How to Leverage Content to Fuel Your B2B Marketing Efforts

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Engaging content is not only important for B2B marketing — it’s expected. Today’s B2B customers — a whopping 94% of them, in fact — are using online content as research when deciding on a purchase, with 67% of B2B customers say that a business or brand’s digital content is the biggest influence on their decision to buy. Also, more than 70% of B2B marketers report that they can prove, with numbers, how effective content marketing has boosted their audience engagement and increased qualified leads. In this article, we’ll discuss the top three most effective types of B2B content — written articles, optimized social media posts, and video — and how to leverage each to get more qualified leads and engagement.

Written content

We’ve heard it for years: content is king/queen. But just how effective is written content in this visual world? Let’s look at some statistics. A reported 80% of business decision makers prefer to get information from an article rather than an advertisement. And 81% of businesses report their blog as vital for their B2B lead generation. On top of that, 82% of B2B buyers viewed at least five pieces of content from a vendor before purchase. With these kinds of stats, it’s no surprise that written content is a crucial part of any effective sales and marketing strategy.

But customers don’t want to wade through pages of content to find useable morsels. They are looking for content that adds value, addresses their specific business needs, and is both engaging and convenient to access. B2B customers are typically looking for ways to improve their return on investment (ROI) and make their workflow more efficient. Address those needs with well-written and well-researched landing pages, newsletters, blog posts, LinkedIn articles, eBooks, how-to guides, case studies, and white papers.

And don’t just diversify your content: diversify your message. Include content that addresses all stages of the B2B buyer journey, from awareness to consideration to decision. Consistently publishing well-thought-out written content in a variety of formats and channels will not only widen your audience, it will establish your brand as a thought leader in your field.

Optimized social media posts

Your company’s social media platforms are like the loudspeakers of your brand, spreading your message far and wide. Social media is used to distribute content, like the type mentioned above, but it’s a great tool for sharing bite-size thought leadership content, posing questions, sharing polls or surveys, highlighting a story or thought, and more. Social media posts are an effective way to start conversations, attract leads, and broaden your audience.

LinkedIn, Instagram, Facebook, and Twitter are the most popular social media platforms for businesses, though you might also use others like Pinterest and Snapchat, depending on your industry and audience. But whatever the platform, social media is vital for B2B marketing. In fact, 75% of B2B buyers use social media to support their purchasing decisions. And a reported 45% of businesses have acquired customers through LinkedIn. Businesses that are on Twitter generate twice the amount of leads than those not on the platform. And keep in mind that the most successful businesses are on five or more social media platforms!

We know social media is effective for B2B marketing, but how do you make your posts stand out among the crowd? The most effective social media posts use eye-catching images and videos. In fact, posts with images are proven to double your social engagement! But not just any images will do — your audience wants to see that you’re authentic and creative. Consider re-posting photos of happy customers using your product or service. Share behind-the-scenes shots of your team and sneak-peeks of new products. Post photos of company events and trade shows. Get creative with images or gifs to show your brand’s personality. Give a face to your brand — keep it positive and authentic, and watch your audience respond.

Video

Video marketing has seen a tremendous increase over the last few years. And although written content is still very relevant, studies show that 59% of B2B decision-makers prefer watching a video over reading content. And B2B prospects watch an average of 1.5 hours of online video a day! Plus, video helps with SEO (search engine optimization). Some studies suggest it’s 53 times more likely to rank on Google than any other content. So it’s no wonder that 85% of businesses are planning to increase their video marketing budgets this year alone. What types of videos are most likely to reach B2B consumers?

Share the excitement of a new product release through video. To build interest and anticipation, you may want to provide small “sneak peeks” in several short videos in the days or weeks before the release. How-to videos also are extremely popular as they show current and prospective clients how they can use and benefit from your products and services. Webinars are a great entry point for leads who are looking to understand your product or industry better. Quick interview-style videos or podcast snippets (with video of the guests) can help your business share quick tips or insights from industry leaders and subject matter experts, elevating your authority and credibility in the industry. Live streaming videos also are a great way to encourage real-time engagement by getting up close and personal with your audience. These are just a few of the many ways to use video in B2B marketing; the wider variety of videos you use, the more chances you will have to engage with a larger audience.

Looking for more ways to grow your business? Need support securing meetings with potential customers? It may be time to consider outsourcing some of your lead generation activities. At Roikings, we serve as an outsourced sales team that takes care of all the details, from marketing to setting up appointments with qualified leads. We’ll help sell your business so you can focus on what you do best: running your business. Contact us today to get the conversation started.

