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Fast-Forward: 4 Business Problems Solved by B2B Content Marketing
For B2B business, the pandemic was a magnifying glass pointing out the cracks in systems. We discovered just how fast digital transformation can be when our livelihoods are on the line. We found that global supply chains aren’t as resilient as we thought. We found that remote work is far more viable an option than we’d been led to believe.
None of these realizations were brand new — we were just able to see them clearly for the first time.
The same is true of B2B buyer behavior. When we talk about how the pandemic changed B2B sales and marketing, what we mean is that we can finally see what we have missed before.
As we rebuild what’s broken and seek to evolve to the next level, we have a chance to put the buyer at the center of our efforts. Here are some of the biggest challenges ahead, and how we can meet them.
Solving B2B Business Problems with Content Marketing
1 — Communicating Empathy
You don’t get through collective trauma like we’ve all experienced for the past two years without a few scars. People are still adjusting, processing, struggling, even grieving. At the same time, businesses have needs that your solution can meet, problems you can solve. But how can brands help without seeming insensitive?
Content marketing is our most powerful tool for communicating human-to-human, offering actual value. Now is not the time for bland corporate-speak, either — showcase your people in your content, along with others in your industry who have earned respect and trust.
Be helpful and kind in your content. Be a caring companion to your audience. After all, marketers are the keepers of data — we know these people and what they’re struggling with. We’re in a unique position to create uplifting content.
[bctt tweet=”“Be a caring companion to your audience. After all, marketers are the keepers of data — we know these people and what they’re struggling with. We’re in a unique position to create uplifting content.” — Joshua Nite @NiteWrites” username=”toprank”]2 — Leading with Purpose
Lately, businesses have come to the groundbreaking realization that people care deeply about social issues. This is a discovery on par with the earth-shattering epiphany that B2B buyers are human beings who need emotional appeal as well as facts.
This epiphany has led to serious discussions about “purpose.” What does your brand stand for besides shareholder profit? What issues are top of mind and how is the brand helping address them? How can we let people know that we share their values?
Content is key for a brand that’s looking to lead with purpose. It’s the medium to tell the brand’s purpose story, of course. But we can go deeper: Content can be a way to amplify other voices and help tell their stories.
A brand can post a Martin Luther King, Jr. day message, complete with one of his safer quotes. But a content marketer can publish a blog post from a leading voice in the Black community. A brand can say they stand with Ukraine. A content marketer can bring refugee voices directly to a sympathetic audience. That’s leading with purpose, not purpose as an afterthought.
3 — Humanizing the Brand
I’ve written before about humanizing B2B marketing — specifically about how easy it is to overthink the whole thing. What’s the line between relatable and unprofessional? Will we lose trust in our competency if our content is too lighthearted? How do we relate to our entire audience without alienating a segment?
Here’s the thing: You can’t humanize a brand.
I say again: You CAN’T humanize a BRAND.
The exception that proves the rule.
Brands are not humans. People are. Content marketing can feature people on behalf of the brand, rather than attempting to speak for the brand.
Bring your executives into your content. Bring employees, influencers, external experts. Bring — I’m begging you — your customers and prospects in as well.
If you want to truly humanize, let the humans come out from behind the brand. Content marketers can lead the way.
4 — Building Relationships
I have talked more about building relationships in a decade of being a marketer than I did in a decade of being single. But in the world post-pandemic (and our current world of ongoing but milder pandemic), relationship-building is an even more crucial part of success for B2B business. Repeat customers, referrals and brand advocacy are all a more reliable source of revenue than even the most targeted advertising.
Content marketing can help build these relationships. The first three points I made are all about laying the groundwork for a relationship. Content can offer helpful advice, information about the state of the industry, best practices — in other words, what your audience needs to succeed in their professional and even personal lives.
The quickest way to build a relationship? Give your potential customer that crucial bit of advice to make them look brilliant in front of their boss. Give your existing customers recognition and highlight the awesome success your brand helped them achieve. The more you lift up and celebrate your buyers, the more they are likely to do the same for your brand.
[bctt tweet=”“Content can offer helpful advice, information about the state of the industry, best practices — in other words, what your audience needs to succeed in their professional and even personal lives.” — Joshua Nite @NiteWrites” username=”toprank”]Elevate Your Content to Solve B2B Challenges
It’s been a rough couple of years. Human beings have experienced individual and collective trauma, and we’re still processing and rebuilding. That’s true both of the marketers creating content and the people consuming it.
