Category: B2B Customer Journey

How to Use B-to-B Content Marketing During each Stage of the Customer Journey

Sure, great website content can have a positive impact on a company’s search engine optimization and lead generation efforts. But sometimes marketers and C-suite executives limit content to those two goals, bypassing other creative ways content can strengthen a company’s marketing strategy. In fact, content marketing can play a role along all the steps of a customer’s journey.

But what kind of content is best at each stage? Think about when you’re considering buying a product—what details would help you make a better decision? Once you’re an owner, what knowledge would make that purchase even more fulfilling? And what would help you morph into a loyal and vocal fan of a product?

Consider these ideas for helpful content at the six stages of the customer journey, which we explore in more depth in our most recent Ebook, B2B Custom Media & Content Marketing. Continue reading this article

The Power of a B2B Handwritten Note

When was the last time you sent a handwritten note to an employee or customer, thanking them for their work or business?

In today’s world of instant communication, it’s easier than ever to send a brief text message or email. It’s quick, painless and requires little effort. But the next time you think about sending an email or text message to a customer or employee, consider sending a handwritten card or note instead. Why? A handwritten note is more personal than a quick email sent from your smartphone. People like to feel valued, and taking the time to write a note, address an envelope and stick it in the mailbox communicates that you care for and appreciate that individual.

When writing handwritten notes, consider the following tips: Continue reading this article

How to Think Like a Business Customer

Every now and then, a company executive may fall in love with a marketing idea that they or their advertising agency dreamed up. “There’s no way this won’t work,” they convince themselves. So when it doesn’t, the poor executives are left scratching their heads in confusion.

A possible reason for such marketing failures may be found in “Wiio’s Laws,” a humorous but insightful set of principles created in the mid-1970s by Osmo Wiio, a communications professor at the University of Helsinki.

One Wiio Law explains why the advertisements we love may not click with customers: “If you are satisfied with your message, communication certainly will fail.” Continue reading this article

How to Use Social Media Surveys to Engage Your Customers

If you’re looking for a way to engage your customers on your social media channels, consider using a poll or survey to kick off a discussion thread. Twitter has a survey feature that is native to the platform. Facebook allows third-party apps to be used for polls and surveys on its timeline and business pages, and a native (or built-in) poll feature on its group pages.

Why a poll?

A poll question is a great conversation starter. While Facebook and Twitter take a different approach to polls, both recognize the feature can spark discussions. Unlike scientific surveys, social media polls are focused on engaging with visitors or members rather than collecting data for research purposes.

Facebook has gone back and forth on its native polling feature. As of March 2007, the feature is only available in Facebook Groups, not Facebook Pages. This is unfortunate because the feature in Facebook Groups is a great conversation starter. Starting a poll on a Facebook group is as simple as clicking a button. (See accompanying image.) Participants simply select among the optional answers you provide and comment on the survey questions as they would on any post or status update. Continue reading this article

5 Tips for Building Business Customer Loyalty

When it comes to marketing online, many business-to-business (B2B) marketers focus their attention exclusively on goals related to lead generation and search engine marketing. While those goals are important, marketers should also remember that the web can be great for building long-term relationships with existing customers.

As we’ve explored before, retaining an existing customer can provide a much better ROI than continually replacing lost customers.

The key to retaining customers is to help them succeed in reaching the goal that compelled them to purchase your product or service in the first place. Here are five ways to keep customers coming back for the added value you can provide. Continue reading this article

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