With ever-increasing use of online and mobile business methods, decision makers’ purchasing habits have changed drastically over the past few years. Prospective clients now face a nearly endless array of options. What’s more, they can switch from one vendor to another with the touch of a button. Inbound marketing has never played such a crucial role in B2B business strategy as it has in recent years.
We’ve all likely experienced some sort of personalized marketing online, regardless of whether or not we are aware of it. It might be an email with your name entered in the subject line, a Facebook ad in your news feed for a product you recently viewed online, or even a direct mailer with a coupon for a follow-up service. No matter which tactic was employed, this kind of personalization is now becoming the norm for big and small brands alike. One very effective way to achieve this is through inbound marketing, which allows brands to hyper-personalize their messaging to a degree that has never been possible before. Read More “How to Use Inbound Marketing to Provide a Personalized Experience to Your Prospective Customers”
What do your business’ email newsletter, social media, and website have in common? Other than being part of your online marketing, they are valuable sources of data. Collecting and analyzing this data can help to inform your business’ marketing strategies and overall performance. To be most effective, you must track only the data that is relevant to your business’ goals.
Today’s consumers are more informed than ever before thanks to the wealth of information available online. In fact, over half of consumers say that offering free content on a topic they’re interested in is effective in attracting their business. This means that creating engaging content that both sells and tells your brand’s story is essential to your success. Finding ideas for this content can be challenging but can be done with a bit of creativity.
Driving demand is crucial to successful business to business (B2B) marketing, but interest doesn’t guarantee conversion. Most B2B prospects visit websites to research, not to buy – in fact, 20% of people requesting information on your product or service won’t purchase anything for at least a year, according to a research from Oktopost. Studies show, however, that undecided and fickle prospects can make up a significant portion of future sales.
Your website is one of the most important marketing tools you have. When visitors engage with your website, landing pages are the next step in converting them into new leads. Your landing page allows you to gather vital information about prospective customers in exchange for something that provides value to them like an eBook or other content. Like any other page on your website, you have to make sure that your landing page makes a good impression on your leads.
In order to increase your client base, you first must attract them. To do this, you have to know who they are, where they are and what they’re seeking. Create a buyer persona to learn how to best communicate with your target audience. Your website and social media pages offer a wealth of information about audience.
Anyone engaged in Business to Business (B2B) marketing and sales can attest that it is not an easy task. B2B conversion requires research, marketing skills and aptitude, and – above all else – perseverance. As a small business owner, I perform both marketing and sales functions for my agency. This can be both challenging and insightful at the same time, and over the years I’ve learned a few helpful techniques in courting potential clients and working with them after conversion. Here are a few lessons I’ve learned along the way in my career:
To some, the distinction between an inquiry and a lead is simple. To others (especially those new to marketing), the terms seem to be used interchangeably. And to both groups, determining the quality of leads can be tricky. So, for both newcomers to the profession and those veterans already running through the difference in your minds, here are some useful tips to help the process.
Although driving demand is crucial to the success of inbound B2B marketing, it doesn’t guarantee conversion. Most B2B prospects visit websites to research, not to buy – in fact, only a small percentage will close a deal within the first 48 hours of contact.