B2B inbound marketing is all about highly targeted content that is aimed at attracting individuals within another business or organisation to your business.
It would be great to believe that prospective customers will naturally fall upon your website and come knocking down your door to buy your service or product, but the truth is that life in the connected world has never been noisier or more competitive, it’s now harder than ever to try and stand out, however, inbound marketing allows you to get ahead of the game.
Inbound vs Outbound Marketing
Traditional means of “push” marketing are simply not working, and businesses are beginning to see revenue stagnate or even drop as they fail to keep up. Shouting about offers in an impersonal and intrusive way via cold calls, direct mail and other forms of hard selling are wearing thin and customers are no longer responding.
"Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don't want, inbound marketing forms connections they're looking for and solves problems they already have." - HubSpot
Inbound marketing and sales are now the way forward – pulling your customers in through a campaign that offers valuable insight and solutions will not only cultivate results but help gain the trust, loyalty and respect of your audience that leads to long-term relationships and advocacy for your business craves.
Not only does B2B inbound marketing allow you to work better with your customers, but it also allows you and your business to work smarter with money. Traditional means of outbound marketing are costly and don’t necessarily get you the results you so need, while inbound marketing is much more cost-effective and works at directly addressing your audience and pulling your prospective customers towards you.
Remember, inbound is not about forcing your product or service on prospective leads and customers but is about answering their questions, problems and pain points, educating and informing them by using your industry knowledge.
There are thousands, if not millions, of potential customers out there who are searching for what you’re offering – by becoming a trusted source of information, you’re building a solid relationship and these people will want to come back, and eventually will buy into your product or service.
If you’re using the old and outdated methods of outbound, this simply won’t happen, potential customers will become irritated and bored of your impersonal and pushy approach and will look elsewhere to answer their problems…and you don’t want that.
By putting your customers at the heart of what you do, you’re able to attract, engage and delight them at all stages of the buyer's journey, and that way you’re building up a nice, healthy and positive relationship, rather than pushing away leads through annoying spam.
B2B Inbound Marketing Essentials
- Buyer personas and buyers journey: Buyer personas are the most important step in creating an inbound marketing campaign as they allow you to get a real insight into your customers. They’re semi-fictional representations of your perfect customer and are key to ensuring that your campaigns are effectively targeting and speaking to the right people. Buyers journey relates to the route that your leads will take to becoming a customer.
- Remarkable content: Content is important, content allows you to have a voice for your brand and is at the heart of inbound marketing. Content includes, but is not limited to, blog posts, social media posts, images, videos, webinars, infographics and so on.
- Inbound marketing website: An inbound marketing website is built and designed with user experience in mind, using lead generation/conversion, content creation and personalisation. To do this, you should build your website on a CMS, a CMS will make it easier for you to maintain, update and improve.
- Web analytics: In order to improve on what you’re doing, it’s important that you track what you’ve done. Using HubSpot, Google Analytics, Hotjar, Wistia and other software, you can track and measure the performance of your marketing campaigns through metrics such as website traffic, conversion rates, click-through rates, on-screen time etc.
- Inbound marketing educates the audience, while outbound tries to hard sell to the audience.
- Inbound marketing engages and interacts with the audience, while outbound rarely engages with the audience.
- Inbound marketing uses effective content to pull audiences in, while the biggest budget will win with outbound.
- With inbound, the audience gives permission to the marketer, while outbound interrupts the audience.
If you’re reading this and still using an outbound marketing methodology, then it’s time to switch up and adapt your business to the modern world by adopting a B2B inbound marketing strategy – Make sure you download our free guide.
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