Local inbound marketing is all about recognizing customers on an individual level. We’ve spent years listening to their questions, researching their buying habits, and adapting our strategies appropriately. This pattern of listening, researching, and adapting has become the new normal for the B2B marketing industry.
We must recognize our website visitors, leads, and customers as independent entities, each with their own needs, wants, and challenges. While this may seem like it only works for small business inbound marketing, even large multi-product corporations can achieve individual attention through the creation of personas.
Inbound marketing for B2B companies is like a shark – you know the analogy, it has to keep moving forward or else it dies. Our marketing goals remain to educate website visitors, nurture them into qualified inbound leads, and turn them into educated customers and brand ambassadors.
In order for this it-all-sounds-so-simple-on-paper strategy to work, we have to pay attention to our inbound marketing analytics.
Analytics are the crystal ball of the marketing department – allowing us to see into past campaign statistics, engagement, and inbound lead generation. We can then use that information by applying the same strategies that proved successful in the past and staying far, far away from those that bombed (hey, it happens).
The most effective way to track your content’s analytics is in your marketing automation software. This compiles information from multiple channels, such as email campaigns, landing pages, website pages, and blog posts. This way, you can review which channels are producing the most leads and, even more importantly, which are producing the most quality leads.
Analytics are important (have I stressed that point enough yet?), but so is engagement. Don’t get so caught up in number-obsession that you abandon your website, social media, and blogging interaction with your audience.
Create an engagement plan by asking yourself the following questions:
- How often am I going to blog? How will I choose my topics?
- How many emails am I going to send a week? How will my workflow be set up?
- What social media accounts am I going to use to promote my content? How will I engage with favorites, likes, retweets, direct messages?
- At what point during engagement will sales step in?
Remember, inbound B2B marketing is different than outbound because we are engaging with our audience and treating them as individuals instead of just throwing information in their faces.