B2B Marketing: Content strategy

The Sales team knows that generating leads, qualifying them, managing the relationship, and managing the end-to-end engagement experience is productive but time-consuming. But it’s the only way to prospect. In the right place and with the right strategy, your content pushes a fresh feed of leads to your sales team.

And many sales teams seem to spend a lot of their time finding prospective clients! Each salesperson is researching, posting, and managing their LinkedIn profile, Facebook, Twitter, and others. They’re working events online now, and as you can guess, good content pushes qualified leads their way. Still, if marketing and sales worked together, the content and the processes for distributing it would not fall on sales but marketing, freeing up the sales to close more deals faster.

Right now it’s possible that each member of your sales team creates a community, and sometimes they’re using social platforms. Most of the time, it’s a community of people who know it each other, they rely on your company sales to define, improve, solve and push out a solution, service or product. But that community only lives in their contact list, though. They may even engage marketing sometimes by requesting links to the right content to help attract prospects to the top of the sales funnel. But there is a more efficient way for these communities to grow and with higher return on the investment. It requires a single strategy to help combine both the marketing and sales efforts.

But there is a more efficient way for these communities to grow faster and return on investment. It requires a single strategy to help combine both the marketing and sales efforts.

Social Fresh Feed builds communities that have a preference for a product, brand, or cause. Each community can be a different audience segment, just like your sales team’s efforts can be transformed to social platforms but branded and automated for more effectiveness. 

Moving the process of building an online content strategy for leads is the way to help your sales have a new list of prospects to close all the time or when they need it. Each sales team member can rely on this to provide the right experience for their target audience.

Here is more on why.

Suppose marketing focuses on building content to provide excellent prospects to your sales team. Your team closes more new leads, and the time to close leads is reduced. 

From MarketingSherpa’s by Kayla Cobb, Reporter:

SUMMARY: “Without good content, you don’t get anybody in the hopper,” Matthew Lacroix, Director of Brand Marketing, Newell Rubbermaid (LENOX), said. 

The LENOX team faced a challenge many B2Bs have — too much of Sales’ time was being spent finding and chasing leads. To remedy the situation, the marketing team launched a content-fueled strategy that allowed Marketing to track its content effectiveness. Learn how this effort increased Marketing’s contribution to the sales pipeline and resulted in 50% qualified leads being traced to inbound.

Lennox’s Mathew Lacroix, “You can do as much email blasting as you want or blogging as you want or advertising, but if you don’t have the content to support it, you’re not going to get people consuming it.”

Get the rest of the story here:

Source: B2B Marketing: Content strategy results in 50% of qualified leads being inbound | MarketingSherpa

What process takes your B2B marketing team from running campaigns to transform into content marketing? Creating relevant, targeted content all the time!

And although it’s not an easy transition, the effort pays off with leads that are ready to close. If you do it right, a well-implemented content inbound lead acquisition strategy is a profit maker!

Call or fill out the form for a free hour assessment to see what it will take to get your company ready to provide leads to your sales team!

Hyperlocal Search

What is a hyperlocal search and why are paid search vendors advertising it as a service now more than ever? Its not as if local search is new, but it’s become popular for ads because mobile users are searching for products and services when they’re home, out shopping, or on the road and these searches are now 70% of all searches.

The “near me” search term is used more on mobile than ever before to help shoppers determine where to buy or to make a quick decision. Plus, they’re checking hours, looking for directions, comparing prices, and determining if the service or products are available and the right fit.

When you add San Antonio as part of your search you will find that map results only display companies within 30 miles of the center of the city.

Case in point, Hondo, TX  Airport: 

30 miles local search limit

Hondo airport is just to the left side out of the display area. 

You have to be 30 miles are less from the center of the city to get on the screen to be included in the Metro Area for airports. 

  • 70% of online searchers will use local search to find offline businesses. The TMPDM-com score study shows 86 percent of online users will be searching for a local business at some point in time. Research by Kelsey Group

It becomes an issue also if your not on Google my business because you’ve not had time to get confirmed by Google or some one else had the address before you. It can also be difficult to get on the map if you don’t have a bricks and mortar location.

The good news is there are many ways to get into local search. One way that takes time but should be part of your daily tasks is to add content to your website as a local traffic tactic. You should also list your city in your content! Most important task-update your Google My business listing. And if you’re business is only online there are ways to still be listed on the map.

As an experienced local marketer, I can help you get on the map and get into those local searches. Fill out the assessment form here to receive a personalized update on your local presence!

Storytime for Sales

Inbound Marketing is content marketing for sales.

The hard truth about creating content to boost your sales and marketing efforts is that it takes a well-developed strategy and a daily tactical approach to build results. Although a constant stream of new prospects doesn’t happen overnight, it will start to happen if you stick with the daily tactics and stay on course.

With the right content, placed where your audience lives online ,  special content will increase not only sales but also increase the return on all your marketing and sales tactics.

Don’t fall into the trap of measuring the wrong KPIs. 

