Digital Marketing Strategy: What Will We Face in 2023, and How Will We Manage It?

To get customers to your company, you need to do marketing.

Many people talk about digital marketing, but they don’t provide the content or the context behind what it means. Generally, it is the concept of raising awareness about your company’s brand, getting people to be educated about what you provide, and ultimately inducing them to take action (purchase or get a lead form). 

Digital marketing changes all the time. 

When Covid 19 hit, it forced a major change in how people communicate with their prospects and their customers. Traditionally, most companies did some or most of their marketing offline. With the emergence of Covid 19, every company rushed into digital marketing, whether they had the skills, experience, and budget or not. Resultingly, there was a great deal of inflation in the cost of advertising online. 

Now, we’ve gotten to a point where certain forms of digital marketing have become too expensive, such as digital advertising. 

Сompanies are moving away from some forms of digital marketing. 

Companies are shifting to such forms of marketing as: 

However, they’re also starting to go back to offline marketing because things have started to open up around the world as well. So, it’s been very turbulent for marketers over the last couple of years. It’s not just where but also how they advertise. 

Three causes of digital marketing strategy changes. 

The underlying factors for the changing digital marketing strategy are the following:

  • There has been a move to omnichannel marketing, which means that marketers can sell both online and offline. 
  • Marketing has transitioned from centralization to decentralization. About ten years ago, marketing buying was centralized among a few television stations, a few radio stations, and a few newspapers. However, with the growth of the internet, everything is becoming very decentralized and diffuse. That requires marketers to change how they make purchases. 
  • There has been a general shift from offline consumption by users to online media consumption.

“Must-haves” in marketing strategy creation.

The creation of each and every marketing strategy starts with defining the target audience. Many marketers rely on past data or experience to accurately determine who their target audiences are. But prospective buyers are changing, and, if you’re not constantly reviewing who’s buying your solution or product, you’re likely to put forth a strategy that targets the wrong audience, and it will fail as a result. 

There are a couple of common tools every CMO should use when they’re trying to put together a digital marketing strategy, such as Google Analytics and Google Search Console.

Google Analytics does an excellent job of analyzing who’s coming to your site and who’s converting. It also has demographic and location-based information, as well as other intent data, that’s very important for you to help identify those pockets of new customer opportunity to fit for your company today. Google Search Console, meanwhile, gives you a good viewpoint into types of content or searches. 

Google Analytics and Google Search Console illustrate how well you are performing in terms of your site. For example, customers can use content and social media analysis tools to understand very clearly what their competitors are doing to align their services to fit with their target market much better and, at the same time, present the better.

Creating a great strategy in 2023.

2023 will be a rough year for customers. We see already that the US and the global economy have officially slipped into recession.

This means it’s a dangerous environment for marketers. They have to rationalize and determine which programs to keep for 2023 and which to cut. CMOs and business owners should expect layoffs in the marketing industry within the next 12 months. 

If you are a CMO, you should avoid adding staff that you can’t keep and explore outsourcing. This will give you the maximum flexibility to survive and keep your jobs. 

Regarding all these future hard times, you probably still wonder what that important magic tool is to create a new digital marketing strategy. With Tempesta Media, your digital marketing strategy is safe. Contact us today if you would like to accelerate your success with managed content marketing

6 Key B2B Content Marketing Trends to Follow in 2022

If you want to succeed in B2B content marketing, you’ll need to adapt to today’s competitive realities by considering six key trends for outsized performance for B2B marketers.

Field sales are quickly becoming a thing of the past. Since Covid-19 came on very quickly, companies have been trying to adapt due to being unable to meet their prospects and customers in person. So, they quickly started using Zoom and other remote-based communications.

This blog will describe how the B2B world has changed and how content marketing strategies have adapted, providing six different trends to follow and succeed in your business.

Key factors that changed the B2B world

There are three crucial factors that have contributed to a significant change in the B2B world. You have to quickly find ways to adapt to these changes and keep succeeding in your businesses.

Web presence is key to your marketing success

This phenomenon is not limited to small B2B purchases. The website was always the focal point of communications before Covid.

Before the pandemic, the website may have been a supporting entity part of an overall communication mix. Now, it is the focal point, and other forms of communication support it.

Big-ticket for B2B purchases are happening remotely and through digital self-service

These purchases are generally defined as 50,000 dollars or more.

While the vast majority of big-ticket items are still happening in person, a growing percentage of those, especially between 50,000 and a half million, is happening remotely.

As a B2B marketer, you’ve got to tell your story, provide your value proposition and critical differentiators on your site, and do so concisely. You have to stand over the crowd, which will get the point across to your website’s target audience.

The content of your website is crucial for your brand presence and domain authority

If you have a poorly constructed website and are not focused on taking that customer through the buying journey, you will rapidly see its deceleration and an increase in your competition’s sales and higher domain authority.

6 key trends for content marketing success

1. Crafting longer content: Blog posts are getting longer   

Only very long-form content is driving results for marketers. So, if you are writing blog posts that are <600 words, don’t waste your time. You have to show up in the search engines and have a chance at achieving a top-10 listing.

In one SEMrush study, articles with at least 3,000 words generated 3x more traffic, 4x more shares, and 3.5x more backlinks than short-form articles. You’ve got to have content and write 1,500 words at a minimum (or, better yet, between 2,500 and 3,000 words).

Another important factor for crafting longer content is updating older blog posts, making them longer and more valuable to their target audience by refreshing them with new thinking and adding more images.

2. Increasing content publication frequency

Long blog posts need to be published weekly to generate results. In a competitive industry, you need to post more frequently. Expect to post 2–3 times weekly to gain market share. Depending on where you’re in the industry and how competitive it is, you may post anywhere from 2 to 5 times a week.

3. Adding more images

Something very important to consider is that people read and comprehend content differently. For example, some people are visual, others are auditory, and others simply want to read.

