If selling B2B consultative products or services is your business, learn how to do inbound marketing.
Inbound marketing is a new methodology in developing small business sales leads, including B2B sales leads. The Internet has changed everything related to the way your business-to-business sales prospects begin their buying process. Prospective business buyers now go to the Internet first to get ideas, get educated and gather information about how to solve business problems.
Therefore, to reach your sales prospects you need to be where they go on the Internet to make these prospects aware of how your company can help them. That’s right I said help them not sell them. Stop thinking your going to sell somebody something. Today, a business is not going to be sold anything. However, they are hungry for smart people who can help them solve problems.
To put into action an inbound marketing campaign you are going to need more than a website. In fact most websites are not built to maximize the fundamentals of B2B inbound marketing. So, what are the keys to successful inbound marketing?
- Building traffic to your website
- Converting your traffic into leads
- Nurturing your leads into sales
That sounds easy enough so how do you get traffic to your website.
Inbound marketing begins with your company website which serves as the hub of a sales machine for nurturing your sales prospects into sales leads and ultimately sales.
1. Develop a website plan
2. Perform Keyword analysis
Keyword analysis is the linchpin to all the inbound marketing activities that follow. Get this wrong and you will be wasting a lot of time and money.
3. Revise Page Content to be Customer-Centric
Customer-centric marketing delivers a competitive prospecting edge. Why? Simple it builds trust because your focus is on helping your prospective customers first, before you sell them anything.
4. Create High Quality Relevant Content Around Your Keywords
EBooks, customer profiles, application stories, and white papers - these should be chock full of relevant information and written in an authoritative manner. You want prospective customers to view you as the expert in the market.
5. Create Call-to-Actions (CTA’s) and Landing Pages
CTA’s help you build an inexpensive marketing list to capitalize on the valuable content you create.
6. Create a Company Blog
A blog can be an extension of your corporate website, or can be set up under a separate domain with a back link. The key to successful small business bloging is keeping it fresh, interesting and accessible. Use keywords and SEO techniques to enhance its presence. If your staff does not include a marketing expert, outsource marketing services to maintain a fresh supply of quality blog posts. In addition, proofread, proofread, proofread to be sure the posts are relevant, technically correct and error-free.
7. Create Email Lead Nurturing Campaigns
Nurture your leads with additional snippets of information displaying your interest in offering assistance. Develop deeper rapport and build a bonding relationship using soft selling skills.
8. Identify Inbound Link Building Opportunities
9. Employ Social Media
Social Media - keep it active and updated. Facebook pages need periodic posts to keep it in front of interested parties. Encourage visitors to "like" the page by offering incentives. Twitter tweets should be informative. Do not go overboard on the number of Tweets. LinkedIn is critical for small business B2B not only for sales prospect contacts but also for networking with potential collaborators for your company.
Unbelievably your B2B sales prospects already have an interest in your product or services and perform internet searches looking for additional information, they just might know your company. By targeting the right keywords and creating valuable content with blog posts, social media conversations, white papers, eBooks, customer profiles and webinars, you can entice your sales prospects to your website.
The key to small business inbound marketing is ensuring that you continually add, manage and monitor quality content to convert your website traffic into leads. Then use email lead nurturing to develop a deepening rapport to convert your leads into sales.
Small business inbound marketing is a smarter approach to small business B2B marketing utilizing the Internet. Sales leads produced from inbound marketing are of higher quality and less expensive to generate. As you expand your inbound marketing effort your reputation in your market will grow right along with your sales leads and sales.
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