3 Ways PPC Takes on Common B2B Marketing Challenges

B2B marketing challenges

The Internet has made life easier than ever before for B2B marketers. Before the World Wide Web, successful B2B marketers were often the ones who simply figured out how to get past the gatekeepers at a company, so they could get in front of a decision-maker. Even then, it was usually a lot of work to lock in a sale.

That being said, the Digital Age is not without its own B2B marketing challenges. The Internet has made it easier for everyone, meaning successful marketers are now those that have figured out how to overcome those challenges better than the army of competitors they’re up against.

More and more, they’re doing this with pay-per-click (PPC) advertising.

3 Common B2B Marketing Challenges You Can Overcome with PPC

Marketers who love PPC really love PPC. They’ll sing its praises for days and swear they’d give up without it.

For those who haven’t used PPC at all, it can be a little hard to take seriously.

So, let’s look at three different B2B marketing challenges that everyone has to deal with and how paid ads can help overcome them.

1. The Long Wait for Organic Traffic

We’ve talked before about how you can use content marketing to overcome common B2B marketing challenges, but that approach still takes time. Unless your company faces very little competition, ranking well in Google is usually an uphill climb. In fact, according to Neil Patel, a good content marketing plan still takes about two years to pay off.

Do you have two years you can wait before seeing an ROI on all the content you publish?

It’s not that it won’t be worth the wait, it’s just that there’s plenty you can do in the meantime to drive traffic to your website. Specifically, you can use paid traffic to attract leads. While it’s not “free traffic”, it’s better than no traffic at all.

2. Addressing the Individual Decision-Makers at Companies

Easily one of the biggest B2B marketing challenges is trying to address the many decision-makers that have to sign off on your solution before their company will invest in it. The average company a B2B business markets to includes 6.8 such decision-makers.

What makes this challenge even more daunting is that most of these employees have completely different priorities. For example, the CTO may be interested in your software because it will solve their company’s cloud-related problems, but the CFO is far more interested in the payment plan you offer.  

Trying to address this challenge through content marketing usually produces lackluster results. In that last example, blog posts may work really well to nurture the CTO into a lead. However, there probably isn’t a great blog post idea – much less several – that would win over the CFO. Literally, all that person cares about is what it will do to their budget.

For those kinds of one-issue stakeholders, PPC is perfect. This is especially true when you can literally target the individual via LinkedIn Ads, so you can speak directly to their concerns. Instead of wasting time and money creating content that won’t convert, you just need one landing page and the right ads.

3. Measuring Marketing ROIs

Most online marketers really enjoy sitting down to put together their winning strategy.

Unfortunately, almost no marketer enjoys being forced to figure out whether or not their strategy is actually working. It’s relatively easy to tell if conversions are coming in and if those conversions are creating a net profit, but that’s a lot different than trying to get clear about the actual ROI you’re seeing.

Plus, content audits are becoming progressively more common throughout B2B industries.  Companies that carry them out will enjoy a huge advantage over those that don’t, meaning you better get on the bandwagon.

Of course, the longer you’ve been posting content, the longer they take.

Again, that’s not to say that you shouldn’t invest in content marketing, but you won’t have to go through this same issue with paid ads. Your ROI couldn’t be clearer, and you can modify your ads as you go – much simpler than a full-blown audit.

How to Overcome the King of B2B Marketing Challenges

Paid ads will absolutely help you get around the three B2B marketing challenges we just listed above. For many marketers, that’s enough reason to invest in them, even if they still have some heavy lifting to do in order to lock in the conversion.

That’s where Hushly comes in.

Companies like Intel, Juniper Networks, and Unisys rely on our platform because it locks in leads. In fact, we guarantee you’ll see lead generation and ABM conversions increase by no less than 51%.

If you’d like to see how, just contact us today?

3 Simple Ways to Conduct a Content Audit

content audit

In B2B marketers’ never-ending quest to boost their websites’ rankings, attract leads, and earn conversions, a number of different tactics have been discovered.

Everything from keyword optimization, link-building, and schema markups have been revealed as powerful techniques for earning Google’s affection.

Yet, many B2B marketers shy away from – or don’t even know about – one of the most powerful methods available for improving SEO. In fact, withoutrunning a content audit, your site could continue suffering no matter what you do.

3 Ways to Execute a Content Audit Quickly

The idea behind a content audit is simple: you need to audityour content to find out what has to go.

After spending so much time and money on creating your B2B company’s content, why would you ever want to go back and start permanently deleting some of it?

Simple: it appears to help boost your rankings.

That’s because, if your B2B company is like most, you’ve probably posted a lot of content to your site over the years. Looking back, not all of that content probably hit the mark, either. You most likely have a number of webpages that have never even been visited. You have blog posts that didn’t gain any traction on social media or receive comments.

According to Google’s own analysis, “having many low-value-add URLs can negatively affect a site’s crawling and indexing.”

In other words, unpopular pages are hurting your chances with Google.

Here’s how to change that – fast – with a content audit.

1. Find Your “Bad” Posts

The first step of your content audit is to check your analytics to see which blog posts have done absolutely nothing for you. In other words, which ones haven’t brought in any organic traffic or social media views?

If they’re older than a year, we’re considering them “bad” posts.

Anything that hasproduced results – no matter how little – can stay for now.  

Go a little easier on your webpages. If they’re service/product pages that may improve conversions once you finish your content audit and start seeing more traffic, consider leaving them in place by now.

