by Fronetics | Feb 15, 2017 | Blog, Content Marketing, Marketing, Strategy
Ask yourself these six questions to see if you could be attracting more leads by writing better content.
All too often, marketers fall into the trap of sacrificing quality for quantity in their content writing efforts. It’s an easy mistake to make — the pressure to produce a constant stream of content can naturally lead to a drop in quality. But if you’re not writing high-quality, substantive content, you’re wasting time and energy.
If you’re wondering whether your content might not measure up, ask yourself these six questions.
Do you need better content?
1) Is my content search-engine optimized?
Since over three-quarters of today’s buyers use Google to research products, a key to making sure your content is showing up in search results is search engine optimization (SEO). This means writing copy that will be prioritized by Google in web queries related to your business or products. For ideas on SEO optimization, check out these 3 Quick SEO Tips to Improve Your Blog Right Now.
2) Am I using the right channels to reach my target audience?
In order to answer this question, you first need to have a clearly defined idea of your target audience. Once you know who you’re trying to reach, evaluate where they’re active. Analytic programs like Google Analytics and sites like Tweriod can provide valuable insights on your followers’ social media habits.
3) Am I publishing content, or a sales pitch?
Remember that content marketing is about offering valuable, expert information to your audience — it’s not an overt sales pitch. Present your readers with this kind of expertise, rather than a repeated sales pitch, and you attract loyal customers, and associate your brand with quality and value. Anything you post should be geared to meet specific needs of your customer, rather than to bludgeon them with information about your products or services.
4) Am I providing a good quality user experience?
Pay attention to format, length, accessibility, and voice. Is your business’ website visually appealing and easy to navigate? People will read your content only if it’s visually accessible and engaging.
5) Have I paid attention to performance analytics?
Be aware that what worked last year may not work this year — pay attention to performance analytics to monitor what kind of content is successful and what is no longer generating and converting leads.
6) Is my content good?
This might seem like the most obvious question of all, but it’s important to ask it every time you post. Of course, determining what constitutes good and bad content is the key here. Are you producing writing that is original, substantial, and well written? A good tool to get you started is Fronetics’ On Writing Good Content: A Guide for the Logistics and Supply Chain Industries.
Remember, your content is a reflection of your company. When potential buyers come across your blog posts or other content online, that’s how they get to know you. If it’s poorly written with mistakes and blurry images, well — you look pretty sloppy.
Quality, substantive content shows that you are an authority in your field. It will let potential buyers know that you know what you’re talking about, that you run a polished business, and that they can trust you. So while quantity is important when it comes to content, quality should never be compromised.
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by Fronetics | Feb 9, 2017 | Blog, Content Marketing, Marketing, Strategy
Time can be a blog’s best friend when it comes to gaining leads, but there are a few things you can do to accelerate lead-generation efforts.
Patience is a virtue, but it’s a particularly difficult one to mind when you’re trying to get your business off the ground.
Whether you are just starting out, are trying to turn things around, or are just looking to inject a little energy into things after some slow growth, your company has probably made an investment in your marketing efforts. Now comes the tough part, if you’re on the marketing team: The bosses are going to want to see results in the form of leads and sales.
Fair enough. Blogging is one of the best ways to boost your lead-generation efforts. The trouble is, however, that is normally takes some for those benefits to come to fruition.
I’m not going to say it’s a marathon…
But blogging is certainly not a sprint. Your posts need time to start drawing traffic — and then, from traffic comes leads. So the transitive property tells us that lead generation takes time. Here’s why.
As with many things, blog posts become more credible with age. That is to say, search engines value things that older content has had more time to accumulate, like social shares and referrals from other web pages. The more relevant a blog post proves itself to be to readers over time, the higher it will rank in search engine results.
On the other hand, new blogs without much content don’t have much to tell search engines. Search engines don’t trust them yet — and search engines’ algorithms are designed to avoid leading searchers down a stray path. So posts from new or young blogs are less likely to appear within the first page(s) of search results, which is key to sourcing organic traffic.
So what’s a marketer who is charged with generating leads to do?
Set realistic expectations
Be realistic about how quickly your blog will start generating leads when you first set your content strategy. Consider things like the length of your sales cycle. You can’t expect a reader to hasten down the sales funnel any faster than a normal prospect. And remember that the reader probably won’t catch your post on the first day it’s published. (More on that later.) So, if your sales cycle is 90 days, you might see a lead 90 days after you start publishing. But, in reality, it will probably take a little longer.
