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.

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.

What Social Media Optimization Can Do for Your Social Media Marketing Strategy

Social media optimization is a strategic and purposeful approach to growing your presence on this channel. Read on for some of the top strategies you can use to optimize your social media accounts.

Social media marketing allows you to connect with your audience like few other channels can. It’s also a significant investment of time and resources. Focusing on social media optimization will help you get more out of what you invest in this channel.

What is social media optimization?

Why is your brand present on social media? If you joined Facebook because your competitors use this platform or if you share tweets because your audience expects it, you’re not optimizing your social media presence.

Instead of simply existing on social media and posting occasionally, optimization is about taking a strategic approach and turning this channel into a powerful agent for growth. It’s the difference between being proactive and reactive.

Your business has goals. Social media can support these goals by helping with brand awareness, outreach, sales, and other aspects of your mission. With optimization, you’re adopting the strategies that make the most sense for achieving these goals.

The basics of social media optimization

There are four key areas to focus on to optimize your presence on social media.

Adopt a strategic approach

Social media optimization begins with goals. These goals need to be measurable and aligned with your broader business objectives. If applicable, you should also think about these goals in relation to the other channels you use and to your paid social campaigns.

Everything you do on social media should support your goals. A common mistake is to focus on vanity metrics such as the number of followers your Twitter account gets. With optimization, your focus shifts to metrics and actions that translate into results.

Establishing clear goals will inform the way you grow your social media presence. It can help you identify the platforms to join. For instance, LinkedIn is one of the fastest-growing platforms for B2B marketing, but Facebook is the best social network for reaching out to men between the ages of 25 and 34.

If you want to schedule your publications to get as many impressions as possible from your target audience, your goals can also inform your post-development strategy and help you with automated social media marketing.

You can go further by using social media analytics. Tracking things like which platform results in the most sales, which network brings in leads that spend the most, or what type of content generates the most engagement will help you fine-tune your efforts.

Achieving continuous improvement through goal-setting and analytics can be technical. It’s something a social media management partner can help you with, and social media management pricing is justified by the results you’ll get.

Build a strong profile

The purpose of a social media profile is to tell users at a glance what you do and what differentiates you from other businesses.

A strong profile should be immediately recognizable, which is why it’s important to integrate your social media marketing efforts with your other campaigns. Consistent branding with your copy and graphics will increase brand recognition and awareness.

You’ll also need a compelling description of your business with some strong keywords to capture traffic from social searches. Don’t forget to add a link to your website, your contact information, and a name, address, and phone number (NAP) mention to support your local SEO goals if applicable.

Optimize your activity

Posting content is at the heart of your social media presence. You can write posts specifically for a social network, curate posts with links to third-party sources, or integrate your social media presence with your content marketing efforts to share links to your own blog posts or news stories.

Just like with every other platform, content quality matters. Write content that solves problems and delivers value. Use strong calls to action to get conversions and craft eye-catching headlines that will make users want to click. Then optimize the copy, keywords, hashtags, and visual components of each post.

However, your activity shouldn’t be limited to written content. There are other avenues to explore:

  • A growing number of brands are using social media as a customer service channel thanks to chat features.
  • You can also interact with your audience by liking their comments or responding to them.
  • Visual content, like photos and infographics, can grab the attention of your audience and generate engagement.
  • Video is another interesting format to use. There were 2 billion video views on Twitter this year, a number that increased by 67% compared to the previous year.

Boost audience engagement

Social media optimization should extend to your follower outreach efforts. The more you know about your audience, the easier it will become to engage them on social media and inspire loyalty.

The first step is to get your content noticed. Brevity is important since users often scroll and skim on social media. Eye-catching visuals, clear formatting, strong headlines, emojis, and hashtags are things that can make a difference.

Speaking of hashtags, they’re important for three reasons:

  • They make your content discoverable for users who explore hashtags related to topics they’re interested in.
  • They allow you to spark conversations related to your brand and products by creating branded hashtags.
  • The existence of branded hashtags will encourage more people to create user-generated content (UGC), which can act as social proof for your online reputation. You can extend the scope of UGC by launching an employee advocacy program and having employees join the conversation on social media.

Hashtags will also help you get a feel for the trending topics your followers care about. Being timely is crucial on social media since there are plenty of opportunities to join existing conversations and bring something new to the table. Examples of trending topics on Facebook for 2021 include conversations about education, racial inequalities, sustainable living and gardening, banking, and self-care.

Audience engagement is often about small things that people will remember, whether it’s responding to a comment, creating shareable content, posting regularly, or adopting a voice that is human and relatable. You should also leverage word of mouth from your top fans and look into establishing partnerships with influencers.

