08 June 2021
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Inbound marketing is a marketing method that aims to meet potential new customers exactly where they are looking. Relevant information and content are used as a tool to attract customers’ attention. In contrast to classic outbound marketing, which uses methods such as TV ads, print ads, email advertising or telephone advertising, also called cold calling, inbound marketing specifically addresses those who are in advance of the product, service or interested in the service of the advertising company.
The advantage is obvious: Instead of wasting advertising money on broadly addressing an impersonal mass of recipients, customers are addressed with relatively little effort who – for example by entering a relevant search term on a B2B portal or visiting a specific blog – have already expressed their interest in your company’s products. And inbound marketing doesn’t stop when the customer finds your website. Only by providing product information and qualitative content will the website visitor be convinced of your company’s offer. The next step in inbound marketing is to generate leads, i.e. to convert the customer’s interest into a specific request. In order that these inquiries become concrete orders, outbound marketing techniques can now be used again, such as email or telephone communication. In contrast to the unpopular “cold calls”, you now already know about the interest of the potential customer and can convert them more easily.
Inbound marketing strategies are particularly interesting for small and medium-sized enterprises (SMEs) that appeal to a very sector-specific audience with their product range. Medium-sized industrial companies in particular can benefit from attracting interested new customers through a strategic online presence.
For B2B companies, first and foremost, their own website is of decisive importance. After you have generated traffic to your website through a variety of measures, one problem remains – 98% of visitors go undetected. This means that they do not leave any contact requests or generally no contact details. This is where Kyto’s website engine comes into play – with its two products, KytoGen and KytoForm, you can not only identify relevant B2B company visitors to your website, but also dynamically display contact forms at relevant points in order to increase the conversion rate. Find out more here.
But B2B or trade portals are also very interesting in this context. There are over 1,500 of them worldwide, with different regional and industry-specific orientations. These company directories are so relevant for B2B online marketing because they usually rank in the top positions of search engine results and bring buyers and sellers together on one platform – similar to a trade fair. Your company may therefore be found more quickly through a profile in a trade portal than through your own website.
The development of an inbound marketing strategy begins with the identification of the target group: What are potential customers looking for? What information might be of interest to you? The keywords selected in this way are then incorporated into the content of the company website. The more relevant articles, product information, social media posts and blog entries published, the higher your page will appear in search results. Once the customer has found your page, it is important to keep them there – the content should be relevant, informative and helpful for the needs of your target group. If you were able to convince the potential customer, he is more likely to make a contact request and you will receive a valid lead, i.e. the customer’s contact details. With professional lead generation, you can increase the number of leads generated: for example, with cleverly placed call-to-action buttons and input masks for contact information. You can then convert the “warm” leads gained into actual customers in the further sales process. This is faster and more effective than with classic cold calling and your sales cycle is correspondingly shortened significantly.
Online marketing in general and inbound marketing in particular is becoming increasingly important in the global trade network. Medium-sized companies in Germany largely lag behind international standards in this area and therefore miss the opportunity to take advantage of the opportunities offered by the rapidly growing world market. Industrial companies in particular seem to have underestimated the importance of the Internet for their business. Even if the majority of global e-commerce is aimed at end users, an online presence is essential for B2B companies. According to recent studies, 98% of B2B buyers are now looking for suitable products online, and the trend is rising. More and more companies are realizing this. Inbound marketing helps your company stand out from the crowd.
Kyto supports your company with exactly this task. We have the right software solutions for simple inbound lead generation through portal marketing with KytoSync and for inbound lead generation via your website with KytoGen and KytoForm. We would be happy to support you with our specialist knowledge and solutions as you move into the digital age.
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