Instead of relying entirely on leads to define success, you should spend the first months focusing on the metrics that are precursors to lead generation. Increased web traffic and greater social reach and engagement, for example, are solid proof that the needle is moving in the early days of a new content marketing program. Set goals for these metrics, and communicate with leadership that they are all indicators that your content strategy is working, and that leads should follow in time.
But how can I get my blog to generate leads faster?
If you want to accelerate lead generation, it’s going to take a greater investment. But if you’re willing to commit more time and resources to speed things along, here are two things you can do.
1. Publish more frequently.
Search engines value posting frequency because it shows that your blog is a consistent source of content. The question is, how much can your organization publish without experiencing a decline in quality and relevancy? Those are other factors influencing search engine rankings, not to mention readership, leads, and conversions.
But “more frequently” doesn’t have to mean going from 0 to 60. Even publishing once more per week can make a dramatic impact. This story, for example, shows how publishing one more post per week helped a client’s web traffic increase by 23%, sales leads double, and a prospect convert to a customer — and that was just in just one month.
A HubSpot study showed a tipping point around 400 total blog posts — blogs with 401+ total posts generated twice as much traffic as those that had published 301-400 posts. And more specifically, B2B companies with 401+ total blog posts generated nearly 3X as many leads as those with 0-200 posts. The faster you can reach that 400 mark, the quicker your results.
2. Don’t neglect your old content
It’s important to keep in mind that the majority of your web traffic (aka potential leads) will first encounter your older content. Looking at Fronetics’ most-viewed posts last month, for example, 80% were published at least six months prior. In fact, 50% were more than a year old.
What does that mean? For one, you should keep tending to your already published content, particularly those posts that prove to be a consistent source of traffic. Update information; add links to new related posts or other relevant resources; and seek opportunities to insert or update calls-to-action to current offers and campaigns. Making sure those older, consistently popular posts continue to serve and engage your readers will increase your chances of conversion.
Secondly, it’s crucial that you look beyond how the posts you published recently performed. Something that doesn’t get a lot of views in the first week may be a huge traffic source and lead converter in a little time. Many content management systems, like HubSpot, can generate attribution reports, which tell you which web pages users most often visit before converting to a lead. Compare these pages with your high-traffic pages that don’t make the list to see how you can create more opportunities for lead conversion on the pages earning the most traffic.
Most importantly, if you invest the time and resources to run a blog, you owe it to yourself to see it through to success. Just because you don’t generate hundreds of leads in the first few months doesn’t mean you won’t eventually. It’s just going to take some time.
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by Fronetics | Feb 8, 2017 | Blog, Content Marketing, Marketing, Social Media
Find out when your target audience is most active on different social media platforms by using these 4 online tools.
Social media has changed the landscape for doing business. With the click of a button, companies are able to instantly communicate with untapped markets and potential clients. The days of face-to-face interactions have been replaced with live streaming videos, tweets, chats, and likes.
But it’s not enough to curate content for your social media platforms. Today’s social media users expect fresh, innovative ideas around the clock. And when this content is being shared is just as valuable as what is being shared.
There is a lot of research out there that highlights the optimal time to post on various social media platforms. For example, marketing analytics software provider TrackMaven has published its Best Times to Post on Social Media Cheat Sheet, which breaks down posting by industry, brand, and product. It also offers general dates and times that can boost success.
But, the truth is, there is no one-size-fits-all social media posting solution.
You need to take it one step further. You need to know the best time for your business to post content. You want more than just a general idea of when to post. You want specific information about your target audience — when they’re actively scrolling, reading, watching and liking your content.
Determining the best time to post on social media
There are a broad range of tools available that will analyze the personal data of your social media followers and help you compute the best time to post on social media. Here are four that we think offer the most useful information and are easy to use.
1. Hootsuite
Hootsuite is a social media management tool that can do everything from scheduling social media posts to measuring your social media ROI. The AutoSchedule feature lets Hootsuite determine the best time to publish a post or tweet based on when similar content performed well in the past. It also considers the platform and can publish the same message at different times based on audience engagement on each particular network.
2. Tweriod
Tweriod, a free Twitter tool that helps you know the best time to tweet, is changing the way companies approach their marketing tweets. It will evaluate up to 1,000 of your followers and their tweeting patterns, including schedule, interests, and retweets. You then receive an analysis of when your tweets will receive the most exposure.
3. Google Analytics
Google Analytics is a robust analytical tool for determining how web users are interacting with your digital assets, including social media. Three custom reports (Best Days to Post on Social Media, Best Time to Post on Social Network by Hour, and the Social Media Traffic by Date and Hour) offer real-time, in-depth insight. Also, Google Analytics is free!
