What does a B2B marketing agency do and how can it ​​help you grow your business?

A B2B marketing agency is the most advanced marketing solution for business-to-business marketing. It can help boost your company’s revenue with effective content marketing, social media management, and lead generation.

B2B marketing is a complex process involving many departments and individuals in a company. According to a Content Marketing Institute survey, half of all B2B marketing teams outsource at least one of their content marketing activities because business owners feel that their in-house marketing teams are not delivering the results they should. 

In this article, we want to outline the three most popular services among B2B marketing agencies.

Content development

A marketing agency provides businesses with expertise in terms of content marketing development. B2B content marketing involves using relevant and valuable information to attract, acquire and retain a company’s target audiences. 

Content marketing offers numerous benefits, like improving website traffic, increasing your search engine ranking, and improving your brand recognition among the target audience. A B2B marketing agency also creates various types of content for B2B companies, like blog posts, e-books, white papers, and case studies. A good B2B marketing agency has a team of writers who are experts in various industries, plus editors and SEO specialists who will polish each piece of content to achieve the best results for you.

Social media marketing

If you’re looking to grow your business-to-business company online, a B2B marketing agency can help you. When it comes to improving your company’s social media presence, a professional agency can formulate a  social media strategy and social media campaigns specifically for your company to give you the best return on your investment.

The numerous benefits of successful social marketing programs include enhanced traffic generation, more enthusiastic brand engagement, and superior customer service. A B2B marketing agency will create a specific strategy that allows you to capitalize on these benefits.

Lead generation

​​A B2B marketing agency can help your business bring in new clientele. Such an agency typically works by partnering with your business to develop a marketing plan that engages potential clients, raises awareness of your business, and ultimately acquires new clients. 

This is an effective way for companies to promote their brand without the high cost of advertising, especially for smaller businesses trying to make their name in the world. A B2B marketing agency can provide valuable insight and recommendations about the latest trends in digital marketing along with actionable steps, such as methods to effectively reach out to your target audience. Moreover, a B2B marketing agency can implement those steps for you.

Final thoughts

A B2B marketing agency’s main role is to create various marketing strategies for their clients. They make sure their clients enjoy maximum visibility on different marketing platforms. 

Tempesta Media understands that each B2B company has unique needs, and we develop a custom plan for your company using proven marketing practices that increase your ROI. We have the expertise to make it happen. Contact us today to learn more.

How Many Content Pieces Should You Create, Post, and Promote?

Budget, time, and content marketing goals are the most important deciding factors when it comes to determining the quantity of content you wish to create.

Content marketing frequency recommendations for small companies

Small companies and start ups typically feel that their marketing teams are stretched too thin. They wear many hats so scaling their content marketing department can be the most challenging. Instead of creating many pieces of content and promoting each one individually, small companies should consider picking one or two articles each month. Focus on those articles, re purpose them, promote them, and drive traffic to them so that you can get the most bang for your buck. 

These pieces of content need to be syndicated and promoted heavily using that same ratio that you identified with proper content marketing budgeting. So as your business grows, you’ll simply begin promoting more pieces of content. If you’re a larger company with a large budget, you can spend even more money on the promotional aspect that goes with it. In addition, they also go with much longer pieces of content.

While a smaller company may average 800 to 1,200 words for each piece of content that they’re reading, larger companies tend to go and promote mid- and lower-funnel type of content. These tend to be e-guides, case studies, and other long-form content that are over 2,000 words. That’s how they’re able to go and scale up their programs significantly.

Content marketing budgeting – B2B versus B2C

It does change from industry to industry. For B2B, the emphasis is on promotion. For B2C amplification, the emphasis is actually on content creation. For B2B, I recommend budgeting two to three times the cost of content in terms of promotion. In the B2C side, you may see a 1:1 ratio because getting that content out and using initial promotion tend to go out to a much larger audience.

