Inbound marketing is one of the most effective ways to attract and convert potential customers, to the extent that 84 percent of marketers prioritize their inbound strategies.
For B2B companies especially, leveraging and optimizing the most important elements of inbound marketing, such as content, email, social media, and SEO, can help you ignite lead generation and drive the results you’re looking for.
Want to get started? Check out these eight strategies that will help you harness the power of inbound marketing for B2B.
1. Repurpose Existing Content
B2B companies that blog attract more than 67 percent more leads than those who don’t, and if you’ve already started, you’re in a good position. Take the blog posts you’ve created, both long-form and short, and repurpose them into new content formats.
Video is anticipated to make up over 55 percent of all web traffic this year, so consider taking the information you have and finding a way to turn it into a creative video. B2B companies would also be smart to leverage SlideShare by translating content into presentation slides. Because the platform is typically accessed by people seeking helpful industry information, it is a common resource for a B2B audience.
Related Article: The 5 Most Neglected Inbound Marketing Channels
2. Create Content from FAQs
Your customers and prospects are bound to ask a number of the same questions. Why not turn those questions in helpful pieces of content? Sure, you may already have a page on your site dedicated FAQs, but rather than give simple answers, try to craft full-length posts that explore each topic in-depth.
Your customers will appreciate the fact that you are in-tune with their needs, and other professionals will be thankful that you’ve made accessing answers so easy.
3. Take Advantage of Marketing Automation Software
Do you really have the time to send out each email with your campaigns manually? Of course not. Marketing automation allows you to segment your contact lists, schedule campaigns well in advance, and set up auto responders for people who may download digital assets or sign up for your email list.
But funnily enough, as many as 55 percent of B2B marketers aren’t using marketing automation to its full potential. At the very least, your B2B can gain a competitive edge by using marketing automation software to set up your email process to take the bulk of the work off of your shoulders.
4. Optimize Your Autoresponders
Whether sending a thank you message to someone who makes a purchase, or a welcome letter to someone who signs up for your contact list, the autoresponders you create should be anything but boring and generic. Invite users to engage even more with your company by asking them to fill out a survey or showcasing additional products that will work well with what they purchased.
Related Article: Required Reading: Top 10 Blogs for Inbound Marketers
5. Create a Content Calendar
LinkedIn is a crucial social media and lead generation platform for B2B marketers. But with Twitter also playing a role in terms of social media effectiveness, you’ll have to set up a content calendar to stay on top of activity without draining your time.
An active social media calendar should help you create and organize a variety of content that consists of topical industry news, your existing evergreen content, and insider info, with plenty of images and videos that keep users interested.
6. Get Involved with Industry Influencers
Identify who the top influencers are within your industry, and find ways to engage with them on social media. Business professionals likely already follow these influencers, which means you can leverage their authority as a way to expand your company.
Your goal shouldn’t be to have influencers promote your products, but instead for them to look to you as a valuable resource. When successful, influencer marketing allows you tap into the vast audiences of your influencers, as well as excite and engage your own.
Related Article: The 4 Types of Inbound Marketing You Need for Ecommerce
7. Pay Attention to Your Page Titles
Title tags are what search engines will look for when crawling your content. Your title tags should be readable, contain a keyword or two, and let readers know exactly what they should expect to see.
For B2B companies, you want to be sure that you use language that is relevant to what is on each page; if you’re offering a product, focus your title tags on that, while your company information pages should promote brand awareness with your business name.
8. Make Web Pages Fast-Loading
As a B2B company, your audience consists of other professionals who don’t have the time to wait for your slow page to load. Not to mention, Google will factor your page’s loading speed into ranking results, so both your customers and search engines will respond positively to optimized page loading time. What inbound marketing strategies are you using to drive results from your B2B marketing?