The takeaway

Social media optimization makes your presence on this channel more purposeful. A social media management price is an expense you’re going to incur whether you decide to outsource or invest in in-house resources.

With optimization, you can get a better ROI thanks to the following benefits:

  • Increasing your outreach and brand awareness.
  • Building a community of loyal fans.
  • Getting more traffic for your blog or site.
  • Contributing to existing conversations and positioning yourself as a thought leader.
  • Supporting your SEO and content marketing efforts.
  • Having the resources in place to mitigate potential PR issues.

Do you need help with social media optimization?

Social media is one of the areas Tempesta Media can help you with as part of our managed service. From post-development to follower outreach, we can ensure you get better results with this channel. Contact us to learn more!

How a Marketing Managed Service Provider can Maximize Your ROI

As a business owner, you know there are plenty of ways you could be spending your time to develop and boost your business strategy. A marketing managed service provider can help you do your job effectively by ensuring the processes you outsource run smoothly. 

For business owners, it’s important to remember that having a strong marketing strategy in place and running is what drives business success. This is where the decision to consider a marketing managed service provider (MSP) comes in. 

Many companies don’t have an in-house marketing team at all. Or they entrust their marketing management to employees from various departments — employees who lack the time and experience to make it work properly. Among the many things your employees are responsible for, they might also be in charge of social media postings, email marketing, blog writing, SEO optimization and other tasks related to content production for the business. 

If you’re still trying to manage marketing on your own, spending hours at a time to keep your company up to date with continuously changing trends and stay ahead of the competition, but not achieving success, this is where managed service providers come in handy. Marketing MSPs provide all of the services listed above, plus more to help free up time for you to focus. And their expertise gives your business significant results.

What is a marketing managed service provider?

A marketing managed service provider (MMSP) is a company that provides marketing services to other businesses. These companies offer complete marketing solutions that include the development and execution of marketing programs, and analytics to assess their effectiveness. 

The demand for MSPs has increased in recent years as business owners have recognized the value and results they bring. Here’s a brief explanation of why MSPs gain business owners’ trust:

  1. MSPs standardize processes. Simply put, these companies use proven techniques, so they are able to increase performance and reduce costs.
  2. MSPs provide “as-a-service” capabilities. You can choose to go with a standard package of services or order a specific service.
  3. MSPs have specialized knowledge and experience. They have already done the recruiting for you by selecting top professionals who know how to scale your business.

The managed services market forecast confirms all of the above: the global managed services market is expected to expand to around $274 billion by 2026.

Managed service providers in marketing

You might think about looking for an MMSP for several reasons. For example, if you are an entrepreneur running your own business and you are hiring people to market your products or services, the last thing you need is to deal with employment issues like training, workload monitoring and general management. What if there was a way to outsource these and other responsibilities to someone who already does them better than you can? Or, if you are an established company looking to get better results from your marketing, what if you could do it without having to hire more people or train them? Who wouldn’t want more reliable results with less effort?

MMSPs can provide you with external help that equips you to beat the competition. You can authorize the development of an entirely new digital marketing strategy or optimize the existing one. Your MMSP will apply the newest and most reliable digital marketing techniques, depending on whether you are a B2B or B2C company. The following are a few examples. 

Content marketing 

Content marketing helps to build trust with your target market and convert prospects into customers. It’s not only about creating web pages or videos. Content marketing is engaging with audiences on various platforms to build awareness of your products. This is done through social media posts that are specifically created to be shared, blog posts that answer questions or solve problems facing your clients, and email newsletters that are sent out on a regular basis.

SEO (Search engine optimization)

After you write your content, you need to optimize it for search engines. This is called search engine optimization (SEO). When search engines visit your website, they look at several factors, called ranking signals, to determine the overall quality of your website. If the ranking signals are strong enough, then your website is considered high quality and it gets listed on the first page of search results. The most notable ranking signals are backlinks, content and keywords on the page.

Social media marketing

You can use social media marketing effectively by setting up a company page on popular social media networks. The most common networks for B2B companies are LinkedIn, Facebook and Twitter.

The company pages you create must have the potential to attract new customers. It is vital to use social media marketing to show that your company is committed to being present online.  By maintaining a high level of activity on all of your social media pages, you demonstrate to potential customers that you are engaged in the world of marketing.

Influencer marketing

Think about it: How many times have you personally made a purchase based on an influencer’s recommendation? This is precisely why so many businesses are using influencer marketing to reach out to potential customers. The fact is that people listen to their favorite bloggers, celebrities, and social media stars because they trust them. Chances are, if they recommend a product or service, you will be willing to purchase it too.

