B2B marketers are in a quandary.
In today’s marketplace Content Marketing is the way to go to achieve impressive results for their companies. However, it may take 18 to 24 months before these campaigns start producing a return on their costs.
Is there a way to shorten this time period? Can B2B marketers see a return on the costs more quickly?
The Answer – Definitely Yes
The key is the prospects you target at the start of your initial Content Marketing campaign.
Most companies target all of the leads they have and all of the leads their sales reps currently have in their pipelines in their first Content Marketing Campaign. Let’s look at the make-up of this group:
Those prospects who have been around for years. They have never bought and the chances of them buying in the future are slim.
Other prospects have inquired about a new product or service but are just checking out what’s available. They may buy far down the road.
Loyal customers of competitors who are just keeping abreast of the industry. Chances of wooing them away from their current vendor are slim.
Finally, those who are seriously interested in what is being offered but need more information.
When a Content Marketing campaign targets all 4 of these groups, the elements in the campaign have to be more general than normal. It takes much longer to convert them into new customers.
Target Those Most Likely to Buy
To get faster results and a quicker payback on your Content Marketing campaign, look at the best customers your company has right now. What caused them to pull the trigger and buy when they did? What need did your product or service fill and why did your company fill that need bettr than your competitors? This will give you a picture of your ideal customer.
Give this list to your Sales Manager. Ask them to have their sales reps furnish you the companies they currently are pursuing who meet all of the criteria on the list.
At the same time do your own research. Identify companies in your market who were at the same place where your best customers were when they bought. Add them to your list.
All of the companies compiled from both sources become the companies you target in your first Content Marketing campaign. With each piece in your campaign you focus on them and what will take them to the next step in buying your product or service.
Doing this will enable you to move prospective companies through your campaign more quickly. You will shorten the amount of time it takes for them to buy your product or service. Conservatively your company may start seeing a positive ROI on your campaign within 6 to 12 months.
