The Equinet blog is designed to support you with helpful and inspirational content around implementing inbound and content marketing in your business. We only work for manufacturing companies, professional service firms and SaaS companies.
Statistics show that doing research can have a positive impact on the success of a B2B business. Firms that conduct frequent research (at least quarterly) grow almost 12x faster and are almost twice as profitable as firms that do no research.
Companies will often use research to measure customer satisfaction, to discover how they are perceived in the market, as well as measure the appetite for new products.
But the opportunities for B2B research don’t end there.
For B2B companies engaging in an inbound methodology and hoping to grow their customer base, incorporating research into your strategy can offer enormous benefits.
Over recent years we have seen the rise of B2B brands as content publishers, with the results speaking for themselves.
Content publishing works because B2B buyers are now researching their issues and solutions online. They are only coming to the vendor when they know what they want and how much they expect to pay for it.
Around 87% of the B2B audience find content through a search engine – so if you are not publishing enough of the right quality of useful content to impact on search engine listing, you will not be in the running for a sale.
You could argue that the number one task for any marketer is to
generate leads. You need to start with leads that you can then turn into buyers of your product or service. No leads = no sales = no business.
HubSpot defines a lead as “a person who has indicated interest in your company's product or service in some way, shape, or form.” Lead generation involves two steps, getting people to engage with you, and then capturing some information in order for you to begin a process that has the potential to convert them into a customer. Without that information, you are dead in the water.
I'm not going to preach the importance of customer retention. We all know this by now. And we all know how much easier (and cost-effective) it is to retain and nurture an existing customer than to acquire a new one.
If you've read any of Equinet's latest content, you'll understand by now that the content marketing industry is in the midst of a disruption. If B2B businesses are to thrive in this new climate, they need to stop marketing and start publishing. But this requires new strategies, new processes and in some cases, new employees.
Editors note: This blog post was originally published in January 2017 and has since been updated for optimal accuracy and relevance.
For many companies, developing a content strategy involves looking ahead to the next blog post, the next video, or the next eBook. This might involve a brief look back at the performance of past content to see what topics they should cover. However, a more positive approach is to what you've already achieved.
And that's exactly what your organisation can do by carrying out a content audit.
With every piece of content you create, be it a blog post, video, podcast, or eBook, you should be thinking about how you can meet the specific needs of your buyer personas. And if you’ve invested the time to define meaningful buyer personas that go beyond demographics, you should be bursting with ideas for content.
But the buck doesn’t stop here. You also need to think about the buyer’s journey.