At KoMarketing, we work with a variety of clients that offer products and services spanning the B2B spectrum. For this reason, it’s important for us to understand the best ways to reach their key audiences and on what channels and platforms to do so.
With the digital age continuing to boom, it should come as no surprise that many of our clients are in the B2B tech space.
Content marketing is one of the core components of our most successful B2B online marketing campaigns, but creating content that truly gets the job done for B2B tech companies can certainly be a challenge. For this reason, I’ve assembled a list of five tips that will hopefully assist you in creating B2B tech content that pulls in the audience and converts.
1. Expand Your Channels List
Data shows that more than half of high-tech B2B sales will come from digital by 2020. (Source)
We have been hearing it for years, but we’re now finally starting to see the numbers back up the claims. There is simply no denying the power of digital marketing and the reach of the channels that comprise it. B2B tech sales are increasingly originating from digital channels, such as:
- Case Studies
- Social Media
Now, we understand budget is a major factor for nearly all organizations, so it’s important to evaluate all opportunities without spreading yourself too thin. Rather than devoting a small amount of budget across all digital channels, take the time to study the channels most frequently used by your buyers and prospects – while narrowing the channels being used could limit reach, you will be driving more relevant traffic to your digital assets that have a higher chance of converting.
2. Market to Millennials
One-third of Millennials report having budget and/or sign-off on enterprise technology purchases of $10,000+. By comparison, 23% of Baby Boomers and 27% of Gen X report the same authority. (Source)
As the workforce ages, the generations with purchasing power are shifting as well. Data shows that Millennials now have some real purchasing power, and as a result, we need to make sure content is being delivered through the channels they are most active and with the language and style that is most likely to resonate.
I wrote a post on marketing to the B2B Millennial a few years back, but many of the same concepts still apply, including:
- They want to get to know their vendors
- They value collaboration
- Word of mouth is important
- They want a mobile-friendly experience
- If Google trusts you, they trust you
While we should not neglect other generations of buyers when creating B2B tech content, it might not be a bad idea to prioritize Millennials in 2019 and beyond.
3. Be a Problem-Solving Destination
62% of buyers want to hear from sellers when they are actively looking for a solution to solve a problem. (Source)
The above stat offers two different valuable nuggets of information for B2B tech content marketers. First, it tells us that buyers are actively seeking out content that directly answers their questions. For content creators, this means there should be website content (blogs, videos, case studies, white papers) that are easily accessible and get straight to the point. When thinking about creating problem-solving content, consider setting up a time to interview existing customers as well as members of the sales team. As marketers, these two groups of individuals often times hold the keys to unlocking gold mines of highly-converting content.
Second, the stat tells us that as content marketers, problem-solving content presents a great opportunity to capitalize on a conversion. While a glossary page or another form of top of the funnel content might not be the best place to drop a “request a quote” or “schedule a demo” form, problem-solving content might be the perfect spot as visitors there are most likely a good way down the funnel.
4. Create Content for Multiple Personas
On average, there are about 7 people involved in B2B solutions purchases. (Source)
When it comes to B2B purchases, they’re hardly ever the result of a single decision maker within an organization. More often, there are five or more individuals looking to have their questions answered and pain points addressed. For this reason, it’s critical to create content that addresses different target audiences. Take the time to identify who the potential decision makers are and uncover their main pain points.
From there, create pieces of content that are consistent in product messaging, but speak to the individual on a more personal level. Having a single asset that goes out to all potential buyers will likely result in an abundance of questions, a delayed sales process, and second-guessing of the solution as a viable option.
5. Don’t Overlook the Power of LinkedIn
82% of buyers look up providers on LinkedIn before replying to outreach efforts. (Source)
When thinking about the most popular social media channels, Facebook and Twitter sit atop the list. However, when it comes to reaching B2B tech buyers, your best bet might be on LinkedIn. The above data point shows us the importance of personal LinkedIn profiles within the B2B space, but we need to also remember to support company LinkedIn pages as well. Be sure to keep your company LinkedIn page fresh with new content on a regular basis, including:
- Company updates
- Industry news
- Business segment pages
At KoMarketing, we often times encourage our clients to get as many individuals as possible active on LinkedIn. One common way we do this is working with key stakeholders to publish articles on the LinkedIn Publishing platform. By doing so, we are able to publish content with real faces behind it, which is more likely to lead to natural engagement and establish an authoritative voice within the industry.
B2B tech content marketing can certainly be a challenge – however, it’s possible to generate great results if the strategy is well-planned and executed. What are some of the ways your organization ensures content marketing efforts meet and exceed expectations?
Feel free to drop a comment below or connect with me on Twitter to keep this conversation going!