Many companies thought it would be sufficient to include an image at the top of the blog post or article, and they felt that their work was done. However, the reality is that adding one image for every 250–300 words of content is optimal for generating better results in the SERPs.

When you create your content, it is crucial not to build it in a model style but to instead incorporate different elements that appeal to further learning or concept absorption for the readers. For example, integrating more images into your content gives you a better ranking performance, better user engagement, and more sales for your company.

4. Incorporating structured data

Incorporating structured data is crucial since it improves your content and gives it better visibility. Incorporating structured data can be known as Google taking elements of your content and adding code around it.

Featured snippets create a new distribution channel for your content. They always appear on the first page of specific search results and are often above the fold so that the search engines know that this is a structured snippet that can appear in other parts of the SERPs.

5. Increasing content promotion

To increase content promotion, you should attempt to look inward first; you should look to start controlling and owning your media versus trying to focus on paid media by considering the following recommendations:

  • Try guest posting: Public relations, speaking events, and guest posting have become the three most important ways to increase promotion. The most successful content marketers use these tactics more frequently than most other companies.
  • Expand your LinkedIn presence: LinkedIn outperforms all other social media for B2B. As your budget becomes increasingly constrained due to competition and inflation, you will need to focus your social media programs on LinkedIn at the expense of other venues.

6. Owning distribution

Our “employee advocacy program” is a capability within our managed service. This program allows you to build your corporation and community.

Starting an Employee Advocacy Program (EAP) provides two significant opportunities.

  • Your employees can become your distribution channel, leveraging their brand to promote your company, driving thought leadership, introducing your company to new prospects, and reducing overall marketing costs.
  • You can build a corporate-owned community. Companies that establish online communities for their customers and prospects set themselves apart from the competition.

Another thing you need to do is take advantage of the social network and group capability. For example, you can create groups focusing on the business and discuss the issues their prospective audience faces.

In summary

In 2022, focus on the basic blocking and tackling tasks that you need to follow, increasing the word length of your content, incorporating images, and publishing more frequently.

Also, make sure you have content that targets your audience in a segmented fashion, resonating with that audience in search engines.

Do those things consistently, and you will have results this year. Be ready for a very strong 2023. Tempesta Media can help you out with the process. To know all about our content marketing solution managed service, don’t hesitate to contact us today.

3 reasons your business should invest in digital marketing

Using digital marketing to grow your business

Investment in marketing is important

There are two ways to look at marketing: paid and owned media. Paid media is when you pay a third party, such as an advertising property like Google or Facebook, to drive traffic back to your site.

Owned media is created by you and doesn’t involve a third party. It could be a blog, social media page, or website.

Two important factors to consider when measuring the effectiveness of any marketing campaign are durability and sustainability. However, if you’re looking for more short-term results, you must be prepared to continue investing in that campaign month after month.

The key is finding a balance between the two extremes. It can be tough to justify investing in marketing and advertising because their return on investment (ROI) is very low. Costs have gone up while profits have decreased, making it hard for businesses to see a positive outcome from any marketing campaign.

However, there are two exceptions to this rule:

  • Ownable media. With ownable media, you’re investing dollars but getting very few leads in return.
  • Honorable media. With honorable media, you’re making an initial investment and then receiving a consistent flow of leads over time as long as you continue the campaign.
business growth

Where businesses should invest

Investments are an important part of any company, and just like in any other investment, there is a certain expectation of what you should get back. For example, if your company has an internal ROI threshold of 15%, that means for every dollar you invest, you should get $1.50 back within six months. But, of course, this also starts generating a return on your investment.

As a result, you need to find a project that will give you the best ROI in the shortest amount of time. There are many different opportunities right now in marketing, but one area where CMOs are seriously investing in research is social media.

CMOs quickly realize they can’t do everything in-house, and it’s not cost-effective to try. In addition, they struggle to find staff who are trained and capable in all aspects of marketing, from content writing to social media management. As a result, you should consider the following solutions:

  • Outsourcing. You can examine each component of the marketing team separately to determine what can be outsourced effectively.

  • Automation. A lot of companies are looking into automation because digital marketing has become increasingly reliant on technology over the last five years. The amount of money you need to spend to keep up with the competition has increased exponentially. So it’s important to be mindful of this when deciding on your marketing strategy.

Trying to build an in-house tech stack can be expensive and time-consuming; instead, it’s often easier to look for external solutions, cobble them together using tools like Zapier, and use that as your tech stack. That way, you can focus on your core business instead of trying to do everything internally. Again, this is an example of making an investment.

digital marketing discussion

Three reasons to invest in digital marketing

With everything digital, from social media to blogging and email marketing, it can be easy to feel overwhelmed. But it’s important to remember that finding the right balance is key.

So don’t let yourself get bogged down — focus on integrating one or two new digital marketing efforts at a time and see how they go. If you’re still not sure whether digital marketing is the right step for your business, here are three key reasons to invest in digital marketing.

Brand recognition

It’s common knowledge that to increase brand awareness, you need to do some amount of brand advertising. The more visible your company is, the easier it becomes for your sales team to sell and close new business. This also means you’ll get more inbound leads because, based on the strength of your brand, people will be interested in what you offer.

Word of mouth

Word-of-mouth marketing is a powerful tool. Referred customers are often more loyal and profitable than other customers, so it’s important to have a system that encourages referrals.

Unfortunately, many companies don’t take advantage of this strategy because they don’t know how to track referrals. But with the right tools, you can easily measure the success of your referral program.

Competitor analysis

Many companies aspire to be the top player in their field but focus only on their direct competitors. While this is a good start, it’s important to remember that you’re also competing with indirect compe

titors. These businesses may not offer the same product or service as you, but they still threaten your success.

It’s crucial to understand who these companies are and what makes them different from yours. This should include evaluating your performance against theirs and identifying their strengths and weaknesses so you can capitalize on any opportunities.