When you have a larger audience, there’s a higher likelihood of getting morality associated with the content and getting rankings to appear faster. On the B2B side, you tend to have a much smaller audience, which means you have to work that much harder to be able to go and get the word out about the content that you’re creating.

Embracing a B2B manufacturing marketing strategy mentality

The way businesses of all shapes and sizes go about marketing their products and services has changed drastically in the past few years. This is also true in the manufacturing world. Today, more and more marketers in the manufacturing arena are focusing on a B2B manufacturing marketing strategy. Here are some things businesses should know to determine if they should embrace this mentality.

Understanding e-commerce trends and predictions

At one point, e-commerce consisted of simple communication between the buyer and the seller. However, in recent years, this is no longer the case. Today, many manufacturers are selling into new industries, developing new products and utilizing the internet to increase their business in a number of ways.
One of the biggest trends that seems to be affecting e-commerce the most is that consumers are now expecting a different type of shopping experience. E-commerce focuses on providing consumers with an engaging experience that allows them to interact with their favorite products and services on a unique level.
Naturally, there are several benefits to adopting e-commerce in manufacturing. For starters, doing so opens a business up to a whole world of consumers and business partners. It is also a very cost-effective approach to business. Since much of the marketing strategies require very little in the way of budget, businesses can accomplish quite a bit while receiving a huge return on investment.
There are also savings in the way of resources. For example, businesses can cut down on the paper and resources they use when they focus on an e-commerce marketing strategy. With these benefits, it is easy to see why more businesses and manufacturers are starting to change their strategies to fit with these trends.

How do e-commerce trends affect the manufacturing industry?

Due to all the trends and predictions, e-commerce is changing the way the manufacturing industry works. One of the most important items to understand is that e-commerce is changing the way buyers buy. Sales in the e-commerce arena are expected to hit $1.1 trillion by 2020.
More and more consumers are completing all of their research and purchases online than ever before. What better person to fill consumers in on products and services than the manufacturer? Providing consumers with detailed information that will lead them to buy certain products is crucial. This means business will need to ensure the right amount of accurate information can easily be found about their products online.

Face-to-face selling opportunities on the decline

It is also important to realize that many consumers will not ever be interacting with a sales team at all. Face-to-face selling opportunities are on the decline, and businesses no longer have the same type of power to say what they want to say about their own products. Consumers will now be learning the information about products on their own without relying on the company to give them the information.
Today, it is much more common for businesses to communicate with consumers via email, social media, text messaging and other forms of communication other than face-to-face. While this does take the personal factor out of the selling process, it is a great way to save money and resources, and it frees up time for marketers to focus on other facets of the company.

Consumer culture of convenience in manufacturing

Consumer culture has also changed in the world we live in. Consumers are no longer willing to wait and are impatient. They also know what they want and know how to find it. Most consumers can utilize the internet well and can quickly find the information they need.
For this reason, manufacturing companies are being forced to cater to a culture of convenience. Shipping times and methods must be fast and high-quality ones. The goal is to bring products closer to the consumer so that they are the obvious option when it comes time to make a purchase.
In the world of manufacturing, e-commerce is quickly becoming a huge part of the equation. Manufacturers of all types are starting to realize the impact e-commerce is having on their sales and are adjusting quickly.
These are just a few of the things businesses will want to consider when they are considering focusing on an e-commerce marketing strategy. Learning everything possible about this form of marketing strategy is one of the best ways to ensure a manufacturer is successful.

Marketing ideas during difficult political times like a government shutdown

It seems like wherever we turn, Americans are fast with an increasingly factious political environment.  What was once confined to the halls of the capital has quickly made its way to main street USA.  With political upheaval brings economic uncertainty.  This is especially true for businesses.
Businesses need a stable economic, tax and political environment to thrive.  When these three keys are absent, companies have no choice but to take a more conservative and cautious approach to their business.  This is especially true with marketing.
Recent gaffs like Gillette’s mens razor blade commercials are proof positive that marketers need to approach their target audiences with an abundance of caution.  What’s a CMO to do?
Fortunately, there are a couple of actions that marketers can take today to ensure that they have the budget and flexibility needed as the political environment iterates further.

