As per market research firm Gartner, “Companies who don’t get found online, or are outside the conversations buyers are having on the social web about them and their industry, may not make to the shortlist.” Inbound marketing is about getting found in all the places buyers go to self-educate, including search and social channels”
What is B2B Inbound Marketing?
Inbound marketing is like fishing, where you line up the bait with juicy worms and then line it up in the pond where the fish are located and wait for the fish to bite.
To put it more simply, B2B Inbound Marketing is where your potential customers come to you, looking for you rather than you go looking for them. With inbound marketing, content created by you is tailored to attract the target audience you want. You target your potential customers at the right time and place, where they are hungriest for the information. And as they happily consume the content, they will remember you the next time when they need more information.
Inbound marketing is one of the most effective ways to attract and convert potential customers to the extent that as per a survey, 84 per cent of marketers have said to prioritise their inbound strategies.
For B2B companies, leveraging and optimizing the most important elements of inbound marketing, such as content, email, social media, SEO and paid channels, can help ignite b2b lead generation and drive the results one is looking for.
Here are four strategies which will help you harness the power of inbound marketing for B2B.
1. Content: Creating and Repurposing it the right way
How to create high-value content that could generate quality B2B leads?
High-value content can only be created if marketers brainstorm content ideas with their sales teams. As sales teams work directly with potential customers, they are aware of the questions that the clients are asking, the pain points that they encounter, and the issues that they need help with. And hence, your content creation team will get a variety of topics that you can build your content around.
Once you have started creating content, you need to repurpose it. You need to select the blog posts or articles which you have created and repurpose into new content formats. For example, you can repurpose virtually any type of content into a compelling SlideShare presentation, including blog posts, articles, and reports. Slideshare is basically accessed by professionals who seek helpful industry information, an insightful resource for the B2B audience.
2. SEO: Making web pages load faster
Usain Bolt may be fast, but in the world of web design, you need a website which runs faster. As a B2B company, your primary audience is professionals who don’t want to waste their time for the slow web pages to load.
And remember, Google will also factor the loading speed of your web page into ranking results; hence for your customers and search engines to respond positively it is necessary that you optimize the page loading time.
3. Email: Take Advantage of Marketing Automation Software
On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology. – Email Monday “The Ultimate Marketing Automation stats”. (2017). In your busy schedule, you may not have all the time to send out each email with your campaigns manually.
This is the time when you bring in marketing automation, which helps you to segment your contact lists, schedule campaigns in advance and setting up automated workflows to nurture your potential leads across the buyer’s journey.
4. Paid Channel: Linkedin Advertising
An overwhelming majority of B2B marketers (94%) already use Linkedin to distribute content. Sponsored content from Linkedin allows b2b firms to drive quality leads through their company page updates. These updates appear in the Linkedin homepage feed of members who are the target audience and helps reach beyond the followers of the company page to stay top of mind with your prospects and customers.
Pro Tip # – Apart from the above mentioned 4 B2B inbound marketing strategies, you need to recognise who the top influencers are in your industry and also look for ways that you can engage and connect with them on social media. These influencers tend to be followed by business professionals, hence you can leverage their authority to establish credibility for your business.