While B2B marketing can present some compelling advantages for sellers, especially in the world of information technology, cloud computing, and networking services, it can be challenging for small and medium-sized businesses to build up their initial customer networks. This is where inbound marketing comes into play, which is a modern approach to connecting with potential B2B customers that is far more effective and affordable than almost any other approach utilized today.
1. What Is Inbound Marketing?
At its core, inbound marketing is not a channel, tactic, or technology. Instead, it is a marketing philosophy rooted in the idea that today’s customers value personalized, relevant content over the interruptive messages that formed the basis of past approaches to marketing. Instead of creating a barrage of targeted digital advertisements or having to fight for a customer’s attention, inbound marketing is all about creating valuable experiences that lead to positive impacts in the lives of potential customers.
"Today’s customers value personalized, relevant content over the interruptive messages that formed the basis of past approaches to marketing"
Typically, successful inbound marketing campaigns are heavily reliant on search engine optimization (SEO), the creation of engaging blog content, and the curation of a social media presence that piques the interest of potential customers. This unique approach to the creation of content and interactions that are relevant to the interests of your potential customers allows for the development of a novel relationship that helps your firm to attract, convert, and delight new customers in an ongoing cycle. Check out our blog on how content can improve your SEO rankngs: - How Content Can Improve your SEO Rankings
2. Attracting, Converting, and Delighting New Customers
Once your firm adopts inbound marketing approaches, the goal is to attract new prospects to your company and engage them at scale, all the while maintaining the ability to delight individual customers as needed. While this process may sound confusing at first, it is quite simple to implement in practice.
Attracting potential new customers is all about getting representatives from relevant businesses to your website in the first place. This typically occurs through the creation of experiences that are relevant to their interests, whether it be through written, video, or social media content.
Once potential customers are converted into visitors to your website, it’s time to work towards building long-lasting relationships.
This may sound demanding at first, but it can quickly become simplified through the adoption of push emails, artificial intelligence-powered chatbots, or live messaging with dedicated customer relations experts within your company. Such approaches allow for stable relationships to be built between potential customers and your company’s brand. In turn, these relationships will convert leads to new customer-client relationships that will ultimately increase your sales numbers in the end.
Finally, after developing a great working relationship with new customers, it is vital that they are consistently delighted, which will help to ensure the transition to a long-term source of continued sales. The key to achieving such a high level of customer-client relationship is to consistently create memorable content that will keep your new customers interested and engaged with your brand for years to come.
3. Why Is Inbound Marketing Better Than Outbound Marketing?
In short, inbound marketing is better than outbound marketing (which typically relies upon traditional techniques like attending trade shows, pushing unwarranted email blasts, and annoying practice cold calling) because it allows for the promotion of a relationship where new potential customers view brands in a warm and approachable manner.
The warm feelings that effective inbound marketing creates for customers provides a stark contrast to the annoyances that are typically developed through the practice of old outbound marketing approaches. Better yet, inbound marketing has been shown to produce noticeable benefits for companies outside of friendlier customer-client relationships, including the eye-popping fact that the creation of leads through inbound marketing costs over 60% less than outbound marketing approaches.
"The creation of leads through inbound marketing costs over 60% less than outbound marketing approaches."
So, the benefits of inbound marketing over outbound marketing are two-fold. Potential customers benefit from the fact that interactions facilitated through inbound marketing actually add value to their lives, while businesses practicing this innovative approach manage to save money while increasing their number of leads simultaneously. With such mutual benefits in mind, it is clear that inbound marketing is the best approach for today’s information technology-backed economies.
Inbound marketing - https://www.optimizely.com/optimization-glossary/inbound-marketing/
Outbound marketing - https://www.wordstream.com/outbound-marketing