Email marketing

Email marketing is a simple yet powerful way to stay connected with customers and prospects. It gives you the opportunity to share your story and engage your audience. It’s a simple tool that can help you create brand awareness, drive traffic to your site, and ultimately generate more leads and close more deals.

Paid media

When a customer searches for a product or service online, the search engine displays a list of sites that have published content on that subject. These sites have paid search engine optimization companies to ensure they appear at the top of the search results. 

The company that has earned the highest ranking is called the “organic” website because it is the most relevant. In addition to these search results, you will see a section labeled “sponsored links.” This is a great way to draw more traffic to your site and more attention to your brand.

Video marketing

Video marketing is the new buzzword on the block. Various new types of videos are popping up on your screens, be it on Facebook, Twitter, YouTube or a specific website’s pages. These are custom-made videos that advertise products or services. 

The video features you, highlighting or promoting certain aspects of your company or product. Video marketing is an effective form of digital marketing. It not only informs potential customers but also helps build a strong brand image. A business needs to carefully design a video to showcase its product or service in the best possible way.

Direct marketing

Direct marketing is the technique of delivering a direct message to the consumer by offering a premium service. This can be done via various media. Direct marketing is also known as one-to-one marketing. It allows advertisers to communicate directly with prospective customers (B2C) or business-to-business (B2B).

Direct marketing is more focused on results, inspiring immediate action by the targeted consumer, customer or business. It relies strictly on high-quality data to execute its aims.

Who benefits most from having an MSP?

A managed service provider can help both small and mid-sized businesses. In fact, most businesses in the post-COVID-19 environment don’t have the budget to create their own in-house marketing team. A survey conducted by the U.S. National Academy of Sciences shows that since January 2020, firms have reported a 39% reduction in active employment on average.

Although small and medium-sized businesses usually can’t afford to set up a marketing department, that doesn’t mean they don’t need marketing. They simply outsource it to a managed service provider, which is a great way to save money 

A good marketing MSP will be able to take care of your:

  • Content development and production
  • SEO
  • Paid search
  • Display advertising
  • Social media 
  • Email marketing needs

If all of this seems overwhelming, you can outsource just one process to a marketing managed service provider company and still benefit from its expertise. For example, if you’re worried about spending too much on SEO or don’t have enough resources to pursue SEO, but you know it’s important to get on the first page of search results, you can choose to outsource this specific service to an MMSP.

Let’s compare the costs of hiring an in-house marketing team vs. working with a managed service provider. For instance, the average salary for a marketing manager in the U.S. is $148,783 as of August 2021. Keep in mind additional expenses, such as benefits, training, insurance, etc. In contrast, you can hire a marketing managed service provider with an existing team of experts at prices starting from $2,000 per month

Advantages of working with a marketing managed service provider

Why should you consider outsourcing to an MSP? 

  • You will have more time to concentrate on your core competencies.
  • Your marketing efforts will be scaled up.
  • You will gain access to a comprehensive set of marketing services.
  • You will be able to increase your focus on brand-building and brand performance.
  • You will gain access to the expertise and experience of a team of experts.

Moreover, there are a few proven advantages of using a Marketing Managed Service Provider for your business. Let’s take a closer look at some of them.

Increasing ROI while lowering costs

Many organizations fail to hire marketers because of the costs involved. A marketing managed service provider can help you maximize your marketing ROI by implementing solutions that effectively drive the business forward and, in the meantime, save you money

Not surprisingly, most companies spend a lot on labor, salaries, benefits, insurance and other employee-related costs. For example,it takes six to 10 hours each month for 17% of small firms to process payroll related tasks, and 11% spend more than 10 hours per month. An MSP can handle all your employee-related issues so you don’t need to hire more administrative employees. Companies that want to improve their ROI and save money must discover ways to reduce the number of full-time and part-time employees on their payroll. 

Getting access to the newest technologies 

As a business owner, you need to follow technology trends to keep up with the times. You may be able to leverage an MSP’s services to not only keep up with the competition, but stand out with the help of a marketing managed service provider.

MMSPs have invested in solutions that allow them to create and disseminate high-quality content. This empowers you to target your marketing and advertising efforts more precisely. Businesses can enjoy the following benefits by working with the right marketing managed service providers:

  • Superior content creation that combines human expert writing and AI technology.
  • Content management that is both robust and dependable and generation of fresh resources.
  • Optimization for specific B2B customer profiles, each with its own distinct perspective.
  • Marketing project management software and CRM connections.
  • Accurate reports and data analysis of all campaign segments.

