Tag: website visitors

Grow Content Ideas from Supply Chain

Chain link represents supply chainThe strengths of distributors, suppliers and manufacturers can differentiate companies from their competition. Content that positions your company as a wise decision maker in this regard can influence website visitors. Look no further than your own supply chain to find content ideas that create confidence.

Information about your supply chain can show what niche markets you serve, how you operate efficiently, what makes you resilient, talent you are associated with, and how you keep your standards high and consistent.

Customer Segmentation

For example, the choice made by a consumer on which restaurant to go to may rely on many factors such as age, food style preference, or décor.  The restaurateur’s supply chain reflects the market segment and helps differentiate the restaurant.

If an establishment is made kid-friendly by providing foam mat play areas, the manufacturer’s website should describe the safety and durability of the mats for children. An ingredients supplier website copy should describe how the ingredients are cultivated and from where. When design is important, website copy can include a portfolio of restaurant designers that resonate well with a particular customer segment.  This type of content answers questions, is targeted and customer focused.

Operational Efficiency

Include cost saving and inventory management decisions made by your company that have a positive result for your customer. Your supply chain is collaborating with these decisions. Why?

Resiliency

Having a variety of resources to call upon ensures that customers will be served. You may or may not include names of companies. But briefly describe their capabilities and your relationship with them in terms of years or volume.

Standardization

When consistency is important, describe how standardization solves problems for customers. How do you make sure the widgets within the widgets are aligned properly each time? Address issues on how you preserve quality, consistently.

Finding and sharing content from your supply chain can add credibility to your site, show support for your suppliers, and educate your website visitors.

Social Media Strategy: 10 Ways to Increase Involvement on Your B2B Facebook Page

Successful Facebook pages are all about involvement. How will you keep website visitors involved and engaged?
What’s your social media strategy? If you feel as if you are talking and no one is listening, it’s time to consider a new strategy. .

Here are 10 things you can try.
1)      Include a compelling call to action. If you want me to like you, give me a good reason why? Keep your message front and center. Offer an incentive.

2)      Try something fun. Ecyler produces a weekly 30-second series called “Crush that Can” which highlights fun ways to collapse a can for recycling.

3)      Demonstrate your product or service with a video.  At StellaDot company founders showcase all the feature of their fashion products and how to wear them.

4)      Launch a contest. Western States Cat held launched a heavy equipment rodeo at 12 locations across its territory. Participants competed in five event and the winner from each location will compete for a championship. Share the news on your Facebook page.

5)      Seek out legitimate feedback on your products and services.  Conduct a survey asking readers a simple question?

6)      Have employees tell a story about what they do for the company.

7)      Offer discounts for involvement. Offer a discount if they post of a photo related to them using the product. Threadless allows users to upload photos of their own t-shirt designs.

8)      Promote community content if you are a local business.

9)      Give them something for sharing with a friend.

10)   Respond to posts in a timely manner. Thank your fans for contributing and call them by name..

Let me know how it goes.

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?

How is Content Like a Campfire?

A campfire fills a need whether for outdoor cooking, light, or warmth. A campfire is isolated and controlled, drawing people towards it even when they are lost. A mood and expectation surround it. This small, functional and aesthetic space attracts people. A call to action is also present. To keep it going, a campfire needs to be tended.

So does content.

When I prepare content for a website I answer questions posed by the four Ps: Purpose, Process, Problem, and Practice. People are making decisions everyday on what to engage with. Remember the campfire. It shows immediate relevance. Its value is recognizable. So should your content be.

Purpose

Quality content resolves a need, want, or force. Website visitors start the conversation, usually with a question. Know them well enough to answer their questions. Help them counteract any opposing forces.

Process

Understand where in the product purchase cycle your prospects are and provide them with obvious pathways to finding what they need. Show them you are different. Demonstrate your expertise.

Problem

Address problems. Offer solutions. Help visitors complete their task. Discover trails that lead to success. Product descriptions, instructions, and training are problem busters throughout the buying cycle.

Practice

Explain your product or service well enough for the buyer to make a decision. What is getting in the way? Be clear and concise. Speak directly to your target market. Simplify.

You are not fighting forest fires. You are adding kindling to your campfire. Site visitors will become a part of your circle. Let competitors put their fires out; you feed yours. Keep your site well tended with content that is fresh, relevant, and recognizable.

Quality content is like a campfire because it serves a purpose, solves a problem, attracts attention, and creates a space for conversations.