Tag Archives: content

B2B Influencing complex sales cycles through content

Here is an infographic we created about Influencing complex sales cycles through content in B2B. This is a very undervalued part of the Marketing efforts of B2B companies. This infographic illustrates the impact different content has on various stakeholders through out the path to conversion.

Infographic - B2B Influencing complex-sales cycles through content

Basic: More Content Brings More Leads

Just checked a recent survey conducted by Hubspot for over 4000 companies!  The results from a marketing perspective make quite a compelling case that more is better when it comes to creation of content for websites. We know that blogs, landing pages and indexed pages are critical pieces of inbound marketing methodologies and Hubspot data shows that the online pages with more content generated more leads and traffic back in return.

Some interesting revelations of the data include these facts:

  • Businesses that blogged 20 or more times in a month got the maximum return in traffic and leads
  • Businesses with more than 400 indexed pages generated the most traffic and leads
  • Businesses with more than 31 landing pages generated the most leads

The obvious conclusion that ‘more is better’ can cause some organizations to think that they should pad up their websites, start splintering the pages and post small blogs 4 times a day! But this notion should be counter balanced by the brawny inbound theory that content has to be unique and valuable to visitors to be truly effective. The ‘return in traffic and leads’ would only be possible for websites that have content worthy of being read. And what does the ‘splinter strategy’ bring for your website? Only some sparse descriptions, inconclusive arguments and vague lead conversion paths!

So how does a business climb uphill for bigger blog, indexed page and landing page totals while also ascertaining that content is fresh, interesting and adequately productive? Let’s check a few points that can be taken care of:

Write about every angle of your business

The topics that are crucial to your business and industry should be talked about as much as possible. The need for a product/service, its uses and advantages, the tips for selecting a certain product or service, latest news and trends in the industry, posts with encouraging questions and comments make your page interesting and provide informative content fodder to the readers. Even the negative angles of your business offerings make an interesting read for some of the online visitors. But why would you include that in your blog? Obviously, to prove the criticism wrong! So write about the perceptible ‘disadvantages of your products/services’ and then subtly spin the content back in your favor with a conclusion that strongly supports their worth and advantages. You can double your blogging output without being trapped in the ‘writers block’.

And remember – do not go for tricky short cuts in order to beef up your content pool. Use of article spinners and duplicating the content will not help. It might also be tempting to split exiting posts into multiple blogs but all you will get in the end is a poor quality, parched website that does not deliver productive user experience.

Use multiple landing pages to let more customers reach you

You do need to have more landing pages to generate more leads – probably a different one for each set of target audience and more landing pages imply that your business has more to offer. The landing pages look livelier when they have meaningful offers for the page visitors. Here are a few tips that can be used to create and add oomph to landing pages:

  • Set the purpose of each landing page before actually developing it. Decide what you want the visitor to do when he/she visits the page
  • Send the user to the pages that load quickly – do not use many pop-ups and do not link to pages that were disabled. Do not make your page visitors wait for too long!
  • On each landing page, highlight the specific benefits that your products/services offer
  • While designing web landing pages, try to enter your prospects’ mind and answer the questions that could be asked by them.

All it takes is to just examine your keywords and adgroups to determine what the user (who uses those search terms) really wants. Then deliver them to the offer page as seamlessly and with as few steps as possible

Sending all the traffic in a campaign to the same landing page is always a big mistake. The keywords that the users employ for a search already describe their aims. Each step in the landing page process can make you lose customers if you do not directly send them to the destination they are searching for. Why bother your customers through a complete website maze when they can take a detour to land on the exact spot?

Get more pages of your website indexed by search engines

Do you have different web pages for all regions, cities, or states that you service or work in? If they are in any way different, shouldn’t they ideally have separate web pages? You do comprehend the significance of product differentiation for marketing success in various areas. A quick audit can help you to discover some opportunities that you may be missing in the online scenario. For increasing your site’s number of indexed pages, take a few minutes to establish an inventory of what you already possess. Read more »

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