Inbound Marketing Insights

If you are marketing to a B2B buyer, inbound marketing must be a significant part of your marketing strategy.  With typically more than one stakeholder in the buying process for all large B2B purchases, it’s important that your online presence is consistent, powerful, and engaging when all potential stakeholders are researching your company. 

What is the buyer process now? Almost everyone goes to Google (or Yahoo, Bing, etc.)., which is where most individuals start their research. 76% of buyers have done a significant amount of research on your company and your brand before even scheduling a time to meet with a salesperson. They typically start with search terms that describe the problem they are having. Hint: Your content should be focused on solving that problem for them. 

We all know the importance of coming up first in Google through targeted search engine optimization, but the numbers are astonishing.  75% of clicks are on the top 3 organic links.  That means if you are at the bottom of the first page or using ads to get on the first page, you are in the bottom 25% of potential search traffic!  Furthermore, 87% of people never go to the second page, and 90% of all clicks are on organic and not paid ads.  So, how do you get to the first page?  Through content marketing, blogging, social media, and search engine optimization. 

Your marketing strategy must include inbound marketing to fully capture and engage your target market.  The new marketing playbook is about pulling people into your company – not messaging them until they are tired of seeing an ad.  Make your marketing compelling and valuable so people want to interact with you and your company. 

Here are some tips on inbound marketing content creation for B2B companies:

• Create Valuable Content: Your content must be valuable, useful, and highly relevant to your target audience. Creating content for the sake of having more material will not only fail to engage your prospects but could also harm your brand's credibility. Google's algorithms are becoming increasingly sophisticated in evaluating content quality, so ensuring that all your content is valuable and aligns perfectly with your brand's message and values is essential. Remember, quality always trumps quantity in the world of inbound marketing.
• Speak to Your Buyer Personas: By segmenting your market and creating buyer personas, you can tailor your content to speak directly to each group's specific needs and preferences. This personalized approach makes your content more thoughtful and engaging and increases the likelihood of resonating with your target audience. By understanding each buyer persona's unique challenges and goals, you can craft messaging that speaks directly to their pain points and offers solutions that address their specific needs. This level of customization demonstrates your understanding of your audience and shows that you are invested in providing valuable and relevant content that truly speaks to their individual concerns. In essence, by segmenting your market and developing messaging specific to each buyer persona, you are creating a more personalized and impactful content strategy that will surely capture your readers' attention and engagement.
• Establish Thought Leadership: Establishing yourself as a thought leader in your industry is crucial for attracting and engaging stakeholders in the B2B buying process. It's not just about making a good first impression with potential clients; it's about positioning yourself as an authority that they can trust and rely on. By showcasing your expertise, insights, and unique perspective through valuable content, you demonstrate your understanding of the industry and provide solutions to their pain points. Thought leadership is about more than just sharing information; it's about inspiring confidence and credibility in your brand. When stakeholders see you as a trusted source of knowledge and innovation, they are more likely to engage with your content, consider your proposals, and ultimately choose your company as a partner.

  In the competitive world of B2B marketing, standing out as a thought leader can make all the difference in attracting and retaining clients. 

While B2B marketing is different from B2C marketing, some concepts are similar for both.  That includes thought leadership, creating valuable content, and building relationships with your buyer personas.  It is more important than ever to stand out from the crowd and make your brand stand out to your prospects.  By allowing your prospects to find you online through search engines, social media marketing, blogging, industry forums, and more, you are creating a complete online presence that will draw your prospects to you without you having to spend an exorbitant amount of money on outbound marketing and advertising. Here are five questions to ask yourself when evaluating your online presence.

We invite you to schedule your complimentary consultation with our B2B marketing experts to discuss your business's current or future inbound marketing strategy.