What is an Inbound Lead?
Inbound leads are potential customers that are generated through inbound lead generation strategies. The process involves techniques and methodologies in attracting customers to your brand.
It is the opposite of outbound leads that are generated through the initiative of the company wherein its marketing arm initiates contact with potential clients that should buy their product or service.
In inbound lead generation, brands release content that is appealing to its target market through referral channels. Inbound leads can be generated from social media, content readers and other direct referrals.
The Benefits of Inbound Marketing
There is no denying that change is the only thing constant in life. This is even a fact in marketing. Although commercials and traditional marketing methods still work, most of today’s consumers decide what to buy and where to buy it, regardless if it is being highly advertised or not.
They are drawn into something they see fit for what they need and not because they saw it on the television. Consumers nowadays are smarter and more meticulous.
Thus, most businesses are embracing inbound marketing to be able to draw in leads and potential customers without having to invest on unsolicited promotions and content. Here are five of the top B2B lead generation strategies to drive leads and sales used by most brands of today.
1. Content Marketing Strategy
Creating content is one of the strategies one can use to be able to reach out to their audience. It is considered as one of the inbound marketing methodologies used by marketers to attract customers.
The process involves providing valuable content or your audience, with information and experiences tailored to them. The aim is to serve the audience with useful information and nurturing them into becoming leads through the content that you provide.
2. Influencer Marketing Strategy
Another method to help increase sales and more prospects to your brand is through influencer marketing. In this strategy, brands seek help from influencers or personalities that can promote their service or product with the aim of improving brand visibility.
Compared to commercials and traditional advertisements, the aim is to expose the product and service to a target audience driving quality traffic to your website. It is more inclined with product and brand education. Through an influencer, a potential consumer can see more and learn more about a product without really having to purchase it.
3. Email Marketing Strategy
Email marketing is considered to be both an inbound marketing strategy and an outbound marketing strategy. However, in an inbound marketing setup, the idea is to create and build a relationship with the client, or a lead, through the content that you share via email.
You are already reaching out to someone who is familiar with your brand or service. In outbound marketing, emails are sent to potential customers seeking to form a new connection with them.
4. Infographics Strategy
Inbound marketing is not limited to content. Another technique used to attract audiences towards a brand or website is through infographics.
There are plenty of ways on how infographics can help generate new audiences for a brand. Publishing infographics helps generate inbound links. Additionally, infographics can easily encourage readers to share your content. The design elements in an infographic adds interest and intrigue making it an effective tool to attract new and bigger audiences.
5. Video Marketing Strategy
Video marketing is the process of using online video content to promote a product or service. Videos can be used to educate potential customers about a product, but they can also be used to entertain and create an emotional connection with them.
Video marketing has become one of the most popular ways for businesses to promote their products and services. With more than 50% of people interacting with videos on social media, it’s no wonder that video marketing has become such a big part of inbound marketing strategy for many different types of businesses.
Some companies use videos as an educational tool, while others use them as entertainment. There are so many ways that companies can use this type of content to their advantage, which is why video marketing is becoming so popular among small businesses, especially for inbound marketing.
The Most Important Elements of a Successful B2B Marketing Strategy
Remember, it is important to convey your message to your audiences effectively. You may be investing in the right strategy, aiming for the right audience and offering a high-quality product or service. However, it would be difficult to nurture leads and convert them to paying customers unless your message is clear and exactly created for their needs.
New clients may need to be provided with content that introduces your brand or your company to them. Meanwhile, a target market who currently has an item on their cart on your shop page may require a different type of inbound marketing content to be able to convert them into actual customers. There are plenty of details to consider to make your B2B marketing strategy successful.
1) Understand and identify the target audience
2) Create a compelling offer
3) Develop a clear and consistent message
4) Identify the best channels to reach your customers
Inbound Marketing and Outbound Marketing Compared
There is a huge difference between inbound leads and outbound leads. Inbound lead generation strategies are more inclined in building relationships with your audiences and prospects as you slowly convert them into leads and customers. It is a subtle method of generating sales while outbound marketing is the opposite. It is more aggressive and proactive.
Additionally, outbound leads are usually more expensive than inbound leads because they require more resources to generate, nurture, and close. These costs are not always obvious to marketers who focus on generating as many leads as possible.
Outbound leads are more expensive because they are more difficult to acquire. They require a lot more work, time, and effort.
Inbound marketing strategies work. You just have to find the best method that works for your brand and is aligned with the long-term goals of your business.
- 5 LinkedIn Ads Strategies To Boost Lead Generation in 2022
- 6 Effective Strategies For Lead Generation On Facebook
- Lead Generation Business: 5 Steps to Get Started
Author: Sophia Johnson