How to identify your audience and attract them to your company
Business decision-makers have a more structured, regulated vendor search process than the typical consumer. But at the end of the day, the people looking for business-to-business goods and services are just that - people.
Just like individual consumers, prospects are researching their purchases online well before making buying decisions.
They are reading reviews, tapping into social media conversations, and typing keywords into search engines to educate themselves about available options.
That’s why business-to-business commerce benefits just as much from inbound marketing campaigns as business-to-consumer commerce. And because it can take time for a company executive to get a final approval on a purchase, inbound marketing can be even more effective in this field.
Inbound marketing is a long play. It takes persistence. It pays off over time in greater authenticity, a wider audience, and increased buyer engagement.
Here are four keys to implementing a B2B inbound marketing campaign.
1) Identify your audience.
Identifying the companies that are ideal candidates to do business with you is the easy part. Take it to the next level by pinpointing the decision-makers in the company.
Who are they and what drives them? Fleshing out the demographics, goals, and pain points of your prospects will help you establish “buyer personas” that will inform your entire inbound marketing campaign.
It’s likely you will identify more than one buyer persona to represent the folks with authority at the companies you are targeting. Consider each of your buyer personas when you are implementing your inbound marketing campaign.
2) Advise, educate, and enlighten.
Create stellar, topical, relevant, and valuable content that will attract these decision-makers to your company’s website. The key tenets of inbound marketing apply here.
Consider the ways in which you already help your clients; think about the questions they ask you; identify cutting-edge industry conversations to which you can add value.
These are some of the techniques you can rely on to come up with a steady stream of content topics. Write these as blog posts to distribute around the web.
With consistent and relevant blog posts, you will see increased traffic to your website, and this traffic will consist of quality leads for your company.
3) Distribute and amplify.
LinkedIn is the clear choice for optimal business-to-business social media content distribution. It’s a platform for professionals with profiles that identify members’ work histories and current roles and titles.
Build out your company’s profile on social media platforms and cash in by creating conversations built around your posts. Also, listen in (and chime in) on other industry-related discussions and posts happening on social media.
Over time, you can develop your company’s social media voice and authenticate it as a thought leader in your field.
4) Bring them in for a ‘landing.’
Your landing pages - the unique pages on your website where you direct inbound traffic - need to be effective at converting your site visitors into known leads. Write concise copy with a clear call-to-action, and avoid cluttering the page with other messaging.
Landing pages act as a gateway to more detailed, valuable content that you are enticing your leads to view.
Your potential customer has actively clicked through to your landing page, so they should be interested enough in your company to supply some contact information in exchange for “gated content.”
It’s important that landing page content is consistent in topic to the social media post or blog that lead viewers to it.
If you follow these steps, the number of quality leads you are generating online will swell. And you will have a consistent source of new contacts to continue to shepherd through the sales pipeline.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company and digital marketing agency specializing in inbound marketing strategy and building beautiful and mobile responsive websites for customers throughout the United States.