Tag: b2b websites

Q&A Becomes a Custom Content Star for Mack Trucks

BulldogWhat questions do potential customers have about your B2B brand? Mack Trucks got it right when they added a section to their website called “Talking SCR.”  SCR (Selective Catalytic Reduction) is a new technology that Mack employed to meet stricter emissions regulations. The change had truck owners worried about how SCR technology would affect fuel economy, costs and maintenance.

The SCR Talks section allows website visitors to submit questions via email to Dave McKenna, director of Powertrain sales and marketing. Questions and answers are then posted on www.macktruck.com. The appeal of the section is in the authenticity of both the truckers and McKenna.

While McKenna is straightforward in presenting the facts, his passion and enthusiasm for Mack shines through, especially when he shares the news of a sale.  He deals with competitive questions head on. Customers show genuine appreciation for the information. Says one customer, “Thanks for all the great information and for taking your time to answer our questions – it’s invaluable in understanding the real world applicability of these technologies.”

Information that your audience finds invaluable is powerful. The opportunity to ask a question and get a personal response is simple, yet effective in building brand loyalty. Shared on the Internet, the information becomes a benefit to the entire Mack Truck community and a positive force for the brand.

In an interview with B2B for its “10 Great Websites” feature article, Sharon Shuman, director of e-business for Mack Trucks, called SCR Talks one of the most popular areas of the website.

What questions are your customers asking? Who can best answer them? Mack Trucks offers proof that Q&A can become quality custom content–useful information  that can drive traffic and build loyalty among your audience.

The Best Press Release Distribution Service for B2B Companies

Press releases are a great way to boost your website traffic, but they are often underutilized, especially among small- and medium-size B2B companies. Next week I hope to offer some solid proof of just how well they can work. We’re preparing to send out our first press release for Content for Biz next week and I will let you know how successful we are at boosting traffic to our site (www.contentforbiz.com). I plan to test three different press release distribution services to see which one delivers the best results.
I’ve been happy using PR Web for a number of clients, as it is moderately priced ($8-$360) and has generated good traffic for my clients. I have also had good results with PR Newswire, but priced at more than $700 for a national press release, it’s out of reach for many clients. I will also try two free press release distribution services www.freepressrelease.com and www.PR.com, to see if they can really help us stretch our marketing dollars.
Before you select a distribution service, think about your objectives. Is the purpose of the press release solely to boost online traffic, or do you feel you have a shot at print coverage as well? Are you looking for local or national coverage? Are you looking for coverage in trade magazines or mainstream media? Is it important to reach bloggers and search engines? In my experience, it is more cost-effective for B2B marketers to develop their own custom media list if the primary target is the trade press. Move beyond that, and I think a PR distribution service is your best bet.
No matter who your target it is, always prioritize your media list. Identify the top five or 10 media outlets and send them a personal note, customized to meet the needs of the publication or outlet. One of my clients was recently contacted for an upcoming article in Midwest Living, after I sent a short personal email to the editor.
While we’re waiting for the new website visitors to be counted, check out these great resources that will help you find the press release distribution service that’s right for your business.
What PR distribution services have you found to be cost-effective?

Create More Readable Copy through Testing

Computer Test for ReadabilityIs your compelling online content lost in long sentences and confusing text? One way to test the readability of content is to read it aloud. It’s easy to spot long, run-on sentences when you find yourself gasping for air. But that’s not all you can do.  Consider conducting a quantitative test of readability as a more definitive guide. I recently discovered a readability scoring system built right into Microsoft Word called the Flesh Read Ease Score.

Developed by author and writing consultant Rudolf Flesch (1911-1986), the score objectively calculates readability using a formula that takes into account the average number of words in a sentence and the number of syllables in the passage. Scores range from 0 to 100. You don’t need to know the formula, just how to interpret the scores. A score of zero would be most difficult and a score of 100 easiest. Scores in the 60 to 70 range are considered readable by the average reader.

To put the scores  into context, Readers Digest has a Flesch Reading score of 65, while the Harvard Business Review has a score in the low 30s.

Another measure called the Flesch-Kincaid formula, also available in Microsoft Word, translates the readability score to a grade level.  A score of 65 correlates with the 8th to 9th grade level and a score of 55 indicates a 10th to 12th grade level. Scores between 0 and 30 represent college graduate level readability.

Scores are obtained automatically when you run a Word document through a spelling and grammar check.  However, you have to adjust the readability options in Word to have the test results appear.

How to Set the Readability Options in Microsoft Office Word 2007

  1. Click the Microsoft Office Button , and then click Word Options.
  2. Click Proofing.
  3. Make sure Check grammar with spelling is selected.
  4. Under When correcting grammar in Word, select the Show readability statistics check box.

While your B2B audience may be highly educated, your website is probably not the place to impress them with five syllable words and long cumbersome sentences. If your score is coming up too high, break up longer sentences and replace words that may be causing confusion. Potential buyers want to find information fast, and you can help them with clear, concise and readable text.

How does your website content score on the Flesch Reading Ease Test?  Here’s how my text scored on this blog post.

Flesch Reading Ease                     56.8
Flesch-Kinkaid Grade Level          9.1

The “Build It and They Will Come” Fallacy

websites under constructionMany business owners tend to believe that if they build a bigger and better website, customers and prospects will come flocking to it. They want to check the website off of their “to do” list and forget about it.

Nothing could be further from the truth. The following steps will protect your investment in website development and spread your influence to those you want to reach. To fully realize the benefits of your site, marketers need to insist that business owners and managers don’t stop at Step 1.

