What Does a Successful Content Marketing Website Do?

Your website has a tough job. It must appeal to your site visitors in a way that encourages engagement and moves those visitors toward action, and it must do this without necessarily knowing anything about your visitors when they first arrive. Once a visitor has been to the content marketing site or connected with you via social media or email, you have much more information to work with — assuming you have good CRM and marketing automation tools in place.

content marketingCheck out even more about personalization and artificial intelligence with FUSE Enterprise.

Your website has a tough job. It must appeal to your site visitors in a way that encourages engagement and moves those visitors toward action, and it must do this without necessarily knowing anything about your visitors when they first arrive.

Once a visitor has been to the content marketing site or connected with you via social media or email, you have much more information to work with — assuming you have good CRM and marketing automation tools in place.

But even without that information, your site needs to do the following:

  • Address prospects’ problems
  • Educate
  • Demonstrate your experience and expertise
  • Prove effectiveness of your solutions
  • Build trust
  • Provide a way to reach you

With all that is required of an effective marketing website, the planning and strategy that go into the site before the first line of code is written will have an enormous impact on how well your site performs. The tips below will make the process more productive.

Define Success

It often helps to begin at the end: Define what constitutes success. Is success adding a new subscriber to your email list? Getting a prospect to call or request contact with a sales person? Or is it actually completing the sale right there on the site?

If you know what you are hoping to achieve, you can design the site with that goal in mind. Or, we should say, with those goals in mind, because you’re likely to have multiple success points.

Adopt the Proper Perspective

Your site needs to be organized, written and focused on the world from your prospect’s perspective. Your organizational chart doesn’t matter. Nor do your mission, vision, values or your founder’s inspiration.

At least, not at first.

All these things will help bring your brand to life once prospects have been convinced that your solutions can help solve their problems.

Until then, though, nothing about you matters. So make sure your pages dedicated to early-funnel prospects are all about them.

Answer the Right Questions

You know the questions your clients and prospects ask. (If you don’t, stop reading and sit down with your front-line sales people and customer service reps. Their knowledge is going to help your marketing more than I possibly could.) Make sure your website answers those questions and, wherever possible, digs deeper to answer the questions your prospects don’t yet know to ask. This is a critical link in the chain from casual visitor to a prospect who is comfortable enough to engage with you more deeply.

Ask for Action

Every page of your website should lead naturally toward one thing: the next step in the buyer’s journey. That might simply be the next page on the site, subscribing to an email, downloading a white paper or eventually reaching out for contact with your sales team.

The difficult task here is balancing the need to maintain this tight focus while also presenting the visitor with reasonable options for their next steps. Again, planning and strategy will determine what those options should be and how they should be presented.

If you’re successful at defining success, moving prospects toward that end goal and giving them opportunities to engage and commit, you will have created all the elements for success. You’ll have a content marketing site that converts visitors to subscribers, subscribers to leads and leads to clients.

Learn even more about the convergence of technology and branded content at the FUSE Enterprise summit. Artificial intelligence and personalization will be featured among many other techniques and technologies.

 

A Successful Social Selling Example in B-to-B Marketing

Jones Lang LaSalle (JLL) is one of my favorite social selling examples in B-to-B sales. Telling this story at conferences is always a crowd-pleaser because of how practical and repeatable the approach is. JLL is a global player in real estate management and investments. The firm helps commercial real estate owners make money managing big properties and buildings smarter. In this short video, I’ll reveal how JLL’s sales team is using YouTube videos to get more discussion going with hard-to-reach decision-makers.

Jones Lang LaSalle (JLL) is one of my favorite social selling examples in B-to-B sales. Telling this story at conferences is always a crowd-pleaser because of how practical and repeatable the approach is.

JLL is a global player in real estate management and investments. The firm helps commercial real estate owners make money managing big properties and buildings smarter. In this short video, I’ll reveal how JLL’s sales team is using YouTube videos to get more discussion going with hard-to-reach decision-makers.

Behind the Scenes
What’s at work here? Let’s look at what’s going on behind the scenes so you can replicate social selling success in your setting.

JLL’s sales team has an unusually smart, very effective, starting point when approaching social selling.

They start with customers’ problems, challenges and goals in mind. Then, they design everything they put out onto social media to create one thing: response. For them that’s all that matters—getting clients to email or pick up the phone and ask for a meeting to talk about their problems.

JLL’s sales and account reps know how to structure what to say. They know how to talk to clients, not just what to say. They also know when to talk and when to clam up. This helps them create so much curiosity in JLL that customers cannot resist responding.

JLL’s reps provoke customers to take action. Here’s the surprising part: In the world of social media, what actually generates response has very little to do with technology.

Generating leads and appointments is based on one, essential practice: Copywriting. Direct response copywriting that grabs attention, challenges status quo thinking and provokes a response. So here’s one of my best social selling examples: A multi-billion dollar organization using the copywriting technique I love to train sales teams to execute.

The Problem and Solution
JLL had a new energy & sustainability division to launch, but current customers told sales reps their whitepapers were horrible. Potential customers were distracted—impossible to reach. The “greening of corporate America” was in full swing, but customers didn’t want to engage.

The problem: JLL’s whitepapers were filled with knowledge that clients already. So JLL’s sellers decided to focus more on capturing video sound bytes from a variety of property management experts.

Each two- to three-minute video captured surprising and, sometimes, shocking information. Knowledge that was structured to intentionally irritate customers—cause them to think, “Uh-oh, I didn’t realize that. I’d better call my rep to get to the bottom of this,” or “WHAT?! I had no idea. I better find out more about this right away … my butt is on the line here!”

For the rest of the story, watch the video clip above and learn how got the attention of busy, distracted property owners—many of whom were interested in talking about JLL’s services after all! I’ll show you exactly how they got prospects and clients to ask for discussions!