Critical Success Factor 2: Content Distribution

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While the first critical success factor in B2B sales involves the quality of your content, the ways in which that content is distributed to your audience is also important.

Medium

Key Metrics

Description

Email

Click through rate, unique opens

The purpose of email is to produce awareness of something you want the recipient to notice. You want to point out a critical issue and direct recipients to where they can learn more about it.

Therefore, your email campaign must be designed to support your prospects’ desired process for finding solutions to their problems, as well as the vendors with which they want to partner.

Emails must be designed to get a click to where you can engage the prospect more. Of course, emails must be opened in order to get the click, but the opens alone tell you very little.

Website

Inbound leads, search ranking, web traffic

Your website’s number one role is to act as the central repository for the information your prospects need to determine that you should be on their short list of vendors they should engage to solve a particular set of their problems.

It is a powerful communication tool and must be used as such. You must rely on your website to bring in leads straight to your sales team, as well as to nurture other leads for the long term.

You must know what key terms your prospects use to search, which pages are the most visited, and where they go from there. Continually optimize your website to attract, engage, and nurture prospects.tor

Social Media

Followers, likes, shares

Your social media platforms (Facebook, LinkedIn, Twitter) are where you truly build your brand. They allow you to create a community of loyal customers, employees, and future employees.

Social media is the appropriate place for you to share your views that are more socially and politically oriented, such as environmental responsibility, diversity (cultural, racial, gender, age, etc.), and so on. It is a great place to post new job openings, have current employees discuss the importance and impact of those roles, etc.

In short, your social media properties are where you correctly position your company.

Read about the third Critical Success Factor, “Automation”.