Modern digital everyday life – or rather the digital customer journey – goes exactly like this:
- Your potential customers – often managers or employees of a company – become aware of a problem and first look for a solution online.
- Because you provide them with exactly the answers your potential customers were looking for, they will find your website and read your content.
- To remain interesting, offer these potential customers additional information that is so valuable that visitors are now willing to give you information about themselves in the form of data.
- This is how you get valuable, new and, above all, genuinely interested leads – for example, by providing a white paper for download, where you leave your name, email address and company name on a landing page.
The more specifically you address your desired customers or companies, the better your support through good content, the greater the likelihood that they will become accounts or leads and ultimately customers.
B2B companies in particular focus their resources on promising organizations in order to attract high-quality target customers who are a good fit for the company and to efficiently implement marketing and sales strategies. To do this, they use ideal images on three levels – Ideal Customer Profiles (ICPs), Buying Centers and Buyer Personas.
Learn more: Using ICP, Buying Center & Personas to create the optimal B2B Customer Journey
Conversions turn website visitors into leads
Leads are people who visit your website and demonstrate line database interest in your products or services by accepting your offer of support. By accepting, they give you their data and thus become more accessible to you.
After this first contact – the conversion – you can initiate customer development and deliver specific content. In order to understand what your new lead’s interest is, you will collect more information so that you can understand what exactly your new lead is interested in and then provide further, useful content.
Learn more: 3 wishes granted: Conversion rates in digital marketing
Only the right buyer personas lead to the best possible content strategy
Addressing your target customers correctly once is good. Addressing them in the best possible and most useful way possible is better! – This requires a content plan based on a forward-looking content strategy.
For example, your customers’ requirements change along the customer journey. So as your personas’ questions become more specific, your content answers should also be specific.
Above all efforts is the idea of customer relationship management (CRM). Your 3 reasons for missing b2b online marketing strategies customer should feel comfortable with you as an expert right from the start.
That’s why it’s important to offer different forms of content:
- A blog offers a library of specialist knowledge. Visually appealing, content-relevant posts can convey a lot of basic knowledge.
- A podcast can address current topics and can be used in many life situations. This way, your personas can absorb further specific knowledge in a relaxed manner.
- Social media posts reach specific groups of people and ensure broader awareness – not least through user interaction.
Content management software helps with these different forms of content and can be configured so that you can start creating pages immediately. This software allows you to create, edit, publish and manage content such as text, images, audio and video files and interactive graphics.
Read more: Content Management System (CMS) – Definition and Examples
Many personas, many requirements: The solution offers a professional CMS system
Your content is the heart of your website. This includes your blog posts, eBooks twd directory and guides, as well as graphics, interactive tools and videos. By creating content that is tailored to the needs of your target customers and answers their questions or s olves their problems, your content will attract highly qualified leads.
To effectively nurture these leads, it is critical to provide them with ongoing follow-up information; a process known as lead nurturing.
A suitable content management system (CMS) makes it easier to manage, edit and optimize this content and offers. With systems such as WordPress, Joomla, HubSpot CMS or Drupal, you can ensure that your content always remains up-to-date and appealing. A CMS also enables you to create targeted landing pages with appropriate forms, which not only increases your conversion rates, but also helps you qualify your leads more effectively.