Growing your Learning Management System is no easy feat. You need to best people to develop your product and then market it. Then, you need the best process to ensure the company sees real and sustainable growth. After B2B companies try the traditional strategies of getting new customers through recommendations, partnerships, buying lists, attending trade shows, sending out self-promotional emails, and so on, they will quickly realize the need for new ways to see sustainability. Selling to prospects in companies and educational institutions is no different.
Luckily, there’s a new process of bringing in ideal customers called Inbound Marketing and Sales (or “smarketing”).
An increasing number of businesses and industries are starting to include the Inbound method into their overall marketing and sales strategies. According to a current State of Inbound Report by Hubspot, companies are three times more likely to see a greater return on investment when executing Inbound projects compared to using traditional, interruptive marketing and sales methods. Inbound strategies have many benefits, like:
- Raise awareness of brand name
- Costs less than traditional methods like ads, cold-calling, trade shows, etc
- Allows you to build strong partnerships with customers by consistently offering information and help on appropriate topics
- Creates high-quality web traffic and leads
- Builds trust and reliability with potential customers
Take a look at four B2B businesses that scaled their development by applying the Inbound Methodology:
Flex-a-Seal is a company that creates and produces mechanical seals for commercial pumps.
When the staff at Flex-a-Seal recognized that they weren’t getting adequate traffic to their site, they partnered with an Inbound company to try new marketing methods. The firm redesigned the company’s website and optimized it for internet search using relevant keywords. Because of this, the website ranked first in search results for targeted search phrases and the organic web traffic increased by more than 95%. The Inbound company also developed free idea sheets that visitors to the Flex-a-Seal website could download in return for their contact information. This resulted in creating more than 40 qualified leads in four months.
Flex-a-Seal also had a factory in Brazil and wanted to improve their sales in the South American market. The Inbound firm created flexaseal.mx, a microsite targeted at Spanish speakers. This created more leads throughout various Latin American nations and boosted Flex-a-Seal’s sales by 400%.
In addition to focusing on their website, Flex-a-Seal also wanted to get more leads via social media. The Inbound firm created a LinkedIn page and trained the company’s executives on how to use it to prospect and engage. Through this project, Flex-a-Seal increased their LinkedIn followers by 800% and positioned themselves as an authority in the industry.
Bell Performance is a leading supplier of oil and gas ingredients.
When they began this process, the company didn’t have a website they could use to create leads online. Since they wanted to develop more brand name recognition, the first step was to develop a professional website. To start, Bell Performance worked with an Inbound firm. The firm first helped Bell Performance identify their buyer personas and developed customized web content that targeted these ideal buyers. This improved their organic traffic by 700% in one year. The Inbound company also developed landing pages with the objective of gathering contact information from site visitors. A variety of offers were advertised on social media and through email marketing to guide potential customers to the landing pages. This created a growth in lead generation by 1400% in just two years.
By using Inbound strategies, Bell Performance closed 600 new online sales in the first year. In the second year, their online sales grew by 80%.
HUI Manufacturing is a business that concentrates on sheet steel manufacture of clinical carts and commercial items.
HUI Manufacturing used to use pay-per-click (PPC) marketing to create leads and wanted to find new ways to bring in organic web traffic. They also looked to an Inbound company for help. The company helped HUI Manufacturing produce the Medical Carts blog and created a 6-month content calendar with articles that related to the potential customer’s needs. They created long-form content like cheat sheets, ebooks, and comprehensive overviews that the audience had to give their contact information to gain download access. This content was advertised to targeted LinkedIn groups.
This work resulted in a 68% boost in organic web traffic and a 115% boost in traffic from LinkedIn alone. Website lead conversions improved by about 150%. In the first eleven months, the new sales produced using Inbound methods totaled more than two million dollars in new earnings!
Corrugated Metals is a business that uses steel corrugating product or services for protection, transport, equipment, and construction markets.
The company had struggled to bring in high-quality leads and increase their sales earnings. To overcome this issue, they decided to work with an Inbound company to help them meet their goals. The first step was to revamp the company’s website and make it responsive to work on both mobile devices and computers. Then, they developed blog content on topics like “energy efficient building materials” to bring in organic traffic with keywords enhance for internet search. This content was advertised through various social media channels to have even more people look at the Corrugated Metals’ website.
These efforts helped Corrugated Metals experience a 198% increase in web traffic and 285% more leads!
The final word
The world is changing quickly and it’s very important that your company keeps up to meet the needs of your clients. Today’s buyers don’t want to look at traditional or generic content, but they will value informative, relevant content created using “Inbound” strategies. It’s time to put your potential customers first and your business last so you can stand apart to your leads and increase your revenue.
As Inbound professionals, Responsify has helped many marketing professionals and sales teams integrate Inbound into their lead producing and nurturing procedures. Do not hesitate to schedule your cost-free strategy session today. We could help you examine your current methods and give you advice on how to better scale your Learning Management System (LMS) business!