Inbound Marketing: How to attract Clients for your B2B business
If you think it's hard to sell, put yourself in your clients' shoes. It's hard for them to buy, too. In fact, according to Gartner, 77% of B2Bbuyers consider their last purchase to have been "very complex or difficult". Your Clients have to decide where to invest money and time, and probably consider changing internal processes. It's not an easy decision, especially when all potential suppliers promise that their product is the best.
Now, we need to understand how your Clients react to that difficulty. According to the same Gartner study, B2B Clients spend 27% of their time independently researching online, 18% researching offline, 22% meeting with other decision makers in the company, and only 5 to 17% of their time talking to sales reps of potential suppliers (varies depending on the number of suppliers).
These numbers make it clear that your sales people get little airtime, while the information you produce online and offline, together with the opinion of your current Clients, which travels offline through word of mouth, retains almost 50% of the attention. But, for the more observant, these numbers reveal another change of habits. Current Clients are not interested in the classic Push Marketing, or Outbound Marketing, that "pushes" ads with handpicked information to sell the product.
Clients are attracted to information that helps them:
1) identify the problem;
2) explore possible solutions to the problem;
3) identify concrete solutions to buy;
4) select the supplier;
5) reinforce their choice of supplier;
6) build consensus among all decision makers.
So how can we facilitate the entire buying process? Based on this information, we have only one answer: "Attraction Marketing" orInbound Marketing.Inbound Marketing is based on the development of content that helps the Client make decisions during all phases of the buying journey. This methodology promotes the so-called "buyer empowerment", that is, an "empowerment of the consumer", which makes him/her more autonomous and confident in his decisions.
Specifically, Inbound follows 3 phases:
1. The attraction phase
The attraction phase of Inbound is characterized by the development of informative content, usually in written and/or multimedia format, which is then distributed on the website, on social media, through ads and strategies such as SEO. B2B Clients- as we have already seen, spend at least 27% of their time researching information online. Another statistic shows that68% of B2B Customersprefer to do their research alone. Therefore, an ambitious company cannot ignore content.