2. Decide Which Posts Can Be Improved

This will most likely take a while, but the next step is to look through those bad posts and decide which should be permanently deleted and which have the potential to be improved.

Some will probably be completely outdated. For example, if your blog post was about predictions for the coming year and it didn’t get any attention, delete it. There’s no point to trying to revamp that one. If you wrote a blog about a product, service, or methodology that’s no longer available, that can go, as well.

On the other hand, if you realize that some of your content was a bit thin, but you think the topic was a good one, you’ve found opportunities for improvement. Simply adding to the word-count of a post can often do a lot for increasing its rankings. Could some of your posts use new subsections?

Linking out to external sources can go a long way toward improving your content’s rankings, as well. Look for opportunities to cite sources to high-authority sites.

Speaking of which, you want to go through everylink on everypage of your site to check and make sure it’s not leading to a dead end. Sending your visitors to “error 404” pages because of broken links will hurt your chances with Google.

Fortunately, platforms like Screaming Frog will make this mucheasier and quicker to do.

3. Check Your Conversion Funnels

A good content audit shouldn’t just be about increasing your traffic, either. Now would be a great time to look through your various conversion funnels, as well.

Are parts of your funnel dropping the ball? Maybe it’s at the very top simply because it’s not bringing in any traffic. Maybe the middle of your funnel is leaking because prospects aren’t getting the information they need.

Whatever the case, look for opportunities to improve your results. It might mean adding more content or even taking some of it away. You could find that entire pages need to be replaced to fix the problem.

A Content Audit + Hushly = More Conversions

After a single content audit, you shouldsee improved traffic. It’s not like eliminating pages that weren’t helping could ever hurt.

However, make content audits something you do twice a year, and you’ll keep seeing your results improve.

For even better results, let Hushly help. Our platform works with the content you already have – the good content, anyway – to increase conversions by at least 51% – guarantee. Contact us today to see how.

3 B2B Content Marketing Tips to Increase Exposure

b2b content marketing

Most marketers know that content is the essential ingredient for bringing visitors to their sites from Google.

That’s why B2B content marketing went from almost nonexistent among B2B companies about five years ago to a methodology that none of them would dare be without.

However, content can do a lot more than just improve search traffic for your site. Another important capability is its potential for increasing your company’s exposure.

3 Ways B2B Content Marketing Can Bring Your Business Greater Exposure

Greater exposure means more people see your content. When that happens, you don’t just see better search results. You see more traffic from more channels and enjoy B2B content marketing that converts much easier because those channels also bring you greater authority.

Here are three simple ways to make sure your B2B content marketing efforts get in front of more people.

1. Create Content Using Subject Matter Experts

There’s nothing wrong with outsourcing your content-creation needs. There’s also nothing wrong with covering the occasional general topic on your site.

However, if your company’s subject-matter experts are never contributing, your content probably doesn’t bring in as many views as it could.

That’s because B2B buyers are far less interested in general topics. They often have the same background as many of the people at your company. A CFO understands accounting, so they won’t be impressed by copy written by someone who doesn’t have similar credentials. It’s when a company can create expert copy that speaks to the actual experience that the CFO will be engaged and more likely to convert down the line.

Furthermore, subject-matter experts have insights that can be truly helpful and even actionable. For example, if you sell hardware for data centers, it will help if someone on your staff used to work at a data center and can create content about it. They can make recommendations based on that unique experience.

You can still outsource or use your marketing department to polish up the copy a bit, but be sure you bring some of your content more views by having a subject-matter expert write it.

2. Test Your Efforts with Analytic Tools

As opposed to advertising copy that came before the Internet, one of the biggest advantages of B2B content marketing is that you can literallytest how well it does, often in real-time.

That’s why you should be using software to measure just how well your content is doing in objective terms. Just some examples of these tools include:

Every company should be using these tools, but, again, they’re especially important for B2B marketers. We need to know where our traffic is coming from and get a sense of why, or we can face extremely long buying cycles that kill ROIs.

When you’re looking to grow exposure, you want to see which sources are bringing you the most views, so you can go back to them again and again.

3. Do More Than Just Publish Your Content

Speaking of which, don’t expect your website to do all the work when it comes to increasing your exposure. Unless you already have a website that is seeing impressive amounts of traffic, your B2B content marketing efforts will need to include a bit of elbow grease.

Aside from organic traffic, amplify your copy by using paid media to bring you even more views. Over time, you’ll be able to reduce your budget, but for now, it’s worth spending some money to build that exposure.

B2B influencers can be extremely helpful in this regard, as well. Getting guest posts on industry sites is another phenomenal way to make sure your content is in front of the right people.

Does Your B2B Content Marketing Generate More Clients?

B2B content marketing should be a priority for every company. Over time, it builds a reliable channel for organic traffic and easy leads. It can also help position your organization as an authority and thought leader among your industry.

Still, none of those achievements will mean much if you can’t use that content to convert leads into clients. In fact, when your conversion rate is low, content marketing can actually cost you.

That’s why we created Hushly. Our platform actually works with the content you already have. There’s no need to make expensive changes to your current website, either. All you need to do is install it.

After that, we guarantee you’ll see your conversions improve by no less than 51%.

Name another company that can claim the same.

Sound too good to be true? Just contact us today and we’ll gladly show you how it works.