So you have your blogging and your top and middle of the funnel marketing activities that enable you to attract visitors and turn them into leads. But what if I told you that you may be letting potential leads slip away by ignoring certain marketing pursuits or failing to integrate them with you inbound marketing strategy?
“We emphasize that such a form of communication is not absent in man, however evanescent a naturally given object may be for him, split as it is in its submission to symbols.”
- Jacques Lacan
Social media is better at one-on-one--B2C--marketing, right? Wrong. According to marketing gurus Kipp Bodnar and Jeffrey L. Cohen's The B2B Social Media Book, Becoming a Marketing Superstar, B2B companies "area better fit" for B2B for a variety of reasons.
When they said it takes two to tango, they weren't kidding. The timeless adage applies to agency-client relationships too. Having a hefty budget alone or hiring the most decorated inbound marketing agencyis not the end-all be-all of a successful campaign.
Your website can say a lot about your business. For your users, it's not merely a place of information and engagement but also a reflection of your values and philosophy. If you think revamping your site is only necessary to make it "pretty", you're definitely mistaken. Business websites can gain a lot more from a well designed website with a good user experience. With the right strategy, your business website can capture audiences on every level of the marketing funnel.
When you were in school, testing was a way for teachers to know how well they were doing. They evaluated your knowledge of a specific subject to gauge their effectiveness at teaching it. You thought those days were over, right? Unfortunately not, testing is still the best way to know how well something works and what changes influence people the most.
B2B inbound marketing strategies can only go so far without an equally powerful sales strategy to close the deal at the right moment of the buyer's journey. Sales has evolved from merely securing a transaction to forging relationships with prospects and clients, as well as fostering loyalty long after the end of the purchase.
In today's B2B digital marketing landscape, it's increasingly important to provide information that is both timely and relevant for your prospects and clients. Time is critical for everyone and it is vital that your message grabs your readers attention and encourages them to engage with your content, ultimately influencing their purchase decisions. So, what is the magic bullet for making content that is appropriate for your various prospects but won't be labor intensive for you? Adaptive content.
Blogs are the foundation of a successful inbound marketing strategy. To the audience, they're an educational resource that answers questions and builds trust in the company as an advisor. To the inbound marketer, they're the key to getting pages indexed, boosting listing positions, fostering thought leadership, encouraging user engagement, and creating the first-touch that turns a stranger into a visitor.
Getting the most out of your on-page SEO marketing strategy begins with understanding the fundamental purpose of SEO -- to communicate information about your product or service to search engines that will recommend your website as a resource when relevant searches are made.
Many B2B marketers believe they should use a logic-based, black and white detached approach in their marketing campaigns, but a recent study shows that tapping into buyers' emotions increases conversion rates. In fact, crafting a connection with prospective buyers using an emotion-focused strategy has been found to have up to twice the impact of marketing campaigns that center solely on business values.
Email marketing is still one of the most effective marketing channels to reach your audience. Studies still suggest that it has great reach, offers a high ROI, and is the preferred communication channel for a majority of clients. Despite this preference, it isn’t always easy to convince readers to open your email.
When B2B prospects are researching products and services, the last thing they want to do is spend one minute slogging through yet another piece of lackluster repetitive content. What you have to remember is that your B2B audience are human too and that your content not only represents your brand, but perhaps most importantly, it can be both the barrier or the bridge to a fruitful relationship depending on how you write it.