Digital Content Marketing blog

Niche Segmentation B2B Content Marketing

May 30, 2018

Niche Market Segmentation When Less Is More

90% of marketers say that Segmenting Your B2B Content Marketing is important.

BUT only 45% of marketers are actually doing this!

We’re not surprised by this because we know it’s not that easy.

The thing is that by doing this level of market segmentation will provide BIG Results.

It’s not our opinion, This is a Fact!

Here is a real example of how we’ve seen this work (and it’s really simple)

An Engineering company had a service that was specific to servicing public parks.

They wanted to get their offering in front of the decision makers who could hire them to do this work.

They wanted to run ads in specific cities to promote their service.

But that was it, run ads targeting all people in those cities.

BAD IDEA!

While targeting specific cities is a level of segmentation, it’s not even close to good enough.

They would have wasted a ton of money.

So we investigated with them further and found that the people they really needed to get in front of were Parks and Recreation Directors, City Managers and Mayors.

And guess what? We can target those people!

We put a campaign in place targeting All Three of those job titles on LinkedIn and Facebook. Created ads that messaged directly to them and led them to a landing page that again spoke directly to them.

City + Job Title = Winning Combination

“To be honest we went even deeper with them but we’ll keep it simple for our example.”

This is a perfect example of how this works. Especially when this campaign was generating 5 – 15 leads per day for months!

Takeaways are to Know Your Audience / Customer / Buyer / Investor demographics, traits and characteristics so they can be targeted and Know their Pain Points, Questions and Philosophies so you can message them correctly.

Know Your Audience for Segmentation

This is the MOST IMPORTANT part of all because it will maximize your effort. It’s getting in front of the right people.

Geography (country, state, city)
Industry
Company(ies)
Job Title(s)
Age Range
Sex
Etc.

These elements allow you to target very specifically, not waste ad spend and generate way more leads than you ever have in the past.

Messaging for Segmentation

Saying what they want to hear and need to hear.

For us message segmentation is more about solving a problem and speaking very clearly about how that is done. We don’t fluff it up with ambiguous words that will leave people confused as to what you actually do.

What are current industry wide problems
What are trends your prospects are talking about
What problems do you solve that these prospects are facing most often
What does your prospect care about
What is your prospects asking most often?

Answering these questions leads to clear and compelling messaging for your campaign and content strategy.

If you have been struggling to create a content marketing strategy that actually delivers results, leads, customers and revenue then follow the steps we outline in this post or call us with questions if you need help.

Call Us at 314-736-4434

Or Submit your information below

by John Bracamontes

Your Company Needs a Digital Marketing Audit

May 14, 2018

B2B Content Marketing, B2B Digital Marketing, Content Marketing, Digital Marketing, Digital Marketing Audit, Digital Strategy

Why Your Company Needs A Digital Marketing Audit

Do you know what channels produce the leads you get?

Do you know if Social Media is even helping your company grow?

Do you know if your Ad Spend is being Wasted?

Of course you don’t.

Not to be mean, but 53% of CEO’s and Marketing Leaders claim they don’t actually know how their marketing efforts are performing across all channels and when we surveyed these same people it was 87% who didn’t actually know how their efforts were truly performing.

Simply Knowing what efforts are delivering you performance leads to a 35% boost in results!

This is due to better decision making guided by these results and findings.

It is important to establish integrated tracking across all of your efforts and ensure that everything you do is attributable so it can be accounted for.

Audit Your Tracking

This is simple. If you aren’t tracking it then it doesn’t exist.

What we are saying is that YOU MUST track everything.

Simplify Tracking by using tag managment
Use pixels & tags available from each platform you are on
Ensure all traffic sources, pixels and tags are firing and tracking correctly
Establish tracked conversions and events (form submissions, click to call numbers, etc.)

Audit Your Conversions & Attribution

Knowing what parts of your efforts led to traffic, leads, customers and revenue is critical to making sound marketing and sales decisions. And it mitigates wasted ad spend.

Define KPI’s that will guide your decision making
Create reports to easily view performance

The thing to remember is that all digital marketing is trackable and attributable so if you want to understand how your marketing is performing allowing for better decisions, better results and spend more efficiently then audit your digital marketing with a focus on tracking and attribution then set it up!

Call Us at 314-736-4434

Or Submit your information below

by John Bracamontes

April 28, 2018

B2B Content Marketing, Content Marketing

Attack the Content Marketing Process

Do you value getting “The Work” done?

It’s one of the things we constantly talk about in our office. If you’re not getting the work done, you are accomplishing nothing.

Sounds like an obvious statement right? It is.

BUT…

Many companies do not hold true to this philosophy when it comes to their content marketing. They Literally DO NOTHING!

Why?

Fear of Imperfection
Believing they don’t know enough about digital to do it
Thinking that no one will care what they have to say
And Worst of All The Belief that it doesn’t work (it does work by the way)

Putting together a strategic content strategy based on what your customers and prospects are looking for and talking about online is much easier than you think, costs less than you probably imagine and returns greater results than you would expect.

Simply Attack the Content Marketing Process

Here’s a good video we like to share by our friend Ben Newman on Attacking the Process.