Do you know what inbound B2B marketing is? Are you interested to find out how it might benefit your business and improve your marketing ROI? This blog is designed to help you fully understand the concept of inbound marketing, including how you can use content, SEO and social media to generate leads.
Inbound marketing is a strategy designed to attract customers to your brand as opposed to having to go out and get their attention. It is the art of making your company easy to find by earning the attention of your visitors with captivating content.
The opposite approach is inbound marketing using tactics such as email and traditional forms of marketing such as direct mail, TV, radio and print advertising to attract your customers. With inbound marketing you earn visitors by offering something interesting instead of buying consumer attention.
First you need a website to act as the mothership for all your inbound marketing efforts. Your website should have a blog as well as links to all your email newsletter sign up and all associated social media profiles.
The next step is to develop a strong content strategy designed to push your visitors towards a conversion. Content is king when it comes to your inbound marketing efforts, so spending time planning this piece of the strategy is important. Ideally, your plan will include a content funnel designed to push your visitors towards a goal or conversion - we will look further into this concept later in the blog. Your content funnel could include some or all of the following types of content:
There are two ways you can push your content out to your industry and earn the interest of your audience: Search Engine Optimization (SEO) and Social Media.
You need to push all your content out on your social media platforms and, if you have the budget, boost your content to reach the audience that doesn't already know you exist. The more reach you get, the higher the chance is you will push that prospective customer through your content funnel to a conversion. Social media posts that are successful also boost the SEO of that content too, so SEO and social now work together to bring you results.
A marketing funnel, or sales funnel, is designed to push visitors to leads and leads to customers and then customers to brand advocates. The idea is that you will attract an audience, generate leads, nurture this relationship until they convert and then nurture it further until they become a brand advocate.
There are some key features that your website must have to facilitate a marketing funnel strategy:
So there you have it, a quick 101 in B2B inbound marketing strategy with some starting points to get you going. Tell us how it goes over on Facebook, LinkedIn or Twitter.
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