You can see a real example of how all these advantages work by looking at the managed services thatTempesta Media offers . Our team ensures that your content drives maximum results at a lower cost. By partnering with us, you can take a proactive approach with a team of professionals and see better outcomes than you thought possible. Further, our managed service solution is not limited to content creation. Our broad capabilities include all of the most important aspects of digital marketing. 

The nature of content marketing is rapidly evolving. In 2021, 82% of marketers plan to use content marketing actively, up 70% over the previous year. 

Gone are the days when we could rely on advertising and SEO to drive traffic and conversions. Instead, we’re in a content-driven world where people want and expect to find the answers to their questions in a quick and easy format. This world demands useful, actionable information, and content marketing is the answer. Here we list several facets of content marketing that a marketing managed service provider will help you with.

Content creation and marketing

Content marketing incorporates elements of all the different marketing strategies and focuses on creating valuable content that attracts new customers to your business. Content marketing involves writing and producing informative content such as blog posts, infographics, videos and images. You can then promote this content on your website and on social media to bring new customers to your business. 

An MMSP covers all the areas of content marketing and partners with you throughout the process. Managed service providers can develop all your content marketing strategies from scratch, including creating, promoting and analyzing. 

Social media

A professional marketing managed service provider will take care of all your social media work and assist you in setting up and managing your social media accounts as well as keeping them current and relevant. Professionals who help you create a custom social media marketing strategy are up to date on the latest trends and statistics, so you can rely on them to help you make informed decisions.

On-page and off-page SEO

On-page SEO includes the best practices for writing titles, meta descriptions, alt text, hyperlink anchors, hyperlinks, website structure and keywords. Conversely, off-page optimization includes link-building, social presence and online reputation management. Your

MMSP will review your website to see how well it is optimized for SEO and identify the pain points to work on. 

The most critical aspect of the SEO strategy is the choice of keywords. In fact, the whole purpose of the SEO strategy is to optimize a web page so that prospects find it quickly on Google and other search engines when they search for a particular keyword. 

For this reason, your managed service provider company will choose the best keywords for your business. To boost your SEO success, you need a list of top-ranking keywords in your industry so the team of professionals can update your website and create new content following the keyword analysis.

Furthermore, marketing managed service providers offer email outreach for link-building to boost your off-site SEO strategy. The objective of link-building is to find relevant websites, blogs and social media pages that have high authority in the eyes of Google. Once a link has been gained from a high-ranking website, it is passed to other sites; these sites in return promote you and your site.

Email marketing

Email marketing is an effective way to build trust with your existing and potential audience, as well as to share news and updates. It also costs less and gives higher returns than other marketing methods, such as direct mail. B2B marketers say email is one of the top free organic distribution methods

It’s easy to track the results of your email marketing effort. An email campaign can be designed to suit any niche industry, business size and budget requirement. You can use email marketing to both attract new customers and retain existing customers. 

Influencer marketing

By working with influencers, marketing managed service providers can design and implement an influence campaign to promote your company’s products and services. Influencer marketing value more than doubled between 2019 and 2021, rising from $6.5 billion to $13.8 billion in just three years.

Marketing managed service providers collaborate with influencers to develop content that is both relevant to your company and strategically tailored to engage your target audience. They also assist you in developing a more targeted influencer marketing approach that aligns with your financial and strategic goals.

MMSPs have their own technology platforms, unlike influencer marketing agencies, which may push you toward expensive mega-influencers and may not have the sophisticated software tools to track ROI on your campaigns.

In summary

Partnering with a marketing managed service provider is an essential step for any business pursuing success. 

Managed service providers allow you to narrow your focus and concentrate on other important business development areas. Once you hire a managed service provider to handle your marketing for you, you’ll be able to spend your time doing what you do best: focusing on the business.
Tempesta Media is a managed service provider that helps businesses rise above the competition. We use innovative digital marketing strategies and an unparalleled content marketing platform to get impressive results from our content marketing programs. Our managed solution combines pioneering technology with world-class expertise and industry experience to help B2B firms generate leads and revenue.

Remarketing vs Retargeting – What’s the difference?

You may wonder what’s the better strategy – remarketing vs retargeting? Fortunately, you can use both to foster growth in your marketing plan.

Customers who buy on the web can be a fickle bunch. Statistics find that most web visitors don’t buy during a first visit. In fact, only a mere 2% of first-time visitors convert. However, using retargeting and remarketing strategies as part of your content marketing solutions can help drive higher sales. Let’s take a look at remarketing vs retargeting to compare the two.

What is remarketing?

