Content Marketing

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.

Content Marketing

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!

Marketing Automation

How to Create a Strong Brand Positioning for B2B SaaS Companies

How do you see your B2B technology business’ rise to growth? As we all know, no company can take their business to next level by chance. It doesn’t happen overnight.

To stand out in the crowd, you need to clearly state who you serve and what makes you different. Why your potential customers should choose you? You should answer a part of this question with every social media post you publish, every e-mail you send to your customers and even when you type to words during your SEO optimization. And before you do all this, you need to build a strong marketing strategy out from unique and powerful brand positioning.

Why do B2B Companies Need Brand Positioning?

Great brand positioning is the foundation of branding. At the most basic level, you can use positioning to ensure your customers understand what your company stands for. It helps you to break through the clutter and find your identity in a crowded marketplace. It’s a shortcut, a fast-track to the customer’s mind. It creates the right connection between you and your customer.

But it is never enough for a brand to just be different. Everybody says that what they do is super unique. Your brand positioning should be created in a way that you can show people the value. You need to paint a picture in their minds that helps people understand why your business should matter to them and why they should choose you.

It’s very important to get this right. Yet it’s surprising how many B2B SaaS and IT companies don’t usually pay much of an attention to their brand positioning even though they truly need it. When people think about your solutions, what do they think about? Are they considering the benefits that come with using them, or is it too complicated?

Many times, B2B technology solutions are too complex to explain. It is very challenging to cut through clutter. A strong brand positioning helps you get noticed and becomes your loyal customers’ ‘shorthand’ for navigating a complicated – and risky – purchase decision.

When done right, you can use the power of your content marketing, e-mail marketing and performance marketing to grow your business.

Download our latest brand positioning template that Lucdigi marketing experts have created for your B2B technology business and successfully start building the image in the minds of the customers. Start creating a clear understanding of how your offering that meets your future customers needs today.

Brand Positioning Template for B2B Tech Companies

  1. What is your unique selling point? – 1 sentence (What makes you differentiate from your competitors?)
  2. What is your value proposition? – 2 sentence (What value do you provide to your customers?)
  3. What kind of a hero image would tell your business on your landing page? (Choose an image that explains what you do, what you bring, what value you add visually – be specific)
  4. What is your business related value proposition #1 ( A combination of a feature and benefit – what and how?)
  5. What is your business related value proposition #2 ( A combination of a feature and benefit – what and how?)
  6. What is your business related value proposition #3 ( A combination of a feature and benefit – what and how?)
  7. What is the most important value you create in the eyes of your existing customers? (interview them, see what the love most about your products and solutions)
  8. What is the most important success metric #1?
  9. What is the most important success metric #2?
  10. What is the most important success metric #3?
  11. Why should a prospect choose you? Reason #1
  12. Why should a prospect choose you? Reason #2
  13. Why should a prospect choose you? Reason #3
  14. Fill in the blanks.

(Your company name) provides ………. (target audience) with more/better/faster …………… (market category) than any business ………………. (industry). We do this by ………………. (reason to believe #1) ……………….. (reason to believe #2) ………….. (reason to believe #3).

  1. How do you describe your brand?

    • Personable and Friendly or Corporate and Professional
    • High Energy or Careful Thinking, Planning
    • Modern or High-tech or Classical and Traditional
    • Cutting-edge or Established
    • Fun or Serious
    • Accessible to All or Upscale

  2. What pain points do you solve with your solutions? #1
  3. What pain points do you solve with your solutions? #2
  4. What pain points do you solve with your solutions? #3
  5. What emotional benefit do you provide? #1
  6. What emotional benefit do you provide? #2
  7. What functional benefit do you provide? #1
  8. What functional benefit do you provide? #2
  9. What is your “unlike”? (Compared to your primary competitive alternative)
  10. What are the needs of your customers?
  11. What are the desires of your customers? And how do you fit in that picture?
Marketing Automation

6 Tips for Building Your IT company’s Marketing Strategy for a Post Covid-19 World

Welcome to the Future of B2B Marketing

Covid-19 has forced B2B buyers to shift significantly towards digital solutions. It’s been almost a year since sales teams said goodbye to face-to-face meetings and customer visits, and B2B events have been canceled all around the world. The way we do business has changed completely. As we adapt to these new realities, customer-centric IT companies are tearing up their “business-as-usual” plans and also reimagining their marketing operations.

In this new normal everything is digital – including B2B marketing. More importantly, this shift to digital is likely to become permanent. The world is changed for good. So has B2B marketing.

So how do you navigate the ‘now of business’ to shape your marketing activities in a post-Covid-19 world?

At Lucdigi, we know first-hand the challenges IT companies have been dealing with since the beginning of the pandemic. So, we’ve put together a few tips for you to use in your next marketing strategy to help navigate these times as successfully and efficiently as possible.

Choose Customer-Centricity Over Product-Centricity

We now live in a world that your customers behave differently. The winners of the new normal will be those that understand this and are able to adapt to the changing needs of their customers. Focus on your customers, not on your products.

Engage Your Customers with Empathy

When you become customer-centric, you channel your products and services to meet customer demands. Make sure you listen to them, understand their current pain points and find the best solutions for them in the new normal.

Adjust Your Social Media Communications

We are still in times of crisis. Make sure you keep this in mind while creating your social media strategy. Regardless of the channel you use, be sure to deliver the right message, to the right person, at the right time. Only publish and share things that are relevant to your audience.

Optimize Digital Advertising

Before Covid-19, made sense to spend some of your budgets on sponsorship for physical events. In the new normal, not so much. Make the most of your advertising budget by embracing the digital revolution.

Accelerate Your Website

Every paying customer visits your website at some point during their buying journey. So, make it a masterpiece. Your website needs to be visually appealing and answer any questions or objections your customers may have.

Re-Strategise Your E-mail Marketing Plan

This new normal is a good time to continue email marketing campaigns to engage with your digital audience. What matters the most at a time packed full of unknowns is to communicate with empathy. Feel confident reaching to your audience through newsletters and emails and let them know what you’re doing to help.

Need a Little Help?

As Lucdigi team, we understand the challenges your IT company has been going through. We are here to support and provide guidance in navigating your B2B business in the new normal. This is why now more than ever, we’re excited about the value of our services. Shoot us an email, our friendly team of experts are here to help you enhance your marketing strategy and activities.

Content Marketing

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.