Whether you are a well-known B2B technology firm or a start-up entering the industry, you need an effective marketing strategy to bring in site visitors and convert them into leads. This means identifying your target market and building a strategy to engage. These days, marketing pros need a variety of skills including strategy development, content writing, email marketing, social media, and many more.
Here are some great ways to build an inbound marketing plan for your B2B technology firm so you can bring in more site visitors, convert them into qualified leads, and then turn them into clients.
1. Develop buyer personas
Before you start marketing your product or service, you need to know who you are targeting, what their demands are, and what type of message will attract them. This means that the first step in your marketing strategy should be to create buyer personas (imaginary personalities that mirror your ideal clients). For example, people that are thinking about buying your service or product can be “Health Services Manager Mary,” “Private Practice Owner Otis,” or “Physician Philip.” Each of these buyers will have different needs, objectives, and obstacles. Outlining these buyer personas will help you develop content that will attract them.
2. Create buyer journeys
Once you have developed your buyer personas, take some time to figure out how each person learns and what would prompt them to make a buying choice. Meet with clients who match your buyer personas and ask them what their obstacles, objectives, duties, and concerns were before they purchased your product or service. According to Hubspot, the buyer’s journey has three phases: awareness, consideration, and decision. Understanding the phases will help you develop targeted content that will meet their needs.
3. Establish your marketing goals
Determine exactly what you want to achieve with your marketing strategy and when you want to see a return on investment (ROI). Make sure your objectives are specific, measurable, attainable, relevant, and timely. Consider the following key performance indicators:
- Sources of web traffic (email, social media, blogs, SEO, PPC0)
- Number of unique site visitors
- Number of inbound leads
- Visitor-to-lead conversion rate
- Lead-to-customer conversion prices
There are many ROI measuring tools that can help you with this. Hubspot gives the most effective analytics across the board, all in one system.
4. Develop a marketing team
Inbound marketing requires staff with a variety of skills like copywriting, blog writing, web design, web analytics, email marketing, SEO, social media, and conversion rate optimization. If you don’t have these skills internally, it’s a good idea to contract out to Inbound specialists. This could set a company back around $150k a year if you are working with consultants or $350k a year if you hire in-house. Working with a specialized inbound partner like Responsify will save you more than 50% over the do-it-yourself (DIY) methods, and will guarantee you get the strategy and resources you need to make inbound marketing work for your business.
5. Develop your content strategy
Because your site visitors go through various phases of the buyer’s journey, you should create different content for each phase. The phases are:
Awareness: Here, your Buyer Personas are looking for information to fix the problems they are having. Your objective is not to advertise your B2B technology business but to give them information that will help them understand their issues. Content like infographics, blogs, slide-shares, and videos are great for this phase.
Consideration: In the consideration phase, your buyer personas have identified their issues and are looking for services. This is where you can make recommendations. With your great content, you can develop trust from your target market and collect their contact information by giving them premium content like ebooks or informational reports. Nonetheless, keep in mind that you shouldn’t share all of your remedies just yet.
Decision: People in the decision phase know their issues and what they need, and are looking for specific options. This buyer persona is reviewing different products and services that will help them. Use content to help inform them of your B2B technology company’s solutions. Demo videos, comparison charts, articles, and case studies are perfect for this phase.
6. Develop your audience
Leads often don’t buy because they don’t have enough information. One of the best ways to keep your leads informed is by sending a collection of automatic lead nurturing emails. According to research by Email Monday, more than 70% of companies get their highest ROI with email marketing. There are many ways to grow your email list. First, you can set up an opt-in form on your homepage. You can offer free content like ebooks when people give their information. Social media and webinars are also great ways to help build your list.
7. Maximize your blog content
Your blog is a large part of the overall marketing plan. Enhancing your blog content is a great way to build trust with your target market, increase your search engine position, and drive more traffic to your site. Create long-form content (more than 750 words, ideally more than 2,000) for a better search position. Use different types of interactive content like podcasts, videos, infographics, surveys, and polls. You should also use visuals to grab the attention of your audience. Make sure that your website is responsive, as people will be looking at it from different devices.
8. Enhance Your Social Media Strategy
A study from Business 2 Community found that many people get information about organizations from social media. Having an effective social media strategy will allow you to engage followers with your content and improve the chances of turning them into leads or clients. Make sure you have goals for each social media post. This could be to get more shares or likes. Share great content that deals with issues of your target market. This could be photos, curated content, video clips, and blogs. Don’t forget to share, like and comment on your followers’ posts.
The final word
The tips presented above are part of a marketing strategy called inbound marketing. Inbound focuses on the importance of creating content for your site that will convert visitors to leads. Your B2B Technology firm can use Inbound to bring in more site visitors, turn them into leads, and nurture them into dedicated customers.
It can be tricky to do all of this by yourself. Responsify is here to help B2B technology online marketers with strategy, support, and help in applying these steps. By collaborating, we help marketing pros strategically bring in site visitors, convert them to leads, and then happy customers.
We’ve helped many marketing pros implement inbound marketing plans. Don’t hesitate to book your free strategy session to evaluate your current methods and find ways to bring in even more potential clients.