In summary

To succeed in digital marketing, start considering investments in automation and outsourcing. Such measures can help you achieve your objectives quickly. At the same time, building your brand is an example of an investment that will pay off in the long run.

If your company prioritizes programs that generate fast internal returns on investment, you’ll be setting yourself up for long-term success. You can track and measure your success in the short term and make necessary adjustments along the way. 

With Tempesta Media, your investments in digital marketing are safe. Contact us today if you would like to accelerate your success with managed content marketing

 

What megatrends could transform the digital marketing world in 2023?

In the digital marketing world, nothing stays still for long

What changed in 2022

The balance between offline and online digital marketing has shifted in recent years. As a result, many advertisers have switched from offline marketing to digital, which has caused the prices of digital advertising to skyrocket. This is particularly evident in the areas of websites, emails, digital ads, and SEO.

The market’s challenge now is that many people have invested in digital programs because they have become too expensive. Consequently, the return on investment for these programs has decreased significantly. To solve this problem, companies are looking for alternatives.

Incremental dollars can make a big difference for businesses and individuals, so it’s important to be strategic about where you invest them. By the end of 2022, we’ll see even more changes.

Overview of the digital marketing industry in 2022

The digital marketing industry is an oligopoly in which a few major players dominate the market. One example is Google. Companies are becoming increasingly frustrated with advertising on major platforms like Google because they do not see the desired ROI.

People in the 18-34 age range, who used to be the main target for advertising, are no longer attentive. A lot of their time is now being spent on Facebook and Google. This shift means there is a dispersion of usage, with different platforms gaining favor at different times.

To capitalize on the trend, other companies need to start looking into strategies to set them apart from the pack. The pendulum is swinging back toward decentralization. This is good news for media buying companies, as they will see a resurgence in their power and influence.

The current economic situation is challenging for businesses. Stagflation, high inflation, and deceleration are leading many companies to scale back hiring and ad spending. So, during this time, you should work harder to optimize the following areas:

  • Content marketing. You need to keep creating killer content that is relevant and engaging. Keep writing longer content, and make sure you publish it frequently.
  • SEO. You need a good SEO strategy that attracts your audience, creating leads to buy products or services.
  • Email marketing. You can continue communicating with your subscribers or customers through relationship-building or sales.
  • Ad retargeting. You need to work on retargeting to drive higher visibility and brand recognition. Use this tool and be ready to see more conversions from repeat visitors.

Social media optimization

Main key performance indicators (KPIs) in 2023

To make decisions about whether to invest in outside sales and marketing, you need to take a long-term view of your customers. These are four important KPIs that you should monitor closely:

  • Customer lifetime value. It is the total value of a customer’s business with you throughout their relationship with your company. Considering this metric, think about how much it costs to acquire a new customer. If customer lifetime value has decreased, it’s likely because the cost of customer acquisition has risen.
  • Unique visits. By using data from unique visits, which are an industry-standard metric, you can find out how many people view your content within a given time frame. That way, you can quickly see trends, as this KPI offers a baseline that allows you to compare one type of content to another.
  • Consumption. You need to understand how your visitors are consuming content. Views, downloads, opens, click rates, time spent, and bounce rates are crucial measurements that help you hold on to your customers. Make sure that when they click on your link, they find what they expect. If you have a low bounce rate, you’re doing things right.
  • Engagement. Measure likes, shares, mentions, comments, pins, etc. These tell you whether your audience engages with your content. The more they like it, comment, or share, the more engaged they are.

Where companies are spending money

Companies are removing their less effective marketing programs, such as radio, TV, and paid media. Instead, they’re focusing on content marketing, SEO, email marketing, and ad retargeting.

This shift shows businesses know that great content is essential for a successful online presence. As a result, they will spend money in the next 12-18 months in areas where they are most likely to see success.

How marketing managed services can cut down on costs

Differences between the B2B and B2C markets in 2023

The B2B and B2C markets started down different marketing paths in 2019. B2C started gravitating toward influencer-based marketing, while B2B focused on webinars, events, SEO, and content marketing. 

The B2C side is showing a significant pullback that’s happening specifically in influencer-based marketing and social media marketing because these businesses are struggling to achieve an ROI that corresponds to the expenses they’re incurring. So B2C businesses are becoming very aggressive and renegotiating ad rates, influencer deals, and other paid media contracts. 

The B2B side is better protected and less exposed. Advertisers are B2B companies and are staying true to what works. They’ve done a much better job of quantifying the results that go with that. They will have a drawdown and paid media as well as paid social, but it will be less traumatic than what you see on the B2C side.

What B2B and B2C companies should consider

Many companies have had difficulties attributing their performance to specific marketing channels. So, to begin with, your B2B or B2C company needs to look at a potential partner that can go in and efficiently drive results. Then, with an analytics layer, you can cover all your bases, from content marketing to mobile, social media, and influencer marketing. 

The second step is to rationalize your costs and shift your marketing spending to match market demands.

In summary

Since you are responsible for both the B2B and B2C sides, you need to explore outsourcing some or all of those responsibilities. These could include mobile marketing, which is becoming increasingly important. In addition, whether yours is a B2B or B2C company, it’s important to invest in analytics. 
As a managed content marketing service, Tempesta Media offers a platform with an analytics layer that covers all your bases: content marketing, mobile, social media, and influencer marketing. If you would like your business to keep growing in hard times, contact us today.

The Pros of a Managed Content Marketing Service for E-commerce Companies

The rise of e-commerce is the defining trend of the retail industry over the past decade. As brands compete to grow their online presence, content marketing has an important role to play.

Between brick-and-mortar retailers developing their online presence, online giants transforming the shopping experience, and small retailers finding their niche online, e-commerce is a diverse space.

This market keeps growing, which translates into more opportunities to reach customers. However, it’s also a competitive space. Brands can stand out by leveraging an online shopping platform to deliver a unique experience and go further by investing in a managed content marketing service to connect with their audience.

