8 Inbound Marketing Hacks Your B2B Company Should Be Using.

Traditional marketing strategies will take your B2B marketing only so far. Today’s companies have to think outside of the box to grab the attention of not only the business but also the decision makers. B2B digital marketing tends to feel dull and or

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Traditional marketing strategies will take your B2B marketing only so far. Today’s companies have to think outside of the box to grab the attention of not only the business but also the decision makers. B2B digital marketing tends to feel dull and ordinary, but that does not always have to be the case. Your B2B company should be using inbound marketing. With inbound marketing, you give potential customers the exact information they are looking for. Perfect for buyers who like to find out carefully before (or even without) a face-to-face conversation.

Business-to-business companies should use inbound marketing hacks to achieve their goals in a faster, more efficient manner than established practices. Moreover, given the time investment required for successful content marketing, any time saved in the process is beneficial for your company.

How can you experiment to boost your B2B company`s inbound marketing strategy? There are proven hacks that will help you in reaching your target audience and converting leads at a faster pace. From perfecting your content with upgrades and multimedia and encouraging user-generated content to applying the “Rule of Seven,” all the hacks presented below are worth giving a try.

 

1. Implement the “Rule of Seven” with your marketing.

You can apply a concept which has already gained wide popularity in B2B marketing but is evolving even today: the “Rule of Seven” coming from traditional marketing. It is the idea that your prospects need seven interactions with your brand before they get introduced to your paid service or product.

It’s a simple hack: identify the point of initial contact and then create a workflow of seven interactions built around that first meeting for establishing a rapport. The idea behind this is that during these initial contacts, you can educate your leads with high-quality and engaging content to earn their trust.

This is mainly relevant in the case of email marketing. Instead of rushing to bombard prospects with your product offers, it’s more useful to be patient and gradually send them valuable and educational content. Slowly they will get used to the presence of your brand, plus they would have learned from your content.

To apply this principle, you should start by creating a workflow for your marketing team which is based on the rule of seven points of contact with leads. These interactions can be done via email, your website or social media. It’s especially handy to use marketing automation for this purpose, as it’d save you time and resources. To make this hack work, use marketing automation to initiate some of the early interactions in the funnel.

 

2. Write in-depth content and content upgrades.

If you have got the drive and dedication, your B2B company can effortlessly stand out by creating a longer and deeper content than everyone else. You may even notice that you are saving time since one long post can benefit your business more than a series of shorter ones. It is not a secret that Google loves in-depth articles, but it’s not just for search engines. Readers love them too, so longer posts get more shares.

One of the main rules that B2B marketers are embracing is that content must be created for real customers, and not for search engines. Instead of striving for easy SEO success, you should invest in an in-depth content because it ranks and converts better.

An effective method for publishing in-depth content that doesn’t take ages to create is crafting content upgrades. Basically, these are content pieces that are connected to a well-performing existing article or a newly created blog post and offer additional insights to the reader. Often, upgrades contain bonus tips such as a PDF version of the post, checklists, useful templates, worksheets, and training videos.

Besides presenting valuable information to your readers, content upgrades are an excellent chance to collect prospects’ contacts. In exchange for downloading your free content upgrade, they need to sign up with their email address. These leads have already shown some interest in the topics you are talking about, thus their contacts can be used for lead nurturing or delivering your content to the targeted groups.

 

3. Embrace multimedia content creation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

You can’t improve your B2B content marketing if you don’t dedicate time for multimedia. You should boldly go far beyond the written content to engage your customers. Multimedia content creation is a leading force in marketing strategies, and you can quickly join the trend.

A video, especially live, is a big hit of the recent years. It is predicted to represent 79 percent of global Web traffic by 2020. Tutorials, FAQs, product videos and explainers should all be an essential part of your content marketing mix. Braver B2B brands also experiment with live broadcasting. You can use it for streaming from industry events and workshop sessions. Slideshare presentations, podcasts, webinars, visual content, infographics and appealing visuals within written content also can be useful extensions to your strategy.

It is important to mention here that multimedia doesn’t necessarily take a lot of time to produce. Instead of creating separate content for each media type, you can repurpose content in different media formats so that you can utilize its full potential across different platforms. Recycling content is excellent for your marketing environment, stop wasting perfectly good concepts on just one form of media. Can your company benefit from this type of traffic potential? Secure it by modifying your past content into these new formats.

