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Building an Inbound B2B Marketing Strategy: 4 Things to Consider

Have you just launched your B2B business website and you’re looking to skyrocket your revenue? A solid inbound marketing strategy will put you right in front of your target customers. And the best part? There’s no door-knocking required on your end!  

But first, you need to define the foundations of your inbound marketing. This will help you come up with a successful strategy that is also unique to your business. 

Here’s what a B2B inbound marketing strategy should focus on:

1. Goals and objectives

What do you want to achieve from your inbound marketing strategy? The answer to this question should be one of the first things to share with your marketing team.

If your goal is to increase sales in one of your target markets, your inbound strategy should assess your current performance and your growth potential in this particular market. Accordingly, you can analyze how your strategy is doing based on how many leads you were able to generate within the allocated time frame.

2. Competition 

It’s always helpful to gain inspiration from the inbound activities of your competitors. Keep an eye on what other businesses in your field are doing, how it is working for them and where they’re possibly falling short.

Do you think you’re late to the game? Think twice! Gaining insights from the experiences of others saves you the time and money you would otherwise spend on hit-or-miss marketing.

3. Buyer Personas

These are fictional representations of your ideal customers: those who would be most interested in and likely to buy your products or services. Being able to define your buyer personas is key to creating an effective inbound marketing strategy.  

To develop your buyer personas, you need to gather information about your leads. For example, their business size, income, hobbies, goals, pain points, etc. This is achievable through research, surveys and interviews with your customers and prospects.

It’s only when you’ve defined your buyer personas that your content will reach the right people.

4. Buyer’s Journey

Inbound marketing helps you play the “salesperson” in your customer’s buying journey. All indirectly and without interrupting their personal lives.

By understanding the three different stages of a customer’s buying journey, you can create relevant content that will smoothly move them down the sales funnel.

In the awareness stage, a B2B customer will need general information on how your products or services can help their business. This is where tip sheets, briefs, blogs and guides are most relevant.  

In the consideration stage, they’ll be looking for more in-depth details on specific products or services. Hence, eBooks, reports and white papers are ideal here.

Finally, to make the big decision, your customers need proof and added value. Give them case studies and video testimonials.

These were the basic foundations of a successful inbound marketing strategy. So the next time you jump into content creation, remember to answer the “why” and the “who” questions. And don’t forget to share those answers with your marketing team!

Need help building your B2B marketing strategy? Reach to us here.

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