A recent survey by Episerver found that B2B decision-makers are desperate to improve digital experiences to engage with clients and customers. The survey also found that many are looking to use content marketing and mobile optimisation during the next 12 months to achieve this aim.
Change up blog routines
Content marketing should always aim to share strategic brand information while providing readers with important insights to take away to inform their own personal and professional challenges.
If your blog is centred on brand messages and why someone should buy your services and products, you’re unlikely to inspire readers, or drive any meaningful organic traffic. B2B buyers want informative content, so always look to surprise and educate to keep them engaged.
Another report by IDG Communications found that brands are not making the most of arguably the most important digital tool: websites. Many merely post web copy and content and forget about refining and updating it regularly, which is actually the key to better experiences and higher levels of engagement.
B2B buyers want added-value content, and they expect brands to deliver it regularly and then to make it easy for them to purchase what they want. A failure to use content across the sales pipeline can push away potential customers into the arms of more digitally accomplished peers.
Have an improvement plan
Websites are the window into modern business, so you need to have a strategy that is constantly tweaked and improved to ensure that it meets the needs of marketing and the wider enterprise.
By analysing metrics, listening to clients, refining campaigns, and being open to changes; you can overcome digital engagement obstacles and deliver the experiences that will enable you to engage with B2B buyers regularly. Outsourcing and automation can also help.
Use Google Ads
Google Ads can complement your marketing efforts by increasing reach and getting customers to click through to content and then the rest of your website. Catchy headlines can make the difference here as they entice in readers. The quality of your content will then keep them around so that they consume a long-form editorial piece or blog.