Ellen Gomes and Jeff Bullas have done a lot of daily grind work to get us headed up the success curve by way of engagement marketing. Have you been watching and learning? Or does it help to have a more accessible ally and resource to get your head going up and down and then your B2B content marketing priorities prominently on you Outlook or Google calendar?
Well, my story is pretty straight line.
- Start with your best customer portrayed in a new Buyer Persona.
- Create and repeat your new mantra – “it takes 12 touches to convert”.
- Give a series of somethings of value to the leads and prospects you acquire.
- Use Influencers, but sparingly.
- Measure and tweak. Budget for a rational flow and investment (not enterprise level).
Stop back by here regularly to see what I have researched in the way of new B2B content marketing and engagement success stories.
Every company has the same mission: to maximize their value. But in my view, your most asset isn’t your product, or your branding, or even your team – it’s your customers and just below them your best prospects. The most successful companies succeed because they excel during each stage of the customer lifecycle: in acquiring new buyers, in growing their lifetime value, and in converting them into advocates.
And today, it’s on marketers to become stewards of the customer journey, and to build bonds with customers wherever they are — whether that means engaging on social media, presenting a unified experience across devices, or personalizing content and communications.
To achieve true engagement, B2B content owners and brands must wrap their products and services in a story, not only of the brand but the lifestyle associated with their product, helping consumers to organically accept them into their life and share their story as if it were their own. They must ensure their campaign is a catalyst for social dialogue and the key is to attract, involve and sustain without telling your consumers when and how to communicate. There must be an emotional connection too, drawing consumers into the story and creating brand advocacy.
If your story has a compelling beginning, an absorbing middle and a satisfying end, and if everyone can connect with, participate in and contribute to it, people will stop to listen and look. They will feel empowered to share the story with others, because an even greater pleasure than being told a good tale is telling it yourself. Are you getting the picture?
We can get you and keep you on the your B2B content marketing effectiveness and sustainability best practices path. We deliver a measurable ROI. You get the benefits! And the customers!
Email us – firstname.lastname@example.org or call us – 512 799 4676. You’ll be glad you did.