Building a B2B Marketing Strategy LIVE
A good inbound marketing strategy takes a massive load off your sales team.
Not only will it produce high quality B2B leads, but also makes selling easier.
Your visitors can find all the answers to their questions about the who, what, why, and how through your web design and content.
That frees up time for your sales team to focus on closing leads.
We’re currently building our inbound marketing strategy for one of our brands, Coding is for Losers.
I’ve decided to document this process, giving you a behind the scenes look at how we’ll be driving leads through the business.
At Coding is for Losers, we help companies automate their data analysis and reporting through ‘data pipelines’ in Google BigQuery. Essentially, we build connections between all your data platforms (GA, GSC, HubSpot, Ahrefs, etc) into a Google BigQuery database. Then we help build a series of reports, audits or deliverables for you to analyze the data. We mainly work with digital agencies and ecommerce shops.
David has been running the company successfully for the past 4 years, I bought into the company in 2018 because I knew that together we could build something special.
My role at CIFL is to make the company money through branding, marketing and sales.
I’ve decided to document my process through a series of videos and blog posts. Make sure you subscribe to my YouTube Channel to get them when they go live.
1. Website Redesign
Generating leads is easier when your online creative is strong and your messaging is clean. That’s why I always start my marketing process with design.
You can’t build a home with a shoddy foundation, I look at marketing and design in the same way.
All lead conversions will take place on your website, so it’s incredibly important to build a high performing asset.
Here’s some of the things I had to revisit with the existing CIFL website.
The work we do at Coding is for Losers is essentially a new category.
Our main target is marketing agencies. Most marketers don’t know what Google BigQuery is, so we’re faced with the challenge of educating, informing and selling.
It’s incredibly important that our messaging is clear. If we can’t get visitors to understand the value of what we do and the problems we solve right away, we’ve lost them.
Getting your messaging down is tough, it’s an iterative process that requires time and feedback from all aspects of your business:
- Sales conversations
- Feedback from customers
- Search and keyword data
I like to start with messaging to get a jump on the process. It took me a few months to figure out how to properly communicate our services at CIFL.
Always keep in mind – the simpler the better.
User Experience and Interface
You need a solid understanding of who your audience is and what you want to tell them. Without those, you can’t create a website experience to meet their expectations and needs.
Website home page before
I worked hand-in-hand with a designer to build CIFL’s new user experience. We have a designer on-staff to help with building the interface as well.
Website home page after
I’ll be diving deeper into the specifics of the UX and UI in a later video.
New Page Types
When I first signed on to work with David from CIFL, I realized he didn’t have quite the right pages to position his brand properly.
The majority of his website was blog posts and while they were good, they weren’t communicating much purchase intent.
We were missing a series of key pages to help turn his existing traffic into leads:
- Service pages that speak the the specifics of our offerings
- Case study and customer stories
- Micro conversion pages
B2B websites need certain flow to be effective lead magnets, the pages listed above are the bare minimum.
2. Better Conversion Flow
When a visitor arrives at your homepage, you want to consider their thought process and use your website structure to guide them towards conversion.
You want to gently nudge them down the sales funnel either as they scroll down your page or through interactive elements. I go over the details of conversion flow in my next video so make sure to check back.
3. Website Development
With design’s in hand, it’s time to build the website.
Migrate to WordPress
WordPress is agile and easy to use. Plus, a lot of awesome designers and technicians work with WordPress so it’s easy to find someone qualified to take on the tasks we need completed.
Sync with email platform
Podia is a training platform we use that easily integrates with our site.
Since we’re dealing with complicated services and ideas with CIFL, a mini training within the site helps us educate visitors and leads. Basically, it helps put our message into context. I’ll explain a little more about Podia and how we use it in my next video as well.
4. Content Strategy
Since we offer such a complicated service with CIFL, content is critical for explaining what we do and how we help people. Despite its effectiveness, only 33% of brands have a documented content strategy.
Once you know who the right competitors are, you can start strategizing the content you want to build.
