We write a lot about LinkedIn as part of an inbound digital marketing strategy for B2Bs. That’s because it’s an extremely useful and underutilized social media tool, with applications that are particularly suited to industrial manufacturers and other B2Bs. To help you truly take full advantage of this platform, we’ve compiled all our content on LinkedIn in one place for you. Click the header of the section most relevant to you for more in-depth information on using LinkedIn to promote your B2B.
LinkedIn Ads are one of the best forms of PPC for B2Bs for numerous reasons, the most important of these being that your audience, business professionals in your industry, is using LinkedIn, and you can target them with a great deal of accuracy, almost down to the exact person you want to sell to. Plus, LinkedIn offers comprehensive metrics to help you improve your campaigns and discover who you’re reaching.
Creating LinkedIn Content
A major benefit of LinkedIn is its publishing platform, which allows you to produce and promote content to your professional network and to others in your industry, boosting your credibility and name recognition. But just because it’s easy to hit the publish button doesn’t mean you should be posting anything. With LinkedIn and other online content platforms, it pays to be intentional with your topics, titles, length, and all other aspects of your writing.
LinkedIn also has a great way for you to showcase specific products or services with their Showcase Pages. These pages create curated feeds that users can follow, and where you can post and share relevant content. They’re a useful way to organize content as well as segment and target specific customer types with specific interests and needs.
LinkedIn has a ton of features that you can be using to market your business, from the social networking features like sharing content and making connections to advance search and premium accounts. And when we say easy ways, we really mean easy. These features are all just waiting for you to take advantage of, and require little expertise or time to get started.
Company pages are an excellent tool for marketing with LinkedIn, but you’ve got to be intentional about how you build your page to attract your ideal clients. Our visual guide will help you create the perfect page for your company and enhance your online presence and social impact.
If you’re ready to expand your digital reach and start using LinkedIn to its full potential, Evenbound can help. We have a lot of experience with LinkedIn, content creation, inbound marketing, and PPC advertising, and we can create a digital strategy that gets results. Get in touch and let’s get started.
Inbound marketing is one of the buzzwords in the marketing community, but to B2B manufacturers, who historically haven’t invested much in marketing, it’s unfamiliar. Inbound marketing is the new way to reach customers, and unlike traditional methods of advertising like print ads and TV commercials, it’s not just for B2Cs. Inbound techniques attract buyers who want, need, or are interested in your offerings to you when they want information about your products or services or are ready to make a purchase. Like the way that sounds? Then you need to hire an inbound marketing company.
What Do Inbound Marketers Do?
The goal of inbound marketing is to bring clients to you, bring them inbound, rather than having to reach out to them with outbound, interruptive marketing like traditional ads. So a large component of what inbound marketers do is create content that will attract clients to you, and most of this is online. First, they determine who your ideal client types are and what needs, questions, and concerns those ideal clients have. Next, they create a variety of types of content that address those needs, from your website page content to downloadable ebooks to blog articles to emails. Then, inbound marketers set to work promoting that content so that those potential customers can find it.
Why Do You Need an Inbound Marketing Company?
Short answer: because you’re experts in what you do, and they’re experts in what they do. Inbound and digital marketing is a complex field that is constantly changing, and if you’re not an expert marketer, there are a lot of ways you can go wrong and a lot of opportunities that you can miss out on. Inbound marketing is all these companies do, and they’re very good at it. They hire skilled content writers, web designers, search experts, and social media strategists who know exactly how to target the buyers and companies you want as customers. Have you seen how engineers write? Do you think prospects will want to read that? Yeah, we don’t either.
How Do You Choose the Right Company?
A good inbound marketing agency is going to practice what they preach and have a good online presence with strong content (*cough* humblebrag *cough*). They’ll have a history of working with B2Bs and industrial manufacturers, so they’ll speak your language, and they’ll also have case studies with hard numbers that prove how effective their marketing strategies are.
If you’re ready to take advantage of inbound marketing and the digital space, you need to contact a digital marketing agency, and we think it should be Evenbound. We’ve successfully helped B2Bs improve their websites, use paid search and PPC ads, increase website traffic, and, most importantly, bring in new leads and prospects. Get in touch to find out how we can do that for your company. Still want to know more about inbound marketing? Check out the case study below to see how inbound marketing and HubSpot helped this manufacturer get ahead of the competition:
If you’re looking to improve your B2B manufacturing website’s digital marketing ROI and the effectiveness of your paid search and pay-per-click (PPC) campaigns, you need to incorporate landing pages into your strategy. Landing pages allow you to control visitors’ interaction with your site and are a valuable tool in gathering visitor information to convert them to leads.
