Blogs will drive search engines to your website through education and information by answering questions, solving problems and explaining a product or service. Research confirms that 70% prefer blogs to advertisements, and 84% of sales were due to successful blogs. In addition to SEO copy, blogs are a great way to insert a Call To Action for email subscription and free downloads.
Emails are still huge in B2B marketing tactics because it is a great pathway for nurturing and retaining customers. They are a great way for a call to action such as signing up for a weekly/bi monthly e-newsletter, watching embedded video or downloading white papers and case studies. Emails also provide customers a chance to see new web content for products, issues, solutions, press releases and testimonials.
Content marketing is the premier way to let customers find you on the web. Its not about inserting key words anymore. Google’s algorithms have reached the point where it’s looking for answers to peoples questions, problems and solutions. Clients want to find a solution to their problems and it needs to be answered in the search results by your website content.
You can do this yourself by typing in a question in the search bar, google will try to fill in the rest and eventually a list with the best answer is provided at the top. A great example would be what is the best respirator for welding fumes? If you have a blog, video demos, product description or testimonials that answers and demonstrates this, you have a great chance to be the first choice answer by google.
Even better rankings are formed by potential buyers spending time on your sight because the more engaging and informative your content is means leads will watch and read. This is referred to as the UX (user experience) which leads your potential customer by the hand through your site (sales funnel process) and the Call To Action (contact sales or download/sign up).
Videos are being watched at exponential rates. A 2020 HubSpot survey found that 81% of businesses use video as a marketing tool and up from 63% over the last year. With mobile devices and the advent of online streaming services, they are now demanded in the sales flywheel. Science proves watching increases learning and retention and that is exactly what you want to provide your potential and existing customers. Video scripts are as much about content as your website so ensure you get it right.
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Thank you from your B2B Industrial Safety Copywriter!
Bryan Popowich
