Why a B2B Blog


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Why a B2B Blog

  1. 1. Why A Blog? Kate Wiltzer
  2. 2. Why Inbound Marketing &What is a blog? B2B trends Content Marketing is key in this area
  3. 3. Wikipedia Definition: a personal journal published on the World Wide Web consisting of discrete entries ("posts")WHAT IS typically displayed in reverse chronological order so the most recent post appears first. Blogs areA BLOG? usually the work of a single individual, occasionally of a small group, and often are themed on a single subject.
  4. 4. • A community formed around a common interest • A two-way communication vehicle (interactive)WHAT IS • Allows the company to beA BLOG? “thought leaders” • A way to promote, share, learn, engage with CONTENT on a regular basis, remain top-of-mind
  6. 6. • Search Engine Optimization (SEO)- blogging helps you rank in search engines and get found when peopleWHAT IS search for industry-specific productsA BLOG? or services. Thus, enabling you to attract organic traffic and familiarize people with your business.
  7. 7. • Frequency Matters: Research shows that businesses that blog 16 to 20 times per month get over two times more traffic than those thatWHAT IS • blog fewer than four times per month. Keyword Posts: What is the most important search engine keyword on your website? TakeA BLOG? that keyword, and write a blog post about it. This helps drive search engine traffic. • Optimization: Use titles that incorporate industry keywords that people enter in search engines as they conduct research.
  8. 8. • Not getting as much B2B exposureTRENDS • Not generating as many leads Sound familiar?
  9. 9. • How often does one proceed to a B2B purchase decision with blogging research? Research shows 71% sayTRENDS that blogs affect their purchasing decisions either somewhat or very much.
  10. 10. Blogs most valuable! B2BTRENDS
  11. 11. • Discovery if you want to be found by your potential customers and prospects when they’re looking, B2B Know: • who your audience members areTRENDS • what kinds of things they are reading • what information they are looking for • where they are looking for it
  12. 12. Why Inbound Inbound Marketing is a marketing strategy that focuses on getting found by customers. InboundMarketing is marketers “earn their way in” in contrast to key in this outbound marketers that have to “buy, beg, or area bug” their way in(Not good relationship building).
  13. 13. Why Inbound The change from outbound to inbound has shifted because of consumer behavior. People wantMarketing is control- they are now more than ever in control of key in this what information they want to receive and how, area instead of the company being in control.
  14. 14. Why Inbound • 84% of 24-35 year olds have left a website because of irrelevant information or advertisingMarketing is • 200 million Americans have registered their key in this phones on FTC’s the Do-Not-Call list area • 91% of email users have unsubscribed to company emails that they opted into previously • 86% of people skip television ads • 44% of direct mail is never opened
  15. 15. Why Inbound Fundamental shifts in marketing are changing as the internet continues to revolutionize how weMarketing is find, buy, sell and interact with brands and their key in this products and services. It is time we shift to area “providing added value” and “earning customer loyalty” to build strong relationships.
  16. 16. Why Inbound The B2B Buying Cycle in 2012Marketing is While there are many variations of the B2B key in this buying cycle, we describe the B2B buying cycle area as having six primary stages.
  17. 17. Why InboundMarketing is key in this area
  18. 18. Content Should Solve Problems in the Early Stages In the early Problem Identification and Criteria Creation stages, your potential customers are educating themselves by:Why Inbound • Reading blog postsMarketing is • Downloading general whitepapers • Following influencers and subject matter experts key in this in social media area • Visiting industry forums • Asking questions on Quora • Subscribing to industry newsletters • Searching with broader, problem-oriented terms
  19. 19. Content in this stage needs to be: • more general and very focused on your target market’s problem or goal. • Don’t talk about your product and services. PeopleWhy Inbound already know you’re trying to sell something.Marketing is Blog posts are ideal for this early stage content. They should be less than key in this a thousand words, casual in tone yet informative. Again, no need to explicitly sell your product. Put yourself in your customers’ shoes and talk area about how to solve the core problems your product offers. Another great technique is to curate content from other sources. For example when you see interesting articles and other content that might help educate your community, share it. Tweet it. Link to it on the blog. Making us thought leaders & an information source.
  20. 20. Content Should Get Specific in the Later Buying Cycle Stages In the Search and Evaluation stages your potential customers are narrowing down their choices by: • Watching vendor videos • Downloading more technical whitepapers and product specsWhy Inbound • Attending webinars • Seeking product reviewsMarketing is • Searching by using more detailed, long tail and-vendor key in this specific terms • Joining vendor communities to discuss your products area • Participating in demos and free trials While you should never abandon your core problem-solving focus, understand that buyers have already answered many of their basic questions and are now forming a solution. Vendor specific information and technical discussions are usually welcome in these later stages. Videos are always good to communicate large amounts of detailed information quickly.