What’s a Landing Page?
A landing page is where visitors land on your site when they navigate to it from a specific interface, for instance, an ad on Google. More specifically, the term landing page is used to refer to a page that visitors land on where you can capture their information. These pages generally have limited navigation options (to keep visitors from wandering to other areas of your site and failing to provide their information) and offer something in exchange for the visitor filling out the form with their contact information, such as a case study, ebook, or whitepaper, which is called a content offer.
This is one of our landing pages. Note that the page offers visitors a case study in exchange for completing the form. There is also no navigation bar at the top of the page.
Landing pages are a super-effective way for B2B manufacturers to convert visitors to leads because they simplify the process. A landing page presents the visitor with two options: enter their information in exchange for the content offer, or navigate away from the page.
Why Use Landing Pages?
Directing visitors to a landing page, rather than the homepage of your B2B manufacturing website, ensures that they see content which is relevant to them and that they are directed to the content, offers, or calls to action that you want them to see. If visitors are directed simply to the homepage of your site, you risk having them navigate away.
Target your Buyer Personas
A landing page allows you to be extremely specific in your targeting, as well. For each of your different keyword campaigns, you can have different landing pages with content and offers specific to those keywords—a tactic that is much more effective than something general; visitors will be more likely to enter their information (convert) when presented with a highly relevant offer.
Track your B2B Manufacturing Website Analytics
Additionally, you can track the traffic and conversion rates of these landing pages to determine the effectiveness of the campaign and the content of the landing page itself. You’ll be able to track how many people navigate to the landing page from your ad, and what percentage of those visitors convert. With that information, you can adjust your campaign, landing page content, or content offer accordingly.
If you’re running ad campaigns but directing visitors to your B2B manufacturing website’s contact or homepage, you’re missing out on a ton of leads. A simple landing page that provides your visitors with value, a content offer, in exchange for their contact information will incentivize them to convert and will allow you to better calculate the effectiveness of your efforts and marketing ROI, in addition to increasing that ROI.
If you’re interested in incorporating landing pages and PPC and social media advertising into your digital strategy, we should talk. For firsthand experience on how we use landing pages to generate leads for our B2B manufacturing clients, be sure to check out the free case study below:
If your B2B has a website or social media accounts (or both), you know how frustrating it can be when your number of views, likes, shares, and comments is low. You’ve probably tried a lot of things, but it’s clear that you’re not seeing the results you want. It’s not easy to increase engagement, especially as a B2B, when your products and services lack mass consumer appeal. Nevertheless, there are still a few more things you can do to increase engagement with your B2B social media and website.
We love LinkedIn. We talk about LinkedIn all the time on this blog. Why? Because it’s the most effective social network for B2Bs. If you want audience engagement, LinkedIn is the place to get it because that’s where your audience is; after all, your product or service is targeted toward the needs of a specific business need or industry. With LinkedIn, you can reach potential leads in a variety of ways: sharing relevant industry news and content, creating and sharing your original content (through LinkedIn’s publishing platform or by sharing your blog content), engaging with the pages of leads, and targeting leads through LinkedIn ads.
We weren’t kidding about loving LinkedIn. To use your LinkedIn presence as effectively as possible, check out our other posts on LinkedIn for B2Bs:
People love to talk, whether in person or online. So, to increase engagement with your site or social media, you need to get people talking. Okay, you might say, about what? My product isn’t flashy or exciting. No matter how unsexy or mundane your product may be, you can still create content that engages your audience. How? By creating content that is relevant to your customers’ needs.
If your company manufacturers a metal component that goes inside of small appliances, rather than focusing on the product, focus on your customers’ needs relating to your product. Maybe they need to know how to find the best supplier of metal components—you can provide them with that information, which is relevant and interesting to them, which in turn will encourage them to engage with your site or social media account and possibly even become a lead. Don’t just create content, post it to your blog, and expect to get a ton of views, though. Make sure you’re sharing your content on social media (hint, hint, LinkedIn) so that people can see it and engage with it.