The role of content

The online shopping journey differs from in-person purchases. Consumers have access to an unparalleled breadth of information to research a purchase and compare options.

From branded content to online reviews, consumers are likely to go on a rich content consumption journey before making a buying decision. This journey will also continue after the purchase, with content designed to upsell, generate repeat sales, or increase loyalty.

You need to deliver a meaningful experience at every step of this journey by offering content that is engaging and meets your audience’s expectations. Getting help from a content marketing service can make a difference since you’ll have access to a team of experts who know how to create content that engages and converts.

content strategy

Meeting the expectations of your audience

Common challenges for retailers are understanding and meeting the expectations of their target audience. Consumers have expectations regarding product quality, but they also want a convenient experience when buying something or contacting customer service.

A content marketing service can help you identify the expectations of your audience and create content that meets these expectations, in terms of both adopting a branding strategy that reflects consumers’ values and sharing a message aligned with the pain points shoppers are experiencing.

The rise of user-generated content

Branded content is everywhere, but a new type of content is quickly taking over the online shopping space. As consumers become more aware of the strategies that brands use to share promotional messages, the content generated by users has established itself as a more relatable and trustworthy source of information.

Leveraging user-generated content can create a sense of community for your fans. Engaging with the users who create content can also result in a more organic and genuine connection with your brand.

User-generated content can become a driver of scalable growth if you build a strong community of loyal fans who can help with word-of-mouth marketing.

Many brands are also focusing on influencer marketing. This approach often feels more genuine and relatable. With 49% of shoppers depending on recommendations from influencers and 37% trusting influencers more than brands, this type of UGC can have a significant impact on sales.

Partnering with influencers can help you grow awareness in certain niches, but don’t lose sight of the fact that every customer has the potential to create content. Shoppers can share online reviews, testimonials, social media posts, etc.

Engaging with these users post-purchase and encouraging them to share their content is important for word-of-mouth marketing. It will also establish social proof for your brand since 38% of shoppers consider online reviews as very important.

Thanks to their comprehensive approach, managed marketing services can help you implement successful programs for connecting with influencers and customers and promoting user-generated content.

content strategy

The omnichannel experience

We’ve already established the importance of meeting your audience’s expectations with quality content. However, shoppers have additional expectations regarding content consumption.

In order to deliver an optimal experience, you need to meet prospects and shoppers where they are and share content on their preferred channels. Blogs, email, and social media are common channels. Some retailers are going further with the omnichannel experience by using podcasts, videos, or live chat features.

You also need to keep up with new trends and incorporate the latest popular channels into your omnichannel strategy. For instance, many brands are currently focusing on TikTok to reach its 136 million U.S. users.

Developing an omnichannel experience is another area where a managed service can make a difference. You’ll get to work with experts who can help you identify the best channels for your target audience and ensure that your marketing efforts remain consistent from one channel to another.

The importance of thought leadership

With the rise of online shopping, brands are always challenging themselves to stand out with value and creativity. This competitive environment gives shoppers access to more options than ever, but it can also feel overwhelming.

Experts believe that shoppers are happiest with fewer options. The more options a shopper has to compare, the more difficult the decision will be. It can result in analysis paralysis. Shoppers can also second-guess their decision and regret their purchase because they didn’t get to try the myriad of other products available.

The best way to prevent analysis paralysis is to instill confidence in your audience with thought leadership. If shoppers feel they can trust you, they’ll have the peace of mind to know they made the best decision possible by following your advice.

Outsourcing content creation to a team of experts can help build trust and authority. You can work with a managed service to develop content that educates about your products and shows how they solve pain points in an authoritative manner.

Get help with content marketing

A strong content marketing strategy is paramount to the success of your online shop brand. Content is the primary channel through which you can form a meaningful connection with your audience and deliver a memorable experience.

However, many brands don’t have the time or resources necessary to implement the right content marketing strategies. If you find yourself in this situation, getting help from a team of content marketing experts is an option worth exploring.

As a managed content marketing service, Tempesta Media can help you grow your online presence through compelling content. Besides creating and publishing content on your behalf, Tempesta Media can implement a social media marketing or influencer marketing strategy to help you get the most out of these channels.

Get in touch with us to learn more about the services we offer, or take a look at our 100 digital marketing mistakes e-book for more advice about content marketing.

How to Win With a Strong B2B Content Marketing Strategy in 2022

Powerful content equals powerful results.

Do you want to build your company’s brand, attract and retain customers, earn backlinks, and improve rankings? Then you are going to need great content. But creating content without a solid B2B content marketing strategy is a waste of time. To win in the B2B marketing space next year, you need tailored strategies and tactics that help your business succeed.

When businesses cannot effectively communicate with potential customers, it creates a pain point. When potential customers cannot find what they need, it also makes a pain point. Every successful B2B content marketing strategy targets and cures pain points by delivering results that your prospects and clients need. There are many ways of accomplishing this:

Answer all your audience’s questions.

With B2B interactions, your focus is on informing the audience without them having to ask. Focusing on specific topics they will be interested in can help you quickly create high-quality, authoritative content.

Include testimonials and reviews of the service or product.

Testimonials turn into perfect word-of-mouth promotion that is beneficial to being organic. Studies show that audiences respond much more favorably to testimonials than traditional advertising.

Leverage artificial intelligence.

AI can utilize machine learning to help reduce the time it takes to create and optimize content. Where traditional methods used teams of marketers to edit and perfect content, AI makes it possible with 90% less need for human intervention.

Go beyond video and articles.

Use more specialized content like white papers, case studies, and market analysis. These are highly effective in more technical industries such as chemicals, oil, and gas, aerospace, and electronics.

When you attack pain points with the above B2B content marketing strategies, winning the B2B space becomes much faster, easier, and more effective. But there’s more to consider beyond these four concepts. You have to take on the mindset of a managed content professional and change your workflow to reflect this.