  21. 21. Why InboundMarketing is key in this area
  22. 22. Why Inbound Most effective Inbound Marketing tactics:Marketing is • Content Marketing key in this • Social Media Participation area
  23. 23. Why InboundMarketing is key in this area
  24. 24. Why Inbound Content Marketing: • Blogs/VlogsMarketing is • Photos key in this • White Papers area • Infographics • Videos • Podcasts • ebooks
  25. 25. Why InboundMarketing is key in this area
  26. 26. Why Inbound Content Marketing: • When interesting, useful, educational contentMarketing is is combined with a strong presence in social key in this media, its usefulness can increase area substantially. • As content is shared and spread through social networks- the reach of the content grows virally. • Content is then picked up and syndicated from site to site.
  27. 27. Building the Buyer/Content Matrix Step 1: Conduct Buyer Research To build the Buyer/Content Matrix, in-depth, ongoing buyer research such as Win/Loss interviews and informational interviews.Next Steps The goal is to understand your 1 or 2 key buyers extremely well including their buying process and concerns at each sales stage. The more deeply you understand their questions and concerns, the more on target your content will be.
  28. 28. Building the Buyer/Content Matrix Consider these questions when researching buyers: • What circumstances will cause them to look for a solution like yours? • What will drive them to change the status quo? • What information do they need to adequately scope and define their problem? • What information do they need about possible solutions? • How important are peer recommendations? When do theyNext Steps usually utilize peer recommendations in the sales cycle? • How do they research solutions? What resources do they typically use? • How much is at stake for the buyer? Is this a major purchasing decision? • Who else is involved in the sales cycle, and what are their information needs? • What is the typical buying cycle length?
  29. 29. Building the Buyer/Content Matrix Sales team a huge involvement with this exercise:Next Steps • Are there questions you regularly get from buyers indicating a need for additional content? • When do prospects ask these questions – early in the sales cycle or later? • What existing content seems to work well? • What doesn’t work so well?
  30. 30. Building the Buyer/Content Matrix Step 2: Map Buyers’ Information Needs to Sales Stages Based on knowledge gathered during buyer research, map your buyers’ information needs to each salesNext Steps stage. Put yourself in their shoes and list their concerns. No more than two buyers in the Buyer/Content Matrix; as it quickly becomes complex and requires building more buyer-focused content than most companies can resource.
  31. 31. Building the Buyer/Content Matrix Step 3: Define Content Goals Define your content’s high-level goals for addressing buyers’ questions. • What information do they need in the AwarenessNext Steps stage when they’re still defining and understanding their challenge? • What do they need in the Evaluation stage when they’ve defined objectives and are starting to create a short list of vendors?
  32. 32. Building the Buyer/Content Matrix Step 4: Build a Content Path List specific content ideas for each sales stage that address the buyers’ questions and satisfy the content goals. Focus on content that is high-value,Next Steps educational, and helpful. Mix up content formats such as written documents, video, interactive applications, and webinars. A variety of formats keeps your content interesting, and it addresses different learning styles.
  33. 33. Building the Buyer/Content Matrix As you develop content ideas, build a path of content touch points that guides buyers from one sales stage to the next. Thinking like a teacher creating a lesson plan - what do your buyers want to learn, and what can you create that helps?Next Steps For instance, if you plan to create a product launch evaluator’s guide for the Scoping stage, think about the next logical piece of content. Perhaps a video of a customer explaining why your solution is a good fit for their environment? Or a multimedia tool that asks buyers questions about their needs and makes helpful recommendations? Or an ROI white paper illustrating various solutions in your product category?
  34. 34. Building the Buyer/Content Matrix One application of content touch points is creating aNext Steps lead nurturing campaign to educate buyers in different buying stages. They sign up on the blog to receive “specific” information geared towards their interests! This is a great low-pressure, high-value method to educate buyers.
  35. 35. Lets work together &… Start Building the B2B Blog Community! Given the changing sales process and our buyers’ desire to research and self-educate for a longer period in the sales cycle, we need to embrace that shift and provide buyers with the content they want and need. Deeply understanding buyers is the first step.Conclusion Capturing that essential information in the Buyer/Content Matrix helps us create high-value content that really addresses our buyers’ information needs. And that’s a key step to building relationships and helping buyers know, like, and trust you. Making you the “Thought Leader” & Building Relationships!