Content Marketing… a critical part of our Grail “setting”
“I tell my sales people using content as a sales tool is likened to a carpenter building a staircase as step by step by step. That’s how we deliver our content.” Marv Davidson, VP of sales, Roanoke, VA.
In any small business, your B2B marketing communication copy is very important to your company’s marketing success. Equally important is the frequency of delivery and how relevant the message is to the contact receiving the content.
The next time you prepare your email newsletter, direct mail, a promotional offer, or something in the social space, ask yourself this simple question. “How many contacts do you need to make with a prospect before they buy your product or service or with a customer to make another purchase?”
In the B2B industry of small business, I have experienced seven, ten, or fifteen contacts. That’s not only a lot of contacts but also takes a lot of perseverance, money, time, and hope. Hoping gets you nowhere fast.
In today’s economy, prospective customers don’t want to be sold to. They want to make their own decisions. With the capability of better web searches, social media and even communication with business associates, there is a mountain of information available for your contacts to gather.
If that sounds like your market audience, you need to change your marketing content and strategy.
This is not the real world but this is how it should be done in the real world. For example, what if a software company developed a new program called ICE. ICE was designed to take the cold out of cold-calling for sales people. It’s an acronym for Interested Customer Engagement.
The software views your contacts in your database and builds a profile of each contact’s needs and wants for your products and services. This information allows you to build a library of content designed to provide perfect solutions for each one of your contacts.
Using your customer profiles and the informational content you created, the next step is to create a methodical marketing strategy to build better business relationships with your contacts, which will ultimately lead to more revenue.
There is only one drawback. As with just about anything good that comes from great marketing campaigns, it takes time to nurture a contact, break through the clutter and for the contact to become better acquainted with you and your business.
The opposite is that it also takes time for you to know more about the contact and her company needs. However, as you can imagine, it’s time well spent.
What type of content do you have to offer that she has an interest in to learn more about?
It takes time to travel down this road. Step by step by step. The software program, ICE, doesn’t exist but just the idea of it, teaches us to make sure the frequency with customers and prospects is on a schedule and is automated as much as possible. Plus, use of more than one channel of communication, such as non-traditional social, or even traditional, can provide a lot of assistance as well.
What does exist, is a company like DMCM who truly knows the value of content marketing, and has been using it for over 25 years! In B2B marketing, content can make you a king in the eyes of customers and prospects. This is the final step in your contact journey.
Step by step by step, minute by minute by minute or drip by drip by drip, the choice is yours. A nurtured customer builds a better business relationship which leads to more revenue. And that’s what we all enjoy counting minute by minute by minute. And to make sure you get your expected results, we’re right by your side – step by step by step.
To learn more on how great Content can make a difference in your company, please visit the about page and look over the section of articles. Then give us a call and we’ll work together to meet your customer needs and company goals.