At this point, you’re probably aware that inbound marketing is a great way to increase traffic and convert leads into customers. You know that it’s a targeted approach to marketing, as opposed to traditional marketing’s more scattershot approach. But how do you incorporate inbound into your B2B company’s marketing plan? Let’s take a look at what inbound would look like for your organization.
Build B2B Content
Content is, of course, a big part of inbound marketing—it might arguably be the biggest part. With this in mind, what kind of content should you offer? You might have some ideas swirling around about what you want your prospective customers to know about your business; honestly, that’s not the direction you want to take.
Instead, consider what your customers and prospects want to know, not what you think they should know. Your first consideration should be your audience; building buyer personas can help you tailor your content to the people to whom you’re targeting your content. The more segmented you can get, the better. If a potential customer feels like you’re directly addressing their very specific pain points, they’re more likely to consider you a credible source of information.
Your B2B content can include anything from blog posts to infographics to videos to web pages. As long as your customers find it to be both informative and interesting, they’ll continue to visit your site, further strengthening your relationship. Here are some of the types of content that will convert customers, in manufacturing and other B2B industries—start here!
Create an Email Marketing Campaign
Despite what you might have heard, email is alive and well. It’s also a big part of any successful inbound marketing plan. No, not the old-fashioned spammy nonsense you delete from your own personal email every day, but carefully-considered, straight-to-the-point email that will hold the attention of current customers and potential customers alike.
Email will not just support the content you’re creating, but it will also help you build your subscriber list. It’s a quick, easy, and inexpensive way to keep your company on potential customers’ radars. If you’re not sure how to build a solid email marketing campaign, we’ve got some useful tips here.
Social Media For the Win
While we feel that social media should play a part in your B2B inbound marketing plan, that doesn’t mean that you need to make your presence felt on every platform out there. It’s better to hone in on a few platforms and have an active and strategic presence there; look at your buyer personas, and determine where they’re most likely to be active. You want to reach the proper people, rather than shout into the void.
Social media content can include blog posts, videos, infographics, or anything else you might feel would be appropriate. Not sure where to start? Do your homework. Determine the best time to post on social media, check out some do’s and don’ts, and check our social media checklist to figure out where you should begin.
This is just the tip of the inbound marketing iceberg; there are so many fantastic options for the B2B company that’s ready to take the leap. Interested in learning more? We’d love to talk with you. Contact us, and learn more about how effective inbound could be for you.