B2B Marketing Blog | Webbiquity

The B2B Marketing Blog

Six Tips For Creating Effective How-to Guide Articles (With Examples)

by

Guest post by Natasha Lane.

How-to guides are among the most popular pieces of content on the Internet—but only if they’re informative, educational, and entertaining.

How to write effective how-to guides

Image credit: Thomas Lefebvre on Unsplash

Blog posts that provide detailed answers to your audience’s most pressing questions can drive a lot of high-quality traffic and generate conversions. They can deal with both simple and complex concepts. The key is to add value to your readers and help them solve a problem or learn something new.

Although the idea behind an effective how-to guide article is pretty straightforward, the execution can be challenging.

[Read more…]

How to Boost B2B Branding Through Social Media [Infographic]

by

A dozen years into B2B social media marketing as a channel, research can still reveal surprises (and mistakes), as this infographic illustrates.

It’s not surprising that nearly half the people on earth use some form of social media on a daily basis. Or that 93% of social media advertisers use Facebook ads regularly.

How B2B marketers can boost their brands on social mediaWhat is surprising is how both marketers and the social networks continue to make mistakes and miss opportunities. Here are six noteworthy findings from the infographic below, created by Crestline.

LinkedIn dominates B2B, but its shortcomings leave a competitive opening.

As shown in the infographic, 46% of all social media traffic to B2B websites comes from LinkedIn, and an astounding 80% of social media leads are driven by this platform.

Yet ongoing weaknesses keep this B2B-focused social network from fully capitalizing on its dominant position, and leave openings for competitors (perhaps Twitter; see below). High ad costs drive vendors to other channels; its “stream” is not conversational; there’s no way for members to group their followers; and Sales Navigator doesn’t play nicely with CRM systems.
[Read more…]

How to Maximize ROI from Your Event Marketing Content

by

Event marketing and content marketing are typically the two biggest line items in B2B marketing budgets. Too often, companies don’t capitalize on the synergies between these two practices. Those who can see a significant boost to ROI. Here’s how.

Most B2B enterprises allocate 30% or more of their total marketing budgets to events; more than a quarter (26%) spend 50% or more in that area. Meanwhile, the average B2B company spends 29% of its overall marketing budget on content marketing, with the best-performing firms spending upwards of 40%.

A2Z Virtual 2021 event stageNetting that out, most companies are spending between 60% and 70% of all marketing dollars on these two tactics. There is tremendous leverage to be gained by optimizing the use of both channels together.

Virtual event platform provider VII Events recently hosted a global virtual event dedicated to event marketing, A2Z Virtual 2021. Visit the event site and click on Roundtable 9 to see my full presentation on how to maximize ROI from your event marketing content.
[Read more…]

How to Leverage Usage Intelligence Data for an Effective Content Strategy

by

Guest post by Keith Fenech.

Top-performing B2B content marketers put the information needs of their audiences ahead of the company’s sales and promotional message. That’s one of the key findings from the ninth annual report from the Content Marketing Institute and MarketingProfs: B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America report.

Where B2B marketers will spend more in 2019 and can benefit from usage intelligence

Click to enlarge

Drilling further into the report, it’s interesting to note how marketers are researching their audiences, and the key gaps within that process. Nearly 75 percent of those surveyed named sales team feedback and website analytics as their top content planning and research tools, with less than half saying they talked to their customers.

Within that gap lies an opportunity to have a different kind of customer conversation, one that is driven by data. Software usage intelligence can be used to richly inform three areas of content strategy that will be absolutely vital for content marketing teams who want to put their audiences first in 2019.
[Read more…]

3 Tips for Using Social Media for B2B Marketing

by

Guest post by Larry Alton.

Social media can be a great business tool to use for marketing, sales, PR, customer service, and HR. However, most of what’s written about social media functionality on a professional level tends to be focused on businesses that work directly with consumers (B2C) rather than B2B enterprises.

B2B social media marketing tips

Image credit: Jason Howle on Flickr

But with the right knowledge and strategy, social media can be an invaluable part of a B2B online marketing plan. Here are three tips for using social media more effectively in your B2B marketing.

Employ Someone Who Knows Social Media, Not Just Your Business

When making hiring decisions, it often makes the most sense to employ someone who is either already familiar with your business itself or at least knows your industry. While this is helpful for many of the other positions you need to fill, this is not always the best approach to achieving social media success.

[Read more…]

Recent Posts

Categories