Remarketing involves contacting current or past customers and re-engaging them based on previous interactions or purchases. This is usually done via email. Through remarketing, you’re strengthening your relationship with consumers who either have purchased from you or have at least come close. Ways to capitalize on a remarketing strategy include:

  • Sending customers sales announcements or coupons.
  • Introducing new products that would be appealing.
  • Promoting products or services that are relative to previous buys.
  • Sending reminders to customers who added a product or service to their cart.

The goal of remarketing is to re-engage consumers who have already expressed an interest in your brand. Think of it this way – it gives them a little nudge to encourage them to buy.

What is retargeting?

Retargeting works a little differently than remarketing. It’s a digital process that identifies consumers who have interacted with a company online, and then it targets them with ads. For instance, if a consumer visits your website or social media page, you can utilize tracking pixels so they see your company’s ads. In turn, the ads will hopefully lure them back to your website. Here’s how it works:

  • A brand adds a pixel to its website.
  • The pixel captures data about web visitors and tracks their activities.
  • Data is utilized to create groups of audiences.
  • Ads and/or coupons are displayed to audience groups through Google or social media (e.g., Facebook).

While customers might not buy during their first visit, retargeting drives higher visibility and brand recognition. Using this technique, you’re likely to see more conversions from repeat visitors. In fact, consumers are up to 70% more likely to convert if they click on a retargeting campaign ad versus those who don’t click on it.

Remarketing vs retargeting: How to choose

The good news is that you don’t have to choose. You can effectively integrate both remarketing and retargeting into your overall marketing strategy. Both have re-engagement goals, but the fundamental difference is how you drive each audience back to your website.

Looking for an effective way to boost conversions while keeping content marketing costs within budget? At Tempesta, we are a full content marketing service, and our group of experts can help you boost your visibility with quality content at scale. To learn more about how we can help you increase your ROI and reach more leads, contact Tempesta Media today.

Credit Union Marketing Trends in 2021

Credit unions are constantly changing with the times to keep ahead of the competition. To stay current, it is time to take a look at what tendencies are on the horizon for the rest of 2021 and beyond. This blog post will cover top credit union marketing trends and how you can start implementing them to improve your chances of success.

The marketing landscape is changing continuously for the financial industry. To keep up with the latest trends, use the following tips for successful credit union marketing.

Implement digital financial tools

Consumers today are more aware of cutting-edge technologies, which is resulting in increasing demand for self-service banking and other digital-based services (such as financial digital tools). In fact, digital banking stats expect that the total number of mobile and online banking users will surpass 3.6 billion by 2024.  

Through digital tools, consumers can take better control of their finances than ever before. As credit unions continue to experience mounting competitive exposure in the marketplace, the financial industry will ultimately shift toward innovative digital tools that are mutually beneficial to financial institutions and consumers alike. 

Credit unions should invest in innovation to make the transition to a more technologically driven future. Leveraging payment solutions and other delivery channel technologies will enable you to provide a variety of modern mobile cooperative financial services that maintain savings and income within the movement.

Use chatbots to improve customer experience and collect user data

Chatbots are computer programs designed to simulate conversation with real humans. Credit union marketing departments widely use chatbots to offer faster and more direct communication with consumers. 

Some of the advantages of chatbots are that they are easy to deploy, do not consume a lot of time, and can be used to answer simple questions via instant messaging applications. Furthermore, bots are designed to help the customer during the day, but they also collect valuable information about the user, which is a part of banking content marketing efforts.

Bots may be beneficial for automating routine tasks, responding to typical client inquiries, and even closing deals.

Build individual member experience

In the ever-changing world of banking, credit unions are turning to new strategies to stay competitive. One of the most comprehensive strategies is to focus on members. According to the annual American Consumer Satisfaction Index survey, credit unions “fell 2.5% to a score of 77 on a 100-point scale” – behind banks by one point. The more you can focus on your members, the happier they will be, which will ultimately lead to higher customer satisfaction.  

Financial institutions must meet the expectations of educated consumers for a consistent, highly personalized experience across all digital and physical touchpoints, or else members will switch over to another organization. To effectively satisfy customer demands, you should first understand them. Knowing customers’ needs will allow you to match products and services to customer behaviors and intent dynamically. 

Connect with your audience as a part of your credit union marketing campaign

When it comes to credit union marketing trends for 2021, the first thing to keep in mind is who you’re marketing to. You may need to create online and offline events and programs for your target audience. By doing so, you can build trust and long-lasting connections. 

For example:

  • Newsletters. This is one of the most significant ways to reach a target audience in a more personalized manner. Make sure that the language and tone are light and conversational.
  • Infographics. You can make your content more visual by using infographics and videos. People are 30% more likely to send payments faster when persuaded by visuals.
  • Social media engagement. Create social media polls to ask customers about their needs and pain points. It will give you the chance to understand where improvements are needed. Ask the right questions to receive feedback.
  • Content marketing. Provide valuable insights and establish yourself as a thought leader.

