SUMMARY:
The ReThink180™ methodology developed by Leadvolution offers you a systematic process from your target group to high-converting B2B content

Many B2B companies invest a lot of effort in developing persona concepts – which then disappear into a drawer. Why? Personas answer the question “Who do I want to reach?” But they don’t answer “How do I write content that will spark this person’s interest?” Read this article to find out how you can use the ReThink180™ methodology to systematically develop the right content ideas from your personas and create targeted content with added value based on them. We also offer you a free consultation with one of our experts. Ready to unlock untapped potential? Then read the article below or contact us directly.

About Leadvolution

About LeadvolutionWith over 160 advertising setups for fast-growing startups, exciting medium-sized companies, and over 35 global market leaders, Leadvolution is one of the most experienced social media B2B marketing consultancies in Europe. Within 4-8 weeks, we build a globally scalable social media lead generation system for very specific and complex B2B target groups, generating up to 500 leads per month.

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The problem: Personas are only of limited help when creating content.

Persona concepts answer the question of which individuals B2B companies want to reach. This is extremely valuable, which is why almost all B2B companies have defined their personas – but marketers are then faced with the challenge of producing content for these personas that delivers measurable results. Unfortunately, personas do not provide any answers as to what exactly this content should contain. As a result, persona concepts, which are often developed at great expense, are hardly ever used.

B2B marketers often talk about who their company is, what products they have, and what these products can do. However, this does not usually lead to good results for push media such as social media, because users have to explain for themselves which of their problems are really being solved and then often still wonder what quantifiable results they can expect. As a rule, they cannot intuitively decide for themselves whether the content being played is actually relevant to them and whether they should pay more attention to it.

What’s missing? Personas usually analyze the problems faced by decision-makers and the individual consequences of these problems only very superficially – and even if they do, there is no systematic methodology for developing detailed lines of argumentation for the messaging. Without this, it is tedious and difficult for the content team of any B2B company to develop concrete ideas and concepts for content that works.

In this article, we show you how you can close this gap. Don’t have time to learn more right now? No problem: Arrange a free expert consultation with us here to evaluate the conversion potential of your content.

The solution: The ReThink180™ methodology creates lines of argument that explain in 15 to 30 seconds why the product in question is interesting.

To generate interest on social media, you need to start from the customer’s perspective and explain which of their problems will be solved and with what results, or what opportunities the product in question offers. The aim is not to explain the product in detail – it is enough for the ads to generate interest, i.e. for the customer to understand why it is worth requesting more information. Further details can be provided later in the sales conversation. This has a nice side effect: creating content for products that require explanation becomes much easier, because marketing does not need to explain exactly how they work, only why the customer should be interested in them.

We use a tried-and-tested method to analyze your customers' perspective and use this to create highly successful content in a systematic process.

To develop lines of argumentation for messaging as a basis for your content, we proceed in four simple steps:

  1. In interviews with the sales team, we identify all relevant pain points of your target group that you can solve with your product.
  2. We then evaluate the causes and consequences of the pain points in greater depth, specifically for the job profiles you would like to reach within your specific target group.
  3. We then quantify the results that your target group can achieve with your product and
  4. collect purchase concerns and the corresponding arguments to overcome them in your communication.
  5. Finally, we develop a wide range of trust arguments for your company.

This approach allows you to develop a variety of lines of argumentation for each product (e.g., about cost, quality, efficiency, speed, etc.) that, unlike a general “awareness” text, are highly relevant to your target group, generate direct product interest, and, as a side effect, deliver genuine and sustainable brand building. The reason: customers can now associate the added value of the product with your company name.

The best thing about it: you can use this messaging not only as a storyline for social media ads, but also for any kind of content, such as expert articles, testimonials, videos, trade fair content, or lead ads.

Need a new idea? Then select any pain point, provide an example, and use it to derive the storyline for your next piece of content.

You can test this approach with us in pilot projects within four to six weeks and generate meaningful success data in this short period of time, which will be invaluable in internal discussions.

Illustration: The ReThink180™ Content Process

ReThink180™ messaging not only generates 50-200% better ad performance, but also higher lead quality.

Communication that is focused on generating rapid product interest has been proven to achieve click and conversion rates that are 50 to 200 percent higher than previous campaigns. And this is not achieved through intrusive, empty advertising messages or clickbaiting, but through valuable information that is relevant to the customer, offers real added value, and thus generates lasting interest.

Getting the message of an ad across clearly has another advantage: it improves lead quality. A customer who already understands the added value they can achieve with a product is significantly more valuable to sales than someone who was only interested in a general informative white paper – because they lead to higher appointment rates. The customer is happy to receive a call from sales, rather than reacting with annoyance because they have been called by someone when they only wanted the white paper.

Last but not least, the insights gained from social media campaigns can be used to add value to website communication. B2B websites usually have the problem that their reach is far too small for statistically meaningful A/B testing. This often leads to exhausting discussions based on personal opinions. Instead, they can now use the high reach on social media in conjunction with ReThink180™ to first test different communication approaches in a data-driven manner and only then actually implement them on other channels (e.g., the website).

Please contact us if you would like to learn more about ReThink180™.

Conclusion: It pays to develop content from the customer's perspective.

The ReThink180™ method breathes life into your personas. Our framework helps you develop highly targeted, concrete content in a short period of time, generate significant interest, and achieve high registration rates. The content generated in this process can help improve contact rates not only on social media, but across all channels.

Simply request a free consultation with an expert:

We work with you to evaluate your company’s individual potential – how you can bring your personas to life, how you can provide them with targeted, value-added content, and how you can establish an efficient content process from idea generation to scheduling an appointment with your new lead.