Content Marketing for B2B Companies

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What is content marketing and how can it be used for B2B companies? What types of content work best, where should you promote content, and results you can expect.

Marketing

Impression-Marketing.com
What we do
In short, we are in business to get you
more qualified leads online

Impression-Marketing.com
What is Content Marketing?
• Blog posts
• Social media posts
• Whitepapers
• Infographics
• Email/newsletters
• Videos
• Webinars/Events
• E-books
• Press Releases
• Mobile Apps
• Websites

Impression-Marketing.com
The B2B Purchase Process
That's how far the average B2B buyer is through
the purchase decision process before engaging
a supplier sales rep

Impression-Marketing.com
How Does Search Work?

Impression-Marketing.com
How Does Search Work?
How do you
shop?

Impression-Marketing.com
How Do People Search?
1. Problems/Solutions
2. Cost
3. Versus/Compare
4. Reviews
5. Best
*From the Sales Lion

Impression-Marketing.com
Content Marketing
Your customers are
asking questions.
Are you answering?

Impression-Marketing.com
Marcus Sheridan Interview

B2B Initial Results
MACC’s traffic has been on the up-and-up since the launch in February
2015

B2B First Week Results
• They’ve closed $35,000 from a website lead,
which has a phase II component that will result
in additional revenue
• Two leads have come in related to church
facilities
• One lead came in from a military base in DC
• Several tech-support forms filled out and a
field installer application

Impression-Marketing.com
Social Media Advertising

Impression-Marketing.com
Website Sales Funnel

Impression-Marketing.com
Website Design & Development

• Lack of Strategic SEO
• Too Much Reliance on Paid Advertising
• Cold Calling for Leads
• A Static Website
Impression-Marketing.com
Challenges

Impression-Marketing.com
Content Marketing Funnel

Inbound Marketing Results
Increase in client
revenue
Increase in lead
volume
Decrease in paid
marketing spend

Impression-Marketing.com
Blog Strategy Funnel
Brainstorm Write CTA* Publish Track

Impression-Marketing.com
Where to promote B2B?

Impression-Marketing.com
Success Metrics

It all Starts with Gap Analysis
• Website review & recommendations
• Social Media review & recommendations
• Competitive Analysis (What are your
vendors/competitors doing?)
• Recommended next steps
Impression-Marketing.com

Typical Monthly
• $3.5-$6k per month for IM Services (may
include a new website)
• $<1k for HubSpot
• IM Services Can Include: Strategy, Execution,
Content Marketing, Social Media, Training,
Analytics, Paid Advertising, Client Meetings.
Impression-Marketing.com

Impression-Marketing.com
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Impression-Marketing.com
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Content Marketing for B2B Companies

1. Impression-Marketing.com July 2015 Content Marketing for B2B Companies

2. Impression-Marketing.com What we do

3. Impression-Marketing.com What we do In short, we are in business to get you more qualified leads online

4. Impression-Marketing.com What is Content Marketing? • Blog posts • Social media posts • Whitepapers • Infographics • Email/newsletters • Videos • Webinars/Events • E-books • Press Releases • Mobile Apps • Websites

5. Impression-Marketing.com The B2B Purchase Process That's how far the average B2B buyer is through the purchase decision process before engaging a supplier sales rep

6. Impression-Marketing.com How Does Search Work?

7. Impression-Marketing.com How Does Search Work? How do you shop?

8. Impression-Marketing.com How Do People Search? 1. Problems/Solutions 2. Cost 3. Versus/Compare 4. Reviews 5. Best *From the Sales Lion

9. Impression-Marketing.com Content Marketing Your customers are asking questions. Are you answering?

10. Impression-Marketing.com Marcus Sheridan Interview

11. Answer Questions in Blog Posts

12.

13.

14. B2B Success Story

15. B2B Initial Results MACC’s traffic has been on the up-and-up since the launch in February 2015

16. B2B Search

17.

18. B2B First Week Results

19. B2B First Week Results • They’ve closed $35,000 from a website lead, which has a phase II component that will result in additional revenue • Two leads have come in related to church facilities • One lead came in from a military base in DC • Several tech-support forms filled out and a field installer application

20. Impression-Marketing.com Social Media Advertising

21. Impression-Marketing.com Blogging

22. Impression-Marketing.com Website Sales Funnel

23. Impression-Marketing.com Website Design & Development

24. Impression-Marketing.com Website Design & Development

25. Case Studies Very Effective for B2B

26. NSK, a B2B IT Consulting Firm NSK’s goals when beginning with HubSpot and content marketing were to: • Acquire qualified leads for their sales department • Extend their brand’s reach in the Boston area Impression-Marketing.com B2B Case Study

27. • Lack of Strategic SEO • Too Much Reliance on Paid Advertising • Cold Calling for Leads • A Static Website Impression-Marketing.com Challenges

28. Impression-Marketing.com Content Marketing Funnel

29. Blog Post

30. Landing Page

31. Inbound Marketing Results Increase in client revenue Increase in lead volume Decrease in paid marketing spend

32. Impression-Marketing.com Blog Strategy Funnel Brainstorm Write CTA* Publish Track

33. Impression-Marketing.com Where to promote B2B?

34. Impression-Marketing.com Success Metrics

35. It all Starts with Gap Analysis • Website review & recommendations • Social Media review & recommendations • Competitive Analysis (What are your vendors/competitors doing?) • Recommended next steps Impression-Marketing.com

36. Typical Monthly • $3.5-$6k per month for IM Services (may include a new website) • $<1k for HubSpot • IM Services Can Include: Strategy, Execution, Content Marketing, Social Media, Training, Analytics, Paid Advertising, Client Meetings. Impression-Marketing.com

37. Impression-Marketing.com Expert Analysis

38. Impression-Marketing.com Website as a Sales Tool

39. Impression-Marketing.com Website as a Sales Tool

Content Marketing for B2B Companies

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