Tag Archive for: content strategy

Inbound marketing can set the stage for long-term revenue growth, but only if you avoid common B2B inbound marketing mistakes and set realistic expectations with your executive team.

Today’s B2B customers are looking for buying experiences that provide them with easily accessible information — curated to their roles, business needs, and priorities. According to PwC, 65% of U.S. customers find a positive brand experience more influential than great advertising. That makes inbound marketing a strategic imperative for startups or high-tech B2B marketers looking to grow revenues.

Understanding B2B Inbound Marketing

Unlike traditional outbound marketing tactics, which broadly focus on promoting products or services, inbound marketing invites potential customers into a narrative, fostering engagement and trust through high-value content, search engine marketing, and personalized interactions. 

Too often, B2B tech marketers think inbound marketing is just about generating sales content. It’s not. Today’s buyers don’t want a sales pitch, cold calls, or impersonal emails. They want to be informed.

Doing inbound marketing right requires a comprehensive approach that includes understanding prospective buyers’ demographics and motivations, creating useful content, optimizing it for search engines, engaging on social media, and nurturing leads to drive conversion. That’s not to say that far-reaching traditional outbound marketing tactics that sell the benefits of products and services are obsolete. Just be sure to align outbound efforts with inbound programs to amplify your brand’s reach and impact.

Common B2B Inbound Marketing Mistakes

1. Expecting Quick Results

Many executives expect immediate results from their marketing investments. When they don’t see quick ROI, they cancel inbound marketing programs. Unlike outbound tactics, which can generate fast, albeit short-lived, spikes in engagement, inbound marketing is a long-term investment. It builds momentum over time, cultivating a loyal audience and generating sustained lead flow.

2. Believing Inbound Is Only for B2C

Many executives falsely believe that inbound marketing is only effective for B2C markets. B2B tech buyers need more informative and engaging content than B2C consumers to support their purchase decisions as they move through the sales funnel from interest to close. Inbound marketing directly serves this need, facilitating a more informed and engaged B2B customer base.

3. Thinking Content Is the Only Requirement

While content is undeniably the cornerstone of inbound marketing, its effectiveness is contingent upon a broader strategy. This includes thoughtful distribution, ongoing SEO efforts, and meticulous analysis to refine and optimize the approach continuously.

4. Adopting a One-Size-Fits-All Strategy

Treating inbound marketing as a universal solution is a critical inbound marketing mistake. High-tech companies must tailor their inbound strategies to address their target audiences’ unique challenges, preferences, and behaviors.

5. Inconsistent Content Production

Consistency in content creation is key to keeping your audience engaged and attracting new leads. An erratic publishing schedule can diminish interest and undermine your marketing efforts.

6. Failing to Integrate with Outbound Efforts

Inbound and outbound marketing are not mutually exclusive. Integrating both can create a cohesive marketing strategy that leverages the strengths of each approach, maximizing overall impact.

Strategies for Inbound Marketing Program Success

Establish Clear Objectives

Setting precise, measurable goals is the first step in developing an effective inbound marketing program. Whether your goal is increasing lead quality, boosting web traffic, or enhancing brand awareness, clear objectives guide your inbound strategy.

Develop In-depth Buyer Personas

Crafting detailed buyer personas is essential. These personas should inform every aspect of your content strategy, ensuring your messaging addresses your target audience’s specific needs and pain points.

Craft a Content Strategy

A strategic approach to content creation involves planning the types of content that will attract, engage, and convert your audience. This includes blogs, whitepapers, webinars, and more, tailored to the interests and stage of the buyer’s journey of your personas.

Optimize for SEO

SEO is vital for making your content visible to the right audience. To improve your search engine rankings, utilize keyword research, on-page optimization, and quality backlink strategies.

Leverage Marketing Automation and CRM Tools

Marketing automation and CRM tools can streamline your inbound marketing efforts, enabling personalized interactions and efficient lead management.

Monitor, Analyze and Adjust

Continuously measuring your strategy’s performance against your objectives allows you to make informed adjustments. Use analytics to identify what’s working and not, then pivot your strategy accordingly.

Conclusion: Avoid Inbound Marketing Mistakes to Achieve Better Results

Inbound marketing presents a dynamic and effective avenue for engaging and converting B2B technology buyers. With the right planning and commitment, you can avoid common inbound marketing mistakes and execute strategic programs that amplify your brand reach, cultivate a loyal audience, and generate sustained lead flow.

If you need help establishing or executing an effective inbound marketing strategy, Attain Marketing is here to help! With our expertise and deep understanding of the B2B technology marketing landscape, we can help you navigate the complexities of B2B inbound marketing and develop customized strategies that align with your brand and objectives.

From leveraging content marketing and earned media to establishing thought leadership, Attain Marketing can guide you every step of the way. So, join us to effectively tap into the power of content marketing, public relations, and audience engagement to supercharge your company’s growth!

The credibility and purpose of your website are assessed in as little as five seconds time. That’s it. A cursory glance is all it takes for users to decide whether they might consider doing business with your company.

Poor navigation, cluttered pages, and slow performance can lead to snap judgments about the legitimacy of your offering and the long-term viability of your company. After all, the user reasons, if you can’t build a good website, how can you build a worthwhile technology product or company?

Yet so many technology start-ups undervalue the importance of their web presence. I’ve heard start-up CEOs say things like, “Our website isn’t great, but it’s okay.” Asked to expand upon these thoughts, the CEO might venture to say, “It might be a bit dated, and it’s hard to find some of the content, but it gets the job done.”

Let’s face it – people are both task-oriented and lazy. At best, they are willing to scan a web page for a few seconds. If they can’t quickly find what they are looking for, they will move on to the next competitor with a more than “okay” website.

The “okay” website mentality is perpetuated by the fact that most young companies don’t have mechanisms to measure and quantify the abandonment rate on their websites. As a result, they often underestimate the impact a poorly executed information design or content strategy may have on their business.

For one CEO, the threat of his “okay” website became crystal clear after a productive meeting with a prospective customer who announced in closing that he was really glad he came to the meeting but almost didn’t because he thought the company was on the verge of failure based on the state of its website.

After that meeting, you can be sure the website became one of the company’s top priorities. But looking back, the number of opportunities lost by the website was impossible to calculate. It was a sickening realization for this CEO whose top priority was growing the business.

Take an honest look at your website – what impression might a first-time visitor form of your company in 5 short seconds? As an extension of your brand, the website should reflect the same professionalism, quality of services, and leadership position your company represents. So does it?

While this list is not exhaustive, here are some questions you may want to consider as you take an objective look at your website:

  • Does the home page clearly state the position and purpose of the company?
  • Has the website’s design and functionality kept up with the times? Multimedia, such as videos, podcasts or webinars, social media networks, sharing tools, and live chat are prevalent today. Does your site include any of these communication tools?
  • Are services and products properly prioritized based on user objectives (versus a company view of how services should be presented) so that users are not overwhelmed by information?
  • Is it easy for users to find the information they are looking for regardless of the sales cycle stage—from interest to post-sales support?
  • Does the overall tone and voice of the site content speak to current and prospective customers in a way that is relevant to them?

If your website doesn’t pass the 5-second test, get to work on fixing it. The corporate website is often a company’s most tangible and visible face to the world. When properly executed, a website can become a powerful marketing tool that not only serves the needs of existing customers but also provides an opportunity to capture new customers.