Generating leads is not easy – this is a given fact. And in the world of B2B, it’s even harder. Most B2B businesses need consistent marketing and effective strategies to be able to survive. But what do you really need in order to generate leads?
There are many types of marketing. The most common one is outbound marketing, where you sell your product or services to prospects. Some common examples are print advertisements, email marketing, and even cold calling. However, there’s also inbound marketing. With today’s new media and the Internet of Things, it seems like inbound marketing is the next best way to generate leads for your B2B business.
What is inbound marketing?
Inbound marketing is the process of leading potentials to find your company before they even purchase your products or avail of your services. With this kind of marketing, you help your leads to find your company instead of pushing your company to them. They come to you instead of you coming to them and selling your company. There are many ways of inbound marketing. One way is to provide relevant content to your target audience and simply putting yourself out in the field.
Why should you consider inbound marketing?
Perhaps the biggest overlook advantage of inbound marketing is the increased chances of engaging prospective clients. Developing content that your target audience likes would actually even help educate your existing customer base. Inbound marketing, therefore, is not just for getting leads but actually retaining existing clients. By leveraging inbound marketing, B2B marketers get to hook new leads, but at the same time, strengthen relationships with existing customers.
According to New Breed Marketing, 93% of buying cycles start with online searches. Therefore, companies that rank higher in search engines get free advertising. Companies that run blogs have 97% more inbound links, and those who blog 15 or more times a month get up to 5 times more traffic as compared to those who do not blog. Those who increased their blog posts to 6 to 8 times a month doubled their leads. Just by looking at these numbers, there are surely many advantages that inbound marketing can do for your business.
HubSpot also reported that outbound leads cost 61% more than inbound leads, making inbound marketing cost way less than traditional marketing. With these savings, it’s not surprising that many B2B marketers are considering inbound marketing nowadays, especially with the fact that the returns in leads are quite significant.
Inbound marketing, with the proper tools and content, can help you meet your clients where they want to be. It focuses on creating high quality content that is at par with what customers expect, and the topics that they are interested in. Therefore, it draws prospects and leads towards what your company can offer because they want to know more about your products and services.
In addition, leads generated with inbound marketing are more interested into becoming paying clients, as opposed to those that are generated with outbound marketing. They see your B2B company as somebody who is willing to give them solutions and some help with their problems, and not just some salesman who’s looking at his monthly sales report.
What are you finding in your marketing efforts? Are you using inbound techniques?