"Tell them what you’re going to tell them, tell them, then tell them what you told them." While many of us who’ve had this adage pounded into our heads might groan, it’s without question the easiest way to add Inbound Marketing tactics into your marketing activities.
The results of our 2013 Inbound Marketing Survey surprised us: we saw a huge swing from 2012, when the majority of marketers responded that they understood what Inbound Marketing is but hadn’t implemented it yet. In 2013, the majority indicated that they were very familiar with and have embraced Inbound Marketing as an important part of their integrated marketing plan. In fact, over 84% of respondents have implemented at least some Inbound Marketing activities.
What's not surprising is that the ultimate result of this shift is 33% of marketers reporting an average of 50+ leads per month generated from their efforts.
Impressive, right? So, how can you get started bringing Inbound Marketing tactics into the mix without completely overwhelming your marketing team? We’ve switched up the “tell them” approach just a little bit to apply to our topic: "tell them, tell them again, then tell them what you told them."
If you haven’t already, implement a blog. B2B companies that blog regularly see 65% more leads generated than those that don’t. And, 82% of marketers report a positive ROI from their efforts. If you already have a blog – great! Take a look at your frequency and make sure you’re blogging at least once per week – more if you can. It’s a simple equation: the more you blog the more web visits you attract, resulting in more leads per month.
Tell them again
Your blog won’t do you any good if nobody knows it’s there. While a well-optimized blog will organically attract interested readers and do wonders for your SEO, promoting your blog on social media is a must to expand your reach and amplify your message. Find where your prospects are interacting and make it easy for them to find your content by sharing links. If you’re a B2B specialty manufacturer or professional services organization, chances are LinkedIn should be your primary channel. 90% of our survey respondents indicate LinkedIn is their social media of choice, followed by Facebook then Twitter. YouTube is proving to be a powerful medium for B2B manufacturers that have a unique process to demonstrate and want to more powerfully communicate their competitive advantage.
Tell them what you told them
Just because you wrote a blog article and promoted it on social media doesn’t mean your audience saw it right away. There are a few really simple ways to extend the life of your content and attract additional readers:
- Promote older posts on your social media for an extended period of time. As long as the content in your post is still relevant and valuable, use your social media platforms to let your audience know about it.
- Don’t be afraid to repurpose a topic. If it was good enough to write about the first time, chances are there are ways you can expand upon it, update it or make it more relevant to a different segment of your prospects.
- Consider aggregating some of your best posts and distributing them in an email to your contact list and blog subscribers. Again, just because you posted it doesn’t mean everybody saw it. If you're a regular follower of Weidert Group, you’ve likely seen our Week-in-Review emails. These typically contain a short introduction followed by several links to recent posts our readers may find interesting.
Adding a structured blog, social media and HTML email protocol to your marketing activities is a great way to jumpstart your Inbound Marketing efforts. From there, you’ll want to take a deeper look at your website, SEO, advance/downloadable content, conversion opportunities, lead intelligence and metrics analysis. But those are topics for another day!
If you’re ready to join the 84% of marketers that are reaping the benefits of Inbound Marketing, we’d love to help you get started. Click here to sign up for our free Online Marketing Evaluation – from it, you’ll have a great understanding of how you stack up against your top three competitors, a review of your current activities and an actionable list of immediate tactics you can implement to start attracting leads.