the accompanying content, which answers the most important questions about the lead magnet and thus “promotes” it,
and a landing page with a form for lead generation
The special thing about an inbound marketing
campaign is that there is a concrete start, but no end. You start the first campaign with a specific lead magnet and publish good content lebanon mobile database about it on your website. This good content will have an impact for the next few months and years.
And the same goes for the following campaigns. Of course, you should refresh the campaigns from time to time or maybe even change them, but in principle your inbound campaigns have an impact very far into the future.
Paid campaigns, for example, lose their effect immediately if you stop paying. Unless you have also invested in awareness and brand recognition with paid ads, then the effect will last longer.
If you follow such a campaign marketing processes in brand management pattern, you will also naturally build content clusters that will generally significantly increase your company’s visibility on digital platforms.
The best content for every B2B inbound marketing campaign
For inbound marketing campaigns you need really good content .Even small marketing teams can create good content if they follow a simple principle: answer your customers’ questions.
Purchasing behavior has changed massively over the past 20 years. Buyers, including B2B buyers, research and compare solutions independently via Google & Co. They try to clarify the most important questions in advance in order to make the best purchasing decision with good information.
So, if you answer your customers’ questions antigua and barbuda business directory online better than your competitors, more potential customers will listen to you and you will also attract more customers.
Marcus Sheridan, one of the best known and most successful inbound marketers, has written a book about this approach with the appropriate title “ They Ask, You Answer ”.
Here’s how to figure out which questions you should answer in your campaigns:
Interview your sales team: Sales people have contact
with customers every day. They will know what your (potential) customers are asking.
Evaluate your customers’ written and telephone inquiries: email inboxes and hotlines contain important information.
Interview colleagues in customer service and product management.
Interview your existing customers: Just five to ten customer interviews can reveal background information and questions that neither sales nor customer service had suspected.
Ask ChatGPT or other AI tools.
Analyze your competitors’ websites.
Use social listening with tools like Hootsuite .
You can find instructions for the interviews in our Inbound Marketing Planning Template