4. SproutSocial
SproutSocial offers a customized dashboard with a quick overview of how your social media channels are performing. You also can gain deeper insight into your customers — like gender and age demographics. And you can assess your customer reach and what will work in your favor.
Creating a strong social media presence is essential for any business. But having a presence is just a starting point in understanding how to fully optimize these ever-changing platforms to work for you. Using online tools to analyze when and where your content should be posted will enhance the value of your social media efforts. In short, you can generate customers and growth potential by pushing your content through the right avenues at the right time.
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by Fronetics | Feb 7, 2017 | Blog, Content Marketing, Manufacturing & Distribution, Marketing, Supply Chain
Here are four key takeaways from the manufacturing content marketing report.
The Content Marketing Institute (CMI) has released the results of its annual manufacturing content marketing survey, and there have been some big changes since last year.
Like many businesses in the logistics and supply chain industries, manufacturing companies have been slow to adopt modern marketing principles. Many are hesitant to undertake a content marketing program, whether from lack of time or lack of knowledge about how it works and the benefits.
But that is beginning to change. Manufacturing companies are realizing how much there is to gain from inbound marketing strategies. They’re practicing content marketing, and it’s paying off. In fact, CMI has been conducting the survey among manufacturing operations for the last four years, and never before have the results indicated such progress.
We’ve summarized four of the things you need to know.
4 takeaways from the CMI manufacturing content marketing report
1. Marketers are improving at content creation.
Compared to one year ago, 59% of manufacturing marketers report more success with content marketing for their organizations. A whopping 82% of that group credits this increased success with improved content creation. This means that marketing professionals are getting more efficient at producing higher-quality content.
Related resource: Check out our guide on writing good content.
2. A documented strategy gets results.
This year’s study showed a 72% increase in companies’ documenting their content marketing strategy. Documenting your strategy allows you to set goals, identify benchmarks, and follow through on your objectives. It’s also easier for your organization to come together with a unified, well-rounded marketing and sales strategy.
Related resource: Start crafting your strategy with our content strategy template.
3. Content marketing is becoming a greater priority.
It may seem obvious, but for greater content marketing success, your business must prioritize your content marketing efforts. Of marketing managers who reported increased success last year, 62% credit putting content marketing higher on their priority list. This means communicating with leadership to ensure ample time to produce quality content.
Related resource: Show your bosses these 6 marketing metrics they really care about.
4. Manufacturing marketers are becoming more seasoned with content marketing.
The manufacturing world is gaining experience with content marketing. According to CMI’s survey, more than half (56%) of respondents report that their organizations’ content marketing maturity level is either sophisticated, mature, or adolescent — as opposed to young or “first steps.” That’s an 8% jump from last year. Gaining experience creating, documenting, and implementing a strategy is what ultimately allows marketers to determine what works for their business — and to see sustainable success.
Related resource: See how companies in the logistics and supply chain industries are using content marketing.
Going forward
CMI identified some areas for improvement for manufacturing marketers. Consider these recommendations as goals for your business as 2017 progresses:
- Fully commit to content marketing. It’s time to go all in.
- Focus on clarity in setting goals and documenting results.
- Have a real vision of what success means for your business.
Manufacturing operations have come a long way in the past year with content marketing. As the supply chain industry gets more and more comfortable with this kind of marketing, the possibilities for business development continue to grow.
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by Fronetics | Feb 6, 2017 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Instagram Stories offer an on-trend platform for delivering targeted content to B2B buyers and building brand awareness with potential customers.
If you haven’t considered using Instagram as part of your social media marketing program, it might be time to change your mind.
As of December 2016, Instagram had over 600 million monthly active users, about half of whom are between the ages of 18 and 29. Why should supply chain and other B2B marketers pay attention to the social networking preferences and behaviors of millennials? Because 73% of millennial workers are involved in decisions to purchase products or services for their companies. Welcome to the new generation of B2B buyers.
What’s more, Instagram’s recently launched feature, Instagram Stories, offers marketers a new platform for content delivery that is wildly popular with this generation. But unlike other networks with short-term video-sharing opportunities (ahem, Snapchat), Stories can have a polished, professional feel that well suits B2B brands.
What are Instagram Stories?
Instagram Stories are sequences of content that a user posts to his/her Instagram account over a 24-hour period. Besides photos, Stories can include videos, live and prerecorded, as well as Boomerangs, seconds-long motion clips that play forwards and backwards. The content plays as a continuous feed, creating a narrative about the user’s day — hence the term “Stories.”
