A recorded live interview with one of your loyal clients is one type of case study that can help you convert leads.
Video case studies are sincere and compelling, with real people talking candidly about their challenges and how you’ve helped them.
Ready for your B2B customer journey?
When creating a piece of content your focus should not be on a specific content but on the broader scope of aligning your content marketing strategies to your business goal to match that with your customer’s journey.
The right content executed at the right time for the right audience will make a huge impact on your business.
Try these strategies when you plan and curate your content and see how it works for you.