5 Ways to Treat Your Online Audience This Halloween
At BrightTALK, the Halloween spirit is in full swing. Between pumpkin carving, costume contests, and office decorating, we’ve been enjoying some spooky festivities this week in San Francisco, New York, and London.
As marketers, we wanted to keep the spirit alive and share a few of the best ways to treat your audience this Halloween.
1. Humanize and personalize your message
Bryan Kramer said, “There’s no more B2B or B2C; it’s human to human.” No matter who you’re targeting with your marketing efforts, you’re ultimately trying to reach people (perhaps Batman, Frankenstein, or Lucy) — not companies — with your message. Showing a bit of personality on your blog and social media accounts helps build trust with current and prospective customers.
Not all B2B companies take advantage of the personal component in their marketing. HubSpot found that personalized calls to action see a 42% higher conversion rate than generic CTAs. It’s important that marketers lead prospects through a journey by providing them with the right content — at the right time. See better results by nurturing your prospect through the sales cycle with tailored messaging.
2. Give them something truly valuable
One common mistake in content marketing is producing one-off pieces, without a larger strategy in place. It’s essential to understand who you are creating content for, and why you’re doing it.
With each asset you produce, refer back to your buyer personas throughout the process to make sure your messaging and content is consistent with what your prospects are interested in. Aligning your content with what your buyers want is how you will see the most return on your content marketing efforts.
3. Make their lives easier
As B2B buying cycles can take longer, you’ll need to nurture your prospect with content throughout their researching process. Most buyers are already more than halfway through buying process before connecting with sales. This means that it’s critical to have an extensive library of content to educate and inform prospects at all stages of their journey.
Make sure to include a mix of formats to fit various styles of learning, including static content (i.e. white papers and case studies) and rich media (i.e. webinars and videos). Bonus: You can easily convert one asset into many more on the same topic.
4. Deliver content on their schedule
In today’s world, people are accustomed to instant, on-demand access of nearly anything they want. Whether it’s a downloadable white paper or an on-demand webinar, make sure your content is optimized for engagement at their convenience.
5. Meet them where they are
“Don’t think because you’ve published something, the world already knows.” Guillaume Decugis, CEO & Co-Founder, Scoop.it.
As much as content marketing emphasizes the creation, it’s just as important to prioritize the distribution of content. Without proper promotion, your content can go to waste. In fact, as much as 70% of B2B content goes unused.
The most effective promotional strategies incorporate email, social media, and influencers to maximize impact. Being active on the channels where your prospects are is key to earning more exposure for your content.
In short, all of these tactics involve adopting a customer-first philosophy and structuring your marketing strategy around it to treat your current and prospective clients year round.