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.

How to attract high-end clients to your business – the Luxury Brand Marketing Guide

Luxury Brand Strategies Explained

Cartier 2

What is luxury? It means different things to different people however the feeling of extravagance, beauty and glamour is inescapable with a luxury product or experience. The price tag matches the outlandish beauty of a luxury product. Attracting clients or customers who fall into the luxury segment is difficult however it is not impossible if you craft a marketing strategy that works.

  1. Create a brand that permeates with glamour, elegance and style

Whether you are selling watches, jewellery or handbags, your brand should feel special and elegant. One brand that achieves this is Goyard. Founded in the 1850s, the Paris-based leather goods maker is one of the most coveted brands in fashion with a unique pattern that covers all of their products.


Why is Goyard successful at luxury marketing?

Goyard succeeds because it doesn’t try to generate sales with aggressive sales and marketing techniques. While everyone is still obsessed with millennials and what they want, Goyard is relatively aloof, it doesn’t pay influencers to promote products and it has recently opened a new boutique in Monte Carlo. The choice to open in Monte Carlo instead of a millennial-rich city like London or Paris proves that the brand is sticking with elegance instead of trying to be cool and trendy.

It’s a tough thing to achieve and not every luxury brand can afford to keep advertising low. Other brands such as Louis Vuitton and Gucci do aggressive advertising and they achieve similar results.

I love the aloof marketing strategy that Goyard has instead of being too aggressive. This might work for your business if you are in the services industry such as concierge services or hotels.

  1. Understand what products people consider luxury

You can’t just say your business is targeting luxury clients if it isn’t based in a luxury niche. Waste management products are not luxury and they aren’t glamorous. Watches on the other hand are. Take a look below at the markets that are firmly in the luxury segment:

  • Watches
  • Fine Jewellery
  • Handbags
  • Leather Goods
  • Fashion Clothing
  • Hotels
  • Experiences such as travel
  • Luxury Cars

Where does your business fit in these segments? If you are running a B2B business, you can attract target clients if you think hard about where they fit within your luxury marketing strategy. For example, if you are an accountant or financial advisor, you can focus on wealthy clients who are ready to pay a premium for your financial management services.

In every sector and market, there are luxury clients who need to be serviced. Someone is going to service them so it might as well be you because you are going to use the same effort to target someone with $1 and someone with $10,000. Continue reading “How to attract high-end clients to your business – the Luxury Brand Marketing Guide”

The Advanced Guide to Increasing Revenue in your Business

This Advanced Guide is going to answer your sales and revenue questions. Whether you work for a household brand name or a start-up, we all need to increase sales, revenue and profitability if we are going to keep our jobs and grow our businesses.

I am super excited to share this Advanced Guide with you guys. I know due to the explosion of content marketing, there are tonnes of ‘guides’ on the market that are flimsy and thin and that do not help at all when it comes to solving your problem. This guide is different. Let’s get it!

Before We Begin

How can I grow my monthly business revenue if I don’t have a plan?

Before you can start increasing revenue and sales, you need to create a business plan or strategy that is dedicated solely to generating cash for your business. Incoming cashflow is critical to building a pipeline of revenue for your business. If you work in the B2B market, you know that getting clients to pay you and pay on time is hard work. If you work in the B2C end, just finding a customer who will purchase in-store is hard work.

You need a plan that makes sense for your business. Here are some excellent tips and ideas that you should incorporate into your business plan to increase revenue:

  • Write down monthly sales targets
  • Do not change sales targets even if things are not going well
  • Share your sales strategy with your team (if you have one)
  • If you are selling alone, ensure that you sell your products or services every day
  • If you are marketing e-commerce products, create a daily sales plan and a weekly sales plan so you can see if your e-commerce business is working

Your plan has to suit your business however all businesses have a core sales and marketing group that are responsible for generating leads and finding new business. You need to include this into your plan so you can stay on track.

If your goal is to sell 1,000 lawn mowers this month from your e-commerce website, don’t get distracted by other things happening in your life or your business. Stick to your plan and stay laser-focused on executing your sales plan to reach your revenue goals. If your e-commerce website is going to sell these 1,000 lawn mowers, make sure that you give it the best chance of success with a good hosting platform and excellent web design. Use our checklist below to create a plan that will work. Continue reading “The Advanced Guide to Increasing Revenue in your Business”

The Complete Guide to Growing Your Blog Traffic ASAP

Increasing the traffic for your blog should be one of your top priorities in your marketing strategy. If you want to increase traffic today, you are reading the right guide to make things happen for you. Let’s get started.

Know who your reader is

When you are writing your blog, you need to know who is the core reader of your blog. Don’t pander to trends or news – figure out who your reader is and write the content they want to read. If you notice that your blog traffic is growing, chances are you are building a market and there are more readers that will find you. If you are a fashion blogger, just focus on your fashion readers – don’t confuse them by writing about your passion for furniture as this will turn them off. If you are writing blogs for your business, just target the people who would be interested in purchasing for your products and services. For example, if you are running a car repair business, write content that is about the car industry, how cars can be fixed and how customers can keep their cars in good condition. Create your blog with your target reader in mind, and then create the right technological platform to grow your blog. Continue reading “The Complete Guide to Growing Your Blog Traffic ASAP”