The Inbound Marketing industry is one of the proofs that this marketing model is also quite efficient for the B2B market.

In fact, according to a State of Inbound survey with Hub Spot, 75% of B2B, B2C and non-profit organizations adopt Inbound Marketing as their marketing approach.

So, if your industry hasn't started investing in the strategy yet, know that you're wasting time and possibly customers.

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Whether to start or optimize your Inbound Marketing actions for industry, we have prepared this article with tips for actions and channels that should start to be part – strategically – of your range of marketing actions. Check out!

Inbound Industrial Marketing: What's Indispensable?

Before, a question: do you know what Inbound Marketing is?

Whether you are a professional working within the industry or in a marketing agency that will start working with a company in this sector, it is essential to understand the logic behind what is Inbound Marketing.

Inbound Marketing is also known as permission marketing. Within the logic of this model, the company must understand who its ideal customer persona is and what is this customer's journey, from the discovery of a problem to the purchase of the solution, with your company.

By understanding the path a potential customer goes through, until deciding to do business with your company, it is possible to create content that attracts this user to the organization's channels, so that they can be worked on by the marketing team, pre-sales and sales.

If your industry works with active prospecting for customers, whether from Inside Sales or Outside, you can use Inbound Industrial Marketing to generate more leads .

By understanding the demands of your potential customers, Inbound Marketing helps your company to attract qualified traffic to communication channels, helping to generate more qualified leads.

Content marketing

71% of professionals working with Inbound Marketing for B2B use content marketing for lead generation.

In Inbound, unlike Outbound Marketing that uses paid ads to attract users, the core of the strategy is attraction through content. Among the main channels that can be used in a content marketing strategy for Industrial Inbound Marketing are:

• videos,
• blog posts,
• podcasts,
• social networks,
• eBooks,
• spreadsheets,
• Webinars.

Once you understand who the ideal customer is and what the buying journey is, your industry must define which channels to use and what content to produce to meet that customer's demands at every step of the buying decision process.

The sales funnel should act as a guide for your team to understand which steps your strategy must complete and so you can create actions for each of these phases.

The objective is to help the potential customer to move from one stage to another faster, strengthening the relationship with your company.

In Inbound Marketing, all this is done through lead education, that is, through the production of relevant content for different channels. In this way:

• blog posts that contribute to SEO and social media can be used to attract visitors to the company's website,
• already eBooks and webinars contribute to lead generation,
• Email marketing helps in nurturing leads and qualifying them, and so on.

In more funnel steps, using customer testimonials and cases, for example, is a good way to apply content marketing in your email marketing strategy.

IF THE

The SEO is a powerful inbound marketing tool for industry, because it makes the company pages appear as a response option to searches by users on Google.

The SEO is an essential step for any marketing strategy. After all, we are talking about a set of actions that will place your company's pages in the top positions of research related to your business.

This makes your campaign attract qualified traffic by offering content relevant to the user, which facilitates the next steps of converting a visitor into a lead, for example.

Among the SEO tips, as part of the industrial Inbound Marketing strategy, we can mention:

• use the right SEO tools to build and monitor your campaigns,
• use keyword research and produce relevant content that exactly addresses the solutions your customer is looking for,
• put your keywords in the correct places like meta title, meta description, page title (H1), URL, alt image and more,
• improve your website speed ,
• remove broken links ,
• make your site mobile responsive ,
• Use link building to get external links from pages with good authority, thus increasing your own relevance, and more.

Social networks

When it comes to B2B companies, L inked in is the main social network for an inbound strategy. 85% of B2B marketers think LinkedIn is the most effective social network in delivering content.

In addition to the possibilities of sharing content and expanding the company's authority, the platform also offers special features for capturing leads such as LinkedIn Sales Navigator.

Marketing automation

The application of industrial Inbound Marketing, or for any other sector, requires the accomplishment of several steps in a strategic and intelligent way.

In fact, without the technology present in marketing automation tools, it’s hard to believe that many of the steps, such as lead qualification, customer segmentation, and proper nurturing of each contact, could even be accomplished.

Marketing automation allows you to automate the execution of fundamental tasks for all steps of Inbound Marketing such as:

• lead generation and tracking,
• sending email marketing,
• Targeting and customizing content shared with leads and more.

As a result, it increases team productivity, optimizes conversion rate and increases return on investment.

To understand what marketing software is, visit our ALL about marketing automation page:

• which is,
• advantages of marketing automation,
• Step by step how to do marketing automation and more.

A lahar is a marketing automation software that offers features such as:

• creation of landing pages (no codes needed) to capture entries;
• scheduling and monitoring of posts on social networks;
• email marketing tool for creating campaigns and automation;
• management and segmentation of contacts registered in the tool;
• lead tracking and lead scoring to assist in the Inbound Marketing strategy;
• unified reports that help with decision making;
• And more!

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