 

4. Recycle your content and optimize high-traffic posts.

Review some of your most popular posts from an inbound-marketing perspective. As you do so, try to answer one central question: What pieces of content bring in the most traffic every month? When you answer that, go to those posts and adjust their messaging, design and calls to actions for higher conversion rates. You can turn them into lead-generating machines if these posts bring in the most traffic.

When your social media team creates a fresh and valuable infographic, don’t just let it die after it moves down the social media platforms. Shock some electricity into it, call it reborn, and send it out in an email, build a blog post around it.

 

5. Boost your traffic with user-generated content.

Whom do your customers trust? Most likely, the answer is their peers. That’s why today, not brands create the most compelling content, but other users just like your prospects. Besides this, user-generated content (UGC) is also a real content hack, as it requires a minimal direct contribution from your company`s marketing team.

Understanding the benefits that B2C marketers know about content produced by users, B2B companies are also starting to make use of the UGC. Since everybody is equipped with mobile devices today, if you give enough reasons to your customer, he/she can quickly turn into your most influential brand advocate with his/her comments, images, and other contributions. Most users are creating relevant content online anyway; you only have to direct it toward your brand’s interest gently.

However, to start using this content shortcut, you need to plan initiatives and inspire people to talk with and about you. That is how you can invite them to share their opinions and content on your brand’s channels. It can take the form of competitions, surveys, input from influencers, reviews, testimonials, social media images and videos, hashtag campaigns and many more. People’s contribution can be published as standalone content, or you can embed them into larger pieces that you craft.

 

6. Invest in micro-targeting and hyper-personalization.

Another significant trend that can boost your content strategy is micro-targeting. In essence, it means segmenting your target customers into smaller units by their consumer data and demographics. By this segmentation, you can use personalization, which includes communicating with smaller audiences by producing highly focused messages specifically targeted at them. This approach allows creating deeper relationships with your customers.

While it requires some technical expertise, personalization is not that difficult to adopt as a method and is indeed worth the efforts. Today most users await some level of custom tailoring of the online content. By analyzing their personal data, location, work information, and previous behavior, you can design targeted messages that reach them at the right time.

Implement personalization across your communication channels. In this way, from available data, you shape your content to address the needs and the interests of your users. It can be in the form of customized messages in your blog content and on your landing page. However, you can also bring your personalization efforts further by embedding personalized messages on your social media exchanges with your audience and your email marketing campaigns.

When developing campaigns, remember that while you technically cater to businesses, you’re actually talking to one, or maybe just a handful of people. In other contexts, they’re B2C consumers and are beginning to expect that type of human-to-human communication from you as well. Remember that you’re talking to a person, not an entity.

 

7. Turn FAQs into topics for content.

Customers always face problems, so you are likely to get similar questions on a regular basis. Instead of a dull FAQ page, try to answer each question with a full content piece. By answering questions directly from customers, you know that you’re solving a real problem that real people face every day, no guesswork or fake personas. It is the kind of value that every content marketer should strive to provide.

Content plays a crucial role in inbound marketing. By broadcasting informative and educational content, you build a real relationship with your customers. Presenting content to your potential customers helps them to find what they need and shows that your business is trustworthy. Without speaking to them directly, you improve your relationship with, assess their situation, find a solution and make decisions regarding your business marketing.

 

8. Get more out of your website “Thank You” pages.

When a customer converts, you apparently send them to a thank-you page. Many businesses use very general and dull copy on this overlooked area of their websites. Instead, try to jazz it up with a bit of optimization. Among some ways to optimize these pages there are:

  • Asking for a survey contribution
  • Promoting additional products
  • Showcasing new content, resources or apps

It is all about keeping customers engaged with your business as long as possible. Don’t let them down when they are as interested in your company as they will ever be.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Conclusion

Developing and applying a powerful B2B inbound marketing strategy often takes considerable efforts. While there are steps you cannot skip, there are also confirmed hacks that can give you a competitive advantage — and they are not overly complicated to experiment with.

Regarding your content creation, you can try content upgrades, multimedia production and create sufficient possibilities for user-generated content. Besides, you can invest in personalization tactics and apply the “Rule of Seven” to build trust and engagement.

Adding a bit of creativity to your current and traditional B2B marketing can generate significant changes without destroying your budget. These hacks will get you thinking outside of the boring B2B marketing box, and set your business apart from the competition. Not all marketing strategies are the same and not all B2B marketing strategies have to be boring.

So. how will you use these hacks to drive inbound-marketing success for your B2B company? I’d love to hear your ideas and strategies in the comments section below.