Inbound marketing is an approach that fits like a glove to the needs and challenges of B2B companies. Among the most effective B2B inbound marketing strategies, we can highlight email marketing, SEO, social media, and content marketing.
What are the Most Popular Digital Inbound Marketing Strategies?
Email Marketing
93 % of inbound marketers use email to communicate with their audience. It is one of the oldest channels, but also one of the best-performing. Email marketing generates engagement and helps convert subscribers into leads and customers.
B2B customers are looking for realistic solutions with a positive ROI, so the content of your emails should focus on aspects such as resources, investment, benefits, or time.
Email marketing is a good strategy to remind potential customers of your presence, for example, by sending a monthly or quarterly newsletter to your database about new content, news, etc. This way, you will increase traffic to your website and sales opportunities.
To optimize your B2B email marketing, put these tips into practice:
- Write an attractive subject line. Whether the recipient opens your email or skips it depends on this element, so it is always worth spending time on it.
- Include only one call to action per email. Filling emails with CTAs ends up having the opposite effect, as users don’t know where to click.
- Segment your emails. Not every email will be appropriate for every subscriber on your list, as they may be at different stages of their journey or looking for different solutions. So it’s best to send fewer emails, but ones that reflect that you’re listening to your subscribers and know what they’re interested in.
- Create responsive designs that are well adapted to dark mode. If users can’t see your emails properly, all your efforts will be in vain. So make sure they can read them on different devices and configurations.
SEO
SEO is a fundamental part of inbound marketing strategies since we are interested in being present and visible when users research needs related to our brand.
SEO strategies evolve as Google’s algorithms do. Now, the focus has shifted from keywords and metadata to interpreting users’ intentions. But there is one maxim that always works, and that is to create quality content that best meets the needs of the user base.
Take note of these tips to improve your SEO strategy for B2B marketing:
- Update old content. In addition to publishing new content, a good SEO strategy should include a frequent review of old content. This way, you can update incorrect information, merge pages that are too similar, or fix technical problems such as broken links.
- Create clusters of related pages. The new SEO strategy is to create “pillar pages” around a specific topic, which group together multiple related pages. In this way, the “pillar page” functions as the information hub around a specific topic.
- Organize your blog or page content using categories and tags. The goal is to make it easy for both users and search engine robots to understand how the content is structured and access the page they are looking for.
- Optimize titles, descriptions, and images. Although SEO is evolving toward intentionality, it is always a good idea to take care of these types of details.
Content Marketing
Quality content is the foundation that fuels B2B marketing strategies. The idea is to have a good repository of content adapted to different customer profiles and moments of the journey, which manages to attract users and show how you can help them. Let’s look at some good practices for different types of content:
- Blogs. Regularly updated blogs bring organic visibility and quality traffic to your site. You can leverage your blog as a platform for guest posting strategies and include different types of content, such as texts, infographics, videos, case studies, and more.
- Ebooks. Ebooks are a very popular type of content for lead generation strategies. To be most effective, they must address a specific problem of the target audience.
- Videos. Video content is gaining popularity in all types of marketing, and B2B is no exception. Within this sector, tutorials and product demonstrations are particularly popular.
Always make sure to optimize your video descriptions and tags to improve their positioning on YouTube.
Social Networks
Although we think of social media more as part of a B2C strategy, the truth is that it can also contribute a lot to B2B inbound marketing. Social media allows you to connect with your potential customers on the sites where they are active, as well as search for potential suppliers and inform purchasing decisions.
Social media also helps increase the reach of content and boosts SEO by creating inbound links to your site. Additionally, the quality of visits from social media is high, generating 5 minutes or more of the average time spent on the site.
In B2B marketing, Twitter and LinkedIn are the most used social networks. These tips will help you improve your presence:
- Show your personality. The style of your social media posts should be as distinctive as your logo. Keep in mind that they are also part of your brand image.
- Create conversations. Remember: you are on social media to engage with your customers, not just to broadcast your message.
- Share your followers’ content. User posts about your brand are a way to generate content without investing money and help your followers identify more closely with the brand. Similarly, it can be very useful to share testimonials and customer stories.
- Showcase your team. Instead of relying on stock images, share real photos of your office, and don’t hesitate to show the day-to-day “behind the scenes.” As much as we’re talking about B2B marketing, people like to connect with other people.
