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Reaching New Prospective Customers
Since most of WorkRamp’s ideal customers might not be ready to make a purchase decision, or even know much about the category, they set out to bring in more new potential customers to the blog. The goal was simple: deliver helpful content visitors would bookmark, share, and come back to, in order to build brand awareness and trust with WorkRamp.
WorkRamp can educate these prospective customers on immediate questions or needs they have, and build familiarity with their brand and what they do. And eventually, when they’re ready, they’ll come back to signup or purchase.
How They Improved It
1. She focused on top-of-funnel content to reach a wider base of new prospective customers.
WorkRamp wanted to bring in more *new* people to the website, and introduce them to the brand.
Since most visitors wouldn’t be ready to make a purchase decision, she decided to focus heavily on top-of-funnel content to build trust & familiarity with Workramp so visitors would be more likely to come back and try the product when they’re ready.
2. They performed an audit to see what topics were playing, and which weren’t.
When Fara got started, there wasn’t a lot of content strategy in place. The team evaluated current performance to know what was working & what wasn’t.
If an existing topic was resonating and gaining traffic, they set out to repurpose or elaborate on it. If a topic wasn’t getting much attention, they’d stop allocating resources to it. This helped them know where to invest their time and budget in the early days.
3. She listened to sales calls every week, to learn what topics customers would be interested in.
Fara built a habit of listening to customer calls every week to learn common customer questions. She’d create content based on these common questions, problems, or educational needs customers had. She’d pair this research with KW research, and create content that had significant search volume – and mostly importantly – resonated with their target customer.
4. She set a practical “quality rule” for each piece of content.
Fara wanted to create content that readers would bookmark, share, and revisit. To do that, she created a simple rule. Every piece of content needed 1 valuable thing readers could leave with.
In other words, she tried to ensure that every piece of content had really valuable insight readers could leave with and put into practice. Even if they outlined “5 ways to ______”, she’d focus on the 1 thing readers could leave with – if they took nothing else away.
5. She analyzed what competitors were doing, to find how they could take a different angle on their content.
Even though competitors would cover the same topics, Fara wanted to make sure WorkRamp had a unique angle or take on saying the same things, to stand out from the crowd.
6. They tracked the impact of their content further down the funnel.
Besides organic traffic, Fara’s team keeps a close eye on contacts created via LI (from the brand account), social media engagement & traffic to the site, and ultimately, demo requests & MQL attributions.
Results
As a result of all this, Fara and her team were able to increase Organic Traffic to the Blog from < 20% to 77% Quarter Over Quarter (and they’re still growing).
Metrics & Chill - Predictable Growth for B2B