Inbound marketing is an effective way to attract B2B buyers to your website by offering them solutions to their business challenges. But launching and running an inbound program takes a lot of planning and work.
If you’re looking for a good way to start, here are 5 tips for a successful B2B inbound marketing strategy. Use these tips to drive more traffic to your site and generate quality leads.
So, how does SEO improve your inbound campaign performance? Your site may come up first when you search your company’s name, but what about if you search an industry term or question?
Most buyers tend to search for solutions to their problems or questions online. With a strong SEO program, your site can start ranking for those key industry terms, pulling in more prospects who wouldn’t have known to search your company name. Driving more traffic to your site helps with converting prospective visitors into leads.
#2 Pay-per-click (PPC) Advertising
Your SEO program’s in motion, but you haven’t yet cracked the first page of Google for your industry’s most important keywords. This is where pay-per-click ads can help! While PPC is a paid tactic, these ads show up for people who are actively looking online. PPC provides support for your B2B inbound strategy. It also immediately places you on the first page of Google for those tougher keywords.
With PPC ads, you have more control over who will see them, what keywords they show up for, and how much you pay per ad/day. You can even target ads for specific geographic regions, time frames or devices.
With so much control, you can easily make adjustments. You can tailor your PPC campaign to your company’s specific needs and easily measure your marketing ROI to learn what is working and what isn’t. A balanced, integrated SEO and PPC program will bring in the highest volume of quality leads through search.
#3 Content Marketing
Now that you’re driving viewers to your site you want to keep them there. Content is king for any successful B2B inbound marketing strategy. Without high-quality content, it’s much more difficult to attract visitors and nurture them into leads. Your content needs to stand out and should focus on helping your prospects answer a specific question or solve a problem.
Content for successful inbound strategies includes:
- Marketing Blogs: Attract both new and returning visitors to your site with blogs. Frequently posting quality articles can greatly help with increasing traffic to your site.
- Videos/ebooks/other downloadable content: Continue nurturing visitors on your site with engaging educational information. This content should teach them how your products or services can help solve their problem.
- Customer testimonials and case studies: Build trust with your prospects by sharing testimonials, case studies and customer success stories.
#4 Social Media
Let’s say you have a website filled with remarkable content waiting to be downloaded and read by potential customers. Now, you have to make sure they find it. Social media plays an important role in any balanced B2B inbound marketing strategy. LinkedIn, Twitter and Facebook all help you promote and share your content to continue to attract new and returning visitors to your site.
Your buyer personas can help you determine which social media channels are the most relevant. This tactic supports your inbound campaign because it’s focused on providing content to those following your products and brand.
#5 Landing Pages
Now that you’ve driven visitors to your website and captured their interest with your valuable content, you need to convert them into leads. By gating your content behind landing pages, you can get your visitors to provide their information in exchange for your content.
Be sure your landing page content remains relevant to your CTAs, is clearly focused and is designed for optimal lead generation. A/B testing is important to improving landing page conversion rates. For more ways to improve conversions, check out these tips for creating higher landing page conversion rates.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all marketing tactics, the marketing program becomes more effective and cost efficient. As a B2B agency, we developed B2B 360 Integrated Digital Marketing to meet this improved performance need. To learn more about B2B 360 and how it will benefit your business, download our free eBook: The Better Path to Top-Tier Tech Marketing.
Kate Smith is a Creative Director at Schubert b2b. She holds a Bachelor of Arts degree in Communication Design from Kutztown University. When not in the office, she enjoys snowboarding, eating cauliflower, and staying up to the wee hours of the morning playing Destiny.