Creating a Successful B2B Inbound Online Marketing Plan

Business.com / Marketing Strategy / Last Modified: February 22, 2017

As a business, online marketing is an important sector of your company. You can engage with current customers, find and connect with new...

As a business, online marketing is an important sector of your company. You can engage with current customers, find and connect with new ones and increase brand awareness in general. Until recently, outbound marketing was the most prevalent tactic. The aim of inbound marketing is to earn a person's interest instead of buying it and now, inbound marketing has taken over. Due to customer response and ROI, it doesn't seem to be going anywhere. You can generate more traffic to your site by creating successful B2B inbound marketing plan.

Use PPC Marketing

PPC (Pay-Per-Click) Marketing has a multitude of benefits. In order to have a successful B2B online marketing plan, you need to use PPC tactics. PPC marketing can help you discover which marketing methods work and which don't.

  • Once you know the audience you want to target, create highly targeted ad groups with corresponding landing pages. If you get the click-through from a business, the landing page should be an extension of what they clicked.
  • Align your PPC campaigns with your blogging/SEO efforts and social media strategies. Make use of the same keywords, phrases and themes.
  • Measure your results. You'll want to be sure to track the click-through rate, cost per click, traffic from search and inbound links. If certain keywords or ads generate more leads and sales, use the results to make positive adjustments.

Begin Blogging

Content marketing has never been so important. By creating informative, key-word rich content, you're sharing your knowledge about a particular subject online and building your search engine rankings. As part of your inbound online marketing plan, a company blog can help you achieve your goals.

  • Gear your blog and site content to your audience. It's likely that you can connect with potential clients by providing the information which brought current clients to your site. Have a call to action and ask site visitors to share the information.
  • Use your blog to educate current and potential clients. Answer common questions your company encounters and link to relevant articles on your site. You can become a trusted authority by providing information, not a sales pitch.
  • You can also use your blog to help build your site's SEO. You'll have more indexed pages. And, once you learn what words and phrases your customers use and where they use them, you can include and link to your site with these words.
  • Include information about your location. A large portion of Google searches are for local businesses. Connect with businesses in your area by posting about your area and your role in the community/ local industry.

Communicate via Social Media

Connect with similar businesses and current customers to attract new ones. Social media is a great tool for measuring and sparking online conversations about your business. It's important to remember that the key aspect of inbound marketing is earning interest and social media lets you do that through online conversation.

  • A 2011 study conducted by Hubspot indicates that the best social media site for B2B businesses is LinkedIn. LinkedIn activity generated a visitor-to-lead conversion that was 4 times higher than Twitter and 7 times higher than Facebook. Use this site to successfully connect with other businesses.
  • Provide information that isn't self-serving and your business connections won't mind following you. You have to build a solid foundation of followers before the majority of sharing is strictly about your business.
  • If you're running a specific campaign, update your accounts, where applicable, to reflect what's going on. Change your Twitter background, LinkedIn product page and Facebook cover photo to reflect the campaign and message.
  • Towards the end of 2011, Mashable published a Voltier Digital infographic that showcased the results of inbound marketing for B2B companies. 41% of B2B companies found new customers through Facebook. Use Facebook to engage with current clients and reach new ones.
  • Are businesses engaging in conversations with you? Are they liking your page and following you? Track your audience growth and engagement to see how successful each social media channel is for your business. Adjust your efforts as you see results.

No matter what channels or online marketing tactics you are using, you need to measure everything. The four most important metrics of inbound online marketing are: traffic to leads, leads to customers, cost per lead and cost per customer.  As you analyze what is working best for your business, you can adapt and make changes to further increase your ROI and improve your marketing campaigns.

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