In order to choose the best inbound marketing agency for your B2B technology company, you need to understand what inbound marketing is. Simply put, inbound marketing uses helpful and relevant content to attract the right audience to your business.
With the ease of internet access, consumers are blessed with lots of information to help them along in their decision-making and purchasing journey. In fact, only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. No wonder smart marketers are making use of inbound marketing.
A cleverly crafted content journey based on actual data will bring the right audience to your website. The right approach could convert them into paying customers and promoters of your business, and who doesn’t want that?
According to HubSpot, the pioneer in inbound marketing, there are three key stages on the inbound methodology flywheel: Attract, Engage, Delight. The good news is that these fundamentals are applicable to any business. If adopted properly and with patience, inbound marketing can help pull customers to your business with maximum ROI.
Inbound marketing vs. outbound marketing
Inbound marketing is all about attracting and connecting with your target audience naturally and without disturbing them. Using content marketing approaches wisely, inbound strategies market high-quality content that users love and that ranks well in search engines.
For example, in the Attract stage of inbound marketing, your B2B technology company might produce a blog post that builds authority in your field. At the same time, you provide your target audience with useful, valuable information that they crave. Not only will you have happy readers, your efforts will help bring in potential customers for you to nurture.
In the Delight stage of inbound marketing, you might use email marketing to deliver the right information to the right person at the right time. Hopefully, this will delight them and convert them into cheerleaders for your company.
In contrast, with the advancement of technology, outbound marketing, also known as traditional marketing, is becoming increasingly obsolete. Because buyers today are empowered with the rapid progress of digital technology, which enables them to discard noise in the marketing world and only pay attention to things they are interested in. Thus, outbound marketing–an interruption based marketing–is no longer effective.
Thanks to digital analytics tools, inbound marketing processes are accurately measurable and result-oriented. HubSpot reported already back in 2012 that it costs 61% less than traditional marketing. In fact, outbound marketing is insanely expensive and generates a lower ROI compared to inbound marketing.
Role of an inbound marketing agency
Businesses have started shifting their marketing budget from outbound marketing to results-focused inbound marketing. But inbound marketing practices require a good number of skills – such as content writing, SEO, blogging, website design, social media management, marketing automation, Customer Relationship Management (CRM) setup and management, and more. Sounds overwhelming? It can be.
Lack of skilled content writers and inbound strategists on marketing teams has been known to keep B2B tech companies from implementing some much-needed inbound marketing on their own. This is where an inbound marketing agency comes to the rescue.
An inbound marketing agency will offer customized inbound services that are right for your business and will help you effectively market your B2B tech company. These services could include traffic generation, lead generation, and customer acquisition, among a million other little things that streamline your marketing processes.
An inbound marketing agency will help your company generate traffic with the help of blogging, SEO, website design, and social publishing. For generating leads, they use things like Calls-to-Action (CTAs) and landing pages. In order to maximize conversion from leads to paying customers, inbound marketing agencies use email marketing, marketing automation, and a CRM platform.
Another benefit of inbound marketing helping to generate traffic and bring leads to you is that it opens the opportunity for lead nurturing. Studies suggest nurtured leads make 47% larger purchases than non-nurtured leads. Integrating a strong content marketing plan into your inbound marketing efforts will help bring those potential leads to you. And while 50% of the leads in any system are not yet ready to buy, your lead nurturing efforts will keep your company top-of-mind when they are ready.
As inbound agencies usually operate in an analytics-driven marketing automation platform, they make all your marketing efforts inbound with engaging content in each stage of inbound marketing.
How to find the right (write?) one for your business
When it comes to partnering with an inbound marketing agency, you should take content writing and content marketing into consideration, as this is the central part of the inbound marketing ecosystem. You should focus on agencies that have a proven track record of creating and marketing premium content that engages and converts.
And be on the lookout for what your business needs. Because of their area of specialization, not all agencies are going to provide all of the inbound services you might be looking for. Similarly, there are those that will provide tailored and expert solutions, according to your individual business needs. You should dig deep to find an agency who is an authority on the “write” kind of services.
If you don’t have an in-house team of inbound marketers, don’t feel bad. Inbound marketing agencies exist to help you! High performing agencies house competent writers, skilled marketers, SEO specialists, and more. They combine their skills with intelligent marketing automation software to bring your B2B company the best inbound marketing there is.
Wondering if you’re doing inbound the right way with your HubSpot account? Our HubSpot audit will help you determine if you’re realizing the most ROI for your efforts.