At one time, the B2B industry seemed to treat inbound marketing almost like it was a foreign concept that only applied to B2C. While it is partly true, it doesn’t discount the possibilities of using this technique with those selling to other businesses.
There is abundant evidence that inbound marketing works for both the B2B and B2C industries. Marketing to businesses is no different from marketing to a consumer.
In both instances, marketing supports the sales of a solution or commodity that can address a market problem or demand. Even if the resolution or the end product varies, pain points are the same.
With a well-crafted inbound marketing plan, clients will come to you rather than you to them.
Creating Valuable Marketing Content
Statistics show that B2B businesses that blog bring in 67% more leads than those who don’t. But the blog won’t matter if you don’t target the content to the right demographic. Create personas first, to get an idea of what the customers may want to read, see, or hear.
The more compelling your content is to help solve pain points, the more apt businesses are going to find you when searching for information. Using proper SEO to aid you in Google placement, it is worth remembering quality content never gets ignored.
Even if you curate some blog content, make sure it’s up to industry standards.
Using Email to Reach Customer Leads
Even with marketing automation becoming more and more popular, far too many B2B companies don’t use it enough. Sending automated marketing emails to leads is a perfect way to combine reaching out to people while still attracting them with the content you provide.
The key is to entice them first so they’ll visit your website to see more. Using video in your marketing emails with some element of storytelling helps considerably. Try to wrap a narrative around a problem and how your business products bring solutions.
Using Social Media to Attract Businesses
Using hashtags on social media as you post content works well to attract more business on a daily basis. Try to find out what keywords the industry use. Incorporate those regularly and apply as hashtags on Twitter.
One way to do quick research is looking for those keywords on Twitter or Facebook to see what conversations are taking place. Starting conversations on social media to prove your expertise is a technique you can use.
Contact us to learn more about how inbound marketing can work to make your B2B company grow.