Tips to Going Inbound - Inbound Marketing for B2B & B2C
The digital marketing space is pandemic-saturated. If you’re in the B2B space, inbound marketing should be a key component of your strategy. The reason is obvious; without customers, you’re wasting dollars (or resources) and your business will go out of business. However, in today’s market, B2B and B2C companies are competing for customers in more ways than ever.
For example, Amazon is now more powerful than ever, no one is going to click your ecommerce website if you don’t work on your approach .
In my opinion, inbound has a unique and important place in the marketing mix for B2B companies and a completely different set of challenges than the typical B2C marketing strategy. This post is going to show you why inbound works for B2B and B2C companies and what you should be doing today to get started.
Inbound marketing is a disruptive concept. It’s a new way of thinking about reaching customers and building relationships. Today’s marketers need to get more creative and rely on their web content more than ever before. By doing so, they can start creating valuable content that will get people talking and get them to come back for more.
Why inbound works for B2B & B2C companies
Inbound marketing is about building brand loyalty through web content. This type of marketing focuses on the customer, not the company itself. It’s all about providing useful, relevant information that will better serve your customer needs and create long-term value for them. While inbound marketing has been around for a while now, it was just recently that it started to get more attention in the business world.
Inbound marketing is a must-have for present and future business success, no matter what your company’s size or industry might be.
It’s easy to understand why: inbound marketing is more than just an online version of traditional forms of advertising. Rather, it requires a complete overhaul of the way you market your business. This includes creating content that positions your company as one with insights that are valuable to customers, then sharing that content across social media platforms and targeted sites such as LinkedIn and Quora to reach the right audience.
By using this approach, companies can show themselves as trustworthy and knowledgeable sources of information for prospective buyers while also drawing attention away from their competitors – we call this “co-opetition.
In a recent survey conducted by Hubspot, it was revealed that 86% of marketers believe inbound marketing to be the most effective digital marketing strategy available today.
Just like any other marketing strategy, inbound marketing has its own rules. And if you don’t follow them, you will not see any results coming your way. So let’s start by defining some of these rules so we can avoid making costly mistakes.
The Rules of Inbound Marketing: A Step-by-Step Guide
The first rule is to create great content for your prospects. Content that will engage them and educate them about your product or service to help solve their problems. Whether you want to create blog posts, videos, podcasts or infographics – the goal is always the same: provide value to your prospects by solving their problems
While content is one of the most important parts of your marketing strategy, it is also the one thing that can be a lot of fun to develop and publish. You can create as much content as you want, but you must remember to use the same tried-and-true approach.
Inbound marketing is all about creating awesome content to promote your business. Before you start putting together the content for your inbound marketing strategy, though, there are some essential things to understand about how to create content that will drive conversions for your business.
Do Not Focus on Recycling Content
This one is crucial! Recycling content is detrimental to your conversion rate, so you must never do that.
Build a list of prospects
To get your prospects engaged and start engaging with your content you need to build an email list. Creating a list is the absolute best way to generate the initial word of mouth you need to grow your business. I’ve seen organizations lose hundreds of thousands of dollars in potential new sales because they didn’t leverage a list to collect contact information. You may think you won’t get any response from that prospect, but it’s better to get one that won’t help you than to get none at all.
As a top performer, you’re looking to get your prospect to buy from you, right? So it’s important that your relationship with your prospect is solid so that when you need them, they’re in a position to act on your behalf.
Create a marketing persona
You don’t want to present yourself like a crazy salesman, but make sure you build a persona or persona-based strategy. Have someone create a description of who you are, what your company is, what your offerings are and what you do. The goal is to create a persona that matches your personality, tone of voice and everything else in between. This helps your prospects see you as a person (not as a sales pitch) and your company as a person (not as a sales pitch). It also allows them to feel comfortable communicating with you on a personal level.
Get involved with your prospects
Once you have created your marketing persona, then it’s time to get involved with your prospects. All you have to do is look for opportunities where you can be helpful to them and help solve their problems.
Use your content to educate your prospects
By providing valuable information to your prospects, you teach them something about your business – what they should be doing to work towards achieving their goals. With these new learnings, your prospects are empowered to make the changes they need to improve their situations.
Use your content to provide answers to your prospects’ questions
By answering a prospect’s questions, you give them the knowledge they need to make better decisions about their business. This is more than simply replying to a question that’s already been asked, this is putting a solution to their problems in front of them.
The Importance of Sales Funnel Optimization
Optimization of your sales funnel has become more important than ever with the rapid change in marketing and the evolution of consumer expectations.
Brainstorm the best time to reach out
Most marketing professionals will tell you the right time to contact prospects is every single day, no matter what. They’re wrong. The best time to reach out to prospects is when they’re in the greatest pain. This is especially true if you’re building a sales machine. Your salespeople need to know your business. They need to know what problems you’re solving and which products you sell.
Creating communications that are really great at capturing a prospect’s attention when they’re in pain will help you generate more leads and sales. Plus, the more you can touch your prospects, the more likely they are to convert.
Reframe Your Sales Process
Generate leads with videos and webinars
To get more leads, create an online event. That event can be held on your site, your Facebook page or on a third-party vendor’s platform. The point is, if you are a small business, it doesn’t take much to host an online event. It just requires your time and a few days to put it together.
One advantage of an online event is that you can use it to connect with your prospects during business hours. I’ve hosted small business webinars on behalf of my clients and used that time to communicate directly with potential customers.
Building a List
The next rule to remember is: if your prospect is not ready to buy right now, don’t push them.
It’s ok to be persistent, but if they don’t buy right now, wait and build that relationship until they’re ready to buy.
Blogging for traffic and leads
At the most basic level, you want your content to do two things:
1) draw your prospect to your website (more on this later);
2) lead them down the sales funnel to conversion.
First, start with content that answers your prospect’s questions and provides value to their problems.
“Conversion means ‘the attainment of a target goal or to the obtaining of a benefit by a direct cause’ according to Aristotle. In other words, conversion takes place when someone purchases, uses or enjoys your product or service. If you want to convert your prospects, you must answer their questions. That’s where the content creation process comes in.” – Brandon Baysinger, Write Amazing Content
The best way to begin this process is to create a blog with high-quality content.
Inbound marketing is all about making your marketing more effective by focusing on what your prospects find interesting, so they feel like your marketing is helping them get more value. You have to think about what they are interested in, what they are struggling with and how you can solve their problems by providing them with more information and help from you. In other words, make them feel like you know their problems, their obstacles, what their pain points are, and what makes them reach for your solution.
Don’t make the mistake of thinking that inbound marketing is about posting a ton of content or trying to find new ways to generate leads. It’s not.