7 Detailed Tips to Creating B2B Content That Generates Leads For Your Business

Generating leads is critical for growing a B2B business. Doing this by content marketing and social media marketing has become more accepted but I’ve noticed that some B2B companies are still struggling to create the content that converts prospects into buyers. This guide is going to explain the type of content that converts into sales but it won’t sugarcoat what you need to do in order to get there.

  • You need to do sales

You can be as passionate about marketing and your product all day but if you don’t go out there and sell your products and services, it doesn’t matter. If you are a B2B consulting company, you have to start cold calling or cold emailing businesses that need your services. To soften the blow, you can add a lead magnet to your cold email such as a free checklist or a free tipsheet that will help your prospect trust you. Every company has their own approach when it comes to doing sales. I think B2B brands that do sales daily or weekly fuelled with appropriate content marketing have the best chance to succeed. For super detailed thoughts on sales, my email newsletter will do the trick.

  • Create a lead magnet that matters for your audience

Let’s say you are running a debt management company targeting commercial businesses. You might want to create a lead magnet to grow your email list so that you can promote your business in the future. An appropriate lead magnet for your target customer base could be something such as a PDF download on how to stay calm and relaxed when dealing with commercial debts. Adding a personal touch in the lead magnet is an excellent way of getting a potential customer’s attention. In order to create this lead magnet, work with a graphic designer or a content marketing writer to communicate your message effectively.

  • Write consistent email newsletters

Guys – email is still king in a sea of social media apps and social companies. Email gets the attention of the people you are trying to target and it acts as a walled garden where you can plant seeds for your brand. You need to be consistent though. I have an exclusive email newsletter that you can get new case studies and my views on growing business, and I do think email newsletters are a good way to showcase your detailed opinions and thoughts while promoting your brand without being annoying.

  • Stop writing annoying salesy content

Whether you are a B2B marketing agency or you are a B2B supplier for industrial companies, the message is the same – no one wants to read annoying salesy content when they are reading an article. I have noticed a lot of B2B companies write salesy calls to action at the end of blogs and articles. This is the wrong way to do it. Let’s say you write an article full of suggestions and tips for your potential target customer base. Do not say ‘Call us to schedule a free consultation’ at the end. People are tired of being sold to through market. A better call to action is to encourage them to sign up for your free email newsletter so they can stay up to date with your business. Stop selling in a way that is super aggressive and annoying. I have plenty of ideas on how you can stop writing annoying calls to action at the end of your B2B content. Here are some good calls to action that you can include that won’t irritate people:

  • Thanks for reading the article – feel free to sign up for our email newsletter to stay up to date with what we are up to
  • If you have any questions, don’t hesitate to email me for more details or sign up for our free email newsletter

Once the person has signed up via email or contacted you, s/he is showing they are interested eventually and you can slot them into your funnel. I’ve already made my point clear – stop overdoing the promotional content at the end of excellent B2B content. It is jarring and annoying. You will sell products and services eventually to people once you have caught them into your orbit.

  • Work with writers who know what they are doing

One of the biggest mistakes B2B brands are making is working with writers who are not detailed or thorough. If you want to create B2B content that will get shared, find a content marketing agency that can do the job or work with a writer with experience. Don’t offer small amounts of money and hope to get New York Times style journalism – it’s not going to happen. I always go into a lot of detail when I am writing my email newsletter so if you want to get an idea of how good content looks, make sure you read my email tips when they come out.

  • Make the content stand out from the crowd

Content has almost lost its meaning in 2018 and it probably will feel stale in 2019. If you want more leads for your business, your content needs to be good. This means everything from your articles, blogs, lead magnets, checklists and PDF downloads needs to stand out. By standing out, I mean go niche or go deep and make sure the content is popping. If you are running a B2B company, you should be creating industry guides, buyer guides for your market and white papers that showcase everything that your company knows. B2B buyers have long cycles and they won’t just pick up the phone and buy today. By creating content that helps people make decisions, you won’t be stuck in a sea of badly written articles online. Some of the best B2B content I have seen includes images, graphics that were created just for that article, table of contents and detailed case studies.

  • Create a lot of content

One of the biggest mistakes B2B companies make is assume that creating 3 blogs a month is enough to promote their businesses. Wrong. There is too much competition for this 2010 marketing strategy. If your business is going to pop with fizz in 2018, 2019 and 2020, you have to create content that matters on a consistent schedule but volume does matter. For B2B brands that want revenue growth to match, update your company blog at least 3 times per week and create one lead magnet once a week to boost email subscription newsletter numbers. This will generate brand new leads for you every week because you will receive organic traffic thanks to your blog being updated 3 times per week and your lead magnet will bring in new leads.

With these 7 tips, you can rehaul your B2B content marketing strategy to suit the times. No one is going to do the work for you and this means having to think long and hard about how you are going to bring leads into your business. I want leads to flow into your business. Incorporate these 7 tips for at least 30 days and let me know how you get on. As always, the best marketing and business tips are found in my exclusive email newsletter – be part of our exclusive club by joining here.

{Detailed Report} – 26% of Americans do not have any savings at all. How can banks market savings accounts to underserved consumers?

26% of US adults do not have any cash in the bank, according to Credit Donkey. The same source cited that 38 million American households live hand to mouth essentially without any money saved from their wages. In a tough climate for employment and business around the world, it’s clear that saving is difficult for many people. That said, banks and financial services companies have a duty to create products that serve all segments of the financial economy, not just the ultra-wealthy clients.

