Writing online for a b2b company : some people think it is totally useless to produce online content – perhaps through a blog – if you are a b2b company, since they struggle to break out of the classic commercial patterns of this world, made up of solid relationships, supply chains and trade fairs . The facts are actually quite different and more and more managers of b2b companies are successfully approaching web marketing strategies or dynamic tools such as company blogs.
Today I try to identify some tricks to write online more effectively
SMEs and b2b companies in general. 49% of European marketing managers have seen a return on investment in content marketing – HubSpot/Smart Insights research 1 Do you know who you write for? First of all, in b2b it is easy to identify many targets to hit: suppliers, different companies in the supply chain, companies in different sectors, but even more specifically people with different roles who work in these companies. It is not enough to start writing about the product, the quality or good practices of the sector: it is essential to define personas (i.e. types of users) for which to build ad hoc content. What are they looking for online? What needs do they need to satisfy?
You can draw up 5 tips for writing online in b2b a persona plan of this type:
Persons 1 – Luciano Role : CEO / President / Senior Executive Age : over 50 years old Needs : research of good practices / innovation in the sector of belonging Keywords : list of presumed keywords Topics to Cover : List of topics you have canada email list thought of covering Personas 2 – Roberta Role : Buyer Age : early 30s Needs : research new suppliers; quality/price; novelty in the product Keywords : list of presumed keywords Topics to discuss : list of topics to dedicate to Roberta Personas 3 – Laura Role : End customer Age : around 40 years old Needs : passionate about a certain sector, attentively follows news and online discussions Keywords.
List of presumed 5 tips for writing online in b2b keywords Topics to Cover :
List of B2C Topics This is just a trivial example, the writing of personas can and must be more detailed (for example: which “ tone of voice ” to use with the various personas?). For the list of keywords you can help yourself with the Google Adwords keyword planning tool, for the number of personas and their needs your experience in the sector will do the rest.
Make a release calendar for your news area, for example, that already includes articles, personas to whom they are addressed, keywords and topics. And then observe. 2 Specificity and disambiguation It is better to avoid writing, for example, about “tapes” but rather it is better to bring online all the existing knowledge about “tapes for hydraulic gaskets” rather than “used rubber conveyor belts”, etc. Specificity and disambiguation go hand in hand: to find that niche of interested parties in your sector and to disambiguate certain terms , such as “tapes” precisely, which have too generic a value.
3 Titles Call to Action and Expected Benefits
Your personas have little time: they need to search for information and find solutions, quickly. It is therefore good practice to create catchy titles that include: the expected benefit or problem/solution relationship of interest to the reader; preferably, a “call to action” (a call to action to spur the reader to continue reading or do something); a specific search query chosen for that page or article; a length no longer than 50-55 characters.
Not easy, yet your future visits will pass through here (8 out of 10 people only read the title). Headlines steps to implement inbound marketing are so important that a single word can have a drastic impact. We’ve seen email subject lines changed by just one word that saw a 46% increase in clicks . – freely translated from quicksprout.com/the-definitive-guide-to-copywriting-chapter-3 – 4 Rewriting A manager of a b2b company, perhaps a small one, will think he has few topics to talk about. In reality, those topics exist and permeate the intrinsic knowledge of the company , as well as the communication materials of the present and the past.
Brochures newsletters catalogues technical sheets
But also personal work experiences : in all these “elements” we find information that can be reassembled and recommunicated, in a different light and with other objectives. 5 The intermediate objectives But why all this writing? Obviously, to increase aleart news the online visibility of the company, but also to establish a dialogue with suppliers, industry experts, operators, end users , highlighting your authority on the topic. To do this, it is good to have in mind some intermediate objectives useful for this visibility.
I am referring to: visits to your website; datamining. Visits are an indicator of the quality of what you are doing: the site must become the collector of all these personas and translate their interactions into a profitable datamining , that is, the registration of their data in your company contact lists, for example. Site and newsletter, therefore, can be 2 central elements to bring users to, well supported by Social Networks where possible.
