You know you can charm and convince anyone you can get in the same room with. But what about in a virtual space? Are you able to clearly and consistently communicate (and prove) your value across your digital content?
As B2B buyers turn more toward digital channels for information, your digital assets must be able to stand—and dynamically sell—on their own, enabling prospects to educate themselves fully without the benefit of having someone there in person to tell your company’s story.
Here are 5 tips for powering up your digital presence to attract, engage and convert more prospects.
Digital assets are often left to run in the background. We create them. We build campaigns that drive people to them. But we don’t usually have time to really look at everything we have and how it all works—or doesn’t work—together.
Before you dive into updating your digital presence, you need to better understand what digital assets you have, what channels you’re using and how you’re using them. Conducting an audit will give you the lay of your digital landscape while helping you identify gaps and opportunities.
Conducting a digital audit that takes into account how B2B buyers have changed in the past few years will give you a clear strategy for the assets you need to create and update as well as the channels you need to use to engage your audience.
|Prospective Clients + Buyers
|Digital Assets + Channels
|Do you know where they search for information online?
|Do you have a presence there?
Are you actively updating and promoting engagement in that channel?
|Do you know what types of information or proof are important to them when making a purchasing decision?
|Do you have content that provides that information or proof?
Are you presenting that information or proof in a compelling and comprehensive way?
|Do you know what types of information they value or content they like to consume?
|Are you providing those types of information and content?
Are they easily accessible or findable?
For obvious reasons, your website is one of the greatest tools in your arsenal for engaging prospective clients and buyers. Your immediate task is to make sure it’s optimized to provide the same expertise, information, resources and personality that you deliver in person.
Each page presents opportunities for improvement. Are you telling a clear and compelling story? Are your CTAs distinct and persuasive? Are you using internal links and navigation to enhance the experience and keep prospects on your site longer? Are your SEO and other inbound tactics working hard enough to help prospects find you?
It’s important to pay attention to your service and product pages as well as case studies. Service and product pages need to describe your offerings in a way that prospects can understand easily on their own.
The two most common pitfalls we see companies make are providing either a laundry list of products and services that are difficult for prospects to sort through or, at the other end of the spectrum, product and service descriptions that are so high-level and vague that prospects can’t understand what they really encompass.
Case studies are critical social proof for prospective clients. If you don’t currently have any on your website, make it a priority to start creating them.
If you have case studies, make sure they clearly express what your company did to deliver value for the client. Be specific about solution details and highlight the benefits that matter most to prospective clients, not just those you’re proudest of.
Prospective B2B buyers aren’t just looking for information about your products and services. They’re looking for your perspectives and insights into their current challenges.
Selling is important, but so is creating content that speaks to your audience and offers value.
Demand for relevant and useful content is high. Note the words “relevant” and “useful.” With so much content being distributed every day, the key is to curate unique, specific content that stands above the run-of-the-mill stuff. That’s how you’ll create connections with your audience now while building the foundation for future sales.
If you don’t have a blog, it’s a great time to start one. Or fire up the existing blog that hasn’t seen a fresh post in months. Content is more than blog posts, though. Consider investing time in developing other formats like videos, webinars and podcasts, which allow you to create interactive content.
Short on resources or time? Take a fresh look at your existing content and identify ways you can update or improve it from both an information and an SEO perspective. As prospects continue to seek out content that informs and inspires, having a strong customer-focused content strategy will help ensure you deliver value over noise.
Right now, social media is flourishing. An active social media presence can boost engagement and help initiate conversations with prospective clients and buyers.
Your audience not only uses social channels differently, but each channel has strengths and weaknesses to be aware of. You’ll need to know when your target audience frequents each channel and what kind of content they like to interact with there.
As you expand your social media efforts, make sure your social presence is up to date—including imagery and company descriptions. And don’t be afraid to try new features like Facebook Live and Instagram Stories, or to add channels like YouTube and Pinterest to share the visual content you’re creating.
In addition to sharing information, social is an excellent place to gather intel to feed your messaging and content strategy.
What are your prospects talking about? What can you learn about their challenges and what they need to address them? Those insights will help your social channels become resources your prospects can turn to in search of answers.
From social to Google and Microsoft search, ads are a smart place to invest some time and money. Because even if people aren’t actively buying, they’re still searching and clicking.
Instead of focusing solely on promoting your services or products, you can also create ads for gated content that’s more educational in nature and then follow up with a nurture campaign. This helps you appeal to those who aren’t currently buying and builds their awareness of your brand when making future purchase decisions.
If you have a planning tool or workbook that you use to help your clients, share it with prospects through online advertising. Genuinely helpful content is always popular as companies seek guidance that helps them stay on the right track.
For educational content specifically, LinkedIn is a great fit, but Google and Microsoft search could also be good advertising channels if you can find a relevant keyword that will get your content in front of the right people.
Change is never easy.
But you don’t have to navigate it alone. Symbiont Group is an integrated marketing agency that helps B2B companies adapt and keep thriving as buyers’ expectations change.