Why Do I Need a Blog on My Website?

The modern consumer does everything online—from shopping to doctor consultations to finding solutions to their current problems. While having a website helps you reach your digital customer by giving online visibility, it doesn’t guarantee that your customers will choose you over your competitors.

In fact, with over 1.8 billion websites today, they might never find you. And if they can’t find you, how will they know that you have one of the best solutions to their problems? 

This is why great blog content is critical to your website and digital strategies. It doesn’t only improve your search engine result page (SERP) ranking, but it also builds rapport with your customers.

And these aren’t the only benefits you’ll experience. Below are four ways good blogging habits contribute to your long-term growth and success.

4 Advantages of Having Blogs

A blog page is a type of website content that’s updated regularly and aims to provide insight through storytelling or writing an informative article.

While blogs might seem like a costly and unnecessary expense to your website strategy, you have more to lose by not including them. So much so that brands who use blog posts as part of their marketing strategies experience 13x higher return of income (ROI) than those who don’t.

What else can you gain from producing a successful blog post? Here are four benefits that you can’t ignore.

1. Puts you at the front and centre of your customers’ research

What’s the first thing you do when your keyboard no longer works? Chances are, you’re looking for blog reviews on the different keyboard models and brands before buying anything.

Your customers go through the same process: they research first before they purchase a service or product.

And blogs help ensure that you’re the first thing they see when they start researching because it provides the answers or solutions to what they’re looking for. Plus, it makes you more searchable by using the keywords that your customers use when they research.

Another way new blog posts improve your searchability is by increasing the backlinks and indexed pages on your website, which improves your SEO/SERP rank.

All of these, in return, drive traffic to your website and expand your reach, which also means more chances to convert them into customers.

2. Establishes your brand as an authority figure

Do you immediately trust someone you just met? No? Well, neither do your customers.

If it’s the first time your customers are buying from you, they’ll first wonder why they should trust you. Next, they’ll think about why they should choose you over your competitors.

Blogs are the perfect tool to quell those doubts. They showcase your in-depth knowledge and skills in the industry by giving them expert insight and advice. Even more, it proves to customers that you know what they’re going through—their specific pain points, questions, and problems—that they’ll feel that they can trust you.

And once you gain their trust, they’ll realise that your brand is superior to your competitors because you know what they’re looking for.

3. Builds customer trust and strengthens loyalty

Here’s the deal, customers don’t like being sold to. In fact, they hate in-your-face selling so much that 80% ignore sponsored content.

So how can you sell your products when your customers dislike self-promotion?

You have your blogs do it for you. Blogs tackle topics that your customers care about and provide insights or solutions to some of their most pressing problems. In doing so, you show customers that you care more about them than your own profit. Thus, they start to trust you and your products.

Not only that, blogs let your customers know more about you by showing your brand persona and business values. And just like in every relationship, the more they get to know you, the more they trust you, and the more they feel loyal towards you.

4. Ensures your long-term continuity

A blog lasts forever, and so are the benefits it brings. 

For example, you published Blog A on Monday and it gained 100 views on the same day. Then, 75 of those viewers shared it with their friends and family, which they shared with their friends and family, and so on and so forth. While there may be fewer people sharing it by Friday, your blog has reached thousands of people by then, ranking high in online searches.

This means that your blog is passively bringing you more potential customers.

In fact, your brand can continue to experience the benefits of your blog content even 100 years later. Just take a look at the Michelin Guide: it was a guidebook that Michelin established in 1889 to entice more people to travel and increase tire demand. Nearly 200 years later, it still helps the Michelin tire company generate sales and establish its position as a business leader.

Now, who wouldn’t want that kind of benefit?

5 Expert Blog Writing Tips

While blogs have the great ability to turn your little-known business into an industry leader, it doesn’t mean you can just produce any blog, and expect its many benefits. Like any valuable thing, it takes time and effort. Here are 5 tips to writing blogs that actually convert customers and sell your products:

  1. Choose blog topics related to your industry and align with your business goals.
  2. Write for your customers. Make sure that your blog content is relevant and has value to your customers.
  3. Always, always, always include keywords by implementing SEO strategies.
  4. Let your customers know about your new blog by sharing it via email and social media. But make sure to not tell them about your entire blog in the post. Just show them snippets to entice them to open your entire blog on your website.
  5. Don’t let your blogs die. Post new blogs regularly and update your old blog posts yearly to remain relevant and on the top of your customers’ searches.

Blogs are the key to your success for today and tomorrow

Having a website is no longer enough to create a strong online presence and gain a competitive edge—you also need blogs to do that.

By including blogs in your website strategies, you:

  • Put your brand at the front and centre of your customers’ search, increasing your website’s traffic and reach
  • Establish your brand as an authority in your industry, which convinces customers to choose you over competitors
  • Build customer trust and loyalty, driving long-term revenue to your business
  • Ensures long-term continuity by passively driving traffic, conversions, and loyalty

What Are the B2B Marketing Trends for 2022?

