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10 Inbound Activities to Include in Your B2B Marketing Plan

Inbound marketing strategies are a cost-effective approach to reach your target audiences, generate awareness, establish or gain credibility in new markets, and grow high-quality leads. Deciding which inbound activities to implement can be overwhelming, so we've created a list of our top 10 recommendations that you should consider including in your B2B marketing plan.

Why are inbound marketing strategies so successful? Because the traditional ways of marketing like trade shows, ads, word of mouth, and cold calling don't work like they used to. 

From TREW's annual research study, we know that more than 65% of engineers spend more than half of their buyer's journey online, before they are ready to contact the company directly. 

2022 Research Report Online vs Sales Engagement Question copy

Create a Variety of Content and Optimize it for Search Engines

Ensuring you have a mix of inbound activities implemented through an integrated approach is key to reaching your prospects where they're at -- online -- and providing a variety of content to help them evaluate your offerings and value proposition throughout their buyer's journey.

Content should include:

1. Weekly Blog Posts

Blog posts are critical for driving new and repeat traffic to your website. New content allows you to target new keywords, increases your site’s page count, and can position you as a thought-leader and expert in your industry. Blog posts should be 600-1,000 words in length with at least one image. If weekly posts too much for your team's current bandwidth, consider asking partners, customers, and industry thought-leaders to submit guest blog posts that you can publish on your site. Guest blog posts are a great way to supplement your own posts and build credibility.

2. Monthly Web Enhancements

Your website is your 24/7/365 sales machine. Keeping it updated monthly with new content is key to ensuring that it's delivering visits, leads, and new contacts to help grow your database and help your sales team convert leads into opportunities.  

3. Quarterly Graphics and Photos

Visual content including images and infographics is powerful for SEO and social media. Using keywords in the photo alt tags on your blog and web pages helps you get found on image search result pages and can increase your click- through rate for social media backlinks.

 

Infographic Example

 

4. Corporate, Case Study, and Product Demo Videos

B2B videos are increasing for technical audiences because they are entertaining, engaging, and easy to consume. Video, works effectively across multiple channels. You can embed video within your website, or share them across various platforms including YouTube and LinkedIn. They are also great to use on display monitors at trade shows and events. 

Videos can take on many forms including:

Corporate Overviews:

 

Case Studies:

 

Product Demos:

 

Ensure you have at least one video in your annual plan and in each of your campaigns. Then, optimize them for search by posting them to YouTube with an appropriate keyword-rich title and description tags to get found on search and optimize content off your domain.

5. Corporate and Sales Presentation Decks

Have you revised your brand positioning and messaging recently? Do you have new products or services? Are you partnering with new companies? If you answered yes to any of these questions it's time to update your corporate slide deck and sales pitch decks. Leverage past presentations to repurpose content and create new slides and visuals that convey your new messaging or products