Top 5 Inbound Marketing Strategies for B2B Companies

August 20, 2019

Inbound marketing can help boost your leads and generate sales. Businesses should invest in the best marketing strategies for their target audience as they grow and build connections with potential customers. 

With the wealth of available tools for digital marketing, it might be challenging to develop an inbound marketing strategy that works for your team.

Here are our top 5 tips for successfully choosing and weaving together the perfect blend of B2B inbound marketing strategies for your business.

5 Tips to Build Your Inbound Marketing Strategy

  1. Research your market and industry
  2. Build your buyer personas
  3. Invest in content marketing
  4. Don't skimp on SEO 
  5. Focus on social media marketing and brand loyalty

Research Your Market and Industry   

There may be an innovative new B2B inbound marketing strategy you are keen to try, but if you do not research and find your target demographic, you are wasting your resources. 

Once you've researched your audience, make sure to ask these questions: 

  • Where are your key company decision-makers from? 
  • How old do they tend to be, and what is their gender? 
  • Where do they shop for products like yours? 
  • What platforms are their favorites to visit? 

By understanding your target audience, you have a greater chance of appealing to what they are interested in. You want to connect with your customers and create a relationship that your audience wants to grow. 

Build Your Buyer Personas

After identifying your target audience, you can build your buyer persona, which is a characterization of your ideal customer based on both your market research and data about your existing customers. 

We suggest you name the persona (i.e. Manager Mike) to make it seem more real, fleshed-out, and urgent for your team. Every buyer persona is different, as it should be -- after all, each person and product is unique. However, you can use a buyer persona template to start you off if you are not sure how to begin. 

Based on the pain points of your buyer persona, you can start to develop a strong, highly specific marketing plan tailored to your target persona. By understanding your audience more, you have a great chance of connecting with them. 

Invest in Content Marketing

According to Neil Patel, content marketing is a “long-term strategy that focuses on building a strong relationship with your target audience by giving your audience high-quality, relevant content on a consistent basis.”

The key difference between content marketing and advertising, for example, is that content marketing focuses on solving problems and answering search queries. 

It’s not a spray-and-pray or invasive approach the way traditional advertising such as radio and television ads are. 

Content marketing helps establish trust, builds bonds between businesses and their target customers, cultivates brand loyalty, and establishes businesses as authoritative and relevant.

Rather than irritate customers with outbound strategies, content marketing focuses on inbound leads that are pertinent to your product or service.

A strong content marketing plan will involve producing high-quality content relevant to your sector that will interest your audience (demand generation) and gated content so compelling it’ll persuade site visitors to sign up, therefore turning visitors into leads (lead generation.) 

Use demand and lead generation to gain more interest and intent from your customers. 

Don’t Skimp on Search Engine Optimization (SEO) 

Search engine optimization is the process of improving your website’s search ranking for keywords relevant to your business ‘organically.’ 

SEO is important because, without it, your website won’t be placed within the top few search results, and your business will go unseen by potential leads.

Let’s take a closer look at SEO statistics:

  • 93% of all online experiences start with a search engine
  • Google processes 67,000 searches every second
  • Almost 80% of all users ignore paid ads in search results

SEO is closely tied to both content marketing and the buyer persona framework. An in-depth buyer persona should be able to tell you the potential search queries for your audience. 

For example, if you’re in the managed IT space, then it’s possible that your clients might search for terms like ‘benefits of Microsoft Azure’ or ‘Azure vs AWS.’ 

Potential customers may don’t know about your business, but they’re turning to the internet in an effort to find answers to their problems and that is a valuable opportunity for you to turn heads.

Start by validating your assumptions by using services like Moz, Ahrefs, or Google Adwords to analyze keywords and related search volumes. Such services will also suggest tweaks and related keywords that you can factor into your content. 

Ahrefs helps you evaluate keyword rankings

Other software solutions like ScreamingFrog are able to crawl your website as a search engine does and fix problems such as slow load time, unresponsive design, and more. 

These are all ranking factors from an SEO perspective and will help you with your inbound marketing strategy

Focus on Social Media Marketing and Brand Loyalty

When handled correctly, social media marketing can be a powerful way to connect with B2B customers. Every month, there are over two billion active users on Facebook, one billion on Instagram, and 365 million on Twitter worldwide. 

Similar to SEO, social media should be viewed as a powerful channel to attract, engage, and convert potential users. In-built into social media platforms is virality: make a compelling blog post and watch people around the world share it with their friends and family. 

Same for an evocative video. It’s this facet of social media that can be so instrumental into turning your company from an obscure entity to a household name. 

I’m sure you’ve heard of the Dollar Shave Club. But did you know that the razor company - which was acquired by Unilever in a $1 billion cash deal - went viral overnight due to a video that only cost $4,500 to shoot and produce? 

Dollar Shave Club Viral Ad


At the time, the startup had only one product: men’s razors. That’s not exactly powerful enough to get you off your seat. But the founder understood marketing and his calculated bet paid off. 

The video, quite literally, caused the company's servers to crash because of the volume of traffic it generated. This traffic eventually turned into paying customers because everyone wanted to try the product.

Utilizing the Dollar Shave Club’s business model, research and understand your audience. Try and figure out what kind of messaging will best appeal to them and frame your services in a unique way. 

By investing in an ad that connected with its audience, the Dollar Shave Club created a business that is worth a billion dollars. 

Evaluate Your Inbound Marketing Strategy 

By working with a B2B marketing agency, you can present your content to a wider audience, engage with potential customers, nurture leads, boost web traffic, and establish brand loyalty

With the exciting array of different types of digital marketing strategies available, you can create the perfect inbound marketing approach for your B2B company.