Most B2B organizations dedicate only 5% of their overall company budget to marketing. As more marketing trends emerge in 2022, your business will need to know what they are.

You also need to understand these trends before making them a part of your current marketing strategy.

Below we’ve created a marketing guide to fill you in on what’s to come this year and how it will change the marketing landscape for the better.

What Might Happen in 2022?

Several things might happen in 2022 that you’re going to want to know about. The first is more use of CRM platforms.

The customer experience is becoming more important. This is because consumers are focused on how your business treats them leading up to them making a purchase.

40% of the data your company collects this marketing quarter will directly correlate to the customer experience.

Another trend that will emerge is creating customer-centered marketing plans. These marketing plans will dive deeper into collecting customer information to customize their experience.

We’ll detail more on that topic later on.

The trend of personalization isn’t just for your customers; it’s also for your brand. You need to have a unique voice that helps you maintain your competitive advantage over others in your industry.

How Is the Digital Marketing Landscape Changing?

As we’ve stated before, with the emergence of several trends, the way we view marketing is changing forever. It’s essential to stay on top of these changes; otherwise, you’ll be overtaken by companies that are implementing them. 

If you’re unsure how to use the digital marketing space to your advantage, we recommend outsourcing this part of your business. Don’t forget to review the pricing in-depth and gain a deeper understanding of the features offered to you.

Personalization and Customization

There’s something about receiving an email with your name on it that makes you feel seen by the company you’re purchasing from. Personalization is a trend that has gained popularity recently because it’s a part of the customer experience, which we mentioned earlier is vital to people.

You can use several emerging customization tools to help you achieve optimal personalization.

Artificial Intelligence and Automation

Artificial intelligence is on the rise because of its benefits to businesses. For example, when your business is closed, who will be there to answer the questions potential customers have?

When using AI, you can employ a chatbot available around the clock for customers to use. The chatbot will offer answers to people’s immediate questions instead of forcing them to wait for your business to open the next day.

The future of digital marketing trends is expanding, and we’re here to keep you updated. Whether you’re looking for ways to personalize your content or want to use artificial intelligence, you’re on the right track.

Does the idea of digital marketing stop you in your tracks? Stop what you’re doing and contact us; while you’re waiting to move forward, check out some of the things our former clients have said about the work we do.

How to Make Case Studies Your B2B Superpower!

Winning new business is no easy task in the B2B world. Competition is high in every market and there are so many alternatives for potential clients to choose from. Not to mention the B2B buyer’s journey gets more complex every day.

That’s why finding ways to make your products and services stand out is no longer optional– it’s essential. If you want to thrive, you need to find the shortcuts that actually help you reach your target audience and get on top of those journeys.

Gone are the days when simply talking up your company would result in new clients.

Take a look at the most successful companies in the B2B sector. How do they market themselves? The smart ones let their clients speak for them.

Creating and Publishing Powerful Case Studies is a Great Way to Showcase Your Talents with Real Examples of Your Work.

  • Not your product
  • Not your solution
  • Not your helpful blog
  • Not your fancy website

Of course, these are necessary components of your marketing toolbox. But it’s your “case study” that will help you best demonstrate your ability to deliver on your promises.

A case study is not just you explaining to potential clients what you do and how well you do it. It’s existing or previous customer showing them; talking about how you helped them get somewhere, achieve something or solve a problem they were facing.

Is there a better way to showcase your talents?

It’s not mere promises. It’s demonstrable results from real jobs.
Think of a potential customer reading the case study and thinking. “These people had similar issues to what I’m facing. They chose this company and they got results. I’ll give it a shot.”

So, you understand the value of a case study. But how do you create one?
Here’s a quick guide to a successful case study.

First of all, don’t think of a case study as a long, tedious report. It might be 2-3 pages; it might be even shorter than that. The important thing is to stick to what’s relevant and don’t pad it out with waffle.

You could even produce case study videos in which you get your client in front of the camera to tell their story.

Infographics are also a fun way to show the most important parts of the success story using a nice visual. And let’s not forget about podcasts. How about interviewing your customer? You could produce a podcast where you chat about the project, and even write a summary of it to publish on your website.

The possibilities are almost endless.

It doesn’t matter which format you choose. The important thing is to put your customer in the spotlight.

How do I use case studies to generate leads?
Right, let’s assume you’ve created a case study that rocks. Now what do you do with it?

  • You get it out there.
  • Your case study is your “Holy Grail”.
  • Use it. Make the most of it.

Just shoot for the moon. Think of any and all the ways you can use it which make sense for your business and speak to your customers.

You should definitely publish it on your website. You could consider just posting an excerpt to use as gated content. This way you can ask visitors to give you their email address in order to download and play, listen to or read the whole story.

