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MenuHow do I use B2B content marketing to get 100 appointments with enterprise-level marketing directors, VPs or CMOs?
We're a video company that has experience making GREAT content, but turning the viewers into sales appointments has been tough.
We currently use cold email to generate appointments but we would like to use our content skills to make this happen :)
Answers
A better question to ask in my polite opinion is what offer you make that cannot be refused, to paraphrase Godfather, and to whom. You have to analyze your competition and your business deeply. Then define what is the intersection of a large market, great proposition, ability to service, and unique value. I recommend focusing on the customer first and then on the product. If you want to flesh this out give me a call. All the best.
Content Marketing that you need to focus on is B2B. In both B2C and B2B customers become aware of your brand at various stages of the buying process; some accidentally and some through deliberate search with a potential purchase in mind. By understanding the process of buying you will understand the frame of mind and the changes to it, as the potential customer moves along the buying process. Generally, the buying process begins with an awareness of need. If you keep these facts in mind and you will surely succeed in content marketing.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath
I would start with the target customer and work backwards. The more bespoke/personalized the content the better. The other point is what's your point of differentiation.
1 - Check the incoterms and regulations for the territories that you want to ship ( Commerce chambers)
2 - Study the competition in those territories
3 - Customize your value proposition taking in account these
territories.
4 - Link with your target buyers via linkedin in those territories and try to understand if your value proposition is in line with what they need.
5 - Incorporate feedback and improve value proposition
6 - Start creating content targeting those territories and tag those people that you spoke already...
Content rich SEO practices. Let then get excited and come to you!
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What are the content marketing best practices of converting blog visits into signups?
Having a smart call to action at the end of each blog post is generally a good practice. Make it stand out, and make sure to add value to the visitor by signing up. I strongly recommend A/B testing (also called split-testing) your sign up call to action. That's the only way for you to improve the results of the signup rate. In regards to the conversion rate it's extremely difficult to predict. Depends on your value proposition, quality of content, your industry and so much more. Best advice is just to get started and be smart about the a/b testing. If you are running Wordpress I can strongly recommend OptinMonster to manage your call to actions. Unlike other solutions you won't have to pay a fortune, and it's very good. I'd also like to throw some flame to the fire on the ever ongoing discussions about popups. They receive a lot of flak, but are extremely effective. You can expect up to 200% more signups by using exit intent popups. Again - make sure to offer value to the visitor.FH
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How do I get funded startups to buy Content Creation services?
I've been working with funded startups for a couple years as a content marketing consultant and my business has grown significantly year over year. Relationships are the king of generating new business in this space. It's important to become a key part of the startup community in your area and attend events whenever possible. Meet people, grab coffees, provide value through follow up emails and speak on the value of content creation as often as conference managers and planners will allow. The second approach that truly has helped me grow my business is the creation of content that helps startups do these things on their own. For example, I've written a Content Marketing Guide for Entrepreneurs (Standoutguide.com) along with a series of blog posts & Slideshows highlighting how content marketing works for startups. Last year, I wrote a blog post specifically about B2B Startups and how content marketing can help them and then emailed it to a handful of marketing executives at a couple startups. I ended up getting meetings with each of them and working with 4/5 of them. Finally, you need to develop a trustworthy brand. I couldn't count on my fingers how many times I've heard of marketers lose opportunities because they didn't manage their own accounts appropriately. Whether it's the language they use on their website or the way they carry themselves on social media - It's the little details that differentiate the best from the rest. If you have any other questions - Feel free to give me a ring! Always happy to help fellow entrepreneurs achieve success.RS
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