Vertical Measures first started working in digital marketing in 2004 and published one of the earliest books on content marketing in 2011. We’ve grown countless B2B websites into traffic and revenue powerhouses. HubSpot reports that B2B marketers that use blogs receive 67% more leads than those who do not. Additionally, they’re 13x more likely to receive positive marketing ROI.
The problem? It’s hard work and it doesn’t happen overnight.
Having a blog is no longer enough.
Measuring success by traffic growth doesn’t cut it, either. More than 97% of your website visitors leave your site without engaging. You need to build an audience that you own and then leverage your audience to generate revenue.
If you’re interested in building a marketing asset that drives real, long-term revenue growth – then continue reading. Here’s a framework and example of how one business, Business Enterprise Mapping (BEM), was able to achieve these results:
Proven Steps to Grow Your B2B Lead Volume
Traffic, leads, and revenue growth doesn’t happen overnight. Despite what you might read, there’s no magic tactic that will solve your marketing and sales woes. It’s hard work, execution, and sound strategy over the long-term that will make you a success story like BEM.
Here’s a framework that will put you on a path to long-term growth:
- Getting executive buy-in
- Establishing a Digital Marketing Strategy
- Audience Strategy
- Content Strategy
- Website Strategy
- Finding Writers
- Optimizing Your Content
- Publishing Content
- Test, Learn, Iterate
Getting Executive Buy-In
If you have a substantial paid media budget, this tends to be easier as the executive team will see immediate results.
If you don’t, this is likely the single most important step of all.
Your goal is to build a marketing asset that drives revenue for years to come. Like the construction of other business assets (an office building, for example) this requires a time-investment and an executive team that understands the ROI timeline and why content is created.
While this level of involvement isn’t required to be successful, the buy-in and support on the initiative is critical.
Establishing a Digital Marketing Strategy
A strategy defines what you’ll need to be successful and ensures that you stay aligned with that direction years from now. You’ll want to define 3 critical aspects of your strategy: Audience Strategy, Content Strategy, and Website Strategy.
These should change over time as you test, learn, and iterate along the way.
At this step, you’ll define who your audience is and how you’ll reach them with content.
You must reach your audience effectively at each stage of the customer journey. If you don’t, you’ll find them seeking out information elsewhere: on your competitor’s websites.
You’ll also want to create personas at this stage as well to help your writers and internal team members stay aligned each time new content is created.
Your content strategy will define what you’ll create. This is based on what types of content (written, video, visual, interactive, long-form, short-form, podcast, etc.) your audience prefers to consume at each stage of their journey.
This will also help you prepare for what content creation mediums you’ll need to create. Every audience is unique, and every industry has unique content gaps waiting for a brand to step into.
Your website strategy will define how your website will help your audience move through their customer journey. Getting your audience to your website, of course, is the first challenge.
Once on your site, your website’s job is to turn them into an owned audience by getting them to take a conversion action.
Finding B2B Writers
Quality, not quantity, is everything when it comes to your content production. Quality, in the sense that your content speaks to your audience’s needs and completely answers their questions, is critical.
Finding content producers doesn’t have to be hard. You have 3 main options when it comes to finding writers or you could utilize a mix of each:
Optimizing Your Content
The first step is to create awesome content people actually want to read. This is easier said than done and is the most common point of failure for businesses that are consistently producing content.
Next, make sure it’s optimized so that those people who want to read it, can find it.
Our CEO, Arnie Kuenn, explains our methodology in detail:
To grow your site performance, you must publish regularly.
If you’re starting from scratch, aim for 4-5 posts/month to get started. Once you get into a rhythm and used to the process, increase from there.
The main reason that businesses fail at digital marketing is that they’re too focused on getting it perfect, so they never make progress.
They never hit publish.
Test, Learn, Iterate
A digital marketing strategy should be a living, constantly updated thing, not a document collecting dust on your bookshelf. The industry and your audience change too rapidly to be successful any other way.
Beyond that, you won’t get it perfect right away. We don’t, and we do it every single day!
Formally scheduling a review is the only way to make sure you’re constantly improving. At a minimum, you should schedule a quarterly review of your efforts. Use this meeting to review:
- Completed Work
- To improve results
- To improve communication and workflow
- Updated plan
- Goals for next quarter
Now it’s Your Turn…
Do you have a plan to build an audience that you own?
When your audience goes to Google are you anticipating their needs so that your brand is in the right place, at the right time, with the right answers?
Following the steps above will get you started on the right path to creating a game-changing asset for your company growing your B2B lead flow.
Build Your Own Audience, Then Leverage It For Revenue Growth
We measure everything we do. We can show you the average results for all our clients, and they are impressive.
- Our average SEO & content client increases their traffic by 66% in the first year.
- Our average coaching client increases their traffic by 96% in the first year.
- Our average Paid Media client saw increased leads of more than 140% and decreased costs of more than 40% last year.
We let our results speak for themselves – and they are, indeed, typical.