You could create 30 seconds videos to use as a promo. You might want to create testimonial posts to publish on your social media channels. You could even create press releases or publish it on a third-party site which is well-established and respected in your industry.

Did we mention newsletters? You can also include your case study in promotional emails.

Think how potential clients are most likely to consume your case study. Try different methods. The important thing is that you use it to generate leads.

At Lucdigi, We Create Case Studies That Become Your Superpower

We understand B2B markets. And we know how important it is to showcase your B2B company’s capabilities and value through case studies. If you’re looking to grow or expand your business, case studies should be one of your key marketing activities. We have seen tremendous results with many of our customers when they’ve let their customers do the talking. And these case studies helped them achieve significant expansion.

But we also know that creating great case studies which engage your audience and don’t include fluff, is not easy. That’s why we offer our expertise to produce case studies that become your superpower.

We empower you to show your potential and existing customers that you rocked. Again.
We do this through the power of storytelling.

  • By showing what is unique and different about your offering from your customer’s point of view.
  • By focusing on your client’s success.

If you’re ready to rock, we’re ready to take your call. Let’s talk today.

6 Tips for Writing Killer B2B Product Pages

A successful B2B business marketing journey starts with top-quality content.

  • Get it right – thrive!
  • Get it wrong – prepare to fail.

Whether you want to make some noise about your new product, expand your market or increase awareness and visibility about a specific solution, one thing you need on your side is great content.

But creating killer B2B product pages is no easy task. So, we’ve put together 6 top tips to help yo create powerful content, connect with your audience and draw them to your marketing funnel.

Do Your Research and Understand Your Customers

Before you put pen to paper or touch your keyboard, you must conduct research and get to know your target market:

  • Who are they?
  • What do they do?
  • What do they read?
  • What platforms do they visit online?
  • What are their pain points?
  • What are their challenges?
  • What are their ambitions?
  • What do they need/want?
  • Does your product or solution meet their demands?
  • What problems does your solution solve for them?

Create a buyer persona to use as your ultimate guide during your creative process.

Create Killer Headlines For Your Products & Services

A compelling headline is an absolute must. What is it about your product or service that will make them visit your site? Fail to grab their attention and they’ll scroll on by.

Make your headline stand. Not in a clever or quirky way but in a simple and strong way. State clearly how your product or service addresses their pain points.

Talk Directly to Your Customers

Regardless of your industry, make sure your content addresses your audience directly.

Don’t open with “This product or solution does this and helps retailers/banks/restaurants to achieve that.” You’re not talking to a retail store, a bank or a restaurant.

Talk to the person you want to engage – “This product helps YOU to achieve THIS.”

Refer to Your Customers’ Pain Points and Needs

When creating your product page don’t focus on how great you think your product is. Tell people what it will do for them.

Be clear. Keep it short. Put yourself in your customers’ shoes.

Instead of saying “This is an amazing solution”, just explain simply and clearly what it is, what it does and what it brings.

Use empathy. Show customers you understand them – “We know what you’re going through, that’s why we created this product in the first place. We’ve got your back. You’ll solve these problems; you’ll achieve these results by buying our product.”

Once you’ve written your content, go and sit on the other side of the table and read it out loud. Imagine you’re the customer hearing this. Would you be convinced?

Is it appealing? Is everything clear enough? Only when the answer to these questions is “YES”, can you move on to the next step.

Speak your Customers’ Language

It’s important to know your customers’ language. Read what your customers read, follow LinkedIn pages they follow, get to grips with their terminology. Watch their interviews on YouTube. Read the news in their industry. This will not just come to you in a flash of inspiration. But it’s all out there. All you need to do is go and find it.

With this knowledge in your back pocket, your content will read as if you understand the industry, know your customers’ needs and have the tools to help them achieve their goals.

What is your product’s story?

Find it. Bring it out. After all, marketing comes down to the stories we tell.

If you think to yourself. “But this is a product page, not a novel”, ditch that thought.

We all know that. Your customers know that. But stories are what stick with the people. It doesn’t have to be a soap opera or a love story.

Your product’s story is about the experience it will create. What does your product do so well that your customers will go tell colleagues and friends about it? What is it that is so unique about what you’re selling? Find it. Bring it out.

At Lucdigi, we always say your B2B product page should stick in the mind of your reader.

Focus on clear, concise content that explains the challenges your product or service solves and the value it brings to your customers.

If you want killer content that increases conversions, but you’re not sure where to start, get in touch. Our expert B2B marketing team is here to help!

Content Production in B2B Marketing

The need for content marketing of companies that make B2B (Business to business) marketing and offer their products and services to other companies is increasing day by day. These companies have a much different target audience than B2C (Business to customer) companies that market to the end user. Therefore, B2B and B2C content marketing strategies have to be different. So, how to create a content strategy in B2B marketing?

