The importance of inbound marketing for B2B tech companies
by WordWrite Staff, on Feb. 11, 2013
Whether you’re a tech giant and every prospect you approach knows who you are or you provide a specific technology product to a niche market, inbound marketing can help connect your business with the people who need it most. Inbound marketing costs less per lead than traditional marketing tactics, and an effective strategy can help increase your bottom line. Here are some ways in which business-to-business technology companies can effectively use inbound marketing.
An effective SEO strategy is the first step to any good inbound marketing strategy. Consider what terms web searchers would use to describe your product or service. Then create and use long-tail keywords throughout your site to bring in the most relevant traffic. For example let’s say you provide glass for smartphone screens. Rather than trying to rank for “smartphone screen glass” which would receive more searches, but would be harder to rank for, consider “industrial strength smartphone screen glass.” While this term may have less people searching for it each month, it will be easier to rank for and will bring it more qualified leads since they are specifically looking for your type of product.
I’m going to guess that much of your market doesn’t know how your product can benefit them. If they are aware of your company they might not be sure of the cost, ease or how exactly your product can help them with their business objectives. Blogging is a great way to share the benefits of your product. Unlike a placement in traditional media, you have complete control over the messaging in your blog, since you’re writing it.
Steer clear of lots of sales talk on your blog. Instead, identify what pain points your targeted buyer personas have and write about how your product or service can help alleviate those pains. Frequent, consistent blog posts will increase the SEO of your site and educate your market on your product or service.
Whether or not you’re on social media there are conversations happening about your industry and most likely your brand. If you’re not managing your brand on social media someone else is. Your prospects, customers, former customers, competitors and industry leaders are all engaging on social media. Create an appropriate strategy and jump in the conversation. Share your newly created blogs to get more eyes on them. Set up relevant searches and engage in conversations to get your name out among other Twitter users who would be ideal prospects.
If you’re effectively using the several items listed above, you should have relevant traffic coming to your site. It’s important to not let that traffic go to waste. By creating appropriate, compelling offers throughout the site you are able to enter those people into your sales funnel. So what would make a compelling offer? E-books and whitepapers are great tools and allow you to provide an in-depth look into the topics covered in your blog posts. If someone is willing to give up their information for the download, they are more willing to read more into how your product can help them with their business objectives.
Don’t let those high quality leads go to waste. It’s important to move them through the sales cycle with a strategic lead nurturing campaign. If you’ve given them information about a certain service or product it’s time to tempt them with a middle-of-the-funnel campaign that shows how that product would specifically help with their business objectives. If they seem to respond well to that offer, you’ll want to try and close the sales loop with a call to action that prompts a purchase. This could be a free demo of your product or a discounted price if they purchase within a certain time period.
A lot of your potential prospects might not even realize they have a need that your technology product or service could help. A strategic inbound marketing campaign can help explain your company and its products or services in a way that best shows the advantages it could provide the prospect.