Business to business (B2B) transactions require well-thought out, compelling pitches that generate promising leads. Savvy entrepreneurs need convincing that their profits are contingent upon a service to even consider putting money down. If a company catches wind that a service can improve net profits, they will pay for it, and with good reason.
The most effective way to establish leads is through production of riveting, terse, and professional content. Creating high-quality digital content is not an easy task. Through working with a professional content management company, businesses of any size can use content to drive B2B sales.
While the list of content production options is expansive, there are four primary content strategies that increase sales.
Using LinkedIn to Increase B2B Sales
LinkedIn, the first, makes it easier than ever to develop a professional network without tapping into the treasury. Creating a group on this online network lets companies connect to potential clients without having to pay for hosting or web maintenance. All you need is a company photo or logo, and written details that brand your business. Be sure to accurately, and tastefully, represent the company. Depending on how public you make the group, almost anyone can see what you post, and every connection is a potential nod to a sale.
LinkedIn groups also allow you to share multimedia content with members. This includes news about upcoming industry events, webinars, and other information. Ideally, you should always control the conversation. Keep the focus on your industry. Update regularly, and pay close attention to group chatter. Learn what you can from your connections. Study their grievances, consider their theories. Keep an ear to the ground. This will make it easier for you when directing certain content and information. More importantly, it helps inspire you for the second layer of content that helps generate sales: webinars.
Using Webinars to Increase B2B Sales
A good webinar requires strong planning. Organization will help keep the messages simple, straightforward, and interesting. It is important to be topical. Tangents and overly complex ideas will make the message chunky, and unmemorable. Remember, your audience is most likely sitting at their work desk, giving you only half their attention. Pick a catchy and appropriate title, and appoint a speaker who can captivate his or her listener. Always, always draft a script, however cursory. The idea is not to recite everything as it is written, especially if you have a gift for improvisation, but to steer the webinar in a concrete direction.
Hopefully, questions will arise. This means people want to know more. Put some time aside for a brief Q&A. Try to anticipate the kinds of inquiries people might have. Address each one without rambling. Be straightforward. Be tactful. Do not forget that you are the expert on the topic. When you are finished, consider asking the members to partake in a quick survey, so you can help plan for the next webinar. Find out what was compelling, and why. Study your work, and improve upon it. Recording the webinar is a great way to do this. More importantly, it allows you to share the video on your website or blog, and with your LinkedIn group. In effect, content captures more content.
Using Industry Events to Increase B2B Sales
The third form of necessary content is generated through industry events. The first step is planning. Try to give the event press ahead of time by generating posts online detailing specifics of the event. If there will be good food, then say so. People generally like free food, and the more people present at the event, the better. Record interviews, sand hare prerequisite material and information related to the nature of the event, or a certain pitch you intend to make, ahead of time. Plan speeches that will be insightful, helpful, interesting, and memorable. Make your time at the podium count. Looking like a business luminary will improve your company’s image.
Be sure to provide live updates across your networks, preferably with hashtags. A unique tag is not too broad, but pithy enough that it can be easily remembered, and shared without being misspelled or mistaken for something else. Irrelevant tweets can drown your cause. Live updates are a great way to make other people and connections part of the action. More importantly, they generate more content. After the event has ended, make an online photo album, and share it with attendees, hosts, and people who could not attend. Write a brief review of the event to post on the company blog, noting the highlights. Recap your speech, or transcribe it if you have the time, so those not in attendance can read about what you had to say. All it takes it one industry event to generate wealth of new company content. Again, content captures more content.
Using Whitepapers to Increase B2B Sales
The fourth primary method of content that can help generate sales is the production of whitepapers. The method is one of the oldest in B2B marketing, and it is still at large. The key to making whitepapers count is knowing who to address. For example, if you are addressing local business owners, tailor the angle, so that the information is relevant, interesting, and consequential in helping to solve a problem for local business owner. If you are trying to sell to a specific locale, then personalize the content even further. The point of effective white papers is to encourage potential clients to go to your business as a way to help them. Relating to your audience is the most important part in drafting them. Whitepapers present powerful, polished, and authoritative content that helps improve sales by making a case for your service. Achieve this, and sales will improve.
In conclusion, the four methods of content detailed above are generally known to boost sales. Consider looking further into LinkedIn groups, Webinars, Industry events, and whitepapers, especially if your business is struggling. Each is an effective form of marketing content that provides a launchpad for sales. Remember, content captures more content. More content, means more leads, and more leads, means more sales.