Content marketing allows you to communicate effectively with your target audience. We see that blog posts, e-books, case studies, podcasts and videos are preferred in B2B content marketing. With the shared content, it is aimed to strengthen brand awareness, increasing the site traffic as well as potential customers and ultimately sales.

Content is a secret weapon that B2B marketer uses to interact with the industry, generate leads and gain customers. With this effective weapon, you can not only make your customers’ work easier, but also grow your business.

Why Does B2B Need Content Marketing?

Content marketing has a significant rate of adoption in the B2B marketplace and has the potential to deliver significant business results. One of the critical conditions for staying competitive in the current business environment is content marketing. Content and content marketing approaches are the basic elements that support trust and loyalty in the relationship between consumers and brands. One of the subsets of a company’s marketing strategy must be content marketing. To optimize the effectiveness of content marketing, your mission, vision, values, business strategy and marketing strategy should be in harmony.

How Should a B2B Content Strategy Be?

Content strategy in B2B marketing aims to strengthen the interest of targeted companies in the brand. With the correct methods, both sales increase and the potential customer base expands. In particular, information technology companies will have a communication model that reaches the end-user, even indirectly, thanks to the brand communication they will establish with other companies. All these studies will make the products and services understandable and show that the brand is competent in its field.

In the months following the publication of the content to be produced in accordance with the determined marketing strategy, it will be seen that the organic traffic to the site increases. Simultaneous sharing of content on social networks will increase the power of the interaction. It is possible to see the change in the rankings in search engines by sticking to the content marketing strategy and following the current trends in search engines and applying them to the content. B2B companies that attach importance to content marketing receive much more recycling than others.

The points to be considered when creating a content strategy in B2B marketing are as follows:
• Set goals
• Create a target company profile
• Audit content to spot differences
• Evaluate content ideas
• Research keywords and search terms
• Use topic clusters in the content strategy
• Use other content discussion methods that you can apply
• Choose the right types of content

Presentation of Content in B2B Companies

Most of the B2B companies use paid content distribution channels with their own website and LinkedIn account. In other words, companies that cannot benefit from free channels such as social media posts, blog posts or case studies should support their strategy with paid channels such as Google Adwords. As is known, most of these types of advertisements actually take place on social media networks. On the other hand, companies that prefer to use digital marketing ads have formed the majority. B2B marketing efforts gain speed thanks to both content and ads. Thus, the obstacles to branding, which is the biggest goal, are removed.

In B2B marketing, the content should be created with a wide range of sources and should be absolutely original. Because search engines do not bring non-original pages to the fore by excluding them from search. This situation concerns not only search engines but also customers. When customers see similar sentences and images on other sites, they turn to the most striking and original when they decide to purchase a product or service.

In addition to these, regularly producing informative, original and targeted content with keywords increases the traffic coming through search engines. Search engines, which check whether the website is useful or not, also increase the ranking of the site. This also contributes to increased visibility.

It is known that the most preferred content on the Internet is video content. B2B companies can gain the trust of their target audience by making both video content and live broadcasts. On the other hand, visual, graphic, picture and GIF works are also met with great interest by the target audience.

Content Strategy Recommendations

While trying to reach potential customers, B2B content marketing can be done on a wide scale, from blog content to social media posts, from e-mails to e-books, to both convey offers and turn them into sales. The following strategies can be used to stay ahead of the competitors.

1. Turn Content Into Engaging Stories

The way to look more professional is not to use abundant concepts that are unknown to everyone in the industry. For this reason, it is necessary to keep the contents simple and understandable. It is effective to stay away from concepts and words that will confuse potential customers and make their message difficult to understand, and simplifying the expression is effective. Of course, all this does not mean simplifying or banish the language used in the content. When doing B2B marketing, storytelling the contents takes you one step further. Because people connect with stories, get excited, emotional and learn. If the different problems of the target audience are correctly identified, creating niche content for them will increase the conversion rate. Thus, you can go beyond brands and products with a single content, and you can achieve great momentum and power in transformation.

2. Use All Aspects of the Content

In order to make a successful B2B marketing, it is necessary to diversify the contents. It shouldn’t just be content with blogging; It is necessary to use many communication and interaction methods such as online events, infographic,s and video content to communicate with the target audience. Since the sharing and interaction rates of especially infographic visual content will be high, you can answer the questions and problems of the target audience in this way and tell your story with infographics.

While B2B marketing, online training content, workshops and seminars are also an effective way to create a bond of trust with the target audience and activate them. Various activities, including experts on a niche topic in the industry, strengthen your position in the industry. Such online content that benefits viewers and is easily accessible to them will also strengthen brand awareness, as they will be eagerly welcomed.

3. Use Content Customization

If you want B2B marketing to be efficient, you should also use content personalization. Because you cannot evaluate the entire target audience in the same category. For this reason, you should identify different dynamics and personalize the customer experience with the help of content. The basic rule to know about this is that even if it is a single product, everyone’s motivation to buy that product is not the same.

