How to Build a Content Strategy to Engage B2B Audiences
Sometimes social media can feel like the best way to engage your audience. Likes and shares are great, but B2B marketers are looking for conversions. What’s the best way to move from casual interest to an actual prospect? Building a content strategy to engage B2B audiences.
In How to engage your B2B audience — Building the perfect content strategy from b2marketing.net, Samuel Malik reminds us that
Attracting the attention of prospects which resemble your ideal persona is just the beginning. You need to:
- Communicate your unique selling proposition
- Demonstrate you can provide the prospect with significant value for their investment
- Tell compelling stories which your customers can see themselves starring in
- Deliver messages which convey emotion, and give your company a human side
- Articulate (and stand behind) your perspective on important subjects, and inspire thought and action in your reader
Try these strategies to create meaningful results.
Be human
We all love to hear about what others are up to, so let your employees tell their stories. Employees who are involved in community events, volunteer, or are a part of professional organizations can share their involvement. Customers with similar interests are sure to become more engaged, and it can open up opportunities to build a relationship.
Tell a story
Try asking an existing customer why they chose your company to meet their needs, then use it as a success story. Let the customers write the story themselves for an even bigger impact. Don’t forget to include customers who were once dissatisfied but had their concerns addressed. It will give your stories authenticity while letting prospective customers know that their voice matters.
Make the best of customer feedback
Engage customers in social media channels by responding to both praises and complaints. Look at negative feedback as an opportunity to improve your company and turn a detractor into an advocate.
Make it personal
Offer content that meets a customer’s needs, or is for their specific industry or contact role. You will improve your conversion rates on inbound marketing when your make your customers feel like you understand who they are.
Let customers help themselves
Give your customers the opportunity to find the information they need quickly and on their own. This can be as simple as an FAQ page, or you can create a company moderated customer support forum. Either way, your customers will be engaged and will feel valued by your company.
By using these strategies, you are sure to improve your customer engagement.