Engage with Other Industry Leaders
Cultivating an effective digital presence is about more than just producing and sharing content. Another way to increase engagement is to engage with others. When people comment on the blog posts or articles that you share, respond to their comments. When someone in your industry posts interesting content, like it, share it or comment on it. If your ideal client is shares industry news, engaging with their post is a good way to start a conversation with them. It’s also a good way to enhance your reputation as an informed, engaged member of your industry.
We know that it’s not easy to increase website and social media engagement as a B2B, but getting people talking on the right platforms can really make a difference. Are you interested in increasing engagement with your B2B website and social media profiles? Evenbound can help you enhance your digital marketing strategy and increase engagement from leads and future clients.Contact us online to start the conversation.
For more information about how Evenbound can increase social media engagement and digital leads for B2Bs, be sure to check out the case study below:
The importance of inbound and digital marketing is undeniable in our increasingly digital world: we carry computers around in our pockets, everywhere we go, and we see everything through this new digital lens. As a sales professional, you know the importance too of embracing digital strategies. If your focus has always been on traditional outbound and push marketing methods, however, it can be difficult to make the transition. Here are a few things you can do to convert your sales team from outbound to inbound marketing.
Recycle mail content to email content
Any marketing materials that you’ve sent to prospective clients, you can probably send via email much more conveniently and at much less expense. This includes direct mail fliers as well as newsletters. You shouldn’t just scan a paper copy of your newsletter and send out an email blast, though. While much of the content may stay the same, digital newsletters and email marketing pieces should be made interactive—by directing people to your website or to contact your company—and should focus on relevant, educational topics that speak to your readers’ (a.k.a. your future clients’) pain points, rather than exclusively promoting your company.
Switching to email provides several advantages, such as lower initial cost and time-saving automation, but it also allows the recipient to opt-in (through a website submission form or through traditional methods of obtaining contact information) as well as opt-out. If leads can opt out of marketing materials from you, you know that they aren’t interested in your products or services, and you can focus your efforts on other potential clients.
Turn brochures and handouts into website content
Brochures are dying, and we’re really not sorry about it. That doesn’t mean that the work that went into your brochures should go to waste—it’s often a great starting point for developing website content. The content is already succinct and discusses your company’s products and services, which is what your site needs to do, too. Chances are that your brochures also contain professionally captured, high quality images of your products, key team members, and facilities, which could be incorporated into your website as well.
Business cards aren’t going away anytime soon, so keep handing those out, and include a link to your site to direct your leads to your website and the valuable information it contains about your company. Instead of forcing it on them with a brochure (that often as not, gets tossed immediately), interested parties, who are already looking for what you’re selling will find your site through search results, digital ads, and even the old standbys, like a meeting with a member of your sales team or through word-of-mouth.
Forget cold-calling, start posting
Social media is ubiquitous and inescapable—use that to your advantage. Again, it can save you money on advertising, and it has better reach than older tactics. We talk about LinkedIn all the time when it comes to B2B marketing, because it’s an excellent tool; want to target people with specific job titles at specific companies with information about your services or products? You can do that with LinkedIn. (Check out 6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy for more on LinkedIn.) There are numerous other platforms that can be of use, too, depending on your industry and target audience, and they all allow you to communicate with hundreds, thousands, even millions of people very easily, and it allows them to communicate and interact with your company as well, pulling them in, rather than pushing out to them.
Social media is also a great way to promote and get people interested in some of the things your company has already created. Take your white papers, reports, forecasts—anything that might be valuable and interesting to your target buyers—and digitize it. Turn those things into blog posts, ebooks, infographics, etc. and put them on the web. Then use social media to let people know where to find it and how it can help them with their business’s challenges. These strategies draw in interested parties, bringing the qualified leads to you, rather than the other way around.
Don’t think that transitioning from an outbound to inbound strategy means that you have to reinvent the wheel—you don’t. In fact, many outbound strategies are easily digitized and can even supplement your newly implemented inbound strategies. Start with the amazing content and resources that you’ve already cultivated, and work on making them digital friendly. When the leads start pouring in, your sales team will know just what to do.
Want to know more about digital strategy and how HADM might be able to help in your shift to inbound marketing techniques? We’d love to hear from you. And for more information on boosting your B2B’s inbound marketing power, check out this exclusive guide to Inbound Marketing, specifically for B2B manufacturers: