The apparent complex B2B Inbound Marketing environment can be summarized in some short, easy-to-understand points that any manager can put into practice right now.
Pay attention to this information before launching your next campaign and see how these techniques can skyrocket your brand’s digital game.
Get to Know your Customers
The first step to B2B Inbound Marketing comes with understanding exactly who your target is: the “buyer persona”; especially when you have different audiences.
Therefore, identify their interests, behaviors, objectives, needs, motivations, expectations, buyer preferences, frustrations, hobbies, and any other relevant information that can help you define their profile.
This strategy will lead you to communicate your message with the right audience, building meaning and value for your business.
Focus on Smart Content
Most of the B2B companies’ audiences are looking for the most relevant information possible. Think of a CEO, for instance, a very busy person trying to find the product or service you offer to your clients.
Every time he visits your website, he needs to be attracted to your brand through smart content. Here you have some valuable ideas:
Personalized welcome messages.
More and more relevant content every time they return to your platform.
Anything that might guide them to make the best decision possible. It could be some downloadable free content, like an eBook, or an invitation to a free webinar for new prospects.
Smart content is a crucial factor to attract visitors that will turn into prospects first and into loyal costumers later.
Pay Attention to your Website Design
Your digital media platforms need to showcase your company’s vision and ongoing work to please the customers. Every little detail will be necessary, such as:
Page speed: a couple of seconds will make a difference. Hence, you need to test the rate regularly. Optimize your multimedia content and plugins to have the latest upgraded version of your website ever.
FAQ section: as soon as any prospect enters your website needs to find valuable content. That’s why the Frequently Asked Questions should be, and you can even use this information to create regular content. Take a couple of questions every week, for example, to deliver fantastic in-depth information longer than any frequent answer you might include in this section.
Don’t Forget to Optimize your SEO
As nowadays companies and brands search for your products online, your website must be an excellent platform SEO-wise.
It means that if you want to get your brand right in front of their eyes through SERP results, you will need to optimize your site so they can be more interested in finding long-term solutions to their needs rather than getting a quick fix.
There are some aspects to consider to increase your online visibility organically:
Write High-quality Content for your Different Media Platforms
By working hard on creating great content for your blog or social media, there’s a higher probability of getting more leads and sales. So, you need to go further and organize your writing workflow according to this:
Write in-depth pieces of content of different lengths with different purposes: For example, your clients will demand very detailed information about some topics, like the way your products benefit their strategies.
Leverage that demand for great B2B content and give them longer pieces of content on your blog (let’s say from 1,000 to 2,000 words) that will generate both high-quality traffic and prospects.
Moreover, the process of content creation on Social Media will demand more imagination and great effort.
As each social network is different, it is recommended to analyze the behavior of the audience depending on your social media: Facebook, Twitter, Instagram, Pinterest or LinkedIn.
Some great tips to help you effectively manage and optimize your social activities are:
Organizing each post and platform with a calendar; finding the best days and times to post on each network. For example, an ideal posting time on LinkedIn goes around 10 AM to noon. Notice that most B2B brands prefer LinkedIn for marketing purposes.
Also, you must take advantage of link optimization and attractive though relevant content on Twitter, as well as producing useful IGTV videos for your clients on Instagram.
The different B2B Marketing strategies will take your company to a higher level of success as long as you run proper research of all factors before starting every campaign.
Aim at creating compelling, need-fulfilling content for every different media to increase your conversion rate while strengthening long-lasting business relationships.
Originally published May 9, 2019, updated October 13, 2020.
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