You can reach different groups thanks to well-made, analyzed and carefully created content customization. If the content is about potential problems of the target audience, people really tend to share and consume it. If you want to increase conversion rates while doing B2B marketing, separate titles such as age, gender, geographic location, sector, title and department are also important for analyzing the audience and creating completely special content for them. You can choose social media posts accordingly, especially LinkedIn posts based on your connections.

4. Consider the Data

Data determines the steps to be taken. You should regularly examine the target audience’s behavioral patterns, conversion rates, causes and consequences, and the parameters that provide transformation, and process the data to make it meaningful. The results obtained should be the determining factor while setting the next step. You can make the content strategy much more meaningful according to the data results and analysis.

Benefits of Content Marketing

1. Creates New Business Opportunities

According to research, companies that produce blog posts generate nearly twice as many potential customers than non-bloggers. The effect of good content marketing is enormous. You can ensure that your potential customers get information about your company, your services and the value you can provide to them with the contents describing your products and services that you will broadcast on your digital channels.

2. Brings New Customers

You can get new customers with blog posts. Whether your content is a survey that a potential customer has noticed on Google, or a promotional file they download from your site. Content marketing plays an important role in the B2B purchasing lifecycle.

3. Improves Search Engine Ranking and Discovery

Search engines work more effectively on new, relevant and indexed content. Blog posts you publish on your website improve your search engine ranking and contribute positively to your likelihood of being in searches. A blog on your website will result in 434% more indexed pages and 97% more indexed links. By increasing your indexed pages and links, you can make your site more reputable before search engines.

4. Increases site traffic

According to Hubspot, if you have 51-100 pages on your website (consider each blog post as a unique page), you can generate 48% more traffic than under 50 pages. More traffic growth means more potential customers.

5. Thought Leadership Develops a Culture

Engaging your organization in regularly creating new content will develop a research culture and thought leadership. Content marketing can help keep your team updated on changes and trends. This information can be helpful in your new business and product development efforts. It’s not just the marketing team’s job to produce materials that will be used in your content marketing efforts. You can get help from customer representatives, experts and even your
customers while creating content.

6. Saving Time

According to the Content Marketing Institute, 70% of B2B marketers see time constraints as the most significant obstacle to content creation. In fact, content marketing will save your marketing and sales teams time in the long run. How often does a potential customer ask for a conference call, product demonstration, or more information? You can reduce the time you spend for sales and marketing activities by creating promotional videos for your products and services. With some upfront investment, creating quality content can save you valuable time in
the future.

7. Increases Customer Retention

Since the content to be produced for your existing customers will be personalized, segmented and relevant, you can increase your customer retention rate in the long term by keeping them updated with great content.

8. Content Marketing Builds Community

Every time you share content on social media channels, you provide a new center of attraction for the community you address. Thanks to social media channels, it opens the way for your followers to interact with each other as well as interact with your customers, and the quality of the content, the number of followers, and the level of interest act as a spiral that increases interaction.

9. Big Data Opens the Door to Customer Insight

Potential customers express their intentions by downloading a case study document, visiting the website or registering on the webinar. This behavioral footprint deserves to go after it. One of the secret weapons used in content creation is to reach customer insight by processing the data in question.

The content you publish can serve purposes such as creating brand awareness, educating the audience, and building trust.

A Recommendation: Create content that understands what’s unique in your company, knows how to rise from the mediocre, and surprises your audience with articles, research, video or podcast recordings.

Producing regular content is beneficial for information technology companies engaged in B2B marketing to increase their visibility in the digital world. Thanks to the contents and the service, you can ensure that the customers who are satisfied with your company give positive comments about your brand and introduce it to its environment.

B2B SaaS and IT Customer Interviews: Make Your Customer Your Superstar

When it comes down to it, your customers are just like everybody else you know. They love making remarkable things, and they enjoy success. They also enjoy talking about their success and about the great results that come about as a result of their decisions.  And those likes apply to them just as much when they are an employee, owner or entrepreneur in the world of  B2B technology, as they do during their personal life.

Having a signature on the things that helped their business achieve significant results such as reductions in cost, improved productivity or increased sales makes people happy. It’s like the joy of Christmas morning all over again. If you’re a B2B technology solution provider, you can take some of the credit too. You helped them along the way. Your products and your solutions empowered your customer to get there.

The question is, do you keep this success to yourselves or do you share it with the world?

Put Your Customer Under the Spotlight

Relationships make the world of business turn. And good relationships help you succeed – there’s no doubt about that.

Once you build a rapport with a customer, that relationship elevates your connection with them.

  • It’s no longer just about products
  • It’s about people you know and trust
  • It’s about furthering those relationships
  • It’s about strengthening those relationships

If you have a client who is happy working with you, congratulations! You’re doing something right. You’ve qualified for the Champions League! You might be the coach, trainer or key player. Regardless of your role, what matters is you are an important part of the team and the success it has achieved.

So celebrate! It’s time to toast your success. It’s time to celebrate with you. It’s time for your client to tell the world about your role in their achievement.

Have you ever thought of asking a satisfied client to talk about how your product or service helped them? Often, they’re only too pleased to be placed under the spotlight – after all, it’s more good exposure for them.

When a client is satisfied with the outcome of what you provided them with, you can be sure they will talk about it. They’ll talk about it with their bosses, their friends, and their family. People congratulate them and tell them what a great job they did. So, why not put your customer under the spotlight and let them talk to other prospective clients? Make them a hero. A hero who bought your product, implemented your solution, used your service and achieved great results.

Satisfied clients are the best people to talk about your business. They have no vested interest in talking up your product or service, so when they speak, others sit up and take notice. But how do you get them to talk to people about the great product or service you provide and the results it delivered for them?

Simple. You interview them. There are many other ways to get this story out there but they can involve third parties and are often time-consuming. For an interview, all you need is an agreed time for you and one other to meet up.

Customer testimonials deserve your time

A customer testimonial says a lot. Let your client talk about your product about their challenges, the issues they face, and how you came into the picture and changed everything.

Let them draw the big picture for your audience:

  • Your prospects
  • Your customers
  • Your competitors
  • Your audience

Let them describe what you brought to their business:

  • The added value
  • The improved results
  • The increased ROI
  • The new ways of working

And any other amazing things that have happened as a result of what you did or you provided.

Ask the right questions. Remember, it’s not about you, it’s about your customer

Before the interview make sure you are fully prepared. Spend time with your interviewee. Take a look at their LinkedIn profile, see the posts they like, check out their background, their previous positions and other notable achievements. Understand all there is to know about their role and responsibilities. Make sure your questions are about them and their success not directly about your products. Remember, this is their time to shine; their moment in the spotlight.

Let them tell their story from their perspective. All you need to do is ask the right questions, probe for additional information when required and show genuine interest in their story. You can steer the conversation towards the pain points you know that your product or service addressed, but don’t explicitly ask them to say how amazing it is.

Ask questions such as:

  • “What was the biggest challenge you faced?”
  • “What made you choose to work with us?”
  • “What was the outcome of working with us?”
  • “What made you most proud of the project?”

After all, it’s their story – but you play a huge part in it.

Go with the flow of the answers. Let your customer tell their story from their perspective and try to make it more of an informal chat. Encourage them to relax and let them open up. That’s when you’ll get the real insight into how you helped them achieve success – and you might get a couple of interesting quotes to boot.

Your customer is your key to word-of-mouth marketing

When your audience read the article, you want them to say. “OK, great. So, X company did this, achieved that, got these results. This person or company has worked with them and is happy with the results. So, why don’t we give it a shot?”

You won’t get business from everybody who reads the article, but some will get in touch. Others will share the story on LinkedIn or bookmark your website for the future.

Your audience will understand what you do and how you do it. And they’ll have independent verification that you do out well.

Your customer will do the talking for you which will result in:

  • More engagement on social media
  • More visits to your website
  • Greater exposure for your company
  • Word-of-mouth marketing
  • Increased brand awareness
  • Better quality leads and more conversions

At Lucdigi, we help B2B SaaS and IT companies discover the power of their customer’s voices. We support them to find the right questions to ask to ensure strong, positive replies. And we help to create an engaging, shareable article following customer interviews. We know the power of making your customer the superstar, and with our content marketing team specialized in creating B2B tech-specific interviews, we empower you to get qualified leads and turn them into paying customer. 

Get in touch with our team of experts today to find out how we can help you create new business opportunities.

If You’re Not Using Case Studies for B2B Marketing, It Might Be Time You Started

According to research, 73% of business to business marketers are now investing their efforts in creating case studies. There are lots of effective B2B marketing strategies but the great benefit of case studies is that you are able to tell a story about your company and how you solved a problem for a client or customer.

By reading your story, the potential new customer can get a better idea of what your company can do for theirs. You can’t convey this in-depth amount of information using channels like social media, unless you put it into a video, so case studies are the best option to provide all of that extra detail that will persuade a business that they need your services.

The power of case studies will vary depending on the industry that you are working in but regardless of which industry that happens to be, a customer lead will be looking for a service that you provide because they have a problem that needs solving or a need that they have. This is why case studies tend to be structured in a way that describes: The Problem; The Solution: The Results.

Writing about the problem

As an example, their problem could be that the company is spending too much time dealing with email enquiries. A software development company could solve their problem by creating a chatbot for the company’s website that answers some of the more common questions that they receive all of the time. So, instead of receiving 50 emails per day, the emails were reduced by 40 of those emails being answered automatically by the chatbot instead.

