Traditional marketing is losing its touch. With the shadow of the pandemic looming over us these days, businesses need a solid strategy to get their brand name out there, noticed and thought relevant by other businesses. It’s time to move on from old-school methods like unsolicited emails and such; inbound marketing is the path to future success.
Here’s why other SMEs are adopting it to generate fresh, high-value B2B leads.
What Is Inbound Marketing?
Inbound marketing differentiates itself from its traditional counterpart by steering clear of ineffective, interruptive tactics. Instead, it emphasises drawing in a target audience with compelling content.
Its game plan revolves around a content marketing system where a brand can organically attract, convert, close and delight their target audience so they keep coming back and bring their network into the self-replenishing machine, as well.
Making Inbound Marketing Work for You
Buyers have taken back the power from marketers when it comes to the decision-making process. With so much information online, they can do their research on their own time and come to their own conclusions, moving along the conversion funnel on their own pace.
Does that mean that marketers and business owners have become a passive presence in the cycle? Not quite. What you can do as the representative of a brand is to make sure that the information the consumer receives is accurate and detailed enough to help them understand and see the potential and value of your product.
Inbound marketers are concerned with guiding consumers through the process, and will not interrupt them at every junction to try to sell to them — calls, and other interruptive ads are no-nos.
The Methodology that Draws Businesses to You
As a B2B company, it’ll be both easier and harder to draw in your target market. On one hand, businesses operating in your industry will likely already be familiar with jargon, and you’ll be free to discuss topics in more detail.
On the other hand, since your market is already knowledgeable in the first place, you’ll have to demonstrate what makes you stand out from the competition and what you specifically bring to the table when they partner with you.
So, there are two things a B2B inbound marketer needs to pay close attention to when drawing up or shifting to the strategy:
- Your buyer persona. As your clients will likely have a foundation in your industry, gaining their trust is a matter of showing your expertise on the matter and your sincere desire to help them overcome that obstacle. Make sure that you have a comprehensive understanding of who your audience is because it’s the only way you’ll be able to directly and effectively address their concerns.
- Your brand message. Once you know your audience, you’ll need to get busy crafting the right message to send them. The matter of the topic should be easy if you did your homework with the audience, but it will also make it easier for you to decide on the manner in which the message is delivered and what medium it needs to be executed on to reach the widest base of your target market.
Get Started on Your Inbound Marketing Today
The shift from traditional marketing methods can be daunting when it’s your first time and are facing the prospect of doing it on your own. That won’t have to be a problem. When you turn to Axadra for help, you’ll be able to reap the benefits of a skilled and experienced digital marketing team working on updating your brand’s strategy.
Get in touch with our professionals today to learn more or schedule an appointment. We’ll be happy to help you figure out your next move in the digital marketing space.