Level Up: How to Scale Your B2B Marketing Efforts
So you have a great blog with tons of high-quality traffic; your e-books and white papers are raking in downloads, your landing pages are converting, and your email open rates are off the charts. While this might seem like the perfect time to sit back and relax, it’s just the opposite. When your marketing starts to pay off consistently, that’s the time to capitalize on your momentum and scale your efforts.
Successful scaling isn’t just doing more of the same. It requires thinking strategically and exploring opportunities to reach a new level with your marketing strategy, in terms of not only quantity, but also quality, targeting, customization, and innovation. Fortunately, reaching this new level doesn’t require huge amounts of money, a bigger team, or scores of additional resources. Regardless of the size of your organization — or your budget — you can scale your B2B marketing almost seamlessly, by incorporating a few simple tactics.
Scaling With Your B2B Blog
Your blog is truly the hub of your online content, and by elevating your blogging efforts, you have the potential to exponentially increase your results. Here are a few tactics to get you started:
Build SEO into your blog content. Use your intent monitoring platform or SEO research tools to discover which keywords people in your target audience are searching for, and build blog posts around them. Remember to include targeted keywords in titles, headers and subheads, and also in the meta descriptions.
Link to your posts on multiple platforms. Use all the platforms available to you in promoting your blog posts. Share the link on each of your social media platforms (more than once), and remember to include links to blog posts in your e-newsletters and other email communications.
Syndicate strategically. Use syndication platforms like Medium and LinkedIn publishing to get your content in front of a larger audience.
Encourage commenting. With more online conversations moving to social media, getting comments on your blog posts can be a challenge, but it’s worth the effort. Remember, simply asking users to “leave a comment” is not enough; be creative and look for different ways of encouraging participation. For example, you can close each blog post with a specific poll question to which readers can respond in the comments section.
Create compelling digests. Sharing content created by other thought leaders not only lightens your load; it can also expand your audience. Consider a weekly post featuring your top 5 links of the week and include a comment for each describing why you found it compelling and shareable.
Measure and adjust. When life gets busy, it’s easy to put off the monthly review of your blog analytics, but the time you spend looking at your results, and making adjustments, is an important investment in your progress. Look at the best-performing posts and identify the common denominators that you can spin into best practices. And please don’t neglect the bottom of the list; some of that low-performing content could be repurposed and given a second chance.
Embrace guest posting. One of the most effective ways to grow your audience is to get your content in front of a similar audience, and one of the most effective ways to do that is through guest posting. Identify popular blogs that speak to the same people you want to attract and pitch the idea of a guest post to them. You may want to create a series of pre-written guest posts that you can “shop around” to different sites. Remember to follow closely any guidelines you receive; you’ll stand a much greater chance of being invited back to contribute in the future.
Scaling With Lead-Generating Content
E-books, white papers, checklists, swipe files, and other resources rank among the top performers when it comes to generating leads and growing your list as well as your thought leadership. As you look at ways to “up your game” in the area of lead generation, here are a few tactics to consider:
Speak to specific needs, problems, and challenges. The people in your target audience aren’t looking for big-picture overviews in the content they download; they’re looking for specific information. Give it to them. Go back to your personas, and re-familiarize yourself with the pain points your targets are facing, then create premium-quality downloadable resources that help them address those challenges.
Match the length to the content. There is no one magic formula for downloadable content. One-page checklists can generate just as many leads as 25-page research papers. The important thing is to give the content the space it deserves without any additional fluff or clutter. When properly executed, lead-generating content is a win-win for the brand, and for the target contact.
Speak your targets’ language. You may have heard the advice to never use industry jargon in your content, but it all depends on your audience. If you’re speaking to technical experts who use “the lingo” every day, using the terms they’re used to will highlight your specialized expertise. On the other hand, if you’re speaking to industry outsiders, using layman’s terms will make your content more easily understandable — and make your readers more likely to return.
Scaling With Landing Pages
Your landing pages are vital assets in gaining content downloads, event, and webinar registrations, demo requests, and other engagements with your online brand. When you look at how to leverage landing pages in your scaled-up B2B marketing efforts, consider the following proven tactics:
Make sure there’s no navigation on your landing pages. Your goal is to capture leads at scale; you want to minimize the risk of distracting your visitors.
Offer the opportunity to move directly to your full website without giving visitors an “out” to click away without giving their contact information.
Remember, you can have more than one landing page for each lead-generating asset. Multiple pages give you more opportunities to collect information, and you can do some A/B testing to see which approaches work best for attracting traffic and converting visitors.
Keep your landing page content simple yet strategic. Give visitors just enough information to entice them to take the next step.
Scaling With Email
Before social media, before texting, before instant messaging, there was email. It’s as powerful today as it ever has been, and odds are it’s going to be around for many more years to come. When properly executed with targeted messaging, email will always resonate, which is why it deserves a prominent place in your plan to scale your B2B marketing. As you look at ways to elevate your email strategy, keep these best practices in mind:
Design your emails and email-only offers in a way that enhances your existing marketing; don’t try to compete with your website or other marketing assets.
Don’t be intrusive; develop a cadence that keeps your brand in front of your target audience without becoming a nuisance.
Share valuable information that speaks to your targets’ needs, challenges, and ambitions.
Be real in your messaging. Speak to your targets as if you were face-to-face with them.
Don’t be afraid to ask for feedback. Your targets will appreciate your interest in their input, and they will respond accordingly.
Putting It All Together
If your B2B marketing efforts have started to pay off, congratulations! You’re ready to take your marketing strategy to the next level and start scaling up. As you put together your scaling strategy, be sure to incorporate all the elements that have contributed to your success so far, including: your blog, your lead-generating content, your landing pages, and email. If you’ve fallen behind in any one of those areas, now is the perfect time to get back on track as you ramp up your efforts. Your audience will reward you with more engagement, more conversions, and eventually, more business.