Digitize your processes to attract a younger audience

With the proliferation of mobile devices and online marketing, credit unions need to focus on using their digital presence to help engage with younger users and those who want to interact outside the traditional banking content marketing system. 

The millennial market has shown itself to be more receptive than past generations to leveraging new technologies. Millennials are the most active online bankers of all ages. They tend to search offers online, with 31% of them using apps to discover deals.

So, it makes sense for you to consider utilizing these new technologies to further your business. Keep in mind what your customers’ needs are based on their age range. For example, when you think of millennials, it would make sense to consider their struggle of financial uncertainty during these times and propose services accordingly that address their concerns and economic demands. 

In summary

In 2021, a tremendous planned marketing strategy can play a critical role for credit unions. By following and implementing a rapid change in marketing trends in digital banking usage, you will be excited to see what positive impact it can bring for your credit union development.

Tempesta Media’s managed service solution assists financial services firms in generating profits and boosting engagement. We can help scale your strategy to enhance your client base through our extensive experience in digital marketing. Content, social media, and influencer marketing are all seamlessly integrated into our managed service solution for the financial industry to produce revenue for you. 

Contact us to optimize your bottom line performance while minimizing your costs.

The key to marketing success is customer pain points

Your goal as a business is to solve customer pain points. But where do you start? How do you know what problems to solve? The key is research.

Customer pain points refers to the problems your customers face and how your products or services resolve those problems. If your marketing does not take into account the pain points your customers encounter, it will only be misunderstood – or worse, ignored. In order to effectively market your business, you must answer three important questions.

What problem is your product or service solving?

How do you know exactly what problems your customers are having? The easiest way is to ask them about the biggest challenge they are facing related to the product or service you offer. For example, if your company sells baby tubs, you would likely target mothers. And you might ask them this question: “What is the biggest problem you have with existing baby bathtubs?”

If you find out that the biggest problem your customers are having is that it takes too long to find the perfect water temperature for their babies, then you could create an infant bathtub that automatically heats the water to a preset perfect temperature. In doing so, you would solve a very specific customer pain point. You will also fill a niche that your competitors may have ignored.

Discovering customer pain points requires the right tools and the right approach. Many companies fail at this stage because they assume that they know what their customers are thinking or feeling, or that they already have the full picture of these pain points.

Without proper research, you might spend a lot of time and money on product innovations, product launches, and marketing that doesn’t match with what your customers truly want and need. Instead, they will go to your competitors who are addressing their actual concerns.

Part of the challenge is that finding customer pain points requires some time and investment in research.

Important tools that you can use to your advantage to learn more about what customers need include:

  • Qualitative customer research: This type of research uses open-ended questions and conversations with customers to learn more about what they are thinking. Common ways to collect qualitative research are focus groups, phone surveys and questions, and in-depth interviews. You can also record interviews and analyze them to see facial expressions and non-verbal reactions to your questions.
  • Qualitative sales research: Your sales team is a great marketing resource. They listen carefully to customers to try and figure out what problems they are experiencing that your product or service could solve.
  • Customer surveys: Asking your customers for their opinions helps you learn more about what they want and need. Many customers are more than willing to share opinions with a company if they believe it will help improve products and services in the future.
  • Online reviews: Online reviews allow you to hear directly from customers after they interact with your brand or your competitors. You can aggregate review data to find trends that will help you create better marketing campaigns.
  • Social conversation monitoring: Social media gives companies unprecedented insight into what customers are thinking in real time. Set up tools and alerts to monitor what people are saying online, and join the conversation yourself to listen and learn.

What need is your product or service filling?

Although every targeted market in every industry is different, most customers have a common set of needs that your company must fulfill before they will consistently engage. These needs include:

  • Feeling special– Customers want your products and services to make them feel special or important. For example, a few years ago, Barclaycard introduced the first crowdsourced social media credit card in the industry. Unlike most credit cards, Barclaycard established its benefits and rewards based on customer suggestions that were put to a vote. The ideas with the highest number of votes became standard policy, including profit sharing.
  • Responsiveness– Your business should be responsive to what your customers tell you. One of the main customer pain points identified by Zappos was that its phone representatives did not have the authority to make changes without getting supervisor approval. So Zappos gave all its representatives the authority to do whatever it took to make a customer happy. After quickly implementing this change that addressed customer concerns, the company’s reputation soared.
  • Reassurance -What is your company doing to provide reassurance to customers that you will stand behind your products and services if something goes wrong? Having a liberal return policy is good, but Amazon took it to the next level when it offered a two-year worry-free guarantee for its Kindle Fire HD Kids Edition. The two-year warranty covers anything that happens to the tablet; for two years after purchase, Amazon will replace the old Kindle with a new tablet for any reason, no questions asked. This gives customers absolute assurance that the company stands behind its product.

