Generate Sales Leads For Your Business With Inbound Marketing | B2B vs B2C

Generate Sales Leads For Your Business With Inbound Marketing | B2B vs B2C

In today’s episode I’m going to be
sharing a marketing strategy that is designed to do one thing and one thing
only and that’s to have customers show up at your door ready to buy with cash
or credit cards in hand. It sounds too good to be true, but for those who know
how to do it, it’s very real and I’m going to share the strategy with you
today. Hey there my name is Adam Earhart, modern marketing strategist and welcome
to The Modern Marketing show, where we help you grow your business by making
better marketing. So if you’re interested in learning the latest and greatest
marketing strategies, tools, tips, tricks and tactics, well you may want to
consider subscribing and hitting that notification bell. When I first got into
marketing, I wasn’t that good at sales. I liked talking to people and helping them,
I just hated the selling part. I think my closing line might have been something
like: “so, what would you like to do”. Hardly a compelling close and yet I
would still more often than not make the sale. So why? Well, what I had yet to
realize at the time was that my marketing and everything that had
happened up until that point had all but closed the deal for me.
So, when I finally did speak to a prospect or a potential client, well, they
were already sold on working with me and really all I need to do is get out of my
own way and that’s where inbound marketing comes into play. Inbound
marketing is the strategy of using content marketing, social media, search
engine optimization and building a solid brand so clients naturally come to you
rather than you having to go out there and get them. Basically, you create
content customers find it or more accurately you position it so it’s easy
for them to find then they consume it, they love it, they love you and then they
come back to you for more and from the very first days of starting my very
first agency I absolutely knew and loved the power that inbound marketing could
have, especially for someone that wasn’t that good at sales. After all, who
wouldn’t want a magical funnel that just magically made customers appear at your
business, magically. The other thing that inbound marketing did for me was that it
made the whole sales process completely seamless and I absolutely loved to this
part. After all, by using an inbound marketing strategy, it enables you to
overcome any objections or answer any questions that may come up during a
sales call, well, you can do this way ahead of time just by creating content
that solves it. Worried that someone’s gonna ask about prices? Cuz you know that
topics gonna come up. Well, you can handle this by talking about price ahead of
time or even posting prices right on your website. Afraid of getting me I’m
too busy or I’ll think about it or I’ll call you back later objection, well, you
can this ahead of time by stressing the
importance or framing it with some kind of scarcity or urgency. Don’t want to
make it all the way through a sales pitch only to get blindsided at the end
with the I don’t think this is right for me objection? Well, then make sure it’s
right for them ahead of time by giving them content through a video or a
podcast or even a blog article that explains exactly who this is for and who
it’s not for and identify why it’s important and how it’s gonna help them.
There’s a side benefit to this as well, is that when you clearly stake your flag
in the ground and say exactly who you’re for and who you’re not for, well, you
build that much more trust with the people that you’re trying to attract and
the people that you don’t really want anyway, well, you didn’t want them anyway.
Win-win. Using an inbound marketing strategy you can also paint a really
clear compelling picture of how life is right now for your potential prospect or
customer and how it could be later after doing business with you. A natural
byproduct of all of this is that it positions you as the expert and the
authority and essentially the go-to resource when they’re ready to take
action. Oh yeah, and you can do this all without ever talking to anyone in person.
This makes inbound marketing the perfect strategy for introverts people who hate
sales and busy people who really just don’t want to be stuck on the phone all
day. Don’t get me wrong, I love talking to people, but having an inbound marketing
strategy deployed in my business, well, it allows me to have thousands of mini
salespeople working 24/7 365 days a year out there spreading the good word and
helping to attract more people to me. It’s why we use it with all our clients
and it’s why you should use it too. The way I teach how inbound marketing
really works is through a concept I call “Intercepting Attention”. You see, unlike
outbound marketing where your goal is to go out there and try to get your message
directly in front of someone who may or may not be in the mood right now and
then try to convince them to A) Pay attention and B) Care. Well, with an
intercepting attention strategy all you’re really doing is redirecting and
intercepting attention that they’re already putting out there and
redirecting it towards you and your business and that’s the beauty here, with
an inbound marketing strategy and by intercepting their attention you don’t
have to go out there and create demand, you’re simply taking advantage of demand
that’s already there and then guiding it towards you and your business as the
solution. You don’t need to make them care because they already care, that’s
why they’re looking, that’s where their attentions going. All you need to do is
present information or content or some kind of marketing materials in front of
them and then guide them to you. Alright, so now that I’ve made
inbound marketing sound like the greatest strategy ever, it’s time to take
a good hard look at where it may not be the best case or even a viable solution
at all and where you’d be much better served by using an outbound marketing
strategy. The number one reason to prioritize an outbound marketing
strategy over an inbound marketing strategy is if you’ve got a product or a
service or a business that nobody’s searching for. Basically, if you’ve got a
brand new product or a brand new service or a brand new kind of business idea
that nobody’s really familiar with, well, it’s gonna be really hard to redirect
attention that’s not there in the first place. Same thing as if your business is
really hard to describe and again, you can’t really figure out what keywords or
how you’re gonna be able to intercept that attention in the first place. Same
thing goes if it’s really complicated or does a ton of different things and
you’re really not sure the best way to kind of position it, well, this is where
an outbound strategy is gonna play a little bit of a preference over an
