ES | EN | FR | DE | CA
Seleccionar página
November 21, 2019
Compartir:


What is and how does inbound marketing work in B2B?

How to take advantage of inbound marketing or attraction marketing in a B2B environment from the industrial sector

Inbound marketing consists of the methodology that combines different techniques and non-intrusive marketing actions to reach and/or attract the user at the beginning of their purchase process and accompany them until the final transaction. That is why inbound marketing is also known as attraction and retention marketing, since in general terms consists in creating content as personalized as possible to educate potential clients by delivering relevant and interesting information for their objectives.

In previous articles we have had the opportunity to know some of the most used inbound marketing techniques today such as the SEO positioning of the corporate website, the presence in social networks most appropriate to the industrial sector and the creation of relevant content for these networks, lead generation and its corresponding nurturing technique, or the web analytics itself that allows us to better understand the traffic behavior of visits to our website.

Goals for inbound marketing in B2B

Although one might think that all these digital marketing actions may be rather focused on a B2C (Business to Consumer) environment, the reality is that the more complex and technical our product is as it happens in the B2B (Business to Business), inbound marketing is more appropriate to help communicate all this complex and specialized information to our customers. Through all these techniques mentioned, inbound marketing offers us the necessary support to cover most of the great needs of B2B industrial marketing, including:

  • Get a greater presence in the online channel.
  • Improve the visibility of our brand.
  • Gain credibility with our customers.
  • Generate a database with relevant contacts.
  • Build a lead nurturing channel.
  • Improve the domain authority of our website.

How inbound marketing works in B2B

To achieve the objectives mentioned above, a company operating in the industrial sector must keep in mind the following strategies described here to improve its B2B inbound marketing strategy.

It is important to remember that although a large number of B2B companies consider that dedicating efforts to social networks can be useless because there is a belief in the industrial market that the vast majority of potential customers do not use such networks, the reality indicates that more than 90% B2B public searches on Google to find the solution to their respective setbacks or simply to make inquiries about questions that may arise regarding their own industrial marketing strategy.

And it is precisely here that the importance of a good SEO positioning of our website comes into play. It is a proven fact that people do not search beyond the second page of results on Google, so if your company is not correctly positioned among the first results of searches relevant to your business, for the market it is basically as if you wouldn't exist.

But it is not enough to invest resources in the aspect of web positioning to attract traffic, but we must generate high-value and relevant content for our potential client in order to retain visits and accompany them in a possible process of buying or creating a relevant contact or lead. For this, and especially in the industrial sector where products and services require a higher level of technical information, the content of the website, in addition to being optimized at SEO level, should educate and offer interest to the audience to which the company focuses. It is also interesting to offer information in a recurring and updated way in the form of a corporate blog, as well as updates about the company in the selected social networks in each particular case. After all, a customer will always opt for the provider that best communicates their offer directly and with credibility to show confidence.

At BCM Marketing we design a tailored inbound marketing strategy for B2B industrial companies, in order to attract new customers to your website and contact forms.

Ask us for a no obligation quote, at BCM Marketing we advise you on everything you need.




If you want to continue reading about marketing and communication visit our blog.

Related posts
Is it worth using Instagram for B2B industrial marketing?

Is it worth using Instagram for B2B industrial marketing?

Companies in the industrial sector focused on B2B are often reluctant to the Instagram’s hype but they could be missing a great opportunity to generate value Bearing in mind the typology of products and services, in addition to the sometimes ...

read more
The definitive guide to B2B email marketing

The definitive guide to B2B email marketing

The communication through emails, it seems, will never be out of fashion. When well done, it can generate a lot of revenue. But our strategy will depend on our business and customers. Unlike B2C, where we appeal the consumer’s emotion to convince ...

read more
How to Make a Marketing Plan

How to Make a Marketing Plan

Keys to making a market plan We explain all the necessary steps you need to take before starting any business project The marketing plan is the instrument that structures any business project. It is indispensable for the beginning of any business ...

read more
Agencia Marketing Barcelona - BCM Marketing

Follow us on social media

We keep you up to date

Subscribe now to our newsletter and keep up to date about our news.


I accept the privacy policy


Subscribe

The information you send through this form is personal and, therefore, we need to remind you of the rights you have in terms of protection of data. The responsible. We inform you that your data will be treated by BCM Integra Comunicación as responsible for this website. The purpose. We ask for your name, email and phone number in this form in order to answer your question; By sending this information you will NOT be subscribing to any mailing list or receive commercial news on a regular basis. Legitimation. By checking the checkbox above, you are giving your consent for your data to be treated in accordance with the purpose of this form in our privacy policy. Click here to read it. Security. The data you send will be secure and will be stored in our offices in c /Rifanyes, 14, esc A, local 7, Cardedeu, Barcelona, ​​which meets the highest security levels. Rights. You can exercise your rights of access, rectification, limitation and delete your data by sending an email to legal@bcm-mkt.com.

^

Technical cookies are strictly necessary for our website to work and you can navigate through it. These types of cookies are those that, for example, allow us to identify you, give you access to certain restricted parts of the page if necessary, or remember different options or services already selected by you, such as your privacy preferences. Therefore, they are activated by default, your authorization not being necessary in this regard. Through the configuration of your browser, you can block or alert the presence of this type of cookies, although such blocking will affect the proper functioning of the different functionalities of our website.


The analysis cookies allow us to study the navigation of the users of our website in general (for example, which sections of the page are the most visited, which services are used most and if they work correctly, etc.). From the statistical information on navigation on our website, we can improve both the operation of the page itself and the different services it offers. Therefore, these cookies do not have an advertising purpose, but only serve to make our website work better, adapting to our users in general. By activating them you will contribute to this continuous improvement. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Functionality cookies allow us to remember your preferences, to personalize certain characteristics and general options of our website, every time you access it (for example, the language in which the information is presented to you, the sections marked as favorites, your browser type, etc.) Therefore, this type of cookies does not have an advertising purpose, but by activating them you will improve the functionality of the website (for example, adapting to your type of browser) and the customization of it based on your preferences (for example, by presenting the information in the language that you have chosen in previous occasions), which will contribute to the ease, usability and comfort of our page during your navigation. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Advertising cookies allow us to manage the advertising spaces included in our website based on criteria such as the content shown or the frequency in which the ads are displayed. For example, if you have been shown the same ad several times on our website, and you have not shown a personal interest by clicking on it, it will not appear again. In summary, by activating this type of cookies, the advertising shown on our website will be more useful and diverse, and less repetitive. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Behavioral advertising cookies allow us to obtain information based on the observation of your browsing habits and behaviors on the web, in order to show you advertising content that best suits your personal tastes and interests. To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.
To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.

SAVE

Welcome to the basic information about the cookies from the website of the entity: BCM INTEGRA COMUNICACIÓN S.L.,
A cookie is a small file of information that is stored on your computer, smartphone or tablet every time you visit our website. Some cookies are ours and others belong to external companies that provide services for our website.
Cookies can be of several types: technical cookies are necessary for our website to work, do not need your authorization and they are the only ones we have activated by default. The rest of cookies serve to improve our page, to personalize it based on your preferences, or to be able to show you advertising adjusted to your searches, tastes and personal interests. You can accept all these cookies by clicking the ACCEPT button or set them up or reject their use by clicking on the COOKIE SETTINGS section.
If you want more information, consult the COOKIE POLICY of our website.