B2B marketing: increase your newsletter signup 10x with content upgrades
In B2B marketing and more specifically lead conversion (newsletter signup) today, you are confronted with two major challenges:
Your content marketing is not shared as much as it used to be
People can't be bothered anymore to share your content. According to SearchEngineLand, people are sharing 50 % less than in 2015.
For content marketing blogs, it's even worse: HBR mentions a decrease of 89% in social sharing. All this probably has to do with the fact that company blog content increased by 800% in the last five years.
The content glut is real, and like with traffic jams: you are not a victim of the content glut. You are the content glut. (But that's another blog)
Your content marketing is getting fewer traffic (clicks)
Anway, even if people share your content marketing, you get less traffic to it.
On Facebook, links to "publishers" (that includes content marketing) are out in favor of friends and family sharing personal stories.
On LinkedIn, the algorithm prefers posts without links. (That's why you see lots of people posting their links in the first comment instead of in their original post. In fact, we recommend it.)
For your B2B marketing strategy, this has one very important implication: from now on, you need to make every website visitor count. And that means that you need to improve your newsletter signup. Website visits have become too valuable to waste.
B2B newsletter signup: conversion is tough
This can be tough, even with the best content. In fact, getting website visitors to sign up for your e-mail newsletter list is a beast.