Digital Transformation Consultants: Your B2B Guide
Digital transformation consultants and the work they do is about invigorating a companies digital opportunities.
Digital transformation is an incredibly varied topic. Ranging from supply chain to cyber security through to data governance and marketing technology.
With us at Grange & Cairn being all about digital communication and content I am going to hone in on marketing.
Why?
We know that transforming digital marketing can create future growth.
In fact B2B digital marketing has had ever improving opportunities since 2003, the year when LinkedIn launched.
Being that LinkedIn is the B2B social platform of choice, if you are looking to reach more customers this is a strong starting place.
Our question for you,
Is your current content and LinkedIn lead generation delivering for your objectives, strategy and sales growth?
Because for all 67+ million companies using the platform there is growth potential.
Not to surprising but, the companies who post infrequently every month miss out on 7X follower growth.
Don’t be one of those.
So,
How do we use digital transformation to create digital success?
Why Digital Transformation Is No Longer Optional
Why are we banging our drum about this.
Well in fact it is not just us.
Highlighted in a McKinsey Digital Quotient survey 93% of executives stated digital as critical for the success of strategic goals.
And think about it.
Exactly how many times have you experienced digital content and strategy being pushed back down the priority list due to short term, and arguably short sighted thinking?
However analysis has found that with long term thinking 2X growth is achievable.
This is down to a companies commitment to establish a trusted brand online.
Three Core Strategies for Digital Success
As digital transformation consultants it is key to focus on making content tactical and thoughtful.
As we can all remember that specific project!
You know the ones that didn’t get enough research or resource and then gets put on the back burner, even if the concept is full of potential.
We want to focus on three key principles that can drive results for B2B companies.
Here’s how to leverage these strategies effectively:
1. Content Cascade Optimisation
To be honest there are a few ways to look at the content cascade.
In this case we are going to start with LinkedIn. Understand posts that work and build more content around those subject topics.
However, you may be more familiar with the process of documenting a long form event or activity that is then spliced and repurposed into smaller content types.
This approach starting with LinkedIn works because:
Short-form content
You create a wide range of short-form pieces of content. Choose written, visual, audio or video, they are all a good starting point.
They can be tuned specifically to the different industries you serve, the main personality profiles and professional positions within prospective clients companies.
Observation
Then observe the reaction (engagement, likes, shares, views), as this allows us to identify what did and didn’t work. Armed with this insight allows for deeper content to be created on that topic.
With the objective of moving the audience from awareness towards interest and intent to buy.
For example an initial photo post around the pain of internal communication. Can be iterated out into longer form content pieces.
So whether you are selling software, hardware or services to improve internal communication you can create many longer form content.
For example an article that explores the top 3 reasons broken internal communication occurs in SMES. Or an infographic on the impact poor internal communication has on customer experience. Or a case study on how great internal communication improves cost reduction.
High value content
LinkedIn is also a great platform for high value organic content. That means not a sales pitch, not a photo from a catalogue and not just adding low quality information to the platform.
Yes we do need to get creative to create your content.
Although you can always lean on AI for a creative helping hand, as discussed here.
Regardless of its source of creation, high value content helps increase the time a user spends on LinkedIn. And this is good, because it shows a signal to LinkedIn about your content helping achieve one of their own objectives.
Dwell time is key for LinkedIn and the algorithm effectively supports content that helps them. Dwell time is something Stefanie Marrone discusses here.
2. Strategic Content Amplification
For this purpose, it’s crucial to transform high-performing organic content into targeted content and potentially campaigns:
Advertise great posts
One method is taking the successful posts and turning them into advertisements. Your objective could be conversion such as lead generation. Or consideration like video views and engagement.
Downloadable
Additionally, you can increase the cascade effect by expanding on a LinkedIn article. If an article has performed well these can be broken down into multiple short-form posts.
A further way to cascade the content from a successful article would be to create a downloadable whitepaper. This gives the audience an informational breakdown they can refer back to. And you benefit from the insight into download details for lead gen.
Go video
Finally, transform popular written content into video formats. Why, because video content is 5X more likely to create engagement. And engaged users are exactly what LinkedIn wants. This increases the likelihood LinkedIn will increase the reach of your content.
3. Data-Driven Refinement
All of the above could be irrelevant if it was guess work without insights. Thats why digital transformation consultants focus on understanding the contents performance. This enables us to implement the next stage of the cascade successfully. Content evolution.
Track engagement
Track industry (sub-industry) specific engagement and comments. Especially important if your solution covers several sectors.
Test and test
A/B test your content formats to see how written, video and infographic on the same subject matter performs. Potentially a particular type performs significantly better within a certain industry. We want to know this to optimise future content.
Convert to lead
Measure conversion rates from initial engagement to becoming a lead.
Equally important is to take time to create a significant amount of high value content to be truly able to assess its performance.
Therefore be patient and scientific. Watch what happens with your content. As I said above observe how it performs related to different industries, personality and job roles. This will all contribute to you refining your future content.
Conclusion: Digital Transformation Consultants
The journey toward digital transformation doesn’t have to be a stretch of resource, time or focus.
In fact, whether working internally or with digital transformation consultants your company can achieve remarkable results with a structured approach and clear objectives. All through a strategic LinkedIn presence.
Turn digital content into a priority and leverage the content cascade strategy. To create high value content that is engaging and communicates solutions.
If you want more B2B information we have written about elevating your B2B strategy and tools to help do so, then click here.
Editorial process
Our articles are curated by experts in B2B business with expertise in AI. And are focused on the technological opportunities that exist for B2B businesses.
The reviews are constructed through the analysis of hundreds of actual experiences and condensed into our concise thumbs up or thumbs down format.
Some of the links in this article may be affiliate links. This means at no cost to you they may provide us compensation that helps fund the costs of this site.
James Ambel
With over a decade of B2B expertise across multiple industries and a passion for integrating new technology to elevate his ROI James’ writing allows all of this to come together. His belief is many B2B businesses could maximise their time, focus and ROI to an even higher level.
Experiment with different messaging, content formats, and communication channels to determine what resonates most effectively with your target audience. Use A/B testing and data-driven insights to refine your approach and maximise results over time.