Five ways to lift B2B landing page conversions

A good landing page is key to a successful marketing campaign – it's what will convert your visitors into leads, after all. But a B2B landing page can often be tricky to create due to a lack of understanding of the wants and desires of your audience. B2B consumers are often driven by a real need for a product and have more pragmatic purchasing habits than their B2C counterparts. Knowing how to build an attractive and effective landing page for these consumers will lead to higher conversion rates, a better reputation for your business, and more sales. READ MORE

Build a B2B content marketing plan you’ll actually stick to

It's easy to overlook the importance of content marketing. Tactics like blogging, thought leadership and organic posting can often lose out to more lead and sales-based tactics. While positioning with content is a vital part of marketing, the idea that it doesn't convert makes it less attractive to a lot of businesses - and not worth the precious time and resources. However, the value of positioning through content marketing should never be underestimated. We consistently see our clients achieve conversions from customers who have been receiving content from them for months – even years. Even if you READ MORE

Being authentically useful with your content marketing

As a company, we're pretty successful sales and marketing specialists (if I do say so myself). As part of our everyday offering we: plan the sales and marketing for many large and small companies globally contribute to a part of the marketing for a handful of large companies - also globally do (almost all of) the marketing for around 50 smaller Australian businesses. But at the same time, our own marketing often suffers. We don't have enough time, worry that we don't have enough worthy ideas, and sometimes struggle with a consistent brand voice. We work super READ MORE

Why case studies can be your most valuable assets (and how to use them)

We know that B2B has a longer and more complex buying process than B2C, and therefore a longer buying journey. The key element of B2B marketing is connecting with the customer at the point they're at in their journey. Then, moving them onto the next step (and the next, and the next…) It's a careful balancing act that's important to get right. Go too hard too soon, and you can say goodbye to that prospect. Don't make your case hard enough when they're ready, and they'll wave goodbye to you and head for your closest competitor. Usually, READ MORE

Why you should fix your brand credibility before your visibility [video]

We marketers spend a lot of time making our brands visible. Before you do that though, make sure your brand is credible before you make it visible. Here are 4 ways to increase your brand credibility. What your brand stands for is important, but it's not important if you're not being considered. You need first to be in the considered set of companies or brands like yours, or as I like to say, 'positioned in the category'. In plain English, what people think about you doesn't matter if they're not thinking about you. We absolutely need to READ MORE

Content marketing training [Video]

Journalism isn't dead, but I wouldn't want my kids studying it at university. Consumers and brands are producing more content than journalists. Or you could say they're journaling more than journalists. But is your content any good? And how do you get good at writing great content? Today we're going to look at content marketing training. Today I'm going to show you over a hundred content marketing training options. We'll view them briefly, but let me give you first a framework for choosing what your content is supposed to be doing before you get good at READ MORE

Seven ways to distribute your content widely

  If you followed our tips from last week's Funnel Vision you now have loads of great digital content for your B2B marketing. You've got white papers, videos and webinars from your own great ideas, and great ideas from others who have a view that supports your own. How do you get that great content out into the hands of yourtarget market? And is there a way to leverage others to do some of the work for you? Maybe a key partner or two, your sales people, and your audience itself can help to get the word READ MORE

Five steps to leveraging 3rd party content

With the best will in the world, you will never be able to create enough content to meet all of your market's appetite for content. So are asking your audience to read widely. those other sources include your competition, as well as others who might not be competition, but definitely are not arguing a view of the issues and solutions that helps your case. In today's blog, we'll show you five steps to leveraging 3rd-party content so you can meet more of your audience's demand for content, without having a huge content team, yet still select content READ MORE

Six steps to building a content roadmap for years of killer content

Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! Get your copy of our 2014 Sales and Marketing Alignment Report Building great blog content scares many away from content marketing. They'll say something like "I don't have that much to say about it (the topic)." Others blog regularly, but their topics are chosen randomly and don't build any kind of brand or slowly sway opinion. The purpose of any blog should be to remain positioned with your market, and to subtly concept-condition them. That is, if your blogs do their job, you'll enjoy READ MORE

How to build a marketing message that creates opportunities that only you can win

Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! Get your copy of our 2014 Sales and Marketing Alignment Report We're all somewhat in love with the products and services that we take to market. And we can all tell good stories about why that product or service is fantastic. A couple of challenges to that. Firstly, what if the buyers that you're communicating with aren't really looking for a solution like that just right now? So certainly, to deal with that first issue, certainly, we need to create messages that talk about READ MORE

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