What is B2B?
You get that though right?
I know you do, but sometimes acronyms can throw you for a loop.
As you know this blog is all about customer acquisition. In order to acquire new customers there is one crucial element that you need first.
Can you guess what that is? Three guesses and the first two don’t count.
If you answered leads, then you’re correct my friend.
You need LEADS before you can even think about customers.
Without leads you:
- Do not have the ability to get new customers
- Without new customers your business will die, thus you’ll not have a business anymore.
So, why should you keep reading this blog post? What’s in it for you? Is it worth your time?
- We’ll give you some statistical data that supports why you should be using content marketing as part of your b2b lead generation marketing plan.
What’s the significance of statistical data?
It’s real simple.
Numbers don’t lie.
The quality of these sources are top notch and are universally trusted.
Sound good enough for you?
Don’t forget to check out this riveting blog post as well written by me – Kurt Kummerer discussing b2b lead generation tips. It’s worth a minute of your time. After you’re done come back here to finish our discussion today.
Sound like a plan?
Recommended Reading: B2B Lead Generation Tips For Customer Acquisition
Why content marketing for b2b lead generation for small business
This is where the statistics come into play and we analyze them as well, rather than just spit them out.
- 71% of B2B marketers use content marketing to generate leads. (Source: MarketingProfs)
I know, I know you’re a small business owner so what the heck does this have to do with you? It is a statistic about a B2B marketer. Well fact of the matter is you’re probably the marketer for your small business or at the very least you employ someone who handles your b2b lead generation and/or marketing efforts.
Is that correct?
I thought so.
So, where were we.
Ah yes, that statistic about B2B marketers where 71% of them use content marketing to generate leads.
Let that sink in for a minute.
That’s a high percentage.
What do you think?
It must work then for your b2b lead generation efforts.
I would say so.
Why does content marketing work?
There are many reasons, but let’s just talk about 1 reason right here, right now.
- You solve a problem by demonstrating how you’re going to solve that problem for that lead using your product/service as part of the solution.
Does that resonate with you?
Now small businesses that use content marketing as a part of their customer acquisition plan and/or customer acquisition marketing strategy typically produce content frequently.
So your “leads” have the ability to go through and read multiple pieces of your content and be able to determine whether you’re the company that has the skills and abilities to help them – competence if you will.
Do you understand what I am saying?
Why do you need multiple pieces of content if one piece really solves a problem for your “lead”?
From a common sense standpoint.
You don’t ask someone to marry you on the first date do you?
Of course not.
You need to build a relationship and over time make that determination whether that is the right person for you.
That is exactly how a lead eventually becomes a customer – they need to consume your content over time to see if you’re the right fit for them.
Also, there is another important aspect to consider as well.
According to Google’s Zero Moment of Truth Research in 2012 it takes 10.4 pieces of content online before a prospect is ready to engage with you.
Which means you need to produce a lot of pertinent content consistently for that prospect to consume in order to have a fighting chance of that person being a lead let alone a customer.
Pause for a quick second. Take a quick peak at a blog post that I wrote a short time ago that dives into the nuts and bolts of content marketing. it goes with today’s discussion, so go read it and come right back.
Recommended Reading: Lead Generation Marketing Plan Template For Business
So, why else should you use content marketing for b2b lead generation for small business?
More specifically – your small business?
- Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Source: Demand Metric)
Holy crap! That’s unbelievable.
Content marketing really costs that much less than traditional outbound marketing?
Yes, sir. That’s correct.
Now can you see why you need to incorporate content marketing as a part of your
B2B lead generation marketing plan?
In case you’re still not convinced I am going to give you some more statistics to chew on.
Sound good to you?
- 78% of consumers perceive a positive relationship between themselves and a company using custom content. (Source: Demand Metric)
- 70% of consumers feel closer to a company as a result of content marketing. (Source: Demand Metric)
- 82% of consumers feel more positive about a company after reading custom content. (Source: Demand Metric)
Does this continue to paint the picture as to why content marketing for b2b lead generation for small business?
I sure hope that it does.
So, do not wait another second. Start working on your content marketing strategy for your small business.
Sweet Georgia brown!
Do you have a customer acquisition process in place for your business?
Is that process working?
Is that process efficient?
Is that process cost-effective for your business?
If you could improve that process would you?
Do you need help in figuring out which parts of your process should stay or go?
If you’re answering “Yes” to all of these questions then my hats off to you. Business must be awesome!
Otherwise you and I should talk. Let’s see how I can get you to where you want to be.