More To Explore

PARTNER WITH A DEDICATED B2B LEAD GENERATION COMPANY THAT UNDERSTANDS WHAT STRATEGY AND PLATFORM WILL WORK FOR YOUR BUSINESS

BEXI

Bexi is a recently launched ambitious design and development agency offering an all inclusive subscription service for large companies within Biotech, Medical Devices, Pharma and Healthcare. They have distinguished themselves very early on by designing modern, clean artwork that is brand defining and have helped industry leaders such as Google, Citrix, and OptraHealth.
Bexi’s primary goal at the start of the pilot was to showcase their service in front of more qualified decision makers that required a talented agency to step in and help bring their products to life. Roikings averaged 3 meetings per week with C Level Executives & Marketing Directors responsible for multiple product lines and brands at companies ranging from $20M – $2B in annual revenue.
During the Roikings pilot, we helped Bexi close 3 clients within the Healthcare space worth $30,000 (6 month subscription), $126,000 (Annual Subscription), and $16,000 (Project) for a total value of $172,000.

KICKSTAGRAM

Working alongside Ronan Galvin – CEO of Kickstagram, Roikings launched a sales campaign for this SaaS platform in the social media space for small businesses and Ecommerce brands looking to kickstart their instagram marketing and convert followers to customers.
Roikings became a part of Kickstagram’s long term vision and strategy by joining their business development team located in San Diego, California. Our core focus was to expand business in Europe and International Markets including the UK, Ireland, France, Nordics, Germany, Italy, Australia, China and India by reverse engineering Instagram accounts for the lead generation process.
The campaign was a huge success. In a span of 3 months we had an average open rate of 45% resulting in 63 meetings, and over 400 website clicks converting to a healthy flow of monthly and annual clients.

SPIRALGROUP

Spiralgroup is a globally-focused integrated brand marketing agency that provides a full suite of marketing and PR services focusing on emerging tech and is spearheaded by Californian Native, Stuart Mcfaul.
Roikings launched a successful campaign targeting the next generation of emerging tech & SaaS companies including Artificial Intelligence (AI), Automation, Virtual/Augmented Reality, Smart Homes, IoT & Blockchain.
After receiving 28 qualified meetings through Email & LinkedIn outreach during the pilot with top level executives, Roikings contribution to Spiralgroup’s long term success is based on a highly defined lead generation process that delivers Sprialgroup’s brand values to the right prospect at the right time.

MEDACHECK

Working alongside Dr. Jeffrey Shepard from Cincinnati Ohio, the Kings of ROI launched a sales campaign for MedaCheck, a SaaS    medication management system with a mission of minimizing non-adherence rates for patients.
In a span of 3 months, Roikings received 10+ opportunities for the small startup and the first tech-licensing partnership worth over 100k for the company.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

KUGADI

Headquartered in California and Florida, Kugadi is a fantastic web and mobile platform that empowers security guard companies to streamline their operations through seamless communication, intuitive reporting and a more efficient workflow that reduce costs and enables accountability for their guards.
Roikings has been working long term with senior management and inbound sales team to generate a consistent flow of replies resulting in an average  of 2 qualified demos per week over an ongoing 6 month period. By sharing campaign data with their sales team they have been able to utilize the data to turn cold contacts into warm leads and then into a sale.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

JUMP DIGITAL MEDIA

Roikings worked alongside the highly creative team at Jump Digital Media, based out of Irvine, California reaching out to large brands in the cosmetics, beauty, food, beverage and the hospitality space.

We focused on each of their core products for the follow up campaign highlighting their services that included SEO, SEM, packaging, web development and social media campaigns. Jump had worked with some big name clients including Holiday Inn, Honda, Imax and Whole Foods which we leveraged throughout the campaign.
By the second month Roikings was able to set up 3 qualified meetings per week with requests for website design, social media campaigns and branding.

MIRA

Based out of New York, Mira helps brands with location intelligence and analytics for out-of-home media campaigns.
Having worked closely with their CEO, Jon to understand the product and audience, we focused on targeting Digital Agencies ranging in size from 30 -1200 people which resulted in 3 meetings per week.
It has been Jon’s consistent input and willingness to adapt that has helped the campaign become a success.

LOUDLEY

The creative team of digital partners at Loudley based in West Hollywood, California has a goal to “Make Your Voice Heard” by creating dynamic social campaigns on Facebook and Instagram to increase engagement for Startups and SMB’s.
Loudley decided to become long term partners with Roikings after having an extremely successful campaign launch with excellent results in the first month. Lead Generation was focused on targeting C-Level Executives and Marketing Directors within the E-Commerce, Retail, Apparel & Fashion, Cosmetics, and Beauty verticals.
After initial testing Roikings managed to improve the open rate to 46% resulting in 3 qualified meetings per week.