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The Problem With B2B Content – Nobody Cares
When Robin Williams appeared in Dead Poets Society, he grabbed people’s attention. It was a riveting performance that some said should have won him an Academy Award. No luck.
When people pay to see a movie, attention is guaranteed. After all, they’re probably already fans of at least one of the actors, and assuming the movie is good, they’ll be riveted from the opening frame to the end.
But in the age of social media, attention is NOT guaranteed. If you’re like most people who use a platform like LinkedIn, you’re a nobody. They don’t know you, and nor do they care.
Unless you’re already a big name in the business world, you’ll have to do the same as me: start from scratch and build a presence.
How to do that? There are a few steps, so let’s deal with Step 1: Content. You need content that creates impact – something compelling that entices some of your connections to stop the infernal scrolling.
But the problem is that many so-called creators publish dreary content, the effect of which will guarantee their content is ignored.
Therefore, it behoves you to write content that cuts through the newsfeed clutter. Then, your LinkedIn posts can deliver several outcomes:
- Get people thinking.
- Stimulate engagement.
- Generate warm leads and interest.
- Sets the scene for lively conversations.
- Pave the way for Zoom calls, proposals and clients.
But to reach this level, you may need to take an axe to some of your current content types, which means fewer posts about your:
- Products
- Awards
- New hires
- New prestige clients
- Virtuous endeavours (we know you’re a hero, but tone it down a bit, eh?)
Let’s look at these content types a bit more. Each represents LOVE US content, where writers always talk about themselves, their business and their products. Let’s get real. Other than staff, happy clients and industry colleagues, nobody cares. Certainly not PROSPECTIVE clients; they don’t care. Heck, some of them don’t even know they have a problem. They’re blissfully unaware, so why would they care or even know about you? This is why it doesn’t make much sense to only pander to the needs of current clients and industry players. It’s unlikely that these folks will become clients, so why pander to them?
I’m not saying there’s no place for LOVE US content. There may be, but prospective clients don’t care much about it. Here is why:
- It doesn’t speak to them.
Example of Love Us Content……
As someone said to me the other day:
“What is it with agencies, consultancies and others? They’re forever talking
about themselves on LinkedIn; I don’t get it”.
LOVE US content is essentially brand-building content. It’s okay, but generally, it won’t generate leads or bring in clients. It’s the type of content that is useful when someone is already in buy mode. They’re looking for validation that your business is competent and can be trusted.
The above example may be fine from a branding point of view because it suggests that the business is successful and growing. It may even help consummate a deal for those in buy mode. But only chasing the low-hanging fruit denies you the opportunity to go out on the limb where the real opportunities lie.
So, to grow your business, stop directing your content at an infinitesimally small group of “now buyers”. Instead, tailor it for those who are not yet problem-aware or know they have a problem but have no idea how to fix it. Put the two groups together, and you will have many potential buyers. This is a much larger cohort, so start educating them now, and when they’re ready to buy, you’ll be in the box seat to win the business.
There’s more to the LinkedIn story than posting validating content. LinkedIn is no longer a glorified CV platform for those already in buy mode. The bigger picture is that it’s a premier client acquisition platform where you can find quality prospects with problems you can solve.
This group is far larger than the small percentage of the market actively looking for a service provider.
Understanding this, it is incumbent upon smart CEOs and Founders to seize the opportunity by elevating LinkedIn as their main client acquisition platform.
LOVE US Content Represents Muddled Priorities
Let’s back up a little. Why do so many people post self-congratulatory content on LinkedIn? It’s simple. They think the only people looking at their newsfeed – apart from competitors, staff, and existing customers – are people who are ALREADY IN THE MARKET for their type of product.
As I’ve said, this cohort represents a tiny slice of the potential market. The rest of the market consists of those who are problem-aware and looking for a solution or those who have no idea what the real problem is and are trying to figure out what to do next.
The Way Forward – Impactful Content
The first step is to create content specifically for your Ideal Clients. They want more than Love Us content; they want someone who:
- Understands them.
- Is acutely aware of their problems.
- Offers plausible solutions.
- Can demonstrate competence.
- Can articulate a message of hope.
Don’t get me wrong; content is not the be-all of marketing. It’s the first step and not the last. And to be clear, you don’t have to do this. You can do traditional things such as:
- Become a Messenger pest. Grrr.
- Run cold-calling campaigns. Crikey
- Annoy people with cold emails. Ahh no!
- Run paid ads to stone-cold audiences. OMG.
- Post nonsense content that few care about. Crazy.
The Marketing Funnel
How to Use Content to Generate Leads
Take a look at the sales funnel graphic above. You can see there are three elements to a sales funnel:
1). Top of the Funnel. People who are unclear about their problem and how to solve it.
2). Middle of the Funnel. People who are problem-aware and looking for a solution.
3). Bottom of the Funnel. Solution-aware people looking for the right supplier for them.
The bottom-of-the-funnel people are few in number, so if you chase just this group, you’ll be up against many competitors, and therefore, discounting is common; smaller margins for you even if you win the business. You have less leverage, authority and posture because you didn’t have time to build solid relationships with these people. To them, you’re just another salesperson hustling for a buck.
On the other hand, if you also cater for the TOFU and MOFU people, you have more time to build relationships and win them to your cause. Done properly, many of these people will stay loyal to you and become your customers. Why? You made them aware of their problem, gave them unique insights into their situation and taught them different ways to solve it.
That’s why it’s far better to seize control of your marketing and target your perfect clients, even if they’re not actively looking for a solution now. Or, to put it another way – be proactive, not reactive.
You can start with LinkedIn content and then roll out a simple campaign. With that thought in mind, here is one of my content frameworks for your consideration:
- “I know your pain”. Been there, done that. Highlight typical problems (including the problem beneath the problem).
- “My epiphany moment”. Share your light bulb moment when you discovered a “breakthrough method” to solve the problem.
- “You want better tomorrows”. Offer a glimpse of a better future. Give hope.
- “Here is my simple solution”. Tell them what they need to do now.
Is this Method Better Than Waiting for Referrals?
Waiting for client referrals can be stressful and unreliable. Another point is that the quality of the referrals may be poor. What then? More scrambling to find a new client. Don’t get me wrong; getting a quality referral is good. However, many have found it an unreliable way to build a business. That is why most businesses should jump on the target marketing train. So, define your ideal client, then do what you must to attract them.
So, here is my 6-point client acquisition framework….
1). Boost Engagement
Do it with better content.
2). Build a Small Community
Good content will attract supporters.
3). Offer Free Stuff for Leads
Offer valuable free items such as a cheat sheet, report or a live training session.
4). Interact in the DMs
Solid conversations start in the DMs.
5). Identify Hot Prospects
Lively conversations will identify good prospects.
6). Book Calls
But don’t book calls with everyone.
7). Conduct Calls and Make Sales
Not just any old Zoom call, but an expansive, interactive extravaganza!
So there you have it. A better way to use social media platforms such as LinkedIn. But not just for making you look good – use it to generate warm leads and attract quality clients.