How To Build A Robust Inbound Traffic Strategy For B2B Companies
March 20, 2024 | Nina Brennan
Co- Founder of Scaling Lean.
If you have not heard the stat about the surge of entrepreneurship and market expansion – 5.5 million business applications were filed in 2023. (US Chamber of Commerce). Being in the marketing space, it’s no secret that B2B companies are constantly seeking ways to stand out amidst the competition; both old and new. With expanding technology, digital marketing opportunities, and AI, traditional marketing strategies have taken a backseat. Simply having a website and waiting for leads to trickle in is no longer enough to stay relevant. To truly succeed in the online space, B2B companies must develop a robust inbound traffic strategy that drives leads to their marketing assets and leverage these assets to convert prospects into clients.
Understanding the Buyer's Journey
Before diving into the specifics of building a robust inbound traffic strategy, it’s essential to understand the buyer’s journey.
Unlike B2C transactions, B2B purchases typically involve a longer and more complex decision-making process. B2B buyers conduct extensive research, evaluate multiple options, and consult with various stakeholders or “decision makers” before making a final purchasing decision. Understanding your decision makers – knowing the wants, needs, consumption habits, and even market lingo – will help your company know what marketing assets need to be consumed, and where they need to be placed in order to get consumed by the decision-makers.
You must understand not only the B2B buyer’s journey: the tailored marketing efforts to address prospect’s needs and pain points – You must also understand the B2B sales cycle, and better yet, know how to drive traffic AND convert the 3% of leads looking to buy.
This article is here to help you do just that.
Leveraging Multiple Sources: The Robust Inbound Traffic Strategy
A robust inbound traffic strategy relies on diversification. Relying solely on one traffic source leaves businesses vulnerable to fluctuations and algorithm changes. Instead, B2B companies should focus on leveraging multiple traffic sources to ensure a steady stream of qualified leads.
Here are some key traffic sources to consider:
Search Engine Optimization (SEO):
SEO plays a pivotal role in driving organic traffic to your website. By optimizing your website and content for relevant keywords and providing valuable, informative content, you can improve your search engine rankings and attract prospects actively searching for solutions to their challenges.
Content Marketing:
Content is king they say – and it’s true in the world of inbound marketing. Creating high-quality, educational content such as blog posts, eBooks, case studies, and videos not only helps establish your authority in your industry, but also drives prospects to your website. Distributing this content through various channels, including social media and email newsletters, expands your reach and pushes traffic back to your site.
Social Media Marketing:
Social media platforms provide B2B companies with valuable opportunities to engage with their target audience, share content, and drive traffic to their website. Whether it’s LinkedIn for professional networking, Twitter for real-time updates, or Facebook for community building, strategic social media marketing can amplify your brand’s visibility and generate inbound traffic.
Paid Advertising:
While organic traffic is valuable, paid advertising can provide an immediate boost to your inbound traffic efforts. Platforms like Google Ads and META Ads allow you to target specific demographics, interests, and industries, ensuring your ads reach the right audience at the right time.
Email Marketing:
Despite social media platforms being the market’s go-to marketing strategy, email marketing remains one of the most effective ways to nurture leads and drive traffic to your website. By segmenting your email list and delivering personalized, relevant content to subscribers, you can encourage them to visit your site and move further down the sales funnel.
Creating Compelling Marketing Assets
In addition to diversifying traffic sources, B2B companies must invest in creating compelling marketing assets that resonate with their target audience and compel them to take action. These assets serve as valuable touchpoints throughout the buyer’s journey, guiding prospects from awareness to consideration to conversion. Here are some essential marketing assets to consider:
Educational Blog Posts
Informative blog posts (like this one) that address common pain points and provide actionable solutions not only attract organic traffic but also establish your credibility as a thought leader in your industry.
Newsletters & eBooks
In-depth research reports, guides, and eBooks offer valuable insights and information to prospects in exchange for their contact information, allowing you to nurture them further through targeted email campaigns.
Casestudies & Testimonials
Real-life success stories and testimonials from satisfied customers serve as powerful social proof and help build trust with potential clients who are evaluating your products or services.
Webinars & Demos
Interactive webinars and product demos allow you to showcase your expertise and demonstrate the value of your offerings in a live setting, engaging prospects and driving them to take the next step.
Interactive Tools and Calculators
Tools such as ROI calculators, assessment quizzes, and interactive surveys provide prospects with personalized insights and demonstrate the tangible benefits of working with your company.
Building a robust inbound traffic strategy for B2B companies requires a strategic approach that encompasses multiple traffic sources and compelling marketing assets.
I will say, there is no such thing as a “one size fits all solution” for companies. By understanding the nuances of your ideal buyer’s, buyer’s journey and sales cycle will help you decipher which marketing assets are needed to speak to decision-makers at every stage of their journey.
By leveraging a combination of SEO, content marketing, social media, paid advertising, and email marketing, B2B businesses can attract qualified leads and drive them through the sales funnel. Investing time, energy or money in high-quality marketing assets that educate, inspire, and persuade prospects can significantly increase traffic and conversion and ultimately – help you stand out from the new and old companies emerging in your field.
By implementing these strategies effectively, B2B companies like yours can establish themselves as industry leaders and achieve long-term success in the online space.
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