In B2B marketing, the variety of analytics are amazing, such as Top 43 B2B Marketing Software Tools for 2021.
Really? 43 ways to find out why your B2B marketing is failing?
As a former HSE Manager and Fire Chief, we used a “Root Cause Analysis Tool” to find out the main reason(s) for an incident/accident/failure.
As a B2B Industrial Safety Copywriter, I understand one of the “root cause” reasons for failure in B2B marketing is content.
The revelations of content marketing are no surprise at all. I see it all the time reading web sites, emails, blogs, etc. The content value, amount and personalization are lacking or non-existent.
Let’s look at each of these components, what’s wrong and how to fix them:
Value – Is your content aimed at the whole crowd instead of your desired target?
Your B2B marketing campaign is just like dating. Everything you do revolves around creating value for a specific customer issue.
The pandemic has changed your customers’ lives, priorities and thus values.
Industrial safety and emergency response have taken a huge toll. More pressure has been placed on getting the job done safely. Stress levels are off the charts not only for responding and dealing with the pandemic, but also the impacts on personal lives and families.
How has your content value shifted to meet this new paradigm?
Are you including empathy and sympathy for your clients?
Do you clearly demonstrate that you care about these added problems?
You need to connect with customers on a higher emotional level than before. Remember, they may be a customer, but like yourself they are human and need support.
The best copywriter is one who was your client, understands the issues and knows how to connect by providing value driven content.
Amount –Projects have been stopped or delayed, so more industrial safety customers have not been able to go to work. This means your content has been reviewed with more frequency and scrutiny.
Have you responded by providing more content, the format and platform of content?
With more customer time available, the quantity of content is more important than ever.
Are you updating your website, sending more emails, writing more blogs?
Have you added content for changes to your pandemic solution product lines?
Many companies do not have the staff or budgets to deliver the amount of content required.
You need the right copywriter with experience in your market to ensure the content is sufficient, updated and relevant.
Personalization – Building trust and loyalty have always been a B2B marketing necessity. Now with uncertainty in the market and workplace, it’s more important than ever.
New customers are looking for specific solutions to their specific problems.
Existing customers need to know you support them and that you can adapt to their changing needs.
Personalization is just that, each customer need is different, so how are you ensuring your content is made just for them?
Have you included SEO into your content so that new customers can find your solutions that resolve their problems?
Look at the issues of your customers and align your content to address specific questions.
If your product or service needs a larger buyer committee to approve it, how are you personalizing your content for each member?
The bottom line is content is an ongoing process that meets the ever-changing needs of your existing and potential customers.
If you’re not doing your homework with content marketing, not only are you wasting your time and money but your prospects and clients as well!
Email me now for your free consultation to discuss your B2B Industrial Safety Content Marketing solutions.
I encourage your comments on our B2B Industrial Safety Blogs to provide you relevant content.
Thank you from your B2B Industrial Safety Copywriter!
Bryan Popowich
