Many business owners will mistakenly believe that inbound marketing only works when it’s targeted directly to consumers (B2C); they see their companies as being too technical in nature for such a form of marketing. However, B2B inbound marketing is just as effective, regardless of the type of B2B company, as B2C inbound marketing.
Business-to-business companies can use inbound marketing to achieve their goals in a faster, more efficient manner. And given the time investment required for successful content marketing, any time saved in the process is beneficial for a company.
B2B Inbound Marketing is here to Stay
In general, inbound marketing will help potential customers find your business. By creating content (blogs, e-papers, monthly newsletters, etc.) that your prospects love, you can build brand awareness and thought leadership.
Inbound marketing works for both B2B and B2B companies. By leveraging content that is relevant to your audience, you can pull new prospects into the sales funnel, ultimately driving revenue for your business.
B2B inbound marketing is real and although it may require different drivers, methods, and campaigns, a company that specializes in business-to-business affairs can surely benefit from implementing inbound marketing into their sales tactics. Read on to find out why it’s effective.
1. Gain Market Share
For businesses in highly specialized industries, B2B inbound marketing can be extremely effective. Why? There’s little competition in niche industries, so using the right keywords and sharing the right kind of content can help you gain significant market share. The more content you create for your audience, the more likely you’ll get qualified leads who will be willing to buy above your competitors.
2. Shorten Sales Cycle
When executed effectively, inbound marketing will shorten your sales, making you look like a superhero to your sales team. Traditionally, the sales cycle has been a somewhat lengthy process. Going through the steps of finding potential customers and introducing them to your products or services effectively requires time and patience.
However, inbound marketing can help to drastically shorten your sales cycle. How? By targeting your prospects with the right message at the right time. Your user-friendly website, blogs, social media, and lead nurturing campaigns all play a strong role in qualifying your leads for sales who then have only follow a few steps to close the deal with your prospects.
3. Increase Customer Retention
By building a better relationship with your customers, you will automatically retain more loyal customers. After all, it costs less to retain and sell to existing customers than it does to new customers. Moreover a positive (and loyal) relationship will prompt existing customers to become advocates for your businesses, which can provide reliable, cost-effective word-of-mouth referrals.
As the popularity of inbound marketing is increasing, marketing managers of many small businesses are implementing this new medium to increase their bottom line. If you’re not, you’re falling behind your competition so start now by downloading our guide below.