The pandemic significantly changed the B2B media marketing landscape, meaning marketers had to think about the best way to reach customers and prospects. A recent survey by Nadel Phelan found that about 60% of businesses spent their viewing budgets on digital marketing last year, with an emphasis on developing content that creates value and builds trust. Marketers know that educating, entertaining, and educating potential customers is the key to trust and that it is much more effective to develop positive long-term relationships. Let’s see why this change is taking place and what best practices marketers can use to engage and convert potential customers.
A focus on the weaknesses of the customer
Buyers are looking for content that they can trust and that can solve their problems. That’s why content marketing has become so popular and important. As business meetings change, companies need alternative ways to build relationships. Property content works well for this purpose.
Addressing pain points and potential customers is a great way to build trust. By creating content that helps people make decisions and solve problems, you can communicate more effectively with customers and prospects to generate demand and provide guidance.
And as an added bonus, you create leadership status among your managers and professionals. If buyers need information on a topic that is important to them, visit their channels to find the content they trust.
Determining goals and efforts:
The media and marketing teams are committed to attracting and retaining the attention of customers and potential customers. Ultimately, it’s about supporting sales and generating revenue. Here are three elements that can help you create meaningful content that can help you achieve your business goals:
Key Performance Indicators (KPIs):
Determine which metrics are relevant to the marketing and sales department, based on the type of content and where it is delivered. This may be related to the number of clicks on email links or how long potential customers stay on your site. Be sure to use dedicated links where possible to better control the results. By setting the same measurable goals, each department provides an incentive to focus on results and how they plan together to achieve them. Continuous interaction and collaboration between teams will also help generate new ideas.
From the sales department, the marketing team can get in-depth, real-time feedback on potential customers’ business challenges, comments on products or content, inquiries, and other information. This data helps refine messages and create more relevant and meaningful content for customers and prospects.
Using marketing analysis tools can help your marketing team participate in sales during the buyer’s journey. Finding out how different marketing tools (blog posts, videos, webinars, case studies, etc.) have been used at different points in the sales funnel will help them make more informed decisions about what will have the biggest impact. Similarly, it can help teams find errors in the sales process that require multiple resources, such as content, information, or tools to engage customers and make conversions.
Use media Tactics to Succeed at Marketing
Today, buyers only register on the Internet to find the information they need to solve challenges and make purchasing decisions. You must consistently provide content that adds real value while meeting the right needs. This is the type of content that creates demand and provides guidance. Useful, high-quality content, such as videos, recordings, and infographics, connect customers and prospects in a meaningful way with marketers. This is the type of educational and shareable content.
Your audience will trust your brand if you consistently create content that adds value and eases your burden. However, it can be difficult to find the best way to connect with potential customers and keep the conversation going. But everyone agrees that no one wants to get involved in marketing emails and follow-up work without a specific intention.