When it comes to content marketing , we may know more about the creative level, find more ideas and then touch potential consumers. However, many times, we find that this does not work, consumers are more than just staying ” Oh , it’s like this. ” In the shallow sense , it is not enough to want to guide purchases through creativity . Therefore , Benpian bring you that we are doing content marketing ( especially for B2B of marketing ), need to change and the importance of the 3 major points .
1. To highlight yourself in highly competitive advertising, you must first set clear brand goals .
More and more facts show that a well-targeted brand has a clear advantage over a brand with an unclear target. How to create a clear brand? What is the most effective strategy for communicating brand goals? There is a common misconception that some brands are inherently clearer than other brand goals. actually not. By better playing their role in the customer’s life, any brand can establish clearer and more prominent goals and build a brand strategy around it.
Through LinkedIn’s ” hot content ” tool, we can easily understand target customers are an important topic of concern, for what we published daily, careful attention to the comments of its customers and potential customers, while focusing on influential people within the industry Learn what topics your target customers are interested in and how they interact with them.
Content strategy is often the brand goal mark one good test. How to verify that your brand goals are clear? For example, if you talk about your brand and make people feel ambiguous, then this goal may not be true for your brand. If your brand objectives around a topic expand on this topic you can find a list of experts to express their views, then the goal is real, you can rest big plus use, simply put, it is your brand goals need to ” ground Gas ” .
There is also a way to clarify our brand goals, that is, to play the role of employees or internal experts. This is a very effective strategy. In this way, we can get more communication between employees and let the company resonates between the brand and the target company’s team members, but also helps to build confidence in potential customers and potential employees, which is the most successful brand promotion of high realm, Imagine , even the most basic level employees are willing to outside work Time to promote the company ‘s brand through word of mouth , I believe this is the team atmosphere that the boss most wants to see .
In addition, there is one point we must pay attention to is that the brand goal must accurately reflect the actual situation of the organization, rather than the formal statement of intention. If you only communicate your brand goals to customers at the top of the marketing funnel, but when they click into the landing page, contact a sales representative, or seek support for a purchased product or solution, the brand goal no longer exists, then the goal is meaningless. Therefore , in establishing when the brand goals, every step we all need to infiltrate and seize , which targets to build trust and confidence with customers, customer support sustainable growth are closely related. Only when a brand goal that is consistent with the company’s goals can guide you to measure success with the right metrics. A closer look at how your target customers react to different types of content can also help refine the goals and re-identify the intersection of the company’s business areas and target customers’ areas of concern.
2. B2B marketing is more emotional than you think.
“If you buy a pair of sneakers but don’t like it, you just need to return it. In the B2B field, the consequences are much more complicated. Therefore, there are many more emotional factors behind the selection.” From Laura Milsted MD, Interprise .
Indeed , engaged friend B2B trade should know, be able to deal sum orders , a lot of time fee of nine cattle tigers power , one of the hardships do not need me here elaborated on the, but once when you have accumulated a set of client resources, you will find that everything will fall into place . Here , we recommend that you can use the following framework to build emotional appeal around the B2B brand, distinguish the different roles played by brand building content and potential customers , and set appropriate goals and targets for both, and use LinkedIn to target Function, which conveys awareness and presentation of thought leadership to all the people you want to influence . For decision-makers who have put a lot of effort into the decision-making process, they need to be convinced that the brand concept and the values they convey are truly embedded in the organization. Establishing a professional profile of relevant internal experts on LinkedIn’s self-publishing platform is a very effective way to build a brand. Humor can trigger a series of strong emotions, catching our attention and exerting a powerful influence on us. In order to let people endure in the UK, successful marketers will invest a lot of energy and money to achieve excellent results.
3. We should pay more attention to the effects and indicators of content than content production .
Perhaps we have found that our daily received information on a variety of information platform has let us overwhelmed and produce visual fatigue, the major between brands are staged like a fierce fight game every day, scrambling to launch a variety of content, resulting in content marketing flooded, in fact, this is a no sense of struggle, in fact target customers do not need, nor want more. What they really want is something that is more relevant to them, and the brand can contribute real value to this content field from a unique perspective. However , most marketers (70%) say that making engaging content is their top priority. Among the most effective marketers, the primary focus (61%) is to understand what is actually valid and which is not. A measure-based strategy plays a key role in whether content can effectively achieve your goals. The following preliminary list is for your reference only and it lists the different (but equally valuable) roles that the content can play throughout the funnel :Show thought leadership, increase awareness and credibility
Grasp the hotspots of current events, push up blog traffic and increase exposure
Showcase expertise with editorial content
√ Use the influence of character content to expand the network of contacts and expand the reach
√ Introduce versatile best practices to create value and showcase expertise
Based on LinkedIn metrics, incorporate your own analytics to gain a comprehensive understanding of the impact of each type of content on different nodes of the journey. For example, lead sharing, thumbs, comments and other interactive on English, you can indicate within how content can resonate with different target customers, as well as through the sharing and interactive, touch up the scope of how to get the content of organic expansion. To further gain insight into the top end of the funnel (such as brand awareness and interest), you can analyze the amount of website traffic, bounce rate, page views, content browsing time, and important related areas (such as searches with brand names). . At the bottom of the funnel, you can calculate the fill rate for the data collection form and the individual lead costs generated by the LinkedIn activity. Combined with your knowledge of potential customers’ sales conversion rates and sales revenue, these metrics are even more valuable.
The above three main points are what I want to share with you today. I don’t know if you have a deeper understanding of content marketing. Is your LinkedIn marketing in progress for B2B products? Is it smooth ? In the follow-up, we will continue to introduce the practical content of LinkedIn, and we welcome everyone to continue to pay attention