It’s no secret that content marketing is an effective way for B2B suppliers to raise brand awareness and interest new buyers in your products. Nearly all B2B suppliers publish product catalogs and company news, which are essential ways to attract target audiences to a website through SEO, but as a B2B marketer, you do not want all your site visitors to leave without knowing who they are. Sure, the most serious buyers submit their questions or request a quotation, but what about the ones who are still shopping around?
Your business needs to stay in touch with prospects who aren’t yet ready for a sales call too because if you’re not doing it, your competitors probably are. And content marketing, more specifically gated content, is the key to communicating with those prospects who have not reached the final stages of the buying process and moving them further down the sales funnel. Today’s blog post explores what forms of content marketing work best at generating quality leads for B2B suppliers and how XPRT can help expose your content to more of your target markets, especially if you market for a B2B environmental technology, energy technology, agriculture technology, or medical technology supplier.
In most cases, B2B suppliers solve complex issues facing other businesses, so it’s not always easy nor appropriate to explain problems and solutions in merely a few words. Purchasing decision makers and influencers need as many details as possible before making a decision or recommendation, and that’s where white papers can help. By definition, white papers inform readers about complex issues, and they are just the type of valuable content your potential customers are willing to obtain in exchange for their contact details.
Using the XPRT platform, B2B suppliers, even free members, can publish unlimited white papers on their storefronts and reach our audience of qualified buyers. The most effective way to do this is to add a new article from the online content manager, publish one or two introductory paragraphs in the Description field, then upload the full white paper as a PDF or Word doc.
After buyers land on your white paper and read the intro, they must provide their name and email address before accessing the full PDF or doc or, if buyers are already signed in, they will get direct access to the full white paper. Either way, XPRT immediately notifies you by email that your white paper has been downloaded, so you can follow up in the most appropriate way. Make sure you are subscribed to lead interaction alerts to receive these email notifications.
When it comes to social proof, B2B suppliers must constantly collect and publish testimonials from customers within their key market segments, but potential buyers expect testimonials to be freely accessible. If, however, you expand on testimonials by analyzing the customer’s problem and the solution your business offered, the testimonial becomes a case study, which is valuable content buyers are indeed willing to access in exchange for their contact details.
B2B suppliers who have a storefront on the XPRT platform, including free members, may publish unlimited case studies. Simply add a new article from the online content manager, publish an introductory paragraph, then upload the full case study as a PDF or Word doc.
Buyers landing on your case studies may read the intro, and if they click on the call-to-action to view the full case study, they will be prompted to add their name and email address. If you are subscribed to your company’s lead interaction alerts, you then receive buyer details right away by email so you can follow up.
Spec sheets and brochures are vital pieces of content for B2B buyers. Potential customers accessing spec sheets and brochures are ready to delve into the nitty gritty of your products and find out whether or not they are capable of solving their specific problems. As a supplier, you are much better off knowing who these buyers are.
With XPRT, all suppliers, including free members, may add unlimited spec sheets & brochures. Simply add a download from your online content manager, enter the title and description, then upload the appropriate file, typically a PDF.
Buyers must enter their name and email address before viewing any of your spec sheets & brochures at full size or downloading them. Suppliers immediately receive the buyers’ contact details by email if subscribed to lead interaction alerts.
Video content has been gaining in popularity for years and has yet to reach its peak. B2B suppliers use video to show their products in action, so they are an effective way for potential buyers to understand how products work and decide whether or not they are appropriate for their unique needs.
Suppliers, even free members, using the XPRT platform may publish unlimited videos. Simply add a video from the online content manager, add the title & description, and insert the link to your video wherever it is permanently hosted, typically YouTube or Vimeo.
When buyers attempt to watch your embedded videos on the XPRT platform, they are prompted to enter their full name and email address before viewing. Assuming you are subscribed to lead interaction alerts, you will then receive the buyer details immediately by email.
Using webinars, suppliers not only have the opportunity to educate potential customers and establish themselves as thought leaders, but they can also interact with potential customers in real time by answering audience questions, asking the audience questions, or starting discussions. Webinars typically take more time to prepare than other forms of content marketing, but the average lead quality is higher because attendees invest more time in your business than with other forms of content marketing and develop a stronger relationship by putting a face and a voice to your business.
B2B suppliers can host their webinars on the XPRT platform. Free members may host one webinar free of charge, while XPRT Premium members may host up to 10 webinars per year. Setting up webinars is as simple as following the steps in this blog post.
Suppliers get the contact details of all their webinar attendees, so they can follow up and nurture those leads further down the sales funnel.
To start taking advantage of content marketing on XPRT, spend just five minutes to publish your free profile. Once your company profile is published, you can start publishing unlimited content and set up your free webinar.
Expand your reach to get the most out of content marketing
If you already have a storefront, XPRT Premium drives traffic to your content through search positioning, direct email marketing, e-newsletter sponsorships, etc. so that you generate even more leads from among our more than 750,000 registered buyers who are looking for suppliers of cleantech, energy tech, agritech & medtech.