Inbound Marketing is a powerful sales strategy, whether for B2B or B2C. However, it is necessary to understand the differences between both, so that it brings the desired results.
When we talk about business to business sales , we are talking about a process that usually involves more than one person in decision making. And unlike the final consumer, who in the vast majority makes the purchase decision by emotion, in B2B, the purchase is decided by reason.
To close a partnership, a company first considers how reliable the future supplier is, in addition to considering price and the possibility of support. Trust is essential in the business market, after all, if your partner fails, your company will also be affected.
Another point is that medium and large companies tend to make decisions to hire new services every six months or annually, while small companies evaluate opportunities according to the need. Thus, it is necessary to use the digital medium to strengthen this relationship and be always present and inbound is a great way to do this.
A Google survey revealed that decision makers at these companies spend their time primarily on YouTube (47%) and Facebook (23%) . As we are talking about a long decision journey, it is clear that your company should not only invest in search engines, but also in social networks.
Therefore, it is essential that your company uses all available media to contact these decision makers and work on your brand recognition. There are 4 strategies that are essential when we talk about winning customers in B2B and we will deal with them from now on.
Also Read: Buying Journey: What It Is And How It Works
Before talking about strategies, it is important that you understand what Inbound Marketing is. Inbound can also be known as attraction marketing and is a strategy used to attract customers in the digital environment through relevant content. In the sales process for B2B, Inbound Marketing seeks to direct the strategy of attracting leads to potential customers. During every step, these leads are educated, while a trusting relationship is built, facilitating the sales process .
You might be interested in this text: The Steps of Inbound Marketing
Now let's check out the strategies related to Inbound Marketing. Here we brought 4 strategies that we consider fundamental , but it is worth noting that there are other options that must be considered according to the project:
In this first step, you need to look for smart, fast and cost-effective ways to attract visitors to your website, blog or landing page. However, it is necessary to do a good audience segmentation, so that your material is directed to those who really matter, increasing the chances of return on investment. This segmentation includes mapping the entire decision maker's journey. Here your company should bet on content for blogs, social networks, sponsored links and SEO (site optimization) .
After attracting visitors according to the needs (called “pains”) they have, it's time to convert them into leads. Here it is essential to offer diversified possibilities, so that your company can track this potential customer and have a more active form of contact. In this way, you need to create several CTAs in your content to attract this visitor to become a lead. Some of the most common ways to do this is to offer rich materials (e-books, interactive content, videos, tutorials, etc.).
It's no use for your company to focus on conversion if you don't work on the relationship. It is necessary to recognize where each lead is and move forward in each phase of this buying journey. At this stage, it is essential to offer content that helps educate and build a relationship of trust with your lead. Therefore, work performance and brand recognition together. Use targeted B2B business strategies. At this point it is ideal to use email flow strategies to create frequent communication and keep the lead informed about your company.
In the sales stage, the marketing and sales departments need to be aligned so that contact with the lead is assertive, without “breaking the signal” or letting “the tram pass”. It is important that there is no rivalry, but a spirit of collaboration between departments, especially so that leads that are not yet ripe to buy are redirected to marketing to improve the qualification and education of these leads.
Your company needs to retain customers so that the sales process is continuous. In addition, when you manage to retain a customer, the chances of positive reviews increase, which generates knowledge and greater confidence in the market. Remember at the beginning we said that reliable companies are more likely to close a deal?
Did you realize the whole cycle that your company had to go through to build this essential point? Inbound Marketing for B2B sales is more than just generating content and being present on social media. It is to establish an identity for your company to create authority and trust in the market niche in which it operates.
In addition to everything we've said so far, we're going to give you 5 more tips to accelerate your sales.
- Be present in the digital environment: keep your social networks active, keep a website always up to date and build a blog with topics relevant to your niche.
- Have a prospecting strategy: it is important before focusing on a single path, test all possibilities. Create multiple actions, use all available formats and channels, analyze all metrics and data, and only then make a decision.
- Do you know your personas? Your company 's personas must be constantly reviewed, as people change and, along with these changes, the purchase profile changes. It's important to keep up to date with your persona's new preferences and habits.
- Recycle content: from time to time try to update the content of your blog. Over time, some information may become out of date. Therefore, try to update the information shared.
Look to Engage: Do n't forget to use the Thank You page for downloads or forms to provide more value or engage with your lead. Make a new invitation, indicate other content or reveal a new promotion. Incidentally, interaction on social networks cannot be left out either.