Know Who You’re Talking To

Knowing your client’s needs can help you maintain a rapid pace when creating content. Learn all you can about your target audience so that the message is custom-tailored for their unique perspective. Research what content is most prevalent in those demographics. It’s not about what they need to hear but how they’ll listen to it. Use keywords that are relevant to the topic and SEO friendly. Ensure that the voice and presentation align with what they expect and are looking for.

Become An Expert

Likewise, understand the business values and goals in-depth. Nothing is more deadly to B2B content marketing than incorrect information. If people cannot believe the information they are given, it will be tough to get them to trust the product or service. Remember, you often speak to a highly skilled audience in a given field and will immediately notice any inaccuracies. Therefore, you must be able to present your client’s business content as a trusted resource. It should be accurate, relevant, actionable, and realistic. It should also include a tactically placed Call To Action.

Establish Yourself As An Authority In the Field

The easiest way to do this is to reference subject matter experts (SMEs) in the field of interest. A solid B2B content marketing strategy requires accurate information, so why not take advantage of the tens of thousands of hours of completed research? You can bolster your content with quotes, statistics, and properly cited media. This tactic adds authority to your voice by showing that the leaders in the field support and can back up what your content is saying.

Relevant SEO Matters

staggering 93% of your audience will not look past the first search page when looking for information. Your content will never be found if your SEO strategy is not up to par. Powerful SEO and content marketing work together to increase traffic, boost brand recognition and improve customer retention. Make sure you aren’t making common mistakes that negatively affect your search ranking.

Distributing The Content

Select delivery platforms that synchronize with your audience’s preferences. Placing the content type where it is most likely to be seen gets the highest return on your marketing spending. For example, around 80% of B2B leads come from Linkedin compared with just under 7% for Facebook. Therefore, using Linkedin, even with a smaller user base, will net a higher percentage of potential customers.

Track The Costs

Knowing how much it costs to gain a customer is extremely important for growing a business. ROI is thus critical information that you’ll want to be familiar with daily. In one survey, while 80% of marketers measure performance somehow, only 43% track ROI consistently. Tracking this data point and other KPIs will give other companies a substantial economic and performance advantage.

Account-Based Marketing

Finally, you can use traditional funnels or opt for account-based marketing strategies when working with clients. This strategy treats each account as a single market, with personalized content and a solid personal relationship. Account-based marketing makes it easier to track ROI and offers higher revenue growth, and sales win rates. Usually, account-based marketing is used with larger businesses. However, it can be used in smaller firms with the right automation technologies.

Conclusion

While every B2B content marketing strategy listed here is beneficial, there is one that you should never forget: Above all else, realize that your audience is made of humans. Yes, you can quantify them as clicks, views, or read-throughs. You can also identify them as buyers, accounts, or brands. But all of those metrics represent an individual you are trying to reach. Humanize your content.

As a managed content professional, you shouldn’t just think outside the box. Forget that there is a box in the first place: brainstorm uncommon ideas and ways to translate them into engaging content. Tempesta Media offers advanced automation to help you create the content you need while giving you the creativity to leave the box behind.

Content Marketing Tips to Help Your Business Grow and Thrive

Increasing conversion using proven tactics.

Now that you’re attracting prospects, it’s time to transform them into loyal customers. The field of content marketing may seem like it’s based on luck, but in reality, it is all about planning and consistency. We will show you some content marketing tips that can tilt the scales in your favor with repeatable strategies for content marketing success.

Speaking of Referrals

Referrals make a big difference in conversion rates. Up to 65% of new business opportunities are due to referrals. In addition, a staggering 81% of all purchases are influenced by online posts from friends and family. Whether online or face-to-face, referrals are critical to any business’ growth.

  • Experiential referrals. These are often used when the product or service is vastly different from expected. If a customer purchases a product far better than they anticipated, this can generate an experiential referral. Of course, the opposite is also true where stories of a poor experience can spread like wildfire.
  • Consequential referrals. A byproduct of advertising occurs when traditional marketing spurs discussions and word of mouth about the product. These referrals boost the effectiveness of the advertising.
  • Intentional referrals. When an influencer is paid to extoll the virtues of a product or service, it is considered willful. This individual could be a social media personality up to a Hollywood celebrity. Intentions are one of the least common forms of referrals due to the uncertainty in reception by the audience and difficulty in measuring ROI.

Creative Content Is Winning Content

Your content should not only speak to your audience, but it should be something they want to share. Use catchy, benefit-oriented titles and headlines to draw them in. Make sure the content is entertaining and informative to keep them engaged. The goal is to get your audience to want to take action based on your content. That action could be something as simple as looking for more information. What you’re looking for are steps towards conversion that can be nurtured.

Get Social With Content

You can leverage social media to educate prospects about your company and product. While detailed blogs and articles are very effective conversion tools, visual media should not be ignored. Videos have a much higher reach in social media than articles, although often at the cost of detail. Interactive videos are another option, where proposals and demos can be pre-recorded and delivered to a prospect. Video proposals have demonstrated a 41% higher close rate than traditional methods.

Create Industry-Relevant Thought Leadership Blogs

What better way of showing customers that you are an excellent source of information than with articles and blogs? Using a mixture of expert opinions and advice about prospects’ and customers’ pain points, your content can become a trusted resource for the industry. By using public data and customer experiences, you can write fantastic articles that help cement you as an industry leader. When prospects don’t have to wonder about your knowledge level, converting them becomes that much easier.

SEO Savvy

One of the most commonly mentioned content marketing tips is to optimize SEO. But what does that mean? If you think just throwing a few keywords into an article counts as SEO, guess again. Nearly 100% of people do not look past the first page of a search. You are not being found if you aren’t on the first page. You need to understand the algorithms, write and post in a manner that boosts rankings and be ready to update in the event of search engine changes.

