What is B2B inbound marketing and how does it work in your industry?

Selling to other companies involves many challenges, such as bureaucratic issues that make the commercial process difficult. Because of this, implementing marketing actions is a challenging task, however, this is what will help you convert leads, that is, your potential customers into buyers, and strengthen your relationship with them. In this sense, inbound marketing emerges, the most efficient strategy for growing a company through the internet, which aims to attract, nurture and convert customers through relevant content. However, to obtain better results, it is ideal to adapt strategies to the needs of your type of business, identifying how inbound marketing applies to your industry. Want to understand more about B2B inbound marketing and how it works?

So, keep reading and check it out! 

B2B x B2C

Before understanding more about B2B inbound marketing, you need to know the differences between a B2C and B2B company.

The main difference is the type of customer each targets. The B2C model seeks to attract individual consumers, while B2B attracts business customers.

The size of the markets is also another difference between these two models, since the B2C market is one that covers all end consumers, being a large and generally broad market, while in B2B, the market tends to be directed towards niches, since The objective is to deliver very specific solutions to other companies. Therefore, the target market for a B2B company is generally much smaller than the target market for a B2C company.

Another point is that the purchasing process takes longer in B2B, as company decision makers tend to be more discerning in an organization than individual consumers.

This way, inbound B2B marketing requires a more elaborate strategy, as dealing with companies can be more complex than dealing with individuals.

What is B2B Inbound Marketing?

B2B inbound marketing is the strategy that aims to generate interest and awareness about the company and its products through valuable content, with the function of attracting, nurturing and converting leads into customers.

Some of the paths used to generate leads, to drive more traffic and increase sales, are content marketing, social media and search engine optimization (SEO), in addition to performance strategies that aim to develop ads exactly for the target audience. that the company wants to achieve.

In this strategy, the logic is to make your company show your potential customers that they need your service. Thus, the feeling provoked in the customer is that they have found what they were looking for. This builds trust in buyers, facilitating the sales process.

Messages are targeted according to the target audience and market, and the approach adopted is different and personalized, as it is segmented towards other companies.

However, everything is done according to the stage of the purchasing journey in which your potential customer is. So, one of the most interesting and advantageous facts about Inbound marketing is that it produces content for different lead moments, as you can see below.

Understand more about each stage

Em attraction, for example, the prospect will read materials about learning and discovery, and recognizing problems that he will certainly identify as his own.

Em consideration of solutions, he will see options to solve the challenge he has been facing and, finally, in buying decision, understand that the option that your company offers is exactly what he needs.

Finally, Inbound marketing also recommends the production of retention content, which are called maintenance materials, which help the customer to make better use of what they purchased or even renew or extend the contract with your business. .

Therefore, if you have a B2B company, inbound marketing should be one of your priorities. This will help you generate more leads that will eventually be converted into customers, increase the number of opportunities and make more sales.

What are the Inbound Marketing strategies for B2B?

digital presence

Firstly, it is important to have a digital presence. Active social media and channels with relevant content are essential when creating inbound marketing strategies for B2B industries.

Create a strategy for your social media that helps your customers know, consider and choose your product as the best option. Furthermore, produce different content for each stage your potential client is in.

Lead qualification

Without a doubt, it is important to know how your customers reach your business, as this will help you develop the best strategies to be used by your industry, aiming to attract new customers.

With B2B Inbound marketing, you can monitor the path taken by your potential customer to understand if they are really ready to buy your service or product.

Human

In fact, to structure a successful sales process, it is essential that your first step is to define the persona.

She is a semi-fictional character who represents the person you want to sell to, within your Ideal Customer Profile.

On our blog, we have a complete text that explains all about persona. Click on the link and read this content too!

By better understanding your company's persona, you can make decisions focused on their behavior, preferences and needs, increasing the chances of success in your strategies.

Sales Funnel

After talking about persona, we need to mention the sales funnel. Well, this is something fundamental. To manage the performance of your industry's commercial sector, you need to establish a sales funnel. This is the time when you will be able to identify possible bottlenecks resulting in lost sales and better understand your process.

Content Marketing

Content Marketing is focused on your persona and your sales funnel, and is capable of strengthening your brand through the creation and distribution of relevant and consistent content.

In this sense, the content production it will increase awareness and positive perception of your brand, as well as customer interaction with it, in addition to helping to create a journey for consumers, and business and sales opportunities.

That is

With B2B inbound marketing, your industry generates quality content to gain authority on the internet, resulting in educated customers who are connected to your business, as the content produced will make you more mature to purchase your products.

This way, the company generates content that is so relevant that it makes the customer come across it. This way, they are just one step away from the purchasing decision.

Therefore, it can be said that the set of strategies used in B2B inbound marketing will help your business to attract and convert users spontaneously.

Want to know even more about marketing to make your industry grow? Access our blog which has texts that will certainly help you in this mission!

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