Use content outsourcing to turn your fixed costs into variable costs

For most marketing departments, the two largest budgetary components are staff costs and media spend.  While it is easier and more enjoyable to manage staff, who are full-time and who sit right next to you (at least in most instances!), it can be dreadful having to deliver pink slips.
“At one of my previous companies, I headed up marketing”, commented Michael Marchese, Tempesta Media’s CEO. “It was the autumn of 2000, at the height of the dot com bubble.  It felt like the sky was the limit.  We were hiring like mad.  I had over two dozen full-time staff within my department.  A couple of months later, the bubble burst.  My department ultimately was cut and I went from managed 24 people to 3. Even worse, our newly downsized team ended up taking on responsibilities of two other departments, who were completely eliminated.  If I had to do it over, I would have been much more cautious in my hiring and outsourced more of the work to vendors.”
Before you go ahead and hire the next FTW (full-time employee), think twice.  If 80%+ of the work can be done outside the company, outsource it.  Don’t even hesitate.  Just do it.  What your marketing department loses in cost or productivity will be more than made up for in budgetary flexibility.

Lock in annual contracts or not

If your company does outsource, there are two approaches that you can take with how you structure the contract.  If you feel that your marketing budget is going to get cut, give yourself flexibility by securing subscriptions that renew on a monthly or quarterly basis.
If you are trying to lock in cost savings or fear that inflation is upon us (US inflation rates have been creeping upward), your best bet is to lock in your rates now with either an annual or multi-annual contract.  Marketers can save 10% or more by locking in long-range contracts.  As an example, Tempesta Media offers discounts on annual contracts.
For the content marketing industry, freelance writer pay rates have been increasing at an annualized rate of over 20%, for the past 12 months.  Eventually, those cost increases are going to flow through to you.

Stress test your contingency plan

Most marketers, by nature, are optimistic people.  They tend to look to the bright side.  Why?  Because their jobs require them to constantly be promoting their companies.
Sometimes that optimism can be a marketer’s worst enemy.  More often than not, marketers can end up putting their departments in a difficult and comfortable position, because they believed their own marketing spin.
To save yourself potential future pain of suffering, make sure you develop a contingency plan and budget for the unlikely event that something does not go right.
At Tempesta Media, all managers are required to submit both their draft annual operating budget along with an accompanying contingency plan.  That contingency plan is based on two scenarios: one where the company falls 20% short of its annual objectives; the other where the company ends up more than 20% ahead of its annual objectives.  Managers are forced to think through in advance what would happen if their budgets were cut by 20% – 40%, or conversely increased.
While planning for the upside is immeasurably easier and more enjoyable.  Contingency planning for a potential downside is a sobering exercise.
Very quickly managers see how a downside environment, political or otherwise, can impact their department.  It brings to the forefront the difficult decisions that they might face.  That reality helps them better adjust their draft annual operating budgets to take into account potential planned contingencies.
For marketers in 2019, it’s no longer good enough to just meet your numbers.  Because of the environment we all face today, marketers have to plan their departments for an uncertain environment.  Outsourcing, contract strategy and contingency planning are all critical tools that marketers should not overlook within their toolbox.

How do I measure my B2B versus B2C content marketing program?

Before starting a content marketing program, both B2B and B2C companies need to establish goals.

Examples of content marketing goals include:

  • Brand awareness
  • Leads
  • Sales
  • Website Traffic
  • Decrease sales cycle time
  • Improve customer satisfaction
  • And more… content marketing can have an impact on many different areas of a business

B2C Content Marketing Goals

For B2C companies it is going to be about building brand awareness. The way brand awareness is measured is how you’re trending in the social media networks or Google Trends. Brand awareness can also be measured based on how much traffic you’re getting to your website or how many likes you’re getting on Facebook and Twitter. Those are going to be key measurements of success to see how engaged your audience is with your brand.