When I took over the marketing strategy revamp for CIFL, I made sure to audit all the content on the site to make sure it fit with our new messaging and goals.
I tweaked the formatting, tone, and style to keep everything consistent and speak to the customers we want to reach.
Updating old content was super important to our marketing strategy update.
It’s not enough to put out content consistently. If you want to keep your pages ranking and build sustainable organic traffic, you have to go back through and update your old posts.
For CIFL, I adjusted titles, copy, and added some multimedia to old posts.
Keyword Gap Analysis
Identifying your competitors helps you find improvements for your own SEO strategy as well.
We built a special keyword gap analysis tool to help with this.
Basically, we plug in our website along with a handful of competitor websites. The tool tells us which keywords our competitors already rank for that we’re missing. From there, we can either adjust our target keywords for landing pages or use them to create fresh content.
Content Topic Ideation
Now, keep in mind that content doesn’t necessarily mean blog posts. It’s important to create a wide variety of content for your marketing strategy: videos, infographics, eBooks, podcasts, LinkedIn posts, etc.
It depends what your audience likes.
After we research our audience, keywords, and topic ideas, we can dive into content creation.
In some cases, it’s best to outsource your work here – 80% of brands outsource their content creation. It depends on the talent you have available in-house and what kind of contractors are available as freelance.
It’s important to know what tasks you can balance in-house and which might be cheaper and faster to accomplish by hiring contractors.
5. Email Marketing
Part of a marketing strategy involves figuring out how you’ll collect leads. Synching our site with Podia, the training platform, played a big role in this too.
For CIFL, we decided it was best to gate some of our content behind email. Visitors can browse some content but for others, they’ll need to give us an email address so we can send them the full piece.
Email comes in handy because it’s easy to use, integrates well with dozens of platforms, and offers a wide range of innovative tools. Plus, it gives you a direct line of communication with your audience. That’s why about a quarter of brands use email to nurture leads.
Free Conversion Flow
Just because someone gives us their email address, that doesn’t mean they’re ready to buy. We need to design targeted email campaigns to guide them down the funnel towards a sales conversion.
Nurture + Slack Flow
Thanks to email’s extensive automation and personalization tools, we can set up a nice lead nurturing flow. We also offer a free Slack channel to nurture leads as well.
A sales call could take an hour of our time and result in a dead end. Email, however, automates the entire process for us.
6. Social Media Ads
We always start with Facebook and Instagram ads. They’re by far the most effective at generating high quality leads at a reasonable CPA.
I use a three-part process for Facebook ads:
- Creative Strategy
- Ad Setup
- Ad Optimization
The creative strategy is by far the most important part of a Facebook Ads campaign. It’s critical to understand the pain points of your customers and your offers that can alleviate them.
I talk a lot more about B2B Facebook Ads in this video here.
At this point, we want to marry our marketing strategy and sales.
We’ll start by flushing out our unique value proposition (UVP). Your UVP helps you explain to leads why you’re the right choice over competitors – what do you bring to the table that others don’t?
We want to make sure our messaging stays consistent as we move into our sales deck. Your sales deck serves as a template for all your sales calls or emails with leads.
It’s smart to create a sales script to use in tandem with your sales deck as well.
During this phase, you’ll also want to decide on an outbound marketing strategy.
Launch & Learn
Your marketing strategy is iterative – you can’t set it and forget it.
Once you launch, you must follow the results, learn from them, and make changes.
- Where do folks drop off your site?
- Are visitors converting into leads?
- Are subscribers opening your campaigns? Clicking?
Congrats! You’re all done.
Aside from your messaging, you don’t want to dwell too much on any one component above. Instead, launch your strategies and track the results like:
- Hotjar setup
- YouTube ads
- LinkedIn ads
- Twitter ads
- See what’s working, what’s not, and optimize based on your feedback.
Want step-by-step instructions for building an SEO-driven marketing strategy? Check out my Blueprint Training now!
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