Today, our best (highest quality and velocity) leads are coming from inbound marketing. In this post, you’ll learn about the business climate shaping this trend and important content creation insights that can maximize the value of your inbound marketing efforts.
1. Inbound marketing is the new frontier for lead generation.
Today, buyers control the journey toward a closed deal. According to SiriusDecisions, by 2015, more than 71% of an organization’s leads will come via inbound marketing. Yet, their recent research brief “Inbound Marketing: Findings From Our Survey” indicates that fewer than half of organizations today have defined an enterprise-wide inbound marketing strategy. This means that the playing field is wide open and you have an opportunity to become a B2B inbound marketing leader.
2. Be found through the recommendation of others and delight everyone that finds you.
I believe that this recommendation offered by my esteemed colleague and celebrated B2B blogger Eric Wittlake in his blog post “5 Key Elements of Modern Inbound Marketing” will give you the greatest return on your inbound marketing efforts. In this post, Eric sums up the opportunities of inbound marketing today as follows: Modern inbound marketing is built around the core of your content and the experience it is wrapped in. This content and experience is discovered through organic search, other people’s social media recommendations and earned coverage from media, analysts and other publishers. The rest of this post is focused on “delighting everyone that finds you” to ensure that you are found.
Content becomes discoverable when it is relevant. When you understand the buyer’s pain points and produce content designed specifically to meet those needs, you maximize the odds that your content will be read—and shared. In fact, I advised a prospect today with limited money, time and resources that they’d get the most return on their marketing investment by discovering what kind of content their audience wants and then dedicating their resources to creating that content and leading that conversation.
4. Stand in your buyer’s shoes.
Don’t forget that putting content at the heart of everything you do becomes powerful when you put the buyer at the heart of everything you say. Don’t stand in your own shoes and talk about your own agenda. Write content from a buyer-centric perspective—to help answer questions, solve problems and reveal opportunities for that buyer.
5. Increase your buyer-centric marketing intelligence.
You can learn more about how to become a leader in inbound marketing in my post Take 4 Steps Back for 1 Giant Leap Forward: The Buyer-Centric Marketing Model where you can review the four (often overlooked) steps to attract savvy B2B buyers and increase pipeline efficiency.
In summary: When content is GREAT, it is inspired by what your prospect or customer cares about most. And they can’t wait to read it, apply its insights and then spread the word. This is the power source behind high-impact inbound marketing. Put this principle into play now and you’ll have a strategic advantage in satisfying buyers all the way to the purchase.