Business-to-business (B2B) marketing leverages various channels like websites, search engines, social media, and targeted advertising to reach its audience. With our focus on a website’s influence, one might wonder: What is the key to a successful B2B website for UK businesses?
As a B2B company, your marketing success depends on your ability to create and advertise high-quality content.
In this guide, we’ll break down exactly why content marketing is the winning formula for B2B websites in the UK, and we’ll also show you how content marketing can build trust, drive sales, and attract more website visitors.
What is content marketing?
Content marketing is a strategic approach that focuses on creating and distributing valuable content to a clearly defined audience. It aims at getting the attention of your market, building trust, and ultimately driving profitable customer action.
Renowned specialists in the world argue not but agree that content is king. By using it, you may achieve different objectives and teach people how to use your product or service to solve their problems.
It’s not bombarding people with sales pitches. Content marketing is anti-selling. The invisible sales machine. The target is to foster a connection with your target audience and provide them with value.
Rather than pitching your B2B services, you are providing relevant and useful information to your prospects and customers to help them solve their problems.
It has always been said that quality content is at the heart of any marketing effort and the backbone of any marketing activity.
Why use content marketing?
The answer is very simple: content marketing is a foundation that complements other digital marketing strategies.
Content marketing is a type of marketing that revolves around the use of quality content, whether written, visual, or audio, to garner interest, interact and build patronage in your target audience.
For instance, a plumbing company that seeks to grow its brand visibility online can hire a plumbing contractor local seo service provider who will carry out extensive content marketing activities through guest posting, press releases and blogging.
As you know, there are other ways to be online beyond content marketing. So, why should you pick this option for your business?
Choosing to work with social media marketing requires relevant content. The same happens when you pick email marketing or corporate blogs: you will always need the content.
You have to remember that today people have the power to choose which content they will consume. They are plunged into a sea of information, and you should give them the best options if you want them to pick your brand.
How do you excel in content marketing?
To excel, one must understand the 5 C’s:
Clarity: This is about sharing information in a way that is easy to comprehend and resonates with the target audience. Prioritizing clarity and value not only attracts your ideal audience but also cultivates lasting trust and loyalty.
Conciseness: Being concise is all about helping the audience find the information they are seeking. Having a strong and easy-to-navigate website format is one of the best ways to get your prospects down the page and, hopefully, click a call-to-action or discover another page on your site.
Compelling: This is a specific and cohesive business strategy that is rooted in the reality of the market and about an investment choice that a company makes
When a piece of content is compelling, it evokes interest or attention in a powerful way. It is persuasive and has the power to induce action or belief.
Credibility: Maintaining credibility in content marketing is all about trust and authenticity. One crucial way to achieve this is by using reliable sources.
Credible content is based on accurate information, supported by evidence or reliable sources, and demonstrates expertise in the subject matter.
Call to action: This is a prompt on a website that asks users to perform a specific action, like signing up for a newsletter, downloading a demo, or buying a product.
A CTA can appear as a clickable button or as hyperlinked text and is often seen directly on the page, in pop-up form, or a digital marketing ad.
How does content marketing build trust?
Client testimonials: Customer testimonials can provide social proof of your product or service’s value, build trust with potential customers, improve customer engagement and interaction, increase conversions and sales, and also showcase successful partnerships.
White papers or e-books: They do not just provide valuable industry insights, but they also help you establish credibility, build trust with customers, increase your reach, and provide an opportunity to share valuable information about your products and services. Whether you’re marketing a product, service, or idea, an e-book can be a powerful marketing asset.
Blog posts: A blog is to provide a platform for individuals or businesses to share their thoughts, ideas, experiences, and expertise on various topics. It serves as a medium for communication, self-expression, and building a community of like-minded individuals.
How does content marketing drive sales?
Clear calls to action (CTAs): CTAs direct user behaviour, increase online engagement, provide a ‘barometer’ of the efficacy of an ad or campaign (i.e., CTA click-through rates are an indicator of performance), contribute to sales funnel progression, and help maximize your marketing ROI (return on investment). It also prompts visitors to take the next step, such as contacting you for a quote or requesting a demo.
lead capture forms: They help you build a targeted email list, qualify leads for sales, personalize the user experience, generate more revenue, and streamline your marketing efforts.
They are strategically placed around the website to collect information from interested visitors. Once captured, these leads become a valuable resource for businesses to nurture and convert visitors into paying customers.
Easy-to-find contact information: Publishing informative, well-researched content means your business will be seen as authoritative and trustworthy. The more your audience relies on you for information, the more likely they will be to buy from you. You can include a phone number, email address, and physical address (if applicable).
Conclusion
Note that when it comes to B2B UK websites, building trust is paramount. By providing informative content that establishes your company as a thought leader and reliable partner, you’ll be well on your way to driving sales.
Now that we have been able to establish and convince you that content is the winning formula for a successful B2B UK website, choose content marketing as a key strategy for achieving business goals.
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