How you measure results to show return on investment? For social media, if you’re measuring and reporting engagement (vanity measures), clicks, likes, and shares -change your focus to conversions and optimize your content for the right reasons. Optimize your content for your audience’s intent at each stage of the buyer’s journey. Measure intent by actions such as website page visits, time on the page and form conversions.

Ask yourself: does engagement drive conversions, or does it drive just a single one time click, like share or view? What do they buy? Do they give you their info for something you provide? Probably not unless you’ve help the website visitor find what they needed. Targeting intent can make the difference between just a visit and a conversion.

Today, most companies, nonprofits, universities, and government agencies use social media to create awareness. The problem is that they want a commitment to their brand but clicks and likes are what they get and measure.

You can use social media as a digital acquisition channel instead of just a brand awareness channel but that’s not likely to happen unless you define the strategy that helps your audience do one of three things: define their need or problem, provide a solution, get them to commit.

Your competition is using demographics, and segmentation but probably doesn’t try to understand the audience intent phases as much as they could. If you change your focus from defining a demographic group to defining the intent in each step of the path, you’ll stand out.

How do you define intent?

When you create content, remember it is time to establish a unique story instead of random posts of events or promotions. Your well thought out content strategy also includes research about your best audience research habits and their intent.

Some types of intent: curiosity, define problem, find solutions, and how to buy now.

Those could help guide your implementation and distribution to where your audience goes for trusted advice, education, and popular products.

Your content can either be owned by you such as a blog or social media. That content can be shared by others, and it can earn PR about your company or you can use your own content for paid ads on sites preferred by your audience.

In the past, you could buy your engagement but now a person’s online feed isn’t just one platform and their content is more topical, expensive to buy, and with an ever-growing number of segmented media choices it is clear that no matter how much you boost a post or pay to advertise – your reach decreases. But if you focus on creating content for your audience’s intent, you sell more.

Quote from a marketing professional during a recent summit online, “Something needs to change, and it better be a big game-changer.:

Here is the formula for game changing: grow a sustainable leads feed from social media!

1. Compose your story so relevant to your “best” audience’s intent in each step of the buyer’s journey that its authenticity gets noticed first as it helps them define their problem and gives them a brand they prefer.

2. Place your message where they live online by defining the when, where, how, and what of their intent during micro-moments online.

3. Then measure phone calls, website conversions, revenue generated, and # of sales before and after you launch the program.

You’ll know you have the best possible content strategy when the numbers start showing it. Simple as that.

“What is hard is implementing and testing as an integral part of defining success and KPIs. It’s a commitment, and someone has to lead it. It would be best if you had buy-in from both sales and marketing, and it has to be the only program you’re implementing. For example, it can’t be the side program with sales still running events out of their cars’ trunk. “, Marketing Director.

Are we there yet? Your sales team is your best source of customer data.

Sales team, “Work with the customers’ data, get to know the customer via sales feedback otherwise it is a waste of time”.  After sales surveys are underrated. Make it a habit to get feedback.

Personas represent your best audience

Who is the real audience? Use your customer data to make the story relevant to them. You have the data. It’s time to gather everything in one place and determine what to keep and what to throw out. You need sales and marketing to decide what does your best customer looks like, and they should build them like they’re in a CSI episode working on a crime scene, not data developer looking at numbers. Use an understanding of human bias and look at the buyer’s journey of current customers who you want to retain and find their lookalikes.


The product you’ve created solves the audience’s problem, and they can’t find it anywhere else. If it doesn’t, then what else makes you different? It could be that you’re just the best at customer service. It’s a beautiful place to be, but how do you tell that story?

“Sales have been telling the best brand stories for years, possibly. Just let them tell you as the marketer what they’ve said to close a deal, and you probably have the story on your product.” -Recently heard on a zoom meeting.


Only use the platforms your audiences use.

The number of users on Facebook, Instagram, LinkedIn, TikTok, WhatsApp, YouTube, and blogs make them worthwhile to produce excellent content. But look at the latest data about social media platform use by age and other demographics before you invest your time on one that might not be the right one.

Here is a Marketo Definitive Guide article with data on social media platforms and helpful social media stats.

Tip! To be on the safe side, go with Youtube as at least one of your platforms, and then try out one other like TikTok or whatever is the latest one. Maybe your personas are on groups on FB, or they live in VR gaming.

It would be best if you did some research and surveys, and then, depending on the best customer personas you created, you’ll use those as your guide. Find and use a professional research consultant can save time and generate more money. If you can’t afford it, some surveys cost a lot less than building a whole campaign that ends up failing.

Quick Tip! Reuse the videos you’ve created for YouTube on those other platforms.

TEST and Learn! If you use Facebook insights, you can see which post had the best click-through rate. If sales are the goal, design a funnel with not just the sale as your measure of success but each step along the way.

Number of posts

You should post as often as appropriate for each platform, but the cadence for posting can change depending on the persona/target audience.

Tip! It’s easier to tell a relevant story if you know your audience. That’s why Personas are so important. They represent the person you speak to in your story. 

From HubSpot, a description of personas, “Donor Personas are fictional representations of your ideal donors. Use what you already know about your donor demographics and donor behavior, along with educated speculation about their personal histories, inspirations, and concerns.”