Users may also customize their Stories with various design tools. Swipe to explore different filters, or add customizable stickers with time, weather, location, or even holiday greetings. You can also use a drawing tool to create your own masterpiece on your photos or videos.
Audiences can view the Stories of the users they follow within the 24-hour window after they are posted. They can find users with active Stories by scrolling the user icons at the top of the app. Or users can tell their followers that they’ve posted a story by tagging them, which notifies them through a direct message.
How you can supply chain and B2B marketers use Stories?
Instagram Stories aren’t just for friends showing friends what they’ve been up to. They’re a creative content-delivery platform that helps build rapport with followers, grow brand awareness, and educate potential buyers.
Here are 5 ways marketers might use Instagram Stories to engage their target audiences.
1. Deliver special offers and limited sales
Take advantage of this channel of communication to give special offers to followers tuning into your Stories. The time sensitivity of the 24-hour period will urge your buyers to engage with your Story and act quickly before the offer expires.
Direct followers to a special landing page or include a code right in the Story. As Social Media Examiner puts it, “The scarcity of Instagram Stories gives them power.”
JCrew’s promotion of the new Jane in Pink sunglasses offers an example of the clever use of Instagram Stories. The brand posted a combination of GIFs and photos teasing the pink sunglasses before announcing that there were a mere 50 pairs available for purchase through a link in its bio. This caused half of the merchandise to sell out in two hours.
2. Sign in for a takeover
Arrange to take over the Instagram account of a partner company or customer. It’s a fun way to draw attention from an existing, built-in audience. And it provides a mutually beneficial exchange of value for both parties.
As explained by media executive Gary Vaynerchuk, account takeovers offer a “backdoor approach to accessing new demographics.” The strategy is about “deepening relationships, gaining exposure, hacking distribution, and raising awareness.”
What’s more, account takeovers don’t require partners to hand over sensitive login information. Simply send your content to your partner to upload. It’s win-win situation that allows both parties to reach a new audience and share new content with ease.
3. Go behind the scenes
This is a great way to humanize your company and let you customers see and experience your brand personality. Capture candid photos of meetings. Take your followers on an adventure or an offsite task. Have a new product? Share a picture of the early designs or the production process. It’s a way to get followers excited and intrigued as to what happens behind the doors of your company.
Happy Socks, a Swedish sock and underwear retailer and manufacturer, does this well. It features videos of what’s going on in the office, birthday celebrations, and other candid moments.
4. Q&As
Get really personal with your customers by answering their questions via 10-second videos. One of Instagram’s community managers, Jeffrey Gerson, did this and found it to be a great success. This allows your viewers to feel as though they are really being heard since they are watching you talk about their questions as opposed to just reading typed answers online. It’s also a great opportunity to showcase the personalities of your employees and social media team while directly interacting with your audience.
4. At a loss? Ask your followers!
Give the people what they want — They may have some great ideas that you’d never considered. Survey your followers by posting a graphic of some options while leaving it open-ended as well. Have them respond in direct messages or comments with what they want to see from your social media. For example, Red Bull had their audience send the thumbs-up emoji in direct messages through Instagram Chat for the Story topic they most wanted to see published.
These five options provide your team with a starting point to begin exploring Instagram Stories. It’s an exciting tool to add some creativity and have some fun with your social media strategy.
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![Outsourcing Content Marketing: 13 Stats You Should See [Infographic]](https://www.fronetics.com/wp-content/uploads/2024/10/outsourcing-content-marketing.jpg)
by Fronetics | Feb 1, 2017 | Blog, Content Marketing, Marketing
Thinking of outsourcing content marketing? This infographic illustrates how other B2B marketers are handling content creation.
Plan. Create. Distribute. Repeat.
Does the constant creation of content feel like a drain on your resources? Do you feel like the content you’re publishing isn’t on par with the standards of your business? Do you dread the days that you need to write a blog post or prepare a customer resource?
If any of these questions hit home, chances are you’ve thought about outsourcing.
Outsourcing content marketing can be a beautiful thing: You put the content creation, design, and even distribution in the hands of an expert, leaving you free to focus on your job. But, isn’t that cheating? (It’s not.) Are other companies doing it, too? (You bet.) Ultimately, is it a good business decision? (The top business blogs outsource about 24% of their content creation.)
We’ve created the following infographic to illustrate how other B2B marketers are handling outsourcing content marketing. Here are 13 statistics you need to know before you consider outsourcing.
(Made with Canva)
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