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 | Jan 9, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy, Supply Chain
Why brand awareness is important to growing your business
The singular goal of most companies that contact Fronetics is to generate more leads — today. This is not surprising in that leads are necessary to generate sales, and sales are necessary to revenue generation and to growth. What is surprising is the number of companies who do not recognize the critical role brand awareness plays in lead generation.
Brand awareness is the likelihood that your company’s brand, products, and services are recognized by consumers. Simply put, if consumers don’t know your company exists and/or don’t know what your company does or what your company offers, your company won’t be a part of their decision process.
Today, more than ever, being recognized and being a part of the decision process is crucial.
The new B2B buying process
The buying process for B2B buyers has become more complex and longer. The 2016 B2B Buyer’s Survey Report found that 80% of respondents reported their purchase cycle was longer than it was the previous year. The buying process has gotten longer because most buyers (73%) are using more sources to research and evaluate products and services, and they are spending more time in the research phase itself.
When conducting their research and evaluating purchases, B2B buyers report that they are looking for personalization, and for companies and vendors that demonstrate a deep understanding of the industry.
The place they are turning to conduct their research, and to evaluate purchases, is online: 89% of B2B buyers report using the internet to conduct research. Specifically, they are going online to: conduct web searches, look at vendor websites, read reviews, use social media, and participate in online forums.
The importance of investing in brand awareness
Your company can not generate leads if your company is not found when B2B buyers are conducting their research. And, being found is just the tip of the iceberg. Your company will not be included in the evaluation and decision process if it does not have a robust online presence that is inclusive of quality content that speaks to your target customer — that is, content that educates, informs, and identifies how your company can meet the needs of your target customers. It is about positioning your company as a knowledge leader, building trust, and establishing relationships. It is about brand awareness.
Building brand awareness takes time and dedication. Companies that are willing to invest their time and resources to brand awareness are rewarded – not just with leads, but with quality leads.
Too often, I see companies who are unwilling to invest either the time or money in brand awareness. One of the most frustrating things to see is a company that gives up too soon. These are companies who have realized significant gains — they have, for example, increased traffic to the website through organic, referral, direct, and social sources; decreased bounce rates; increased social reach; and increased social engagement. But, because their lead generation has not immediately sky rocketed, they decide to either reduce or eliminate their digital and content marketing activities. It is frustrating because these companies have built a strong foundation, and they are on the tipping point of success.
With the B2B buying process taking longer than ever, with buyers spending more time researching and evaluating their decisions, and with B2B buyers turning to the internet and critically evaluating companies on how they present themselves, investing the time and resources to brand awareness is critical.
As Geoffrey Chaucer said, “Patience is a conquering virtue.”
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by Fronetics | Dec 22, 2016 | Blog, Content Marketing, Marketing
At Fronetics, we work with companies in the logistics and supply chain industries to create and execute digital and content marketing strategies. Understanding the sales processes of our clients, working closely with sales, and developing effective lead generation strategies is at the heart of what we do.
Here are our 5 most read sales and lead generation posts of 2016.
Sarah Collins, an intern Fronetics and a student at James Madison University, College of Business studying Marketing, writes how aligning sales and marketing helps companies achieve 20% higher annual growth rates and improves deal closings by 67%. Read more.
Leads are only valuable if they convert into customers. So, generating quality leads is only half the battle. You need a sales team that knows how to resuscitate a lead, nurture it, and, ultimately, turn it into a customer. Read more.
B2B sales must recognize and accommodate buyers at various levels of self-sufficiency in the purchasing process. Read more.
The most efficient lead-generation strategy includes a way to capture potential customers’ information. Read more.
If you feel your marketing campaign falls short in generating quality leads, you are not alone. Typically, one in 10 marketing professionals questions the effectiveness of their lead generation methods. While you may have some of the components of a strong campaign in place, it is possible that you are leaving out a very important ingredient for success: a call to action (CTA). Read more.
by Fronetics | Oct 27, 2016 | Blog, Content Marketing, Marketing, Social Media, Strategy
Company X also saw web traffic grow by 180% in 90 days by using Google AdWords and Facebook Ads.
Sometimes our clients can be a little hesitant to try pay-per-click advertising. Take Company X, for example.
Company X’s target customer fits a very particular profile, in terms of geography, income, and age. Because of those specific demographics, the client was not confident that a pay-per-click advertising campaign would be an effective way to reach those target customers. But we thought differently.
When paired with a content marketing program, pay-per-click can be one of the cheapest, in terms of cost-per-lead, and most efficient ways to reach a target audience. Thus, we convinced Company X to try PPC on a trial basis, investing just a small budget.
We developed a strategy for the client, using Google AdWords and Facebook Ads. Over the course of 90 days, the results were phenomenal.
A few key results:
- Company X acquired 54 leads.
- Traffic from paid search grew by 180%.
- The lead-to-customer conversion rate was nearly 3x the industry standard.
Needless to say, Company X will be expanding the use of pay-per-click advertising in the future.
How can pay-per-click help your business?
PPC can seem intimidating to the novice. But, when done right, it can be a highly effective way to reach the very specific kind of customer your business is looking for. A little bit of know-how can be all the difference.
As such, Fronetics has developed a quick training on the basics of pay-per-click advertising: what it is, what platforms are available, etc. If you are interested in learning more about PPC and how it might complement your marketing program, download our free guide below.
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