B2B Content Marketing Tactics for Relocation and Moving Companies
B2B (business to business) contracts for relocation and moving companies are by far the most attractive. If you manage or own a relocation company and are thinking of ways to lure these contracts through a content marketing strategy, you’ve landed on just the right blogpost, as we’ll give you some expert advice on how to improve your content marketing strategy to ensure more B2B conversions.
You probably already know that B2B is not just about getting the message out there. Smart B2B content marketing campaigns know that to successfully “get the message out there”, you need to focus on the who, what, why, how, which and when. Unfortunately, few content creators are even aware of this, such that most go on with creating “off-target” content for the wrong who, when and why.
The following tips on how to execute content marketing campaigns for B2B are aimed at just that: helping you understand the basics of getting it right. It is about creating an “offensive” marketing campaign, as opposed to a “defensive” approach. The former aims at netting leads while the latter is more concerned about the competition—which is not what to do in B2B marketing.
To drive an effective B2B content marketing strategy, start by analyzing the marketing funnel in in the context of the 4 simple steps outlined below:
You need your products to be known out there. No one will buy what they don’t know even exists. To truly harness the value from this stage, aim at mostly getting the word out there. Answer the “what is it?”, “who is it for?”, and, importantly, “why it is even here and now?”
Aim to generate leads, as opposed to just amassing raw traffic and visibility.That is creating content that addresses specific needs of potential customers without necessarily coming off sounding pitchy. If it does have pitchy elements in it then what you’d be really doing is B2C, where all funneling stages can be easily executed at once within the same piece of content since there is only really one customer—the consumer—to deal with.
If you have to spend on, say, paid ad amplification, then do so–especially if the paid ads campaign, also known as the cost of acquiring a customer (CAC), costs less than the prospective value of the client— An office move contract can be in the millions of dollars, so increasing the visibility of your content with paid amplification can be a good investment.
In B2B, the businesses you are targeting have other options.
What’s so good about your relocation company that’ll make the buyer find value in taking you on? Sure a compelling storytelling content strategy might help you acquire a new B2C client, but will it help you convince a procurement specialist, or an HR Director?
What most B2B marketers miss is realizing there are multiple players to convince in a corporate setting. You may be dealing with the procurement officer, but others such as the HR, and Finance departments will be involved in ultimately making the decision to acquire your services from you and not from your competition.
Research on the various pain-points, and determine what your target audience is looking for in a partner. Is it saving money, timely deliveries, safety, credit, efficiency, and so on. Now, make sure to address these issues in your content. By doing this, you are customizing your approach.
You make it certain that you know what they need, and you can very well provide a solution—an offensive approach.
Here the customer is trying to reach a decision whether to contract you or not.Your content marketing campaign should aim at positively influencing that decision. Now take the pain-points noted above and aim at specific businesses.
In the awareness stage, you created leads. Did these prospective customers reach out to you or your sales force to enquire about your relocation service? Because if they did, then it means they have a need that may very well be what you are in business to solve—an opportunity for you to influence them to consider your offer. Ensure, when a lead is generated, that you do follow up on it. Initially, make it easy for prospective buyers to know what your product or service can do for them.
Provide the specific content of what you do right on your website. Let your website copy say it all.By making it easier to access the information about what’s so special about your relocation services, you make it easier for prospects to share the content. The procurement department will probably want to share the new find with the rest of the organization before a final contractual decision is made.
Here is a stage where customers are turned into clients. The relationship must not stop after the first transaction, retaining this client is incredibly important.
Clients need to be reminded from time to time that you are the best and still provide the most value to them. We are talking about a client supplying business worth many thousands of dollars and beyond. That kind of client, you should afford and ensure you channel your content marketing campaigns towards. Professional email marketing is an excellent way to retarget a repeat customer, whether through print or digital, make sure that repeat customers, and most important the key contacts of the business are receiving a steady flow of content marketing from your behalf, even after their first purchase.
After all, in some cases, some moving and relocation companies find that 80% of the revenue comes from 20% of their client base.
To Sum Up
B2B content marketing development is an independent discipline on its own, and is quite different from how one would direct a B2C campaign. The focus when targeting an institutional client should be in providing content that tells the story of how you can provide better value and a better service than that of your competitors’.