Marketing is defined as the activity, set of institutions and processes to create, communicate, deliver and exchange offers that have value for consumers, customers, partners and society in general.
Or, as the economist Philip Kotler defined it, marketing tries to satisfy the needs of an objective market for a profit.
There are many marketing strategies that can be carried out, but it must be taken into account that marketing is not done in all industries equally.
It is important to consider various factors such as the target audience, the product or service sold or the market position of the company.
Before starting to explain the different strategies that can be carried out, it is important to take into account two concepts: B2B Business and Inbound Marketing.
B2B (business-to-business) refers to transactions between companies, that is, those companies that sell to other companies, and not the final consumer. Therefore B2B marketing will be that which is done from company to company.
On the other hand, the Inbound Marketing or Attraction Marketing is a methodology that coordinates non-intrusive marketing and advertising techniques, with the purpose that the user is the one who finds you, is interested in your product or service, and finally make the transaction.
How can an inbound marketing strategy be implemented in B2B businesses?
First of all, take into account who you are, how you are and what your target customer’s purchasing method is. From this consideration, you will be more prepared to customize and carry out the inbound marketing strategies for your business.
Create quality content
It is proven that quality content generates the most organic search traffic. Creating this type of content is a good way to generate leads and potential customers.
But what should be taken into account to carry out this marketing strategy?
First of all, we must know what our purpose is and who our audience is.
From this, we can define which topics are of interest to them and, therefore, which we are going to talk about.
Who will be responsible for writing the content? Must be a creative person, well informed on the subject and have a rigorous control of the content.
Finally, you must choose the platforms through which this content will be published (blogs, social networks, etc.), define how often it will be published and measure and monitor these campaigns (visualizations, recommendations, etc.) .).
Promote your content
There are many platforms through which to promote the content that the company creates, either from a blog of the company or through social networks.
It is important to stay updated at all times and select well the platforms that will be used. It is not better how many more media you use, if not the quality of these.
Use SEO Techniques
Posicionamiento search engine has revolutionized the way we search for information and purchase goods or services.
The goal of this technique is to appear in the top search positions on Google and be found before your competitors. Because we all know that beyond the first page of Google we do not read.
SEO strategies are very varied, but some of the most important for B2B companies are the following:
- The web content is the core work: it is important to have detailed descriptions of products and services, using images and videos, create a predictive web and always give contact details. It is also interesting to insert in your website a click to call or a chatbot to easily contact the potential client, without requiring much effort for him.
- Create landing pages to create visitors in registers, that is, create potential clients in real clients. Thanks to these are the attention of the user and that is why it must be optimized to the maximum and should generate interest.
- Use the jargon of the area to which you dedicate yourself, either in your own website or in what you publish externally and establish the keywords. Use these and their related in your web and in what you post externally.
- Link your social network profiles on your website. They will give you credibility. But you must keep them up-to-date and use the keywords we’ve talked about in these too.
Welcome to my business, LinkedIn
LinkedIn is one of the most promising social networks today, and above all, very useful for this type of B2B companies. It is the professional network par excellence, where there are profiles of companies, CEOs, senior managers, etc.
The LinkedIn platform is perfect to spread your content to other businesses, as well as attract traffic to your networks, blogs, and websites or make yourself known.
LinkedIn is a machine to generate leads, since in addition to the millions of users that compose it, with a good communication and business strategy in it, many of them can become potential customers for your business.
To do this, you should only make a profile, share, recommend and create content of interest and update it every day. Be an active person, be seen.
An inbound marketing plan for B2B companies is not an easy task. All procedures need their time and a rigorous monitoring and control during and after.
However, companies must adapt to new user purchasing processes, this is no more than integrating new digital processes into their strategies and being up-to-date with the advances that take place every day in the field of marketing.