Marketing is anything but an easy task. You have to keep up with the “in” things to make a statement in the world. You have to follow a lot of criterions to make sure you are in the league. Even with content marketing, you need to be up to date with what you strategize and how you do it. The most important thing to proceed with anything would be by research. You need to have all the required data with you so as to understand 3 things:
- What works and what doesn’t?
- What works for whom and what doesn’t?
- What should you do to make your brand work?
Once all these questions are answered, you can then strategize your marketing plans. With respect to B2B marketing, you need to ask certain questions to yourself:
- Content marketing is used as part of their marketing strategy by how many marketers?
- How many of them believe in a documented content marketing strategy?
- What tactics are used by content marketers most often? Which tactic is considered and found to be most effective and useful by them?
- Did the marketers use any social media distribution channels? If yes, which ones did they go for and how effective were they?
- What distinguishes effective content marketers from their less effective peers?
- What percent of funds do the marketers spend on content marketing?
- What are the biggest challenges that the marketers usually face?
The questions seem to be pretty easy and obvious ones. But research is something which needs to be done and followed up with. Research has a very vital role to play in any strategic planning. If your facts are not clear you can’t really work on the strategy.
Setting Your Organizational Goals
One of the most important things which is very significant in marketing is setting your organizational goals. Unless you have your goals and destination clear, you are not really doing anything. You could be running haywire and still won’t know anything. Measure all sorts of metrics and you are good to go. First are your business metrics, which dwell upon your business goals and then come your marketing metrics which are based upon your marketing strategy. The goals which you need to look upon are as follows:
- Brand awareness
- Website traffic
- Generation of leads
- Sales leads
- Customer engagement and retention
- Social media activity
Let’s look at some of these one by one.
Unless people know who you are and what you do, no one is going to talk about you, or even look at you for that matter. You need to make sure they know that you exist. Your customers will find you from anywhere once they know of your existence and they like you. You can make this happen with the help of many tools and reports. All the search engines should have your data in their database to feed their users with.
Content optimization is directly proportional to your brand’s awareness program. Just with the use of Google analytics, you can do so many things that it could get a little overwhelming. Google Analytics is a huge tool to know who finds your website, which user does what on your website and how they do it. Having an analytical approach towards your content marketing and management, helps really well to manage content and optimize it. Analytics is very action oriented and fetches you all the data that you are looking for. Usually the judgment call can be taken with respect to a few benchmarks like, impressions which the results from your search query cause, what sections of your website are clicked the most and keywords that the readers use to get to the content they need. You can play with the keyword as much as possible.
Your site’s demand doesn’t go high just like that. There are many factors which lead people to your website. You may also keep a tab on the internal links or inbound links. Search engine optimization needs to work in your favor to finally get the right results. Interlinking and back linking techniques work here too. Keeping a tab on the search queries will help you understand what your visitors type into the search bar to visit your website. What results light up the way to your website is very important to know as you can then understand how your products are going to do. There are many webmaster tools that can also help you get to grips with your traffic understanding. There is a very interesting feature called the Internal Search Query feature. With the help of this tool, you will be able to place an internal search bar for your website and keep track of what your visitors are looking for. They don’t necessarily convert but that can also be taken care of by understanding what your customers are looking for exactly on your website. You can easily do this with the help of all the keywords people type into your internal search bar. You may then further use these kinds of keywords to strengthen your SEO strategy.
Social Media Activity
Social media is a major support that internet marketing has, as it involves creating and sharing of content in order to acquire maximum number of customers. Facebook, Twitter, LinkedIn, and Google Plus are the social media clients which most of the content marketers use. These social media platforms have been improving their accessibility and reporting data. You can now access all the search query information on these networks easily. Almost the whole world is on Facebook and if you post something, it is going to be live and being shared with everyone. You may track the performance of one single post at a time, along with its engagement rate.
Facebook now gives out the exact information you need because even they have updated their SEO strategy.
On Twitter, there are different set of metrics. Twitter Analytics helps to understand your position and your requirement very easily. From the Twitter reporting system, you may go to the reporting dashboard, which will then give you better insights to your current position on Twitter along with your update rate. Social media marketing is also the breath of content marketing.
The most foolish step you could take is to ignore your customers. Unless your customers are feeling interested and attracted to your offers and your brand in general, you haven’t achieved anything. That something, which you need to make very sure of, is your customers’ engagement. This engagement should be with respect to your activities socially and practically, in your interactions, your offers and of course in your brand altogether.
Once you are socially available, you need to make sure you keep your customers busy with your activities. You need to make your presence felt. After that starts the most important step, feedback. Your customers revert to you, interact with you and also get back to you with their feedback. It is very important to reply to your customers and answer their queries and answer them right. If you don’t do it, they will lose interest and you will lose your followers. Of course you don’t want that. You are responsible for your customers’ interest in your brand. The sooner you understand this, the better.
Managing your B2B content marketing business and its growth is not easy. If you strategize well, things will fall into place just the way you want them to and if not, you will be left clueless and will wander off with the path. Make the right choice.