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.”

Informed speculation might mean going out on a limb, taking a chance.

That’s a good thing. Taking a chance means you’re either going to fail big-time or make a game-changing event happen for your marketing. This is the perfect time to take a chance!

The problem with most marketing is that they want to be safe, conservative, and not take a chance. It’s up to you, but great marketing is going out on that limb and using data to help make sure it’s the right one.

Place your content in the small everyday moments. Post the videos that tell the what and why of your story, when and where of the personas’ day.

The content of the video is a whole other story!

Start today! Build a single story today for one micro moment and see results right away. 

Obviously, this is not another big data blog post!

Okay, it is about data but not how to get it but why you need it.

First, some context, I argue that it is more important than anything else to make sure the authenticity of your company comes across to the twenty-somethings.  With that in mind and companies like Burt’s Bees and Levi’s as your guide, read on!

Your social feed is full of cat or dog videos and political messages, so now what do you think gets ignored? Your sales pitch! It is hard to make an old fashion sales pitch in that context.  It appears out of place. In fact, with the new data issues and privacy issues that have come to light on Facebook, brands don’t stand a chance of getting in front of their audience. But you can still make it work for your brand. It just takes the best story told by you about what your brand is and also targeted to the right audience.

Social media’s tone and consumer-driven content make social content seem like a dud for driving revenue, but I believe it’s the best place to enforce the authority of your brand’s message.

To establish consumers’ confidence in your brand, a prospect has to feel that what they are buying will perform as promised, and then your sales funnel has to have no friction. But first, they need to trust your brand!

Doing all that… Shouldn’t you also find out where your consumers are living online and hanging out in the real world? Building this placement or what I call a sound social strategy is where the data comes in handy.

Four points to consider to establish an authentic presence in your message.

Where:  Find out where your audiences are living online and off to make sure you’re telling your story in the right channels.  The demographics of your different segments should help you find their favorite social platform and real-world routines.

Each platform or place has a tone of voice you need to use.  Is it pictures, or is it video, and is the tone advice versus just showing results?  Is it sponsorship or supporting a cause? Is a lifestyle image and giving them a great experience just like while they experience your company?

What to say: Social media is a perfect place for helping remove any doubt that might hinder the sales conversions later.  Be patient and realize that the platform drives the context. You’re not making the sale here but setting a preference for a frictionless sale for later. Here is your Why you do what you do and the “better than the competition” story you tell goes.  The story sets expectations and has to be true. It is also about making the best of what a platform that rewards good brands, transparent brands, or, as I said before, the authentic presence of the true self of the brand happens. Does that sound too trendy? Well, just call it the reason for the companies existence. And know that the post was written in 2015 and only slightly updated for 2020! So things are relevant because they are the bedrock of how consumers and businesses produce real relationships online.

 Example from “How Levi’s Built the Most Authentic Clothing Brand.”

Conversion: the buying process has to be easy, or the trust goes right out the window! The buying experience cannot have any hidden or extra effort, risk, or costs. But it won’t because you already made sure of that in all the stories you’ve told. You do have to worry about the way it loads and if the technology supports the effort, but that’s almost not as important as the attitude the buyer has when they start the journey. I’ve seen bad experiences produce results because the company was so well-liked…

Back to the beginning: what they’re friends say about the decision to buy your product is enormous.  If your buyers share their purchase experience with friends, you’re a trusted brand.  Making sure you’re asking to be shared, shows confidence in that interaction.  The story gets told.

So what about the data? The data is always what is turning the wheels.

Starting with the data, determine the who, what, where, and why our audience segments message performs and use the learnings to guide optimization of message and platform use.

Reputation, buying experience, knowing your customer’s price sensitivity, transparency, and reviews of the product are all places that have to display your brand’s integrity. Data can tell you what you need to know about each of those items.

Great example: It used to be that only specific audiences were on mobile. So when you looked at google analytics, you could look at the % split between mobile and desktop or tablets and ad the age of each of those and see that you had to design a site for the younger audience on mobile-first. Today, that’s all changed, now you need to create your experience like a mobile app even if it’s not an app.


I believe that if you strive for a data-driven content strategy, social becomes the best tool you can add to your sales toolbox.

So you know your audience, and you know where they are living online, and you have content to create, but what is the data saying that might well produce the content? Look at what has been the posts that have the most engagement.

Look at how many bookmarks, saves, likes, shares, and comments you’ve received on any post. Is it a video about the outcome after the product has been used, or is it product benefits? Which one drove more conversions, and what is the lifetime value of the conversions it drove?  Now take the best conversions with the highest lifetime value and look at that content and do more of that.

But not only that, know what your audience likes besides you. Get a look at what they’re interests are and how much they spend doing whatever it is they do. What are they’re top priorities, and so on?

Here is an excellent example of content and how to be authentic in your founding story. This resonates with the audience that most likely to use the natural product. Founding story

How about managing your content to optimize KPIs and helps you decide how to create the best experience in social for your prospects?

Empathy is the new customer service strategy here, and the data enables it.