Having a B2B blog strategy can help drive your company’s content marketing success. We’ve already written about the importance of B2B blogging. However, here we’ll focus on the ‘how’ rather than the ‘why’.
Blogging for the sake of blogging is not the way to attract and retain users. And that applies for B2B blogs as well. When we look at B2B blogs online, there are clear winners and losers with the ones coming on top always producing less and getting more in return. Because it’s all about quality over quantity.
When you have a strategy for your B2B blog, you come from a place of knowledge in what attracts your target audience, builds brand trust, and ultimately moves prospects to a purchase decision. Then you apply that knowledge and get results. Sounds pretty straight-forward, doesn’t it?
Let’s get started.
Develop your B2B Branding
You know you have a good product. You take pride in it. The price point you offer is attractive. So far so good. But do any of your target users know any of this? Have you taken the time to clearly communicate your brand message?
There’s an art to simplifying your message. An art to making it ‘digestible’ for users. This is especially important for manufacturers and other B2B services. Your brand message should be clear, compelling and informative of what you do and why you do it. This should be the foundation of all of your B2B blog strategy.
When we talk about B2B branding for your blog, we’re talking about getting intentional about the experience you offer your readers. That means understanding who you are as a company and why you do what you do. Only then will you be able to communicate that in a way your customers will understand.
The most successful B2B companies always go the further step and offer nice little freebies to users with every other blog post. It can be a link to download a more in-depth analysis of recent industry research or statistics in the form of a visually-rich report or whitepaper; it can be a package of templates or images; a discount coupon for sharing the post or referring a friend and many more. These are all ways to compel people to keep coming back to your blog in anticipation for the next thing that will brighten their day. And nothing motivates people more than anticipation – even behavioural psychology backs us on this one.
Work on B2B Referral Marketing
Word-of-mouth remains the most effective kind of marketing out there. According to Edelman Trust Barometer, 84% of B2B decision-makers begin the buying process based on a referral. Happy customers (or even non-customers who hold you in high regard) recommend brands to their peers – it’s as simple as that. This is free, effective marketing right there.
But if you really want to cash in on the power of referrals, you need to build a referral strategy. You want to give your customers a reason, an incentive, to advocate for your brand. You can achieve this by:
- Giving your customers the kind of experience they’ll want to talk about
- Providing tools to easily refer others to you
- Staying in communication every step of the way
Scheduled blog posts with valuable information that are easily sharable across all social media channels are a sure way to getting noticed. People share content that interests them and that they find useful – give them that option on your B2B blog.
Make Email a Part of your B2B Blog Strategy
Email marketing is an integral part of your blog strategy. The two actually go hand-in-hand as posting on your B2B blog drives traffic and creates content you can then send out in newsletter format to subscribers and build your email list.
You will need to master the art of picking email subject lines that attract the attention of users and drive them to your blog. Make sure your emails offer real value. The people on your list have opted to receive messages from you because they believe it will help them. They’re giving you their time. Don’t let them down.
You can supplement this with a good email marketing tool to automate your messaging. There are plenty of good ones out there, like Mailify, Mailchimp, or Constant Contact. Scheduling and marketing automation can take your email marketing campaign to the next level.
Looking at the components of a successful B2B blog strategy, three things to focus on: intention, consistency and alignment. Don’t do random things to see ‘what sticks’. Everything needs to serve a larger plan. Everything should be focused on a clear set of goals. That’s why for you need a strategy for your b2b content and social media marketing.
Everything should connect your brand and its purpose to your customers.
If you’re interested in finding out how Social INK can help your business, don’t hesitate to reach out here.