Content marketing has become a fixture in the B2B marketing strategy and for good reason; Content marketing generates approximately 3 times more leads than traditional marketing. Beyond the power of lead generation, content marketing also allows you to communicate directly with your target buyer audience and explain how your product or service can address their unique pain points.
These benefits can be especially valuable when it comes to launching a new product or service. Educating potential buyers can promote awareness and start cultivating leads that you can nurture. To maximize the impact and ROI of your launch content marketing strategy, take a deliberate approach to developing and delivering your content and resources.
So how do you get it right, capture leads, and grow your audience on launch day? In this blog, we’ll cover specific content marketing and sharing tactics and assets that can increase the impact and reach of your launch.
Social media: increase awareness
There are around 3.96 billion social media users worldwide. This makes social media an ideal place to instantly connect with a large audience. To get the most out of your social media presence, take the time to research which platforms your target buyers are engaging on. This step informs a targeted social media strategy rather than a disorganized, irrelevant stream of posts that won’t form a connection with the audience.
Once you’ve determined the best media for your audience, look for ways to distinguish your presence from the competition. For example, look for chat threads or hashtags to participate in. Not only is this tactic a great way to engage in conversations, but these threads can multiply your reach by connecting with a broader community of users. You can even host your own chat to amplify the anticipation of launch day.
To solidify the impact of your social media strategy, be sure to integrate the posts with other marketing materials. Include clickable links to access each of your social identifiers on your website and at the bottom of company emails. Promote blogs or press releases on all platforms. Consider social media management tools that allow you to pre-load posts and share them across multiple channels with ease. Integrating your strategy presents a unified and consistent brand during the critical awareness stage of your content marketing efforts.
Website – Create engaging content and experiences
Designing an informative and easy-to-navigate website is critical as you begin to channel potential leads. As you craft messages for your website content, keep your buyers in mind. What unique pain points are they dealing with? How does your product respond to your needs? Once you’ve answered these questions, you can create an informative and straightforward website that immediately gets to the heart of what they’re looking for.
After ensuring a positive website experience for users, you can now focus on turning your site into a lead generation engine for your new product or service. Here are some ways you can use content to generate leads for your new product:
Present highly relevant and private content to assimilate a launch day email list Create a press page so that more tactical and factual information can be found easily Insert pop-ups where appropriate to promote your new product
An attractive website is not only a critical component of your content marketing strategy, it is key to proactively growing your audience on launch day.
Blogs: inform your audience
Once you have built a substantial presence online, it is important to share informative and relevant content with your users through blogging. At approximately 500-1,500 words, you can generate goodwill and thought leadership points by offering substantial “free” content. Blog posts not only increase rapport with your readers before launch, but are also great for demonstrating a firm understanding of your target’s pain points. Like your website messages, blogs that resonate with your audience and endorse your product as a viable solution are invaluable assets to your content marketing arsenal.
In addition to informing potential buyers, blogging can also be leveraged to increase the strength of your online presence through link building and guest posts. Linking to other internal assets can improve your SEO performance, as well as boost form downloads or submissions if content is closed. Guest posts on third-party sites can establish your business name recognition long before launch day and increase website exposure and traffic in the process.
Sales Collateral: Close Deals
A solid content marketing strategy can be time and resource demanding and can be overwhelming before launching a new product or service. However, a key feature of much of the content you create is its ability to be reused as a sales guarantee.
As your sales team begins to engage with potential buyers, take note of the common pain points they hear. With these common points in mind, you can modify the messages on your website to better reflect the frustrations and needs of your buyers. Also, consider revisiting existing blog posts to develop specific parts and use cases for particular problems your sales team runs into. Not only can you include these assets in your content mix, but sales members can immediately share them with prospects struggling with the same issue.
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