The Point

Posts Tagged ‘B2B purchase’

Jul

Why Content Marketers Must Understand Domain Authority

Copy of Episode 13

The content marketing planets aligned when your hosts, Andy and Barry, selected theme music for our program written and recorded by our friend (and content astronaut) Robert Rose.

The groove of the tune was the reason it worked for us, but if you listen closely, you hear a vocal loop Robert uses with a female singing, “It’s gonna’ take a little time.”

She might have been rapping about content marketing. Or search. Or building “domain authority” (DA).

We’re riffing on these things in this episode with a focus on the increasingly important measure of domain authority. Andy’s published answers to common questions about DA on the Orbit Media blog and now his extensive knowledge on the topic is ready to be fed directly to your ear drums.


 

Tune in for 22 minutes to learn:

  • What is domain authority (DA)?
  • How’s it compare to Google’s PageRank metric?
  • What’s page authority (PA)?
  • Which one matters more for keyword research, DA or PA?
  • How measure the value of a link from another website to inform your planning process
  • Must-do techniques to increase your domain authority (and the magnetic power of your website)

(more…)

Jun

The Emotions that Drive B2B Purchases

emotions in b2b buying

 

You’ve heard from me before on the need to push your readers’ hot buttons. I got into all kinds of writing strategies in Conversion Copywriting: Strategies to Create a Customer Comfort Zone. In case you missed it, here’s my presentation:

 

Today, we’ll get more insights from Ardath Albee on the subject.

Ardath is a B2B Marketing Strategist and author of Digital Relevance: Developing Content and Strategies That Drive Results.

In this guest post written for Kapost’s Marketeer blog, Ardath examines how B2B decisions are made and to what extent emotions enter the picture.

Her article begins…

When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical.

I disagree. 

If you look into the behind-the-scenes processes throughout the continuum of the buying process, you’ll find a lot of emotion underlying the logic in B2B purchase decisions.

The most obvious reason why this is true is that B2B buyers are people. They’re just people spending their company’s money—rather than their own—to achieve a business goal. Spending company funds comes with a lot of expectations and pressure. Depending on the nature and size of the purchase, the decision a B2B buyer makes could affect a whole lot of people, and even the company’s sustainability or growth potential.

Read the full article at: marketeer.kapost.com