The B2B marketing landscape is ever-changing. Years ago, prospective customers might have contacted a salesperson to ask questions or seek education about a product they were interested in before setting up a formal appointment or demonstration.
Now, with the internet at their fingertips, people are educating themselves, researching their questions online, and even completing purchases without ever speaking to someone in sales.
This new reality has only served to put added pressure on B2B marketers. Now, marketers are expected to tailor their strategies to focus on lead generation and increasing sales, which is where inbound marketing comes into play.
Marketers must constantly be on the lookout for inbound marketing hacks to keep their organizations nimble and remain competitive in their industry.
How is Inbound Marketing Defined? (Recap)
HubSpot, one of the most popular CRMs in the industry, defines inbound marketing as “A business methodology that attracts customers by creating valuable content and experiences tailored to them.
Inbound marketing forms connections they are looking for and solves problems they already have. [It] is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you.”
1. Repurpose Old Content to Give It New Life
You’ve invested significant time and energy into creating content for your company. Instead of stopping there, why not work on repurposing and updating that existing content to get more value out of it? Repurposing old content allows you to breathe new life into it, and ensures you get the most out of the time, money, and energy your company invests in quality content for months to come. Current content can be repurposed into other formats such as eBooks, guides, infographics, social media posts, and so on.
In addition to refreshing your existing content, repurposing also gives you more opportunities to ensure that you’re getting the right content to the right people at the right time, and that your content is in the right format for the platform you’re posting it on.
2. Appeal to Prospects at Different Stages of the Buyer’s Journey with Additional Content
In marketing, it’s critical to be mindful of the buyer’s journey and the content you’re delivering to prospects at each different stage. Make it crystal clear to potential customers what their next steps should be, instead of leading them down a dead-end path.
You’ve been providing value so far. To continue doing so, give your visitors another call to action (CTA). Giving them additional CTAs ensures that they’ll stay engaged throughout their journey.
If a blog post on your website addresses a common question, figure out what other information you can provide to visitors that will give them more insight on the topic. If you don’t have a guide or eBook on the subject, considering creating one.
3. Optimize Your ‘Thank You’ Pages
When a prospective customer converts on your website, you probably send them to a Thank You page, right? Thank You pages are one area where companies often slack and default to boring, uninspired copy. Rather than following that trend, add more interest and value to your Thank You pages by optimizing them.
Here are some easy optimizations you can try to get started:
- Ask prospects to fill out a short survey or review.
- Showcase additional content and resources they may find valuable.
- Promote other products or services to give them a taste of what else you have to offer.
The goal should be to keep visitors on your website and engaged for as long as possible. Instead of defaulting to generic copy and potentially disappointing your visitors, keep them engaged by demonstrating that there are other areas you provide value in too.
4. Focus on Your Blog
It’s 2020, and if blogging isn’t one of the elements in your inbound marketing strategy, that needs to change. Building a blog might seem like a time-consuming task, and to some extent, it is, but you don’t need to publish a hundred blogs overnight. Start slow, spend time on keyword research, and focus on creating content that you truly believe your audience will find value in.
The great thing about blogging is that once you get the ball rolling, your blog will continue to add value to your marketing efforts long after it’s been created. Relevant, helpful long-form blog content can improve your website rankings and traffic, while also helping to convert your visitors into new leads.
5. Re-Optimize High-Traffic Web Pages
Optimizing your website should be an ongoing process—not a set-it-and-forget-it one. If it’s been a little while since your initial on-page optimizations, it may be time to review your high-performing web pages and re-optimize them.
A great place to get started on this is your blog. Take another look at some of your top-performing blog posts. As you review them, think: How can we improve conversions and offer a better user experience on this page?
The good thing about optimizations is that you don’t have to stick to one formula forever. You can try a few different things to determine what works, and continually adjust and adopt new strategies. If you’re not sure how to get started, try:
- Updating the copy on CTA buttons
- Changing the color of CTA buttons
- Adding additional internal links
- Streamlining the flow of the page to provide a better user experience
Leverage Your Business for Long-Term Success
There are many different inbound marketing hacks you can use to leverage your business and remain competitive. The hacks we’ve outlined here are often overlooked but can provide significant returns with the right amount of time and effort.
Start with the first hack, but don’t neglect the rest—as inbound marketing centers on creating valuable content and experiences for customers and prospects, and each of these hacks directly contributes to that goal.