The case study would be able to talk through the problem in terms of how many hours per week were being spent on answering these emails, even including the impact such as taking on extra staff, or stopping employees from being able to concentrate on other tasks that will generate leads.

Outlining the solution and results

The case study then outlines the exact way that the problem was resolved and finishes with the results, which should be metric, wherever possible. For example, reduced 10 hours of work per week, or saved £xxx in salary per annum for staff to deal with the enquiries. In this section you want to be trying to show why your company is the best one for the job, rather than one of your competitors. Numbers and facts really do help to add more weight to your story.

How long should a case study be?

The length of a case study is usually around the 750 to 1000 word mark, you need to get enough detail in, without boring the reader with too much detail! Providing a story about your business helps you to build credibility and give a better understanding of what services your company provides. The other factor that makes case studies so good for B2B marketing is that stories are more memorable than just a page of text about a company.

If you haven’t already considered adding case studies to your marketing strategy, it could be the missing part of the jigsaw to help you to convert more leads.

Should You Be Using Infographics for Your B2B Marketing?

When you are developing your B2B marketing strategy, there might be several strategies that you usually dismiss because you think that you don’t have the time, or the skills, or the need to successfully deliver that type of strategy. One of the strategies that people are often reluctant to try is infographics because they are worried about the design element of creating this type of content.

However, infographics are a very effective form of B2B marketing if you have the budget or the tools and creativity to get it right. High quality infographics work well because they are more engaging than most other content types, also if you manage to think of a really useful set of information to convey via an infographic, people will share it and help to grow your reach.

Whilst it isn’t a good idea to start using infographics for all of your marketing content, and it would be pretty difficult to put all those kinds of content into an infographic, using them sporadically, when you have the right type of information that will fit nicely into an infographic is ideal.

Where to start when creating an infographic?

The first part of the creation journey is to identify some data that can be easily presented in the form of an infographic. You don’t want to try and put too much data into the image and make it too distracting, so refine the key parts of information that you want to use. Statistical analysis that you often see content marketing companies sharing through infographics are a good example of effective ways of creating infographics e.g. 80% of all online content will be video by 2021.

Survey results are also perfect for building into an infographic e.g. 70% of consumers said they would rather buy online than buy the product in a store. So, once you have the right data to present in an infographic, you have done most of the hard work. Remember, the data has to be useful for people, don’t just create infographics for the sake of designing a pretty image.

Designing the infographic

This is the bit that can often put people off because they think they need to have advanced design skills to be able to create attractive infographics. There are two different approaches to take with this, the first one and the easiest is to hire a freelance graphic designer to do the work for you. If you just give them the data, they can usually design a quick infographic for a reasonable price that looks really professional.

The other option is to try designing it yourself, now if you a pretty decent graphic designer with the right software then you are good to go. If you have no design experience or software, don’t worry because there are free tools that you can use that will help you to create an infographic of a pretty good level of quality. Canva.com is one such free tool that provides templates and images that you can incorporate into your infographic. There are lots of premium images and features within Canva but you can still do a good job just utilizing the free features.

Once you have designed your infographic, you simply need to share it with the world, so whether that is through LinkedIn or whatever channel you want to use to share the content, you have just created and shared your infographic and should start to see engagement with it.

8 Stats That Show Why Content Marketing is the Most Important Marketing Strategy

There are many different types of marketing that have proven to be successful over recent years but what is effective one year, might die a death the next, so it is important to stay up to date with the latest trends and most effective marketing methods.

Content marketing is certainly not a new trend but changes in consumer behavior, advances in technology and updates to data privacy regulations, for example, can influence the effectiveness of a certain type of marketing.

Here are some statistics that add weight to the argument that you should be investing in content marketing over any other channels.

  • Content marketing costs 62% less than outbound marketing but generates 3x as many leads

Now that is a powerful stat and as marketers, we are constantly looking for the lowest cost method to generate the most leads. Traditional marketing methods such as direct mail, and media advertising are expensive and take a lot of time and effort to deliver compared to content marketing.

  • Over 200 million people use ad blockers

Let’s face it, most people find ads annoying and it is no surprise that a huge number of people have ad blocking software to stop them from being pestered with constant ads.

  • Content marketing leaders achieve 7.8x more traffic than the rest

Marketing guru Neil Patel shared his insights on how successful content marketing leaders are compared to their competitors. Developing compelling content that adds high value to the reader is priceless.

  • Content drives brand recall = increased engagement

Personalized content helps to make a consumer remember a brand, engaging with the company on a deeper level. According to an IBM Digital Experience Survey, 56% of marketing professionals believe that personalized content drives higher engagement rates.

  • 73% of major organizations hire a content marketing strategy manager/professional

More and more companies have now realized the value of hiring a content marketing expert, to ensure that they are prioritizing this type of marketing, as they now understand how profitable it is. This also allows the company to identify the best technology and platforms to use for the most effective types of content marketing.