inbound. The next reason to prioritize outbound over inbound is if you don’t
have a lot of patience and you’re not willing to wait around for people to
find you or your content. Inbound marketing tends to take a bit of time
and it can vary upon a ton of different factors like just how much search volume
is there. Do you have a seasonal business where it’s gonna fluctuate depending on
what time of year it is? or are people even looking for you at all? Like we
covered in point number one. If you need sales and you want growth now, you’re
gonna want to look at outbound. Because with outbound you could control the
volume and the flow of the marketing that you’re putting out there but with
inbound you can’t exactly make people search more for the content that you’re
providing. The third reason to prioritize outbound over inbound is if you’ve got a
unique or differentiated offer that you know people are gonna respond to. Again,
if you want growth and you want sales and you know that you’ve got an offer
that people are going to respond to and gonna want to act on right away, that
simply doesn’t make sense to wait around for an inbound marketing strategy to
make traction or to essentially start bringing in all the traffic you know
you’re capable of processing. For this reason, an outbound strategy is going to
work fantastic because ads or advertising online or even offline, well,
its scalable and allows you to just pump more and more volume out there getting
in front of even more people and the fourth reason to prioritize outbound
over inbound is if you want a certain level of control and you really want to
be able to test things and find out which ones gonna work best and you want
to get this data quickly. After all, as we already covered inbound marketing takes
time and if you want to test out which headlines or which content or which
strategy is really going to deliver the best
results well it’s not gonna make a lot of sense to wait around three six or
maybe even twelve months for the results to come back. As an example, making
changes to your inbound marketing strategy and leveraging a search engine
optimization strategy, well, making changes to your website could take three
months, six months, maybe even longer for those changes and results to start
showing up in the search engines. With outbound marketing on the other hand,
using an advertising tool like Facebook Ads or Instagram ads or YouTube ads, well,
you can have an ad out there in as little as a few hours and start clicking
data right away about which headline or which offer which message is going to
resonate best with your market. Alright, let’s take a real quick look at how an
inbound marketing strategy vs. an outbound marketing strategy might work
in different contexts of business-to-business or B2B businesses
and business to consumer or B2C businesses. First up is the B2B or
business-to-business business basically here your customer is another business
and when it comes to an outbound and inbound marketing strategy, well, probably
not surprisingly, you’re gonna want to deploy a little bit of both. When it
comes to an inbound marketing strategy it’s going to be really important to
keep your keywords focused around terms that that business is going to be
looking for in order to solve the problem that they’re currently
experiencing. Also you probably want to sway a little more in the direction of
more traditional marketing assets like white papers or case studies or
real-world results that your business was able to achieve.
Also don’t forget about good old outbound prospecting and really going
out there and making connections and nurturing leads and doing all the things
that we’ve had to do with B2B businesses for years. After all, you’re gonna be
drawing from a much smaller customer pool essentially the number of target
audience that you’re going to be trying to go after or the number of potential
businesses you’re going to try to bring on as clients it’s going to be a lot
more limited allowing you to be more customized and really tailor solutions
directly for them. Now, when it comes to a B2C or business-to-consumer business,
where the end customer is actually a normal consumer and not a business, well,
many of these strategies are still going to apply. For starters, leveraging an
inbound marketing strategy is still going to be phenomenally powerful but
you’re gonna want to tailor it and customize it just a little bit more than
you would with the B2B. You see, with B2B you probably want to keep most of your
content more product and business specific that’s really going to be
addressing direct concerns that your potential prospect might have. With a B2C type, inbound marketing strategy, however, you’re gonna
want to take things a little broader and start to create content around other
areas that your customers may be interested in not just strictly related
to your product. Also, when it comes to the outbound aspect of your marketing,
well, obviously we’re not going to use a custom and tailored approach or any
prospecting that involves going out there and finding individual people to
contact. Rather, you’re gonna want to leverage online advertising solutions
like Facebook Ads Instagram ads and YouTube ads, which allows you to get your
message directly targeted at exactly who you’re trying to get, your ideal target
market, and send it out to tens of thousands, hundreds of thousands, millions, tens millions, even hundreds of millions of people. So you better make sure that
your message is on point. Basically, when it comes to B2B or B2C, both inbound
marketing and outbound marketing are going to be valuable strategies, however,
there’s going to be significant differences in what these strategies
look like. Alright, so now that I’ve covered all that which one is best?
Inbound Marketing or Outbound Marketing? Well, probably not surprisingly the
solution here to true marketing success is a combination of inbound Plus
outbound. Use outbound marketing for short term wins and cash flow and use
inbound marketing for long-term growth and brand building. That’s what we do
inside the agency and it’s a strategy we recommend for all our clients, because it
works. The next thing you’re going to want to do is check out the video I have
linked up right here it’s part of our B2B vs. B2C series. So make sure to
check back then. Thanks for watching and I’ll catch you next time on The Modern
Marketing Show. And how can you reach them in a way that builds trust and
goodwill and positions you as the authority and go-to expert in your
industry? Well, the answer to that my friend and the strategy that I believe
is probably the single most effective one available today…

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About the Author: Oren Garnes

1 Comment

  1. 👉 Watch This Next "Why Education-Based Marketing (EBM) Is So Profitable & Powerful" 👉

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