Let’s face it B2B friends, we’re all busy, and constantly thinking of new ways to load our pipelines with leads, so our sales teams can close more deals. Sometimes it’s tough. We run out of ideas. We run out of energy. We simply cannot brainstorm for one more second. Well, if you are in need of some fresh ideas, we’re here to help spark inspiration. Here are five tips we think will help you today in gaining more leads and closing more deals.
Tip #1: Skip the Fluff
Think about the type of messaging that draws you in — and the type you hate. Would that work for your customers, too? Many customers are pragmatic, especially when they are making purchases for their business. Simply show them how good your product is, and how it will make a positive impact on their business. Take time to show them exactly how they’ll use your product to make their lives or work more efficient and successful. Often the most effective ways to do this is through customer stories, which show them how someone similar to them has conquered a business challenge.
B2B marketers rate case studies as one of the top three effective tactics for content marketing. (Content Marketing Institute)
Tip #2: Help Them Win
Add value through relevant content marketing. We tend to do business with people that we want to do business with, and people like doing business with others that help them succeed. That means being willing to provide resources that they find valuable for their business. Creating valuable content is as easy as simply sharing basic tips about what you do, and why you do it. Answer their most pressing questions, showing them that you’re subject matter experts in your industry and can help them out further if they are interested.
65% of B2B buyers strongly agree that B2B vendors should curb the sales messages to improve the quality of their content. (DemandGen Report)
Tip #3: Try More Engaging Formats
While social media and most website content is static and one-dimensional, video brings those concepts to life. Utilize as much video as you can, making sure you’re focusing on quality versus quantity. Simple how-to videos, product walkthroughs, webinars with product teams, and other videos are performing incredibly well, and it’s the main focus of all the biggest social media platforms. Videos allow you to better communicate key ideas, make your products easier to understand, and help make your brand more human by putting faces to names.
95% of companies report that video is becoming “somewhat” or “far more” important as a form of marketing and sales content. (DemandMetric)
Tip #4: Play Well With Others
Another great way to build loyalty and genuine connection between you and your target audience is making them a part of what you’re doing. Invite them to write a blog post, that’s relevant to their audience and yours. If you promote them, they are often inclined to return the favor. Not only could it lead to business, but they could become key advocates who help bring more new leads into your pipeline. We’re currently challenging our customers and advocates on Twitter to Happy Dance-offs, as a way to invite them to be a part of what we’re doing and remind them we appreciate them. There are many simple ways to connect with your audience, and it doesn’t have to take a lot of time. Feature them in a blog post or Facebook post. You could include them in a webinar, or a video Q&A. These ideas work because they promote both you and your customer. They get to build their own brand while helping you build yours.
Brand advocates are 70% more likely to be seen as a good source of information by people around them. (Branderati)
Tip #5: Don’t Worry, Be Happy
Have fun. It can be easy to lose sight of the fact that marketing can and should be fun, especially when we’re in the trenches working hard to drive more leads into the pipeline. Share your human side. Provide content that helps make your customers smile during their day. Just as you might be stressed out about your work, your audience might be stressed as well, and a moment of smile or laughter may be just what they needed. And having a little fun with your content might just what you need, too. Here’s a great list of brands using social media to have a little fun, which drives people back to their website, builds loyalty and awareness, and lets potential customers know you would be a fun group of people to partner with.
People don’t buy or share things to please us; they do things because they want to. Rather than throwing corporate jargon at them, why not give people what they want? Relatable, fun, relevant content generated by people just like them. (Marketing Land)