  • For every $1 spent, email gives back $38 in ROI

According to CampaignMonitor, for every $1 that is spent on email marketing strategy, it is able to earn $38 back in ROI. By developing personalized and targeted emails, conversion rates are much higher than other channels.

  • 88% of B2B marketers use content marketing

The huge majority of B2B marketers invest in their content marketing, as a vital part of their marketing strategy. Content marketing also gives more sustainable value than other marketing options.

  • Many marketers will use over 13 content marketing tactics

Using the full range of content marketing tactics generates greater results than focusing on just one or two, which is evident by so many marketers choosing to deploy varied and diverse channels. These eight statistics really underline the importance of content marketing, how effective it can be and why marketers include it as the staple of their marketing strategies.

How Third Party Directories Can Boost Your SEO

When a Google user is looking for a service or product that you provide, they are generally looking for a listicle that will point them in the direction of the best companies to provide what they need.

For example, if you searched for ‘best contract management software’ you will see the businesses that have paid for Google Ads at the top of the search results but then there is a list below it that includes lots of software companies. The listicle has been created by a software review site, which basically lists all of the most popular contract management software solutions, along with ratings and reviews left by customers. They also display information like cost, a link to the company’s website, company logo and platforms the software is compatible with.

This type of listicle ranks top because it successfully answers the user’s question. It adds real value to the person searching for the best contract management software and provides in depth information that will help them to make the decision regarding which solution to choose. The companies that feature on this list, especially the ones that are displayed in the top places on the review page, stand to gain a lot of traffic through this, so if you are a contract management software company, you will want to get onto that list, right?

How to get onto third party directories

In a lot of cases, the reality is that companies pay for the privilege of featuring on such a site. However, the companies that are already the big players will already be included, or else the list would lack credibility. So, if you are a smaller, lesser known company, then you can help gain more traffic to your website by paying to get onto the review site. Whatever type of industry your company sits within, featuring on a listicle that performs well in search results is going to be powerful.

The costs involved can vary depending on the type of services or products that are being reviewed but the reason these review sites are so good for Google is because it means users do not need to go onto multiple websites to find the information that they are looking for. Additionally, these sites tend to give a balanced, fair view of a range of companies instead of going onto a company’s own website, where they will obviously be promoting themselves. So, if you want to gain more traffic to your website and hit the jackpot when people search for ‘best xxxx provider’, this is definitely an option that you should look into. Your first step is to perform the search for your relevant services or products and find the review website that you want to get onto. They will usually make it easy for you to contact them to have a discussion about featuring on their review site.

How to Audit Your Content to Drive More Organic Traffic to Your Website

When you set up a new website and spend lots of time and effort getting the content right, there is one more important thing that you need to consider – auditing your website on a regular basis. Having fresh, topical content shows that your business is up to date with the current trends and information and positions you as a company with authority in your area of expertise.

Here are some tips on how to perform high quality audits on your content, which will enable you to get better organic traffic to your website:

Using Google Analytics

To start with you should have Google Analytics running on your blog/website, and you want to have a look at the data from the last year or more, so go to the following:

Behaviour > Site content > All pages

Then update the date range to get at least the last 12 months of data. You will see all of your traffic data for that period and you can now export the data in a spreadsheet to analyse it in more detail.

As well as looking at the traffic, there are metrics such as whether pages/blogs have any backlinks, which would usually indicate the content is worthwhile keeping. To find out whether there are any backlinks, you can use tools from Ahrefs or Majestic.

Create your audit spreadsheet

Sort your posts from highest traffic to lower traffic and this is the beginning of the audit process. It is a good idea to add additional columns to your spreadsheet to ensure you are regularly auditing the most important factors that will help you to decide the next steps.

The key actions and considerations are:

  • Is the post getting consistent traffic?
  • Does the post receive seasonal spikes in traffic? (you may need to put the date range further back for this)
  • Which topics/themes/categories are the most popular?
  • Are there any posts that receive no hits at all?

You will also need to look at the pages to check for issues that require fixing or updating as they can impact the quality of your content, including:

  • Any content that is out of date/incorrect information
  • Broken or slow loading images
  • Formatting that looks messy/strange
  • Any links that are broken

Running through each of these audit actions will then give you the basis to make a decision on whether you will keep the content, delete it, or do something different with it.

In the last column on your spreadsheet you should indicate whether to:

  1. Keep the content as it is (as it is working well and getting good traffic)
  2. Keep it but update it or repurpose it to make it more relevant and current
  3. Delete it completely (getting very little or no traffic)
  4. Delete it and redirect to a post that is more useful

Once you have completed this last exercise, you can perform the required actions and your website/blog will be geared up to benefit from more organic traffic. It will also give you a much better idea of what type of content is working well, so that you can continue to create similarly popular content going forward.