In this detailed report, I am going to share some unique marketing strategies that banks and financial services companies can use to target underserved consumers who do not have savings but are employed and receive monthly income. Continue reading “{Detailed Report} – 26% of Americans do not have any savings at all. How can banks market savings accounts to underserved consumers?”

{CASE STUDY} – What I have learned about traffic and SEO since launching a new beauty affiliate site!

One of the most fascinating updates I want to share with you all is the launch of a new affiliate website that I hope to redesign in the coming weeks. You can check it out here – the category is shopping in the segments of beauty, fashion and accessories. The site has a slight slant about personal finances on how to manage your spending for shopping.

In just a few days, traffic has been increasing

Metrics 1

This screenshot is just from a few days of traffic. I had been updating the site with short yet personalised content about product recommendations in the beauty & fashion market. There are so many incredible things I have been learning that I cannot wait to share with you below:

Continue reading “{CASE STUDY} – What I have learned about traffic and SEO since launching a new beauty affiliate site!”

{CASE STUDY} – Inside the world of extremely expensive VIP concert tickets and what they can teach you about pricing and marketing

Beyonce Gif 2

The world of concert tickets for superstar musicians has gone crazy with pricing. If you think building your business website is expensive from web design to marketing, you have no idea what is in store if you want to go to concerts. From expensive standing admission tickets (!) to luxury VIP tickets, the days where you could find a cheap standing ticket for $50 are long gone. I have become fascinated with how concert promoters and artists are pricing tickets for their concerts because I think it highlights how far businesses and brands are willing to push lay consumers to the limit.

In B2B, sometimes you can feel afraid to charge the amount that you think you are worth because you don’t want to spook the client. However, stars such as Beyoncé and Taylor Swift are offering tickets in the VIP range that are eye-watering to say the least. Let’s take a look and see the pricing ranges.

Beyoncé and Jay-Z VIP Ticket Pricing Models

The married superstar couple are preparing to go on a joint tour starting from July 2018 called On The Run II (OTR II). Their VIP pricing differs depending on what city they are performing in.

I went to the first OTR I in 2014 in Paris with my partner and we purchased standing tickets for 50 Euros a piece. These standing tickets were affordable but they did take a toll on us physically as we were standing for 3 hours for the show. This is how the VIP tickets are priced:

  • The VIP tickets range from $1,245 to $1,800+: Depending on which market they are in, the VIP tickets are from $1,000 and up. The promoter is really flogging the pros of these tickets hard on Ticketmaster noting that you receive free gifts, you get access to a VIP lounge with alcohol and cocktails, and you will be in the VIP section with unobstructed views of the stage. These tickets are seated.
  • Gold and Silver VIP tickets range from $420 to $600+: These tickets are interesting because they are cheaper than the VIP tickets however, you only receive one seat per ticket and a small gift.
  • VIP Standing tickets: This is where the insanity manifests itself into something real. For this OTR II tour, there are standing tickets near the VIP area that are $770. Yes $770. I think this is barking mad and even though I have seen Beyoncé several times in concert, I think you have to be crazy to even consider purchasing a standing ticket for $770 when the normal standing ticket for this tour retails at $50.

From $50 to $1,800 tickets, this tour varies wildly in its options for fans. Let’s get into whether it is actually worth it.  Continue reading “{CASE STUDY} – Inside the world of extremely expensive VIP concert tickets and what they can teach you about pricing and marketing”

{CASE STUDY} – How I am increasing revenue in my business & bouncing back

I wanted to do another case study so you can see how I am doing in building Imperial. I hadn’t updated in a month as I wasn’t feeling well however now I am better and I am thrilled to update you all on the changes and movements in my digital marketing business. So many things have been happening so let’s get into it:

New Business Updates

  • New project work won from an award winning marketing agency
  • New $1,000 social media marketing contract won for a repeat client
  • New work won for a content marketing agency

This is just a snapshot of the new business I have won for Imperial. I think I can win more if I send more cold emails and looking for higher-paying projects from clients.

Monthly digital marketing revenues for agencies range from zero to more than $200K per month depending on what type of projects you are in. I am still working very hard to get to a healthy monthly revenue range, however, I am adding new clients almost every week so I do believe I can get there.

I believe an upgraded version of this website will also help me to generate more leads for my digital marketing business. To do that, I will need to get brand new website design, a new web hosting provider and build on my email list.

Things I will do to increase revenue

  • Sending more cold emails daily
  • Send cold pitches on a regular schedule
  • Look for clients that can afford to pay $1,000, $2,000 or $10,000 monthly retainers
  • Focus on financial services, legal, insurance and the weight loss industry as those are three markets that I believe can afford higher-paying retainers
  • Write dedicated weekly email newsletters
  • Increase content marketing on this blog to generate new digital marketing leads
  • Find new tech providers

One thing I have learned in the past two weeks is that all of my projects are generated from aggressive follow ups. Sometimes, I feel like follow ups can make you feel desperate but now I realise in B2B business, follow ups are NECESSARY if you are going to land deals that pay as soon as possible.

I hope you enjoyed reading this update. Don’t forget to focus on bringing new revenue channels but also creating a professional look for your business with a new website hosting service, for example.