The way forward is to use content for what it’s really good at: Telling stories, amplifying human voices, and providing value. That’s not to say content should be doing all of the above instead of driving a business outcome — I’m saying that helpful, human content is the way to drive a business outcome.
We have the privilege, as content marketers, to create something that serves both the brand and the audience, and might even be fun for us to create. It’s a unique opportunity and one we should all embrace.
Check out our Content Marketing service page for more inspiration.
The post Fast-Forward: 4 Business Problems Solved by B2B Content Marketing appeared first on B2B Marketing Blog – TopRank®.
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Helping your products stand out to shoppers
Online shoppers are more empowered than ever. They can find ratings, reviews, price comparisons and deals as quickly as inspiration strikes. And with all this information at their fingertips, they’re also open to buying from somewhere new. In fact, last year in the U.S., 67% of holiday shoppers agreed Google helped them find new products, services or brands. Standing out to shoppers in those moments of inspiration and decision is critical.
This week at Shoptalk, we’re sharing new data and insights tools to give brands and retailers the extra edge in knowing how shoppers are finding them, what shoppers want and what they’re browsing for. These tools can also help merchants price their products more competitively and — most importantly — boost sales.
Building trust with shoppers
Shoppers discover new brands online every day. But before they make a purchase, they want to know they’re spending money with a business they can trust. To reward merchants for good customer experiences and help them build their reputation with potential buyers, we’re introducing the Shopping Experience Scorecard program.
Merchants who provide excellent shipping and returns services, for example, may receive a badge indicating they’re a Trusted Store, which will appear alongside their free product listings on the Shopping tab. Merchants receive a Trusted Store badge based on their performance across metrics relative to other merchants, including but not limited to shipping speeds, shipping and return costs, and return windows.
Based on our early testing, merchants displaying a Trusted Store badge are more likely to receive clicks. We’re also seeing stronger traffic to lesser-known merchants. Keep an eye out for the Shopping Experience Scorecard program, which will roll out across the U.S. in the coming months.
The Trusted Store badge indicates a merchant performs well in areas like shipping speeds and costs
Delivering more actionable insights
From merchandising to branding, insights have influenced decision making and the ability to attract customers for decades. Today, we’re introducing new insights tools to help merchants keep reaching customers and growing their businesses.
It’s free for any merchant to list their products on Google. And now, we’re making it easier to measure the impact of their free listings with free listings conversion reporting. This new tool shows merchants the total traffic, impressions and conversion rate of their free listings, helping them make decisions about future ones.
For example, let’s say an online hat seller started using Google’s free listings a year ago. At the time, it wasn’t possible to see the business impact of those free listings in their Merchant Center account. Now, with conversion reporting, they can see all the conversions Google is sending them — at no additional cost.
Free listings conversion reporting helps a merchant see the total traffic, impressions and conversion rate of their free listings on Google
Product pricing in the market is dynamic, and staying competitive is critical. That’s why we’re introducing the price insights tool, which helps merchants see whether their products are priced competitively and the projected impact of price changes on their revenue. Using machine learning, the tool offers merchants a suggested price for each product they sell, along with predicted impressions, clicks, conversions and gross profit. This means a merchant can see how their pricing stacks up in comparison to the same product sold by other retailers, as well as potential revenue if they were to change the price.
Let’s come back to our online hat seller. The price insights tool would give them insights into how to price different hats. For instance, during warmer temperatures, the tool might recommend lowering the prices of winter hats and raising the prices of sun hats.
See whether your products are priced competitively in the market with the price insights tool
Local product insights are also coming soon to local retailers who manage a Business Profile in the U.S. and Canada. These insights will show local businesses their most-viewed products, including a snapshot of top products and total views of their products over time. This will help brick-and-mortar retailers without an e-commerce offering better understand how interest varies among their top products.
Now let’s pretend our online hat seller sells out of several brick-and-mortar locations. The local product insights report would show them which products from their Business Profile are most viewed. This may change their merchandising, assortment or even buying choices in the future.
Brick-and-mortar merchants who list their products on Google can easily see a snapshot of their top-viewed products
Merchants running Google Ads can also use these tools with the Insights page, which provides business-driving search trends and tailored performance insights.
These are just some of the ways we’re helping merchants of all sizes understand their performance in stores and online, and reach more shoppers on Google. To learn more, register for Retail on Air — an on-demand video series to understand how customer behavior is shifting and how to unlock more profitability in 2022.
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