Inbound marketing is considered the most effective strategy in b2b not only to generate valuable new leads, but above all to create a long-term trusting relationship with them.
Here are our tips for a successful plan
Have a compelling story
More and more b2b companies today tell generic, trivial and boring stories. Why should anyone do business with you if you’re not willing to invest in creating an exciting, compelling, and engaging story for the company?
What makes the company extraordinary? What sets it apart from the other three companies that do the exact same thing? And what makes it better?
In 10 seconds the homepage of the corporate website must answer these questions, conveying an eye-catching, attention-grabbing message.
Once you craft the right story, you need to use it everywhere, including in the sales process.
Even this alone will help, without large investments, to get more leads, more sales opportunities and more customers, increasing b2b turnover.
Design Targeted Campaigns
Most b2b marketers do not know how to design a campaign that is an extension of the overall company story, that includes all the right tactics, that is built to be optimized over time and that achieves the expected results.
Yet this is essential when the marketing budget is limited.
You need to leverage existing resources, tell the story quickly and effectively, over and over, until potential customers are ready to proceed in the sales process.
Campaigns must include engaging, educational and useful content and can no longer be one-to-many, but become one-to-one, or highly personalized.
This must go well beyond the concept of “Dear Paul” at the beginning of an email. You need to speak directly to the prospects, considering their business role and industry, and clearly say what the problem is that the proposed solution will solve.
These upgrades do not incur additional costs, but they improve campaign performance and impact results.
Reallocate Budget to Content Creation
Content is an integral part of the inbound marketing strategy.
Many companies today focus heavily on paid advertising. One of the most used marketing tactics and probably one of the most misunderstood.
Paid digital media is not a faucet that turns on and off. But a strategy that you invest in long-term and that you have to optimize over time.
While you may get new contacts and leads from paid campaigns. You don’t create a trusting relationship with prospects that can create value in the long run.
Rather, it’s better to create valuable content for the business to use on social media. To get organic visitors, to leverage in the sales process, on the business website, and in email campaigns.
This content helps tell the story of the business. However, engage prospects to make them feel comfortable, educate them, and move them along the purchase path.
Optimize your corporate website
One of the most powerful marketing and sales tools is the b2b website. In other words, yet most companies continue to underestimate its potential and fail to invest in its optimization.
When you have to pay close attention to how and where you spend your marketing budget, it is important to ensure that your b2b site gets the attention it deserves.
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It is important to remember that the website
tells the company’s story
attracts prospective customers’ attention
creates new sales opportunities
educate leads and answer their questions
and it does it 24 hours a day, seven days a week.
But, to do that, it has to be optimized in the right way.
Here’s a video to delve deeper into this topic:
The website needs an engaging and exciting story industry email data already on the homepage. It must capture visitors, attract them and engage them. We need educational content, including b2b videos, that people can watch to learn something new.
It must create an experience that makes potential bz lists customers say, “Wow, this company is different and I’d love to work with them!”
Pages must be created to rank in search engines for important keywords and phrases. People who visit these pages must want to click, read, view, and share the content. These strategic interactions signal to Google that the page has a high value and, as a result, the ranking improves.
To be performant, the site must
be optimized for mobile devices, delivering an amazing experience regardless of the device
be safe and comply with new privacy rules and regulations
have a mix of freely available content and that requires user data to be viewed
be designed to know who lands on each page, what he is looking for and, above all, what you want him to do on that page.
The website today cannot be just an online brochure, but must be a strategic initiative to invest in to achieve specific business objectives.
Leveraging Technology to Create Customized One-to-One Campaigns
B2b inbound marketing campaigns need to be highly customized, but creating an individual campaign for each contact can be challenging.
This is where sales and marketing technology comes to the rescue. Of course, the most advanced tools require a certain investment, but that pays off quickly when it comes to automation and greater ability to create one-to-one campaigns.
Today almost anything can be customized. Language, content, images, offers in emails, landing pages, and carried messages can be customized based on the data.
By having a state-of-the-art CRM, like HubSpot, for example, you can have a large amount of data, to be used strategically in all or some of the campaign assets, to make it customized and one-to-one.
Tools such as marketing automation, business CRM, and customization features allow you to properly collect users’ personal information and leverage it within inbound campaigns.
Doesn’t it convince you? Here are some data
72% of customers choose to engage only with personalized messages (SmarterHQ)
80% of customers are more likely to buy from a business that offers a personalized experience (SlideShare)
Customers are more than twice as likely to value personalized offers and 52% expect offers to always be personalized (Salesforce).
The more you can deliver a tailored experience to customers and prospects, which includes custom messages, offers, and content, the more effective your inbound marketing plan will be.