Step 1: Optimize the Website
A well designed and search-engine-optimized website with quality content is Step 1. It should include engaging content, be fully optimized for your keywords, provide a news section, and be easy to update regularly.

Step 2: Build In-Bound Links
Organizations that provide inbound links include trade associations, publications, local business organizations, suppliers, and strategic business partners, to name a few.  For local businesses, Google Places is a great no-cost traffic booster. The business directories with the highest Google page rank include Hoover’s Online, Business.com, KellySearch and BizWeb.  Not all of these are free, but many are, including top-ranked KellySearch, B2B Yellow Pages, and B2B Today. Be careful how you list your business on these directories. Your business description should include important keywords that can drive traffic to your site, as well as photos and other information important to buyers.

List your business in as many relevant categories as possible. In a recent post on his Eat Metrics blog, Eric Rodriguez demonstrates the dramatic positive impact that additional category listings on Yelp have on restaurant reservations. His study is based on online reservation volume over time from Yelp.com for 35 restaurants.

Listing your business in online directories is not glamorous work, but a critically important step to drive traffic.

Step 3: Share Through Social Media

Social media is Step 3 because I believe marketers should first exhaust the least expensive promotional methods before spending money on paid advertising. Placing your content and interacting with customers and prospects on social websites will drive traffic to your site. It involves only a time investment. On Contentforbiz.com, referrals from social media sites comprise about half of all traffic. We regularly post our content to appropriate LinkedIn Groups, and Twitter. Recently, leading social media author (New York Times Best Seller Trust Agents), speaker and consultant Chris Brogan helped drive traffic to our site, when he promoted Mary Klest’s “Secrets of a Content Sleuth” to readers of his blog.

Review sites such as Yelp and Citysearch have also been proven to drive rankings. While marketers can’t control what the reviewers say, they can encourage reviews, and provide keyword rich responses. Instead of responding, “We’re glad you had a positive experience,” a home organizer might respond, “We are so happy you are enjoying the benefits of a well organized home office.”

Social media requires weekly, if not daily diligence. There is a clear payoff in terms of both web traffic and engagement. Keep in mind that just because an employee is a regular user of Facebook, it doesn’t mean he or she is qualified to handle social media for your business.  Social media training and outsourcing are two options that time-strapped marketers and business owners should consider to ensure that social media goals, policies and legal ramifications are kept in the forefront.

Step 4: Get the Word out with Publicity and Advertising
While pay per click campaigns can be a great way to generate traffic, don’t overlook all the other opportunities you have to promote your website content to customers and prospects. Integrate your print and online marketing by including your web and blog addresses on press releases, business cards, vehicles, signage, invoices, brochures, email marketing and other forms of advertising.

In summary, “build it and they will come” is a mantra that doesn’t apply to the realities of online marketing. A website is not a building. It is more like a machine that needs regular maintenance to keep it running at peak performance. Ignore that, and it will undoubtedly let you down.

Which of these four steps have you found to be the most challenging to implement?

Why Tone & Mood Matter in Custom Content

Most B2B websites exist to build relationships and brand awareness, not direct sales (except e-commerce sites). Getting the tone and mood of your site right allows the viewer to pass through the first gate to engagement. People use visual design as an initial filter. “Do I like how this site looks?” You have more control over this than you may think.

Studies show that opinions about what a website should look like are influenced by what industry it is found in. In my work as a content writer, I see this influence from within an industry as well. Let’s look at the automobile industry and the differences between an auto body shop, luxury car manufacturer, and auto parts manufacturer.

How can tone influence the mood of the viewer (who already has preconceived notions)? It is up to the content planner and writer to understand audience expectations and set the tone that creates the mood for building good interaction with a brand or business.

Tone Creates Mood

Tone is a feeling or atmosphere created by content writers using text, visuals and sometimes sounds. The choice of words, images and graphic details reflect tone. Tone is set with intent by the content writer to be serious, professional or
light hearted, etc.

Mood is what the audience perceives or feels while viewing the content.

An auto body shop or “collision repair” (new term being used) often caters to vehicle owners in distress. This audience may not be interested in reading tons of text or viewing pretty pictures. They want a cost estimate. Help with an insurance claim. Something that indicates the shop fixes their type of car.

The tone can be created using before and after photos to show the car owners there is hope for returning the vehicle to its original condition. The text may emphasize real-time response (readiness), customer convenience (caring), competence (quality) and satisfaction. The mood might be that of a prize fighter reclaiming his title or a sense of renewal.

On the other hand, an audience for luxury cars is looking for distinction. There is time to read some of the detail on performance, accessories and style. How is each described? The text is concise instilling a sense of scarcity, desire and pride. The photos on these sites change before our eyes, showing action. As a result the mood created may be racy or progressive. Lexus uses the phrases “Brace Yourself” and “Embrace cutting edge over convention” on their site.

E-Commerce Sites Create Tone and Mood Too

A manufacturer of auto parts may set up an e-commerce site that lists all parts by vehicle type. The tone (efficiency) is created through easy-to-use navigation devices such as search boxes, as well as accurate descriptions and photos of the part. When the phrase “Get the Perfect Fit” is placed above search boxes for make, model and year as JC Whitney does on their site, the buyer may feel more assured of their selection. The mood assurance is skillfully intended by the content writer.

Stay steps ahead of the competition by using tone and mood to distinguish your brand or business. Look at some of your favorite websites and see if the mood makes you want to do business with them.