You’re a B2B tech company. You’ve likely been going for over a year and have developed some level of repeatable sales, largely through the efforts of the founder (probably you). Now you need to scale the business and put some formal processes in place around marketing and sales.
Putting marketing ahead of sales is deliberate and we outlined the reasons for this in our first post Why Inbound Marketing is More Important than Your First Sales Hire. It may feel counter-intuitive but, unless you do that, you’re likely setting up your first sales hire to fail, thereby, stalling your early stage growth.
In the post we describe the role that content marketing plays in inbound marketing and it’s an important one. But let’s pause a second to discuss traffic.
If you don’t already have a vibrant website/blog/content platform and you’re relying on organic search then you likely have little or limited traffic. Depending on volume of searches for the keywords you’re trying to rank for, you may even be struggling to repeatably reach 100-200 visitors per month. It’s hard to convert such low numbers into a workable volume of leads.
The answer is to produce content. For organic search, we’ve found that a weekly blog post of 500+ words works nicely. Identify 20-30 keywords you want to rank for and then consistently blog around those topics. Be topical, take a stance relevant to your target market and be consistent about the frequency of posts. Posts should talk broadly about [your] industry issues and the problems you solve rather than the benefits/features of your particular product.
The advantages of this commitment to the production of content are two fold:
- It will produce traffic, much more than a static website ever will – traffic that can be converted into leads.
- Well written, insightful content will help position you as a thought leader in your field. If you’ve been following our posts on Persuasion, you’ll know the benefits that can accrue through the principal of Authority.
The disadvantages are three fold (although no reason not to do it):
- It takes effort and commitment (which is also a cost, nothing’s for free).
- It takes time for Google to catch on to your content – maybe as much as 6 months (or 24 posts at one a week). While you will see a dramatic increase in traffic, be patient, it could take 6 months.
- Once you’re committed, it’s tough to stop. While there is something of a flywheel effect and it may take Google time to notice (and reduce your ranking), they will notice if you stop posting with the same regularity and gradually your traffic will die away. If you stop posting completely, we’ve seen sites with good traffic levels fall back to their original traffic levels in 6-9 months.
Accepting that content marketing is going to cost you one way or another is a good thing because that makes it easier to ‘justify’ paying for traffic (Google Adwords etc.) while you wait for the effects of your content marketing efforts to kick in.
This diagram is representational and simply highlights how you can achieve a certain level of traffic/leads (x) much quicker using paid traffic (y) than it would take waiting for your organic efforts to pay off (z).
What’s important is to appreciate that traffic is a commodity. One way or another you’re going to pay for it so why not use paid ads early on to ensure you’re generating traffic, leads and opportunities as fast as possible. Of course, you need to be effective in using paid traffic but that’s a topic for another day.
At Domino we live and breathe all aspects of lead generation. If you’d like to discuss how we can help your B2B tech company then please contact us using the tab in the navbar above.