What value does your content provide?

Remember: Anything that helps solve customer problems should be an integral part of your marketing strategy. And good content, including blog pieces, podcasts, webinars, video tutorials and eBooks, can help educate customers. It will give them tips and tricks for using your product or service and provide valuable information for their industry.
Your products and services are not the only things that can solve customer problems. In fact, providing actionable information to your customers increases the authority of your business and provides invaluable credibility. So when you are creating content, treat it the way you would your products and services. Make sure that each piece of content informs, entertains, answers questions and resolves problems.

Solve the right problems

You cannot market to your customers until you understand what their problems and needs are. From there, you must determine how your products and services provide a solution. But it is equally important to remember that you cannot solve all the problems your customers have. The more you hone in on a specific want or need, the more likely you are to attract their attention.
You should not think of customer pain points as something negative, but rather as the reason that your business exists. Because once you start looking at your products and services from the point of view of your customers, everything you do, including marketing, will be more targeted and more effective. To learn more about how we can help you create content that will solve your customers’ pain points, contact us today.

Content marketing for revenue growth and increased leads: Part 4

In our last article we learned how to qualify your leads. Today’s post focuses on all those email campaigns and nurturing efforts once you’ve captured a new lead.

Using content marketing to nurture your leads

So, to recap: you are now an SEO master, and visitors have begun to flock to your site. You’ve developed a great landing page, and you’ve figured out how to get the right people to visit that landing page. You’re passing out free content and getting email addresses in return. So all these leads must be converting into customers, right?
Not so fast. You better be nurturing those leads.
Lead nurturing involves a lot of sincere listening. Find out what your prospects need and give it to them to keep them engaged and moving toward conversion. The best nurturing campaigns deliver the right content at the right time and contain valuable relevant content assets.

Benefits of lead nurturing

Lead nurturing activities help to build and maintain communication, increase engagement and identify opportunities to segment your audience and deliver more customized experiences, among other benefits. Lead nurturing also helps to provide a steady flow of new leads and helps to shorten conversion time.

Ways to nurture a lead

  • Email them.
  • Give them a newsletter.
  • Offer a product demo.
  • Invite them to an event.
  • Call them.
  • Chat with them online.

Things to remember when nurturing a lead

  • Listen to them. It’s really not about you or your company. It’s about hearing their pain points and helping them to solve their problem.
  • Educate them. Based on where they are in the funnel, give them the content they need to move to the next step.
  • Track everything. Be ready to respond to what your data is telling you. Have they not reached out lately? Call them. Did they not respond to a piece of content? Ask their opinion.

Lead scoring

Lead scoring helps you to assign a value to each lead and allow your sales team to focus more intently on leads that score higher. Typical ways to calculate a lead score include assigning a weight to different attributes, such as demographics, online behavior and email and social engagement.

Lead nurturing best practices

Here are some best practices to ensure that you are taking care of your leads:

  • Get personal with them.
  • Educate them based on where they are in the funnel.
  • Segment them properly.
  • Listen closely to what they have to say.
  • Keep track of everything!
  • Don’t stop until you close the sale.

The marketing home stretch

Start 2019 off right by using December to set yourself up for success

The year is rapidly coming to a close. Marketing has received or about to receive their finalized 2019 budgets. The race is now on to use the remaining days of the year to position your department, division or company for success. Here are a couple of tips that can help get 2019 off onto the right track.

Get new systems up and running now

For many companies, December is a slow month for business. For marketers, this is the ideal time to purchase, install and configure new content marketing platforms and other Martech solutions. Work with your vendors so that subscriptions start up in January, but the setup process starts in December. As January 1 rolls around and your content marketing program is optimized, your competitors will still be brushing the dust off of their computers.

Leverage remaining 2018

For most companies, whatever budget money remains at the end of the year or quarter is lost and cannot be carried over into 2019. Nearly every company has some level of perishable funding remaining. Use the remaining money to purchase pre-paid annual subscriptions today. Doing so also can help your department lock in volume pricing or other savings. Tempesta Media offers prepaid annual subscription options.

