Best Content Marketing Hacks for B2B — Part 3

Track conversions and leads

Here’s a question, do you know where your customers come from?

If the answer is “no”, then we have a huge problem. Not knowing where your potential customers are coming from is one of the major reasons why your content doesn’t have the impact it needs to produce.

Knowing this was easy with traditional marketing because the options were limited then. There was very little content to promote, the search engine was not as powerful, but now times have changed.

Almost every customer trip, as we know it, is done on the internet. And that’s great because you can track where they came from and how they discovered you. This can give you a better understanding of why they made a purchase and adjust your content syndication strategy accordingly.

You can track your potential customers using UTM parameters — it helps you determine where your potential customers are coming from — Twitter, Facebook, Google Ads, email marketing campaign, a social influencer or any other social platform.
Will you also have tags for each post on a particular platform, for example, if potential customers came from Facebook, which specific post?
Go to Google Analytics to configure UTM parameters. It’s easy, go to the “Demo and Tools” menu and the “Campaign URL Builder”.

Also, measure your return on investment. You can check your direct sales results to determine how successful your campaign has been, whether on social media, on display, or in any other medium.

Develop a Map of Customer Travel

This is a good one — having a customer travel map available will take you even further than the conversion funnel when you’re in the process of buying. From focusing on events that take place after the acquisition to prioritizing customer retention, this strategy is an important sales factor, while also helping to create sales-worthy content.

First of all, because you will not always stay focused on acquiring new customers. Of course, getting new customers is a wonderful thing, except that it costs and rarely gives you the results you want. In short:

Analyze customer behavior after the initial purchase through native advertising
Put yourself in the shoes of your customers and then choose a suitable distribution channel