At a Glance
- 94% of B2B marketers use content marketing to generate traffic, increase click-through rates, acquire leads and increase sales.
- Successful businesses are built on successful relationships
- Networking is traditionally transactional, but the goal of connecting shouldn’t be reciprocation.
Content is king. This is why content marketing is the tool of choice for 94% of B2B marketers to generate traffic, increase click-through rates, acquire leads and increase sales.
“Content marketing is a long-term option that builds trust and forms relationships with your audience members,” says John Hall, co-founder and president of Calendar.
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“It positions you as an expert in your industry who’s able to engage your audience and help your readers solve a problem in their lives.”
The Big Idea
Persuade your audience with influence before they even know what they’re buying
Apple has a knack for getting bloggers and other thought leaders on board before their product launches. What really sets them apart, though, is they get everyone talking months before the product launches, usually before there’s even a demo for anyone to see. No one is talking about what the product does; they’re talking about what it might do.
Influencers hold a lot of sway over their followers. Their audience respects them, trusts their ideas and opinions, and are willingly persuaded by their interactions and content.
When you’re launching a new product, incorporating influencers into your marketing strategy can really give your product the boost it needs to get off the ground.
Find influencers in your market who are most relevant to your audience and connect with them to promote your upcoming product launch.
What’s in it for You
Prepared brands win more hearts (and sales)
Harvard Business Review stated the biggest problem with product or service introductions is lack of preparation.
“Companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them until too late in the game.”
Because your content shouldn’t be promotional, people feel like they’re actually learning about your new product and discovering on their own how it benefits them instead of being sold to.
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Even if they don’t ultimately buy your new product, they’ll still walk away with something of value – an understanding of the ‘how’ and the ‘why’ of your launch, not just the ‘what’.
Make it Happen
Create meaningful content to kick your product launch off on a high and keep it there with these three tips from Neil Patel:
1. Have a clear purpose
What’s the purpose of your content? Get clear on that from the very beginning. Doing so will help you create content that will drive traffic, attract customers and lead to sales.
2. Know your audience
An intimate understanding of your audience gives you an unparalleled edge, because you understand their pain points and what keeps them awake at night.
3. Use data journalism
It automatically makes it more authoritative and trustworthy in the minds of your readers.