Inbound marketers understand the importance of demonstrating the value of their company – perhaps while avoiding the more forced and alienating feel of outbound marketing. Yet, B2B marketing representatives can struggle to turn good intentions into lead generation and measurable growth. These are four strategies they can implement along the way:
1. Understand the process
To create an inbound marketing strategy that not only works but flourishes, companies must first understand the process and what successful practices look like. Consequently, marketers should research what other companies are doing and, from there, develop a plan that highlights their own company's strengths.
2. Create enticing content
Effective content marketing strategies focus less on generating mass quantities of lackluster information and more on creating engaging pieces that draw attention in a world of online clutter (1). Simultaneously, marketers can draw more potential customers by producing content that sets their B2B marketing agency apart as the most knowledgeable resource for a given topic (2).
3. Utilize email marketing
Marketers should refrain from getting too comfortable hitting the send button and, instead, continue implementing strategies that ensure a higher open rate. Such tactics include list segmentation and sending targeted messages that will better encourage subscribers to make a purchase.
4. Think in terms of numbers
Analytics can be pulled from a variety of sources beyond simple website statistics, including audience insight from social media as well as online and mobile advertising efforts. Marketers should delve into these reports and seek out information that could have a positive effect on campaign success in the future.