In our personal lives and in our business lives, we are reading and connecting with others around the clock, whether through texting, emailing, blogging or tweeting. Your “virtual home” should be in order 24/7, no panic mode necessary; B2B marketing requires constant attention.
Why does that matter? If you are a company that shies away from posting blogs or tweeting stats, you may be missing out. According to Hubspot,
“companies that regularly write and publish blog posts get 55 percent more web traffic and 70 percent more leads” than companies that don’t.
In fact, if you don’t have current, engaging information online, you might miss the executive who is awake at 3 a.m. looking for a skilled partner to work with on an upcoming project. “B2B customers will contact a sales rep only after independently completing 60 percent of the purchasing decision process.” (Convince&Convert).
What if the thought of writing more than the date next to your signature horrifies you? Relax. Take comfort in the truth of your experience. And then make a plan with your team to share your knowledge on a regular basis.
1. Address issues that matter most to your audience, not to you.
Make a list of topics that your top three clients would want to read about. If they might be searching the internet for the answer to their business prayers, what will your blog or website provide them? When you read articles that might be helpful to your customers, do you tweet to share those facts?
Does your client know everything about exporting goods to Japan but very little about how to put together an employee appreciation event, and you’ve planned hundreds? Are your potential clients clueless about clean energy? Share what you have learned, and you will make both virtual and concrete connections.
2. The English teacher’s standard: Write what you know. And be specific.
I have spent time in operating rooms without being under the influence of anesthesia. I have worked in a car loan division at a bank in the pre-internet era. I have interviewed people about surviving cancer and rescuing boaters in a storm and building a new downtown main street.
When you are considering topics to share with your readers, both existing and potential clients, examine the strengths and experiences of you and your employees. No one wants to read about the same subject every time he visits your blog, but the information should have some consistent theme. People will check in with you to get specific tips in your skill set as well as to hear about your company.
What’s new? Have you signed a contract that thrills you? Did you complete a long-term project? Has one of your employees earned a noteworthy award? Or could you share information with your readers about your latest mistake and how they can avoid making the same one?
3. Craft your company’s online presence accurately and engagingly.
While you should feel at ease enough to let the words flow, have a plan in place to check your writing for spelling, grammar and accuracy. Are you a super-fun person who comes across like overcooked vermicelli when it comes to writing? Or are you an engaging writer with some serious spelling issues?
Relax enough to let the words flow out, then have someone else in your organization (hopefully someone in communications, marketing, public relations or similar) proof your work. Remember: your company’s reputation is on the line. While original content is to be commended, your intelligence may be in question if your writing is littered with grammatical errors and outdated statistics.
4. Take inventory. That’s right: 24/7.
Review your website. Is your contact information easy to find? Have you explained exactly what your company does? Can a potential client review your work? If a current client refers you, will she be proud of what her contact finds there?
The information should always be up-to-date. After a slick new website is created, many companies rest on their laurels and don’t continue to add content. Assign someone in your organization as the Website Police. Don’t get arrested.
Review your blog. Would you want to read the posts? Is the content helpful? Would you refer a specific post to your Most Wanted Client? If not, it’s time to head back to the drawing board. If so, it’s still time to head back to the drawing board. Your work in the blog realm is never done.
Most of all, have fun with your online presence. Be proud of what you and your company have to offer. And don’t ever get caught shoving dirty socks into the dishwasher again.