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B2B Marketing – Inbound Marketing Is Occurring: Are You In The Market?

Statistics say that over 70% of customers search before they buy.  That is the essence of inbound marketing – customers come “in” and review your website and blog and qualify themselves.

Businesses that provide customers with the information they need to qualify themselves and allow them to see that the products and services are a fit are, and will continue to be, the businesses that prosper.

And yet, business owners look for reasons not to add content to their websites and blogs.  You should view your website and blog as the sun of your marketing universe.

Here are some examples of content that will address the flow of inbound marketing:

  • Blog posts
  • Customer Case Studies
  • White Papers
  • E-Books
  • Email Newsletters
  • Webinars
  • Industry Research and Surveys
  • Visuals:  Photos, Graphs, etc.
  • YouTube (other audio, visual)

When you do your annual strategic planning, you should plan for developing the tools mentioned above.  The starting point for all of these deliverables is the problems, frustrations, and aspirations of your ideal customer.  It’s not about what you do or what you sell – but rather what’s in it for the buyer.  How does the customer’s life improve when they use your products and services?  What are the unspoken questions and concerns your customers had when they were evaluating your products and services?

Put yourself in their position before you ever put pen to paper or fire up a word document.  Write from the customer’s point of view.

Action item:  Conducts some searches the way a customer would.  See which businesses appear in the results.  Visit their website and see what they are offering their online visitors.  How does your website compare?

Action item:  Begin to compile a list of questions that you are asked by customers and prospect.  Don’t dismiss any with the thought that most people wouldn’t ask this – just compile the list uncensored.  Ask your front line employees to do the same.  That list of questions will serve to give you a great starting point for online content.

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