Secondary metrics that companies can use are channel sales, or how your sales are improving within the channel. For example, if I sell bubblegum and I sell it through 7-Eleven, Costco, and Wal-Mart, I’m going to measure success as being driving more sales at those stores for my bubblegum.

B2B Content Marketing Goals

On the B2B side, it’s actually quite different. Many B2B companies don’t really care about traffic. They’re going to be measuring leads and sales. Another key indicator for success is how a B2B company is doing compared to their competitors. Are they now ahead of their competitor on search engines for certain keyword races? Have they now established themselves as a thought leader within the space? These are the goals to be companies will be using.

What if I don’t know how to measure my marketing program?

For most companies that are just getting started in content marketing, I recommend that they go and install Google Analytics on their website. It’s free. It takes a couple minutes to install especially if you’re using a WordPress-based website. It will give you a quick overview of how much traffic and other basic metrics you’re getting to your website.

Tempesta Media will be rolling out a content analytics module within the next quarter that will be able to provide much more in-depth analytics on how your content marketing program is performing across your various channels, including your website.

What is content marketing for B2B and B2C companies?

Content marketing is an incredibly valuable tool. Once you peel away the initial facade of it, it’s actually a toolbox with many many different tools within it, and using the right tool for the right company makes all the difference in the world.

How are B2B and B2C different?

Let’s say for example you want to go and cut a board. You need to use a saw. You’re not going to use a hammer to try to go and cut the board. Well, you could, but it’ll take a lot of work and it’ll look horrible. Using a hammer is not the right solution. The same thing applies to the different types of content marketing solutions that fit within the content marketing toolset.

So let’s start by talking about the differences between B2B and B2C marketing.

B2B marketing is where you are targeting other businesses to purchase your products or services just by the very nature of the target markets. The marketing tends to be very narrow and very focused. So an example would be “How many people are interested in buying this titanium cup maker,” which is a piece of equipment. There’s probably a thousand companies in the country that would be interested in a titanium cup maker. The companies then have an end user audience of millions of people who are interested in titanium cups for camping. So, that’s a really good analogy to use.

In this example, a B2B company is the one that’s making the machine that creates those 10 million cups. A B2C company is the one that’s using the machine to create the titanium cups for camping. So it is very narrow-focused and very targeted. Think of B2C as being broad and one-to-many. The marketing for B2C has a closer one-to-one approach.

What are seasonal and evergreen content?

Let’s take it a step further. B2B and B2C have different target audiences. B2C targets consumers. The types of content that need to be created here from within the toolkit need to be more visually oriented, more video-oriented, and more perishable. An example of perishable content would be the latest fashion that Kim Kardashian wore this week. An example of evergreen content, which is the opposite of perishable content, is “how to make apple pie.”

  • Perishable Content: Matters now but won’t be important in the future. The Kim Kardashian outfit topic, no one’s going to care about it next week. It’s no longer important.
  • Evergreen Content: Information that will remain relevant. You’ll need to know how to make apple pie now, 6 years from now, and even 20 years from now.

Seasonal content can be perishable, especially on the B2C side. Although it is possible to make seasonal content semi-evergreen. An example would be an annual manufacturing MRO trade show that happens every single year. While the content that you create for it could potentially be repurposed, each and every year, you know it’s a seasonal thing.

For B2B, it’s all about educating the potential customer. It’s not about the sizzle; It’s about the substance. So the types of content that are going to be valuable there are going to be long-form pieces of content or long-form blog posts, case studies, e-guides, white papers, and other related content assets. You can also use, though to a limited degree, infographics. The perishable forms of B2B content would include things such as news commentaries as well as press releases.

There is no absolute, one size, fits all. There are pieces of content or types of content that are non-perishable or evergreen that can be used on the B2C side. Likewise, there are perishable pieces of content that could be used on the B2B side. However, the tendencies are that B2C is more perishable while B2B is more evergreen. B2B is more visual and more educational.

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