Article

Reese McKnight
Reese McKnight 16 October 2020
Categories B2B, Social Media

Inbound Marketing Ideas For Generating B2B Leads

Looking for effective inbound marketing ideas? Look no further—we have rounded up some of the best, most successful concepts for B2B leads.

Attract - Engage - Delight: Effective Inbound Marketing for B2B Leads

Inbound marketing has proven to be incredibly effective over the past few years. In 2006, HubSpot first defined the concept as a business method that attracted customers by creating valuable content and experiences tailored to them.

While outbound marketing interrupted an audience with content they didn’t always want, inbound marketing formed the connections customers were looking for, and it solved problems they already had.

Essentially, what any inbound marketing strategy aims to do is to attract visitors, generate leads, and eventually end in sales. The final step in an effective inbound marketing strategy involves the company impressing its client enough to further promote the business through word of mouth. 

Essentials For Effective Inbound Marketing

To put it in the simplest terms, when it comes to B2B marketing, inbound marketing involves developing a persona. This is essential to understanding buyer persona.

B2B businesses that understand their clients well and have a good grasp of their needs, their messaging and goals will be able to establish effective inbound marketing strategies. Every company is different, and because of this, their objectives and ambitions will also vary.

Turning industry associates into customers is of the utmost importance when considering B2B concepts. Inbound marketing is all about targeting a very specific audience, then taking that audience and drawing them into a sales funnel. This can be done in numerous ways.

Take Advantage of Press Releases

Press releases have served businesses well for decades. A great way to drive potential B2B leads to your site is by taking advantage of this age-old technique. 

If your business is planning to launch a new product or service, let other businesses know about it through generating coverage through press releases.

Press releases can be published both online and offline, and they’ll go a long way in helping your business build a sense of authority. They help create a conversation point that can draw engagement from your target audience. However, a press release needs to be concise and to the point.

Press releases differ from other forms of content in that they focus solely on one topic. With B2B inbound marketing, all press releases should focus only on the new product or service your business is launching.

Ensure Your Website Converts

A website that looks professional is one that other businesses will deem trustworthy. However, a good-looking site can only take your business so far.

Once you have established a good flow of B2B traffic, you need to look at ways that you can generate leads from that site. A website is one of the most important tools that a business has as it gives people an insight into exactly what’s on offer.

It’s important to keep the aim of converting leads as the central focus of your website. Make sure that the site is built around the idea of promoting conversions. Otherwise, it’s nothing more than a pretty online page. There’s no point in creating a fancy site with excellent graphics and sales messaging if it’s not going to convert.

Use Different Conversion Points

Using different conversion points on your website can go a long way in helping you generate B2B leads. This forms an important part of your overall inbound marketing strategy.

A proven way to generate more leads is by providing visitors to your site with several options. There are many different paths to conversion.

Consider things like improving the copy on calls to action (CTAs) and experiment with placing those CTAs on different pages. You could also try options such as newsletter subscriptions, pop-ups, or on-page contact forms.

One of the most popular conversion points across every industry, from airlines to hospitality sites, is the use of a chatbot to immediately offer answers to simple questions. By offering instant access to information, customers can make informed decisions without navigating away from your site.

Use Social Media Channels

Social media has served businesses well because it links them directly to their target audience. It also offers businesses a very unique premise—they can show their market exactly what they want them to see at the exact time they want them to see it.

An effective part of an inbound marketing strategy is making use of social media channels like LinkedIn, Twitter, Facebook, and Instagram to reach your audience—while LinkedIn is reliable for B2B inbound marketing specifically.

You can use these social media platforms to make announcements or promote blog posts. The latter will drive traffic to your site, where other businesses can then engage with your site through conversion points such as pop-ups and chatbots.

Create A Community

As mentioned earlier on, developing a persona works really well for B2B inbound marketing. This persona will allow you to connect with other business personas and will elevate your business’ sense of trustworthiness.

A sense of community amongst businesses works for everyone, as plenty of potential is created when businesses connect with each other. Each one has the potential to provide a product or service to each other. Referral marketing is incredibly effective. 

If clients trust you and are loyal to you and your business persona, they’ll refer you to other potential clients. Word of mouth is a great form of marketing as it means that those who approach you don’t need to be convinced of your authority, product, or service. They are already open to becoming leads and have become so in a way that doesn’t narrate your brand as pushy or annoying.

There are endless methods of effective B2B inbound marketing, but finding the right overall strategy for your business is what’s most important. Every business is unique, which is why their needs are too.

Just like your target audience may need a different approach, so too may your business. While the ideas listed above may make for an effective approach, there are plenty more inbound marketing tactics that will serve B2B marketing just as well. Your approach to all B2B marketing trends should be based entirely on what you believe will best serve and elevate your business, products, or services in the long run.

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