It seems simple, businesses need clients and clients need businesses that fulfill their needs. Yet for 61 percent of B2B marketers, generating high-quality leads is the greatest challenge they face.
What’s the secret to generating more high-quality leads? According to HubSpot, 54 percent more leads are generated from inbound marketing than from traditional paid marketing. We’ve compiled the five most effective ways to integrate inbound-marketing principles into your B2B-marketing game plan.
“for 61 percent of B2B
marketers, generating high-quality leads is the greatest
challenge they face.”
5 B2B Inbound-Marketing Tips That Work
- Understand your buyer.
Before implementing your inbound-marketing campaign, the marketing team must determine who their buyer is and what he values. Questions such as “what are his pain points?” and “what does he struggle with in his day-to-day processes?” need answers. Without creating a buyer persona and determining what the buyer values, the marketing team can’t effectively target him.
- Provide enticing content.
Valuable content is a vital factor in any B2B inbound-marketing initiative. According to Demand Metric, “content marketing generates three times more leads than traditional marketing, and costs 62 percent less.”
Create articles and blog posts on relevant topics with attractive and descriptive titles. Include information that will answer a buyer’s question or solve a problem. The better the marketing team is at creating content that prospects find valuable, the more successful that marketing initiative will be.
- Do what your parents taught you, share.
Share your content as widely as possible. Use social media to distribute content to your targeted audience, and encourage your sales team to do the same. Think about it this way, your buyers are hitting the web looking for answers. The more people who read the content, the larger the prospect list grows, and the more leads that are captured.
After all, your team can write the most engaging and helpful content under the sun, but it will provide zero benefit to your B2B inbound-marketing campaign if that content fails to reach potential prospects.
- Make the journey easy to navigate.
Every piece of marketing material should include a call-to-action (CTA) that allows the prospect to easily follow a trail that leads to the product or service being sold. When a prospect reads a blog that does not contain a CTA, he has reached a dead-end in your sales funnel. A smart inbound-marketing strategy will lead the prospect down the funnel from prospect to lead, and from lead to customer.
- Review, measure, and revise.
It’s critical to an inbound-marketing strategy’s long-term success to measure which parts of the campaign worked and which parts fell short. Compile analytics, and study them closely. Did the message reach the target audience? Was there any point in the campaign at which prospects got stuck and stalled?
Use the information to edit and refresh the strategy. Pinpointing weak content and topics that garnered low engagement rates assists in building future campaigns that yield better results. Inbound marketing is not a set-it-and-forget-it concept. Once a strategy has been put in place, its results must be analyzed and revised.
A Fresh Way To Engage Prospects
When properly designed, B2B inbound-marketing campaigns will show strong and measurable results, will attract relevant prospects, and will provide your sales team with a steady stream of qualified leads.
Starting is easy: understand your buyer, give him valuable content, make it easy for them to buy your product or service, analyze and refine the process.
Free B2B Inbound Marketing Assessment
Need help taking your B2B-marketing strategies to the next level? Contact us for a free inbound marketing assessment today!