Plan ahead

An often overlooked area of content marketing is editorial calendar development. Use December to finalize your content production calendar for Q1. If possible, order content assignments in advance, so that finished pieces are ready to deploy January 1.
The first weeks of January are always hectic. Using December to prepare can be the difference between success and struggle in 2019.  Let us help make 2019 a prosperous year for you and your company.

Why you should add infographics to your marketing strategy

Every individual takes in information and learns differently. Some people remember what they read rather than what they hear and others learn when they see things written out. According to research by the Social Science Research Network, most people (65 percent) are visual learners and process information based on what they see.
This statistic is very important for content marketers who often get stuck in a text-only world. Adding visuals to your written content such as photos and videos is important. Today, marketers are also embracing infographics because they can quickly deliver information to the user. In fact, according to AnsonAlex, a technology education website, publishers who use infographics grow traffic an average of 12 percent more than those who do not. Digg revealed that since 2007, infographics on their social network have increased by 250 times.
What are infographics?
Infographics make use of a mix of text and a variety of visual images in order to tell a story and convey statics and other information. Such visuals include charts, diagrams, graphic designs, maps, drawings and colors. When well-designed, an infographic can enhance statistics that would otherwise be boring and make them interesting. Or, an infographic can simplify a complicated topic or instructions and make it much easier to understand. It’s a visual shortcut for deep data.
Overall, a good infographic is visually engaging and, most importantly, fits into your content marketing strategy in a way that supports your marketing goals. An infographic shouldn’t distract so much that it becomes confusing to the consumer, muddles your message and disconnects the customer from your brand.
Novelty or not?
Some people may argue that the “cartoony” effect to convey important data is simply a novelty. However, if you want to get a message across, visuals do this effectively. In fact, according to the Visual Teaching Alliance, the human eye can register 36,000 visual messages per hour. That can kind of impact on a consumer can mean everything to a brand.
The major consideration should always circle back to the target audience. Infographics can be an incredibly valuable tool if used correctly. Just like incorporating photos or video, you can’t just decide to add infographics. Your content must be compelling and relevant to your target audience. If it is not, it becomes just a novelty, a fun way of showing off some information. If your customer is not going to care about that content, it will not matter what it looks like visually.
Where to start?
In an article for Business 2 Community, Kevin Johnson, a Digital PR + Social Media Manager for Fusion 360, a content marketing and SEO agency in Utah, says bluntly that, “The problem is, many infographics produced today are pretty horrendous. Many are confusing or simply fail to provide relevant facts.”
Infographics are best designed by people who have a great visual sense. Using or hiring a graphic designer is worth the investment. That said, many times graphic designers are focused on what they know best: creating imagery. They aren’t always experts at spelling or fact checking. Thus, before handing off information with data and text, be sure everything is accurate. Business Weekly notes that 80 percent of the work in creating an infographic is not in the design, colors or fonts, but in the gathering of data and checking.
The goal of an infographic is to create quick bites of information that can be quickly digested. As a January 2014 article in Forbes noted, “When your content is compelling, design can and should be used to communicate this information.” Putting data together in a way that is neat and orderly provides a lesser chance of misinterpreting facts and figures. Thus, an infographic cannot simply be visually appealing, it must convey accurate information. When the graphics look great and the content is correct, this helps convey that you are an expert on a topic. This will have positive effects on your brand.
Also remember to keep it simple. Having too much accurate information all over the design weighs heavily on the overall visual appeal. Keep infographics clear of clutter and put in only the most important information. Too much text in an infographic makes it just as difficult for a customer to digest as a lengthy written post. Designers should also limit colors and fonts.
Be the brand
In addition to being clear about your message, infographics can help tremendously when it comes to building brand awareness. Think about what you see day to day. Do you immediate recognize a red can with white lettering as Coca-Cola? Do you see a “swoosh” and know it’s a Nike athletic item? Creating infographics that incorporate your company’s colors and logos help to immediately tie the information to your company. Consumers will recognize your infographics and your brand awareness becomes successful.
Make them shareable
Most infographics are created for online publishing: websites, blogs, social media. When you decide to incorporate infographics into your content marketing strategy, make sure they are engaging and appealing enough that consumers will want to share them. Do not impede the process; be sure that every infographic you post is easily sharable. You want to “go viral.”
Creating infographics that are evergreen allows for republishing at a later time. Start a library of evergreen infographics that help promote your overall strategy and recycle them. Track engagement with Google Analytics to see what is most successful: what gets the most initial engagement and what gets shared. Monitoring these metrics helps identify future opportunities for infographic creation and use.
While infographics are typically online and make for easy sharing, also consider printing them as well and handing them out at events, trade shows and other appropriate public gatherings. Make the infographics part of your overall collateral and put into brochures, flyers and booklets.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.