Strategies & Advantages of Inbound Marketing for B2B Businesses
- Comprehensive Workflows,Effective SEO,Integrated Marketing,Social Media Monitoring,Trackable Analytics
Regardless of whether you’re a tech mammoth everyone knows or a startup living in obscurity—inbound marketing can be the key to connecting your business with the population who requires it the most. Inbound advertising costs less per lead than conventional promotion strategies (outbound) and a successful methodology can help to expand your awareness with those who need your solution the most.
We all know that customary advertising strategies aren’t creating the quality or amount of leads expected, especially for what you’re paying with each new campaign! Your business objectives, whatever they may be, are important and realizing the best outcomes requires understanding your most profitable ROI (return on investment). Your company either needs to enlist and hire new talent or pay an inbound marketing agency to play that role for your company effectively.
Often it feels like building an inbound marketing strategy can be an overwhelming assignment. However, before you even start arranging your potential techniques, you need to answer this essential question: What do you want your advertising to accomplish? For most B2B companies, the typical response is to convert more leads into clients. However, other companies have different objectives: some may want to position themselves as the most user-friendly solution, others the most cost-effective, other even to just grow their brand recognition across certain sectors, every company has their own—it is important to accurately determine what YOUR true north star is by answering this question.
Whatever your objective, it is vital to consider how the right advertising campaigns and strategy can help support and slingshot your efforts in a profitable and substantial way. To completely exploit the advantages of inbound marketing, your efforts need to be targeted and planned with a long-view of the future you want your company to have.
Inbound marketing really gets it’s most power from consistency, the ability to align ALL of your techniques on a singular mission will maximize your opportunities. The goals are to assemble a profound and enduring association between your business and potential clients—driving deals and growing revenues. In one simple statement: You need to win the customers trust.
Below are a few key strategies to be cognizant of while putting together your plan.
B2B inbound marketing depends on getting found by your potential customers, sustaining them with substantial content, and turning that engagement into a paying client. To accomplish this you need to utilize a few different mechanisms as a single one. Using a stack of marketing and sales software from HubSpot allows your brand to coordinate all of your efforts into a single platform to implement seamlessly to have closed-loose reporting to actually tie marketing to dollars.
For instance, you can with ease, coordinate your blog with a call to action into social media postings and simultaneously post this into a landing page on your website. This helps to effectively deal with your separate channels of distribution a single stream of content that keeps a cohesive message across all platforms—stretching all momentum created to the furthest reaches, with the least amount of effort.
Demonstrating ROI (return on investment) is one of the greatest test for any organization—especially when it comes to marketing efforts. Provable ROI starts with making a plan and examining the building blocks of these efforts. You then take this plan and integrate it into a platform that allows you to measure all efforts on the same scale—comparing apples to apples is important.
HubSpot has a complex but easy to use detailed tracking tool for measuring all aspects of a new prospect visiting your website through their efforts of becoming a new client—measuring each touchpoint along the way.
Having this data in hand is essential and incredibly valuable both in refining your marketing techniques as well as learning a tremendous amount about of information and trends surrounding your prospects.
For instance, by tracking how your prospects interacts with your webpage you can see when they click a CTA (call to action) but don’t fill in the form. This is frustrating, but if you know they at least clicked the CTA, then you can do A/B testing to compare design and flows of how to optimize those next steps to convert more visitors to fill in the form. Sometimes it is directly obvious, and sometimes it takes some educated guessing and testing—either way if you’re not tracking then it’s impossible to get better since you don’t know what needs tweaking.
Website design and enhancement is always showing signs of change. Setting up an SEO (search engine optimization) methodology is fundamental for guaranteeing that your site is getting the steady stream of visitors as well as it’s ability to be found on search engines.
HubSpot have invaluable SEO tools, which have been created based on the present day SEO best practices. By giving your site the ability to track keywords search rate and specific terms you will remain in the search trends and consistently maintain high SEO results.
Social Media Monitoring
Online networking for the B2B world is highly important, 87% of B2B advertisers use web-based social networking to distribute and share their content. A large percentage of B2B marketers try and do the expensive work of paid promotions and use that platform to ‘push’ content (outbound marketing), as opposed to ‘pulling’ in prospects with compelling content (inbound marketing). The amount of time consumed in creating content is going to be similar but the cost and ROI of inbound vs outbound marketing is undeniably more effective for inbound.
HubSpot has some social monitoring tools that offer a great assistance in finding discussions around the key trends and terminology used in your specific industry. You can create custom programs that show tweets containing your specific keywords, and from that target these prospect accounts. This offers a really great jumping off point for discussion and sales when bringing in new prospects, it doesn’t require you to mine the web by hand to find social networking, it uses programs that save you time and efforts—these can and should always be tweaked for increasing effectiveness.
HubSpot provides a process for how to create content effectively, it helps create outlines for writing messages, presentations, landing pages, and all the structures to help support you (and save you time) in creating content along your prospect’s journey.
You basically can design the entire workflow and plan how a prospect turns into a site visitor and then into a customer! Planning out this journey means designing effective user-interfaces to drive a prospect along step-by-step; providing substance and content that is engaging and effective to turn them into a high-qualified lead for your sales team.
One great tool is that you can (with the aforementioned analytics) see how this visitor made it through your site and it helps to provide the context for their engagement with your business. This gives your sales team a better idea of what they clicked on, how long they stayed on certain pages, what blog posts they read entirely, and which topics they are interested in—this is gold for closing that lead to a paying customer.
Inbound marketing creates the content that brings visitors to your site organically, but utilizing the right tools means that you can automate your system to accomplish so much more with less! The biggest complaint most companies have with their CRM is the amount of work and manual processes for sharing and tracking information.
Setting up a consistent, programmed, and auto-refreshing inbound campaign organizes the work for you and turns your site visitors into customers by finding higher quality leads and addressing more prospects effectively. From our experience B2B organizations are 3x as likely to see a higher ROI from B2B inbound marketing efforts than traditional outbound marketing paradigm. When planned and organized accurately, inbound marketing gives you quantifiable, repeatable outcomes. What is the most compelling motivation to start an inbound marketing campaign? Knowing that deals driven by inbound marketing are built on pre-qualified compatibility and have a much higher likelihood of success for the long-term.
Charles has been working as a webmaster since 1998. Since then, he has had his hands in thousands of websites and has helped millions get online through a company he partially owns called Web Host Pro.