In the industrial B2B world, we ask a lot of our sales teams: making cold calls, generating and nurturing leads, managing existing accounts, and more. We’re now mid-way through our series of posts about how digital marketing efforts can complement your sales team and distribute the workload more evenly. Today, we’re looking at how your website’s content can help nurture leads and boost your conversion rate.

Digital Content for Lead Nurturing

As we become increasingly digital, prospects set their own pace as they move through the buyer’s journey. In the B2B industrial world, that pace can often be slow as multiple entities are involved in the purchasing decision. Well-crafted and easily accessible content can help speed up that journey. Keyword-rich and optimized content lets search engines find your website, generating more leads for you to nurture. Once you get those prospects to your site, content adds more control over their decision-making process.

B2B Marketing Content to Nurture Leads

Your prospects want to make sure that dealing with you will be worth their time. That’s where content comes in: blogs, case studies, landing pages, portfolios, and more. Optimized and polished content proves you know what you’re doing, you’re credible as a brand, and you’ll add value both now and in the future.
With any content on your website, keep these rules in mind:

• Keep it polished. All content should be free of typos, grammatically correct, and follow a consistent style.
• Keep it fresh. Content adds value to readers. Keep it current to show you are an active prospective business partner.
• Keep it relevant. Always angle your content to your target audience. Content doesn’t matter unless it interests the right people.

Blogs

Blogs are versatile, accessible, and often overlooked in B2B marketing. Blogs help you stay in front of customers at all points in the buyer’s journey and add continuing value to both existing and prospective clients. The sky’s the limit when considering what topics to cover in your posts. Your entire company can get involved, from sales and marketing to manufacturing or engineering. Everyone is a subject matter expert at something in your B2B business.

For example, the Ecreative blog has covered topics including industrial B2B marketing, website development, analytics, and much more. We provide solutions to prospects before they click to learn more about our industrial marketing services. Our copywriters often write our blogs, but posts are also created or reviewed by our sales representatives, digital marketers, website developers, and other team members to make sure we’re providing well-rounded, valuable content.

Case Studies

Your prospects don’t trust you yet. They do, however, trust other customers. Including case studies on your site can prove your worth. A well-written case study outlines a problem a specific client had, illustrates how you solved that problem, and delves into the positive outcomes that occurred due to that solution. They establish your authority and experience to the experts looking to buy your product or utilize your services and are a great addition to your industrial marketing toolbox.

We love case studies at Ecreative, and our sales representatives often include our success stories while nurturing our leads. Whether you want to see demonstrated excellence in digital marketing or learn how we’ve helped our clients grow via web development, we’ve got the case studies to talk the talk and walk the walk while nurturing leads.

Portfolios

Nurturing a lead is teaching a prospect to trust your company. It’s one thing to say that you do excellent work. It’s another thing entirely to create an online, interactive portfolio you can give to your prospects. A portfolio is a collection of your very best work put on display to prove how you will add value to your prospects when they convert.

If you’re not sure what this might look like, Ecreative maintains and regularly updates our online portfolio, creating a valuable B2B marketing resource for sales representatives to use when nurturing leads. Our sales team doesn’t need to claim that we design, build, and craft copy for successful websites. Instead, they can show the evidence.

Landing Pages

Perhaps the most obvious place to let your content truly shine is on main category and product-specific landing pages within your site. Landing pages, more than any other content, have no one-size-fits-all answer for what content to include. If you sell highly technical components, you may want to use in-depth specifications, certifications, or CAD drawings to display why your product outshines the others. If you work in a field such as fasteners, you might focus more on your customer service or speedy response time to set yourself apart from the competition.

No matter your industry, however, there are a few things that should always be included on your main category and product-specific landing pages to help build relationships and nurture leads:

• Clear headers to guide readers quickly scanning the page
• Strong copy angled to your chosen audience
• An accessible Call to Action (CTA) to prompt readers to contact you

Distributing Your Industrial Marketing Content to B2B Leads

While nurturing leads, nothing is more important than staying in contact and at top of mind. An automated email program could be the perfect answer. In addition to checking in, you can provide your leads with links to your blog posts, portfolios, relevant website pages, or new case studies. Not only do you stay in contact, but you add value to their interaction with you.

Another option is establishing a social media presence. Much like creating a high-quality, attractive website, being active on social media can help you build your brand and become more personable to your leads, especially when those leads are Gen Z or Millennials. Social media is a great choice for posting links to your content, bringing in more visitors to your site, and generating additional quality leads while nurturing existing ones.

Ready to Get Started Crafting Industrial Marketing Content to Nurture Leads?

If you’re not sure where to get started, Ecreative can help. We have the skills, knowledge, and experience to craft quality content to help you nurture your leads and convert them into sales. Contact us today to discuss your options, make a plan, and get started on the road to succeeding in every aspect of your business.