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Bredin Fastcast: Content Marketing for SMB Lead Generation

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What are the elements of an effective SMB lead generation program? What are SMB content contact preferences, what lead generation formats and topics do they prefer, where do they look for lead gen content, what contact information are they willing to share, what attributes make it most effective, what devices do they view content on, what is its impact, and who is doing it well?

To answer these questions, we recently surveyed over 300 U.S. SMB principals. The results are instructive; there are some great learnings on how content can drive leads.

In the full report you'll get valuable insights to put to work right away in your SMB lead generation content marketing plans.

Publicada em: Marketing
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Bredin Fastcast: Content Marketing for SMB Lead Generation

  1. 1. Content Marketing for SMB Lead Generation June 29, 2016 Bredin, Inc. www.bredin.com 617-868-6369
  2. 2. 2 Research Objective Give SMB marketers a current perspective on using content to generate SMB leads • SMB business outlook • First, second and third touch preferences • Content format and topic preferences • The contact information SMBs prefer to share • The attributes of content that drive leads • The devices on which SMBs view content • The effect of content on SMBs • How SMBs rate major brands’ content
  3. 3. Methodology How • 15-minute online survey Who • 303 principals of U.S. companies with <500 employees (5.5%+/- CI) • 102 with <20 employees (97.7% weighting) • 101 with 20-99 employees (1.9% weighting) • 100 with 100-500 employees (0.3% weighting) • Any industry • See slides 32-36 for participant demographics When • March 22– 29, 2016 1 2 3 3
  4. 4. Detailed Results
  5. 5. 31% 21% 33% 11% 5% Up by 10% or more Up, by less than 10% Same as 2015 Down, by less than 10% Down by 10% or more 2016 Business Outlook 5 What is your revenue outlook for 2016, compared to 2015? More than half of SMBs expect to grow in 2016 n=303
  6. 6. Contact Preferences: First Touch 6 n=301 Top-two box If you were a marketing consultant, how would you recommend that companies contact you? Please rank these ways that a company can first contact or engage with you from top (most likely to be effective) to bottom (least likely to be effective). SMBs prefer that marketers send them advisory content as a first touch 0% 5% 10% 15% 20% 25% 30% 35% 40% Allow me to find their marketing content on social media sites like Facebook, Twitter and LinkedIn A banner ad with a promotion, discount or special offer A banner ad with a link to marketing content Allow me to find their marketing content elsewhere online, like on news sites A phone call Allow me to find their marketing content on their site An email with a promotion, discount or special offer An email with a link to marketing content
  7. 7. Contact Preferences: Second Touch 7 n=297 Top-two box If you didn’t respond to the first contact, how would you recommend that companies contact you a second time? Please rank these items from top (most likely to be effective) to bottom (least likely to be effective). SMBs also prefer advisory content as a second touch 0% 10% 20% 30% 40% 50% A banner ad with a promotion, discount or special offer Allow me to find their marketing content on social media sites like Facebook, Twitter and LinkedIn Allow me to find their marketing content elsewhere online, like on news sites Allow me to find their marketing content on their site A banner ad with a link to marketing content A phone call An email with a promotion, discount or special offer An email with a link to marketing content
  8. 8. Contact Preferences: Third Touch 8 n=295 Top-two box If you didn’t respond to the second contact, how would you recommend that companies contact you a third time? Please rank these items from top (most likely to be effective) to bottom (least likely to be effective). As a third touch, SMBs prefer some kind of discount or offer 0% 5% 10% 15% 20% 25% 30% 35% 40% Allow me to find their marketing content on social media sites like Facebook, Twitter and LinkedIn Allow me to find their marketing content elsewhere online, like on news sites A banner ad with a promotion, discount or special offer A banner ad with a link to marketing content Allow me to find their marketing content on their site A phone call An email with a link to marketing content An email with a promotion, discount or special offer
  9. 9. Format Preferences: Syndicated Content 9 n=301 Top-two box Marketers often use marketing content as a way to remind you of their brand and offerings, or to get you to provide your contact information. On a scale of 1 (very unlikely to read or watch it based on a link or an ad) to 5 (very likely to read or watch it based on a link or an ad), please rate each of these kinds of marketing content: SMBs are most likely to click on case studies from a text or banner ad 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Slideshare Template Blog post Podcast Cheat sheet Infographic Ebook Workbook Kit Checklist Guide Video Webinar / webcast Survey / research report Article Whitepaper Case study Click here to get the full report

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