How can a B2B company take advantage of the benefits of Inbound Marketing?
A question that you have surely asked yourself hundreds of times if you are looking to give your business a new lease of life through marketing strategies. The answer is very broad, so we offer you the basic concepts so that you can bet on this methodology with which you will succeed in winning over your potential clients.
Positioning
In the digital world, it is essential accounting directors email lists for a company to have a good position if it wants to succeed with its product and/or service. Therefore, opting for a good SEO strategy is vital to ensure that leads land on your website.
Content
This is the essence of Inbound Marketing and what we have to strive for if we want our buyer persona to notice us before the competition. But not just anything will do, we must generate valuable content with the aim of responding to and enchanting our potential client.
Buyer Persona
It is the fictional definition of your ideal client or buyer persona . A representation based on real data about the behavior and demographic characteristics of your clients, as well as a creation of their motivations, personal stories, objectives or concerns. In the initial phase, it is advisable to carry out surveys, interviews and analyze the database you have to know in detail the characteristics of your potential client. A piece of advice? Focus on both satisfied and dissatisfied clients who have opted for your product, since, in this way, you will know what perception it produces.
Social networks
Digital platforms have become the tools par excellence with which companies project their brand image. You should not make the mistake of being present in all existing social networks . It is better to carry out an analysis of which networks you should give visibility to your brand and take care of the content and the way you will address your audience. Therefore, the content you share, the tone you use or the style of your messages will be key when it comes to your company being a reference for the target you want to address. Carrying out a good social media plan will help you increase your community, generate communication and turn your brand into a reference within your sector.
Automation
Marketing Automation is one of the most powerful actions in the methodology, as it helps improve productivity and therefore results. Are you planning to carry out actions that are repeated over time, such as email communications? Then don't forget to bet on Inbound and its different opportunities to create workflows and find out what state your lead is in and guide it towards a secure sale.
Lead Analysis
Through marketing automation tools, you will have at your fingertips all the necessary information you need about your potential client. In addition, you will have the opportunity to work with them and break them down thanks to Lead Nurturing and Lead Scoring to achieve your final objective: converting them into a final client . It will be at this point where you will know all the contacts that come through the sales funnel (Funnel), what behavior they have with your website, where they come from and what content interests them the most.
Results
Reaching the top of the iceberg by turning your results into sales will be your main concern, so having well-defined objectives will be the essence of your strategy. We should always set achievable and realistic objectives, this is where SMART objectives (Specific, Measurable, Achievable, Realistic, Time Bound) come into play to facilitate the necessary measurements of all the strategies carried out. Achieving a good ROI will be the least of your problems if you set an achievable goal.
Success stories of B2B companies that have used Inbound Marketing
B2B companies have shown that they can also succeed through new marketing strategies, regardless of the sector they are in. And it's either you adapt or you get eaten. Don't forget that your customers are Internet users and they move like fish in water on the web. Did you know that 60% of your potential customers have already made a purchase decision long before speaking to a salesperson? Here we present some of the companies that have opted to create marketing strategies adapted to their prospects. Don't miss them!
A company known for its consulting, auditing, and technology services, Deloitte works with a wide variety of industries, making specialized content essential to its strategy. But they wanted to go further, creating a center for educational content: Deloitte University Press . It selects useful articles, as well as podcasts, webcasts, and any content for all those who want to learn about its specialties and the industries it works with.
General Electric
A global industrial reference with numerous business areas - the medical or aviation sector - General Electric is considered to be 'the most exciting boring brand' thanks to its perfect combination of content and social media. Its strategy is to opt for technological or innovative content and not so much about its products. In other words, rather than promoting its products, it seeks to provide information to educate its audience about the benefits generated by its activity in the industrial sector. Videos like this one make General Electric a brand that knows how to take advantage of the content mix.
Furthermore, one of its maxims is to put its audience in the front row with creative and close proposals, with spaces for consultation, doubts, complaints...
Telefonica
The telecommunications giant has been able to adapt to the changes that digitalisation has implemented over the years. Its best ally? Betting on a content strategy through blogs. In this case, the blog aimed especially at SMEs ' Con tu Negocio' where you can find advice, ideas or news aimed at small and medium-sized companies, with which they have managed to become specialists in the SME sector by providing them with quality content and offering solutions to their problems.
Ultimately, the benefits that Inbound Marketing strategies bring to a B2B company are endless, as they help you measure and achieve results, as well as adding value to your organization. What are you waiting for to implement the methodology of the moment?
