By now, most companies involved in both B2B and B2C sales understand the value of content marketing. By providing consistent articles via platforms including social media, blogs, white papers, videos, and infographics, companies can engage their clients with the type of information which promotes visitors and drives sales.
However, companies need to leverage that content efficiently in order to yield benefits.
The Advantages of Great Content
If you haven’t previously recognized the value of content marketing, check out this article. In general, companies that employ an effective content advertising plan can expect to see:
- Better search engine visibility
- A reputation as an authoritative voice within their business
- Stronger brand identity and recognition
- A much better connection with customers
- Increased lead generation
There is one additional advantage of article promotion that isn’t as widely recognized. That’s because advertising strategies come up short, meaning that one definite advantage isn’t fully realized: greater sales conversions.
Using Content to Convert Leads
It’s widely known that articles will help generate leads through items like eBook downloads and vouchers signups. What isn’t as commonly known is the exact same content, if utilized correctly, can really help convert those leads into clients.
To succeed however, sales teams want access to this exceptional content that makes those conversions possible.
On average, only 1 in 5 advertising leads turn into sales. That might be because only 18% of B2B marketers equip their sales teams using the content they require in an effective, on-brand and coordinated method.
Additionally, 13 percent of B2B marketers had no sales enablement process, while 11 percent didn’t even know if they had one or not.
However, if content marketers take into consideration the comprehensive, customized needs of both B2B and B2C viewers, the conversion rate will be a lot greater.
Marketers need to understand the customer journey so as to generate content advertising effective. They will need to provide the right content in the right place and time in order to facilitate the sales process, and that means understanding the different paths clients take during their travel.
The Client Journey: Business-to-Business vs. Business-to-Consumer
The customer journey differs for these two sales environments right from the beginning, and different content is significantly more useful in converting a sale at each stage in the procedure.
Businesses typically begin their journey by identifying a demand; consumers, on the other hand, often operate on impulse. At this stage, the B2C lead is a lot more receptive to marketing and advertising compared to B2B lead. It’s in the next stage once the divergent content plans for B2B and B2C are critical.
B2B leads run extensive research and comparisons, evaluating solutions for their identified need. They want tangible information and hard data–information that proves you can be the answer to their problem. Examples of them include:
- White papers
- Case studies
- Consumer surveys
- Merchandise demos
- Informative blog articles
- Satellite websites
- Web occasions and webinars
B2C customers, on the other hand, are significantly influenced by peers. Friends, family, testimonials by fellow shoppers–all these are the principal figures in helping inform consumers at the product evaluation stage.
The average consumer isn’t especially interested in case studies or webinars. Social content works best for the B2C environment, significance Facebook, Instagram, and Twitter really are essential. Other platforms such as Snapchat, Tumblr, and Pinterest may have varying levels of efficacy, but those depend more on the product offered.
The Best approaches for B2C marketing include:
- Social media
- Email vouchers
- Infographics and photos
- Sharable video
- Mobile apps
The impact of content in the B2C decision stage is much more pronounced when it comes to younger customers, a lot of whom no more even respond to more conventional advertisements. Engaging content can draw increased attention to your own brand without shouting “Buy me!”
Following their purchase, B2B customers tend to require a lot more assistance, and that is where your promises of support and service weigh most heavily. B2C customers, on the other hand, typically do not have any further interaction regarding a specific purchase once that purchase is complete, unless there is a problem with their purchase. At that stage, customer service becomes the most essential part of this brand.
Converting and Retaining Customers with Stellar Content
Companies that manage to manage the strongest, most dynamic brand utilizing content will be the most successful at winning new clients and capturing yield visitors.
Customized content that meets prospects’ requirements throughout the sales process has the ability to convert leads and keep valuable customers.