Automate

The future of managed content marketing is automation. SEO and many other marketing functions can be made more accessible through AI. Rather than have multiple people working on editing, optimizing and delivery, AI can do the same with a far smaller workforce. You can even have AI respond to prospects’ questions to vet those who are serious and help drive them towards a personal interaction.

Make your website friendly to mobile users.

Today, more than half of web traffic comes from mobile users. Unlike a desktop or TV, a smartphone is almost always on our person, meaning you have much greater access to prospects. However, if your website is not adaptive, where it can optimize for either desktop or mobile displays, you’re at risk of losing prospects. If your website still uses frames and tiled backgrounds, it’s time to upgrade to a more flexible interface.

Take Action

Adding a call to action (CTA) at the end of the content can often nudge a prospect or lead to a sale. However, CTAs do not have to be heavy-handed. A simple invitation to follow a link, visit a website or connect with someone is all that’s needed. If appropriate, a suggestion to make a purchase can also be utilized. Remember, everything in marketing is about building relationships, not forcing a sale too soon.

Don’t Buy Leads

You may come across services that offer leads for a specific price. While this may sound like a good idea, there are several reasons why this is not a winning strategy:

  • There is no guarantee the leads are fresh. The leads you bought could have been sold before. And if they have been sold, there’s a high probability that they have been converted already. Do you want to buy a lead that your competitors have scooped up?
  • It is costly. There is no way to validate the return on investment. The money you spend on buying stale leads could have been used to generate your fresh leads organically.
  • Quality is often low. Many of these leads are not validated and are essentially glorified cold calls. Some leads do not even have accurate contact information, wasting your time and money.

Instead of buying leads, work on building genuine relationships through content marketing. While it does take more time initially, the trust it builds helps not only with that lead but with referrals. Studies show that companies that work on growing warm leads spend 33% less and make 50% more sales than those who chase cold leads.

In Summary

Converting prospects to leads and then to sales takes work. But with the right tactics, it is far from fruitless labor. In fact, by applying these content marketing tips and staying consistent, you will see your business thrive faster than you expected. Contact us today if you would like to accelerate your success with managed content marketing.

What Will Save a CMO’s Bacon in 2022?

With CMO corporate tenures again declining, we wanted to squarely recognize the most significant digital marketing challenges you’re likely to face in 2022 and ideas on how to address them.

COVID, at least the version and associated environment we all faced in 2020, is coming to an end. States are vowing to remain open. Consumers are spending more than ever before, and businesses are ready to hit the ground running in 2022.

Against this backdrop, there are two elephants in the room that CEOs and CMOs need to acknowledge and address. Those two issues are price increases and staff shortages. 

Price Increases

At Tempesta Media, we expect a bunch of different price increases. One is the cost of vendors and marketing programs. The other is accelerating costs of hiring and retaining staff. With the CPI already at 7.0%, we are bracing for double-digit increases in these areas.  

Despite your 2022 plans being locked in, your company needs to acknowledge that inflation is no longer transitory. If you don’t do this now, you’re going to be caught in an untenable situation later this summer: being forced to improve your marketing program’s performance while effectively facing budget cuts because of the harmful effects of inflation. In short, it’s a no-win situation for CMOs and ultimately impacts the viability of your overall company’s plans.

To get you ready to deal with reality, we’ve come up with four actionable steps that you can take now to insulate yourself and your company.

Automation and Outsourcing 

Automation

Your entire c-suite, including your CEO, needs to embrace automation and outsourcing now. This is not some pie-in-the-sky aspiration. This is an immediate action item. 

Automation is getting implemented across all business sectors and industries. Since technology is advancing so rapidly, areas of your business that could not produce sufficient ROI may now be viable. So, CMOS, go back and reassess your marketing team’s responsibilities.  

At Tempesta Media, we underwent this exercise across marketing and the company. As a result, we uncovered many areas that were ripe for automation. As a result, since Q3 ’21, we’ve allocated dedicated engineering staff to do nothing but implement automation. Fast-forward to January ’21, and we already see results.

Here are a couple of specific steps that CMOs take to streamline their operations:

  1. Stop manual lead tracking. There is no reason why marketing departments should manually measure, route, and track leads. Use Zapier to get your different marketing campaigns to talk to each other.
  2. Use smart forms. Intelligent forms can handle multiple inquiries from one “contact us” form. There’s no need to send prospects to all kinds of different formats. Use one and make it bright.
  3. Use a social media management solution. Digital marketing platforms, like ours, intelligently connect your social media networks. Now, you can create, schedule, and track your social media posts from one dashboard. Bonus points if your solution is integrated with your content and influencer marketing programs.
  4. Integrate all your marketing data. This is more than implementing Google Analytics. Nearly all marketing programs and tools have open APIs. Stop maintaining your marketing data in different silos. The more silos you have, the more your staff’s time is eaten up generating reports. Even consolidating one or two data silos will take a lot of burden off of your team.     

Outsourcing

Outsourcing is your next low-hanging cost-cutting fruit. Unfortunately, the 2022 digital marketing landscape is nowhere near the same as in 2002. There is simply no way that one person or even a small team can be deep experts across every part of the digital marketing ecosystem. It’s just too complex and requires significant subject matter expertise (SME).

Please stop trying to do it all in-house. Larger enterprises get this and are increasing their outsourcing of marketing SME functions. However, smaller businesses struggle to grasp this concept. So why does the barrier exist, to begin with?  

Once again, it goes back to the early 2000s, when digital marketing was much more straightforward. At that time, marketing generalists did not need to make such deep commitments to learning how to gain proficiency-level knowledge of the marketing tools and programs. Then, it would be hard to justify paying another company to do the work for you. The impression was that there wasn’t much additional value to be gained. 

Today, it’s an entirely different story. Take Google Analytics, for example. If you compare the solution suite of today to what existed even ten years ago, it’s night and day. Employees now need to spend months mastering every aspect of the program – Google Tag Manager, filters, target audience segmentation, attribution, conversion goals, etc. It’s a lot.

I’ve just covered Google Analytics. What about paid search, social media management, content marketing, email marketing, etc.? All of these have become incredibly complex, requiring actual expert knowledge.

At the same time, the cost for SMEs has jumped dramatically. As a result, it no longer makes sense to hire one or more SMEs as full-time salaried employees onto your team, especially when you only need a fraction of that person’s time to do the work required for your company.

For most SMBs over $2M in revenue and lower-middle market companies, building the capability in-house makes neither strategic nor financial sense. So instead, the solution is to outsource SME work and develop your team as a group of company experts, excellent marketing generalists, and superb project managers. Doing so will give you flexibility, cost savings, and, most importantly, better results.

Considering that outsourcing is way more cost-effective, especially combined with automation, it is a great way to handle the price increase of staff and marketing programs.

Here’s a real-life example.  

A company was considering whether or not to build a content marketing team in-house (writer, editor, content marketing manager, and designer) or outsource the function. Once they began modeling the numbers, it became a no-brainer that the operation should be outsourced and an internal generalist marketing project manager hired to manage the program. Here’s how the numbers worked out (note internal salaries are fully burdened):

The CMO initially attempted to justify the added headcount by claiming that these people would also support other initiatives outside of their content marketing program. However, concerned about the additional fixed cost overhead, the CEO brought in the CFO to provide further insight.

Once the CFO got involved, the CMO’s justification quickly melted away. The CFO found that the outsourced content marketing firm could take on a portion of those tasks for an additional $12,000 per year. Further, he found that nearly all the other extraneous marketing projects could be covered by hiring an outside contractor on retainer for $24,000 per year.

The net result:  The CEO got better output, with reduced costs and overhead. The CFO came out as the hero. The CMO…well, he “exited” the company 6 ½ months later. 

The bottom line

Anything not part of your company’s core competencies (this goes beyond the marketing function) is a candidate for automation, outsourcing, or both!

How to Understand the Importance of MSP Marketing Services

Attract more customers with MSP marketing than an in-house team

Managed service provider (MSP) marketing is on the rise, with expected growth reaching approximately $492.15 billion by 2027. According to Statista, projections suggest it could be a $356 billion market by 2025.

With the above in mind, you have only seven seconds to make a good impression and capture the attention of your prospects and clients. You should use standard MSP marketing services as well as creative solutions to make the best possible impression on your audience.

Your constant and ongoing goal is to use that good impression, along with trust and your compelling content, to inspire your audience to become your clients. Then you can rely on that relationship for referral generation to inspire new buyers.

It’s an ongoing role that continues to grow as you build your broadening network base, reinforce those relationships, and keep your long-term clients both now and in the future.

What is MSP marketing?

MSP marketing is about generating interest and leads for your business. You might already use some of the same marketing strategies that an MSP uses, but an MSP takes these to another level. In short, MSP marketing does the following:

  • Combines the best in email marketing, inbound marketing, and outbound marketing.
  • Allows you to take full advantage of social media sites.
  • Streamlines your marketing efforts to save you time and money.
  • Helps you develop and tell your story, which inspires greater trust and reinforces buy-in.

Benefits of MSP marketing services

MSP marketing services allow you to develop comprehensive growth plans and then proceed through the steps predictably. There are so many great benefits of MSP marketing:

  • Content marketing. You can build a relationship with your clients via the content you create and distribute. You also build ongoing trust.
  • Email marketing. You can generate more leads via high-quality and consistent emails. It’s still one of the most appealing channels to many consumers.
  • Search engine optimization (SEO). You can target your ideal audience and use SEO to make your marketing campaigns more visible.
  • Social media marketing. You can generate new leads and build relationships with your clients and prospects.

A full-service marketing agency approaches your audience from all fronts so you can build a comprehensive and effective marketing campaign that reaches and converts them.

But it goes further. It continues to reinforce the buy-in of those leads and generate new clients from the wealth of data you gather from your inbound and outbound marketing efforts.

What about the cost?

Although many marketing methods can lead to some success, MSP marketing services are the best, most cost-effective method to generate leads and convert your prospects into clients. When you compare the cost of hiring an in-house marketing team with the cost of MSP marketing services, you’ll see that you can save time and money by outsourcing those essential tasks. While the in-house solution may offer more on-site availability, you’re faced with higher personnel costs, lack of support during sick or vacation times, lots of downtime, and generally lower levels of expertise.

With an MSP, you can determine your level of preferred service and scale with a broader skill set. You also have access to 24/7 support for your IT systems, so you should never experience downtime.

Besides showing you greater value with an MSP, your cost-benefit analysis will also show how you save money in nearly every aspect of your organization. Relying on a trusted team of experts means getting it right the first time, lowering the amount of time and money you waste. The result is that you not only beat the competition but also succeed and thrive no matter what challenges you face.

Where do you start with MSP marketing?

After considering the points above, maybe you like the idea of working with an MSP. But you won’t know what steps to take unless you first consider where you’re going, what you’re selling, and how you can tap into your new and developing network.

Once you’ve settled those questions, you’ll need to move forward by asking other essential questions that will allow you to better develop content and target your audiences. Here are some examples:

  • What are you selling? What is the product or service you’re offering?
  • What do potential clients want or need? Why do they come to you for your products or services?
  • Why are you better? How do you stand out in a competitive analysis? What makes you different?

These questions can help you take a thorough inventory of your value proposition. Then, a full-service marketing agency can help you develop a content marketing strategy that interacts with and responds to your clients’ needs and interests.

Which industries does MSP marketing serve?

Armed with a clear value proposition, you’ll want to find MSP marketing services that specialize in your field. MSP marketing spans a broad range of industry verticals, such as:

But MSP marketing is not a one-size-fits-all approach. That’s why it’s so important to find a full-service marketing agency offering custom solutions that will meet your needs, no matter what industry you work in. Your industry has its own specialized knowledge and its own audience, so you need consulting services and advice that will improve your chances of speaking to your target audience, then inspire them to move forward with you.

The takeaway

You can discover the spectacular results that MSP marketing can bring to your industry and your company, and they will inspire you to keep coming back for guaranteed outstanding services and support. You’ll never want to spend big dollars on in-house marketing when you have so much success with MSP marketing.

As a full-service marketing agency, Tempesta Media can help you launch, optimize, and scale your content marketing programs. Our MSP marketing services extend far beyond content production to provide the most comprehensive and reliable content marketing services available.

If your program isn’t performing or delivering the results you need, contact us. We offer several services and content marketing packages to fit your company’s needs.

How Does Outsourcing Affect Social Media Management Pricing?

Social media management pricing is an important consideration when comparing in-house management and outsourcing. However, you should also look at the potential ROI of both options and consider your goals for this channel.

Your social media presence helps you get discovered online and allows you to form a genuine connection with your audience. As part of a broader inbound marketing strategy, a strong presence on social media can contribute greatly to lead generation and sales.

Posting on social media represents an investment of time and resources. You need to decide whether it makes more sense to do it yourself or to get help from a social media management company.

What is a social media management agency?

These agencies are vendors that manage your presence on social media networks. If you don’t already have a presence on social media, they can identify the most relevant networks for your brand and create profiles.

Brands with existing profiles can work with an agency to audit their current presence. It’s usually a first step toward implementing strategic planning to grow your presence on social platforms.

Social media management agencies can also help with creating and publishing content, interacting with followers, or optimizing your profiles to boost traffic. And if you want to go further with social media, social media services can manage paid ad campaigns for you, establish partnerships with influencers in your niche, or use analytics to learn more about your audience and track top-performing content.

Social media management pricing: In-house vs. outsourcing

With 72% of adults using at least one social media platform, it’s not a channel you can afford to overlook.

In-house costs

Managing your social media accounts in-house gives you more control over your online presence. Writing posts yourself and creating video content in-house can give your campaigns a more authentic feel.

However, it requires a significant time investment, both to create content and to interact with your audience. Plus, a strategic approach is a must if you want to use social media to generate leads and sales. A lack of experience in that department could mean you invest time and resources without getting results. Plus, scalability is limited unless you’re ready to incur up-front costs with new hires.

The average cost of an employee is around $36 an hour. If a team member works on your social media campaigns for 173 hours a month, social media management pricing will be slightly over $6,200 a month.

You might have to double this amount to have two full-time employees managing your social media presence and will probably need to add more team members to this project as your online community grows. You should also consider costs linked to hiring, training, and social media campaigns themselves. Your total in-house cost could easily reach $10,000 to $15,000 a month.

Social media management pricing for agencies

Like with any outsourcing project, getting help from a vendor helps you save time and can reduce overhead costs. Besides, you’ll start getting results faster since you’ll be working with social media marketing experts who can leverage their knowledge and experience to identify the best strategies to meet your goals.

Agencies also often use analytics and metrics to track your progress. This analysis justifies investment in an agency since these experts will take a data-driven approach to uncover the best content formats for growing your audience and boost your social share of voice.

Social media management pricing packages can vary from less than $1,000 a month to $10,000 and even more for major brands with millions of followers. The services you need, the scope of your campaign, and the amount you want to spend on paid social marketing can influence pricing.

Choosing the right social media management company

There are different types of vendors to consider, and social media management prices can vary between them:

  • Brick-and-mortar agencies. These traditional full-service marketing agencies can provide a wide range of services, including developing your social media presence as part of a broader integrated marketing project. Because overhead costs are typically high for these agencies, pricing can range from $5,000 to $15,000 a month but can include social media marketing, social media optimization, content marketing, strategic planning and more.
  • Digital agencies. Opting for a digital agency can help you control costs while getting the same high-quality services you would from a traditional agency. It’s the model Tempesta Media has adopted: managed services start at $2,000 a month and include content development, social media post development, follower outreach, SEO, email marketing, and more.
  • Social media management companies. A social media management company focuses exclusively on your social media presence. These vendors can create profiles, develop content, publish it, and interact with your audience on your behalf. They usually rely on metrics and strategic planning, but they will grow your social media presence independently of your other campaigns. You can pay by project or on a weekly or monthly basis; monthly plans cost $3,500 on average.
  • Content creation and publication services. You can find content creation and publication services that will write and publish posts on your behalf. Some plans cost less than $1,000 a month, but they won’t include any strategic planning or efforts to grow your audience outside of posting regularly.

Other considerations

There are additional aspects to consider besides social media management pricing when outsourcing a social media project:

  • Your target audience matters since not every consumer has the same relationship to social media. For instance, 67% of brand interactions happen on Instagram, where around 60% of users are under 34 years old. It’s important to consider demographics and other factors so you can choose an agency that has experience with the niche you want to target.
  • Consider what you hope to accomplish through social media. Some small businesses like to have a presence on Facebook and other platforms because social media searches bring foot traffic to their store, while others want to use social media to tap into a new market via influencer partnerships.
  • You should also look at your budget. Boosting your ROI sometimes means making tough decisions. Determine how much you can afford to invest in social media and whether you want to prioritize this channel over other marketing opportunities.
  • The current stage of your social media presence is important, too. If you have an established community with good word-of-mouth marketing, a service that can grow your following might not be relevant. However, investing in strategic planning is a must if you’re a newcomer in your market.

Get help with social media management

Social media is a valuable channel for businesses. You’ll get better results with the right strategy in place, which means considering social media management pricing and asking yourself whether you should do it in-house or get help from an agency. Learn more about the managed service offered by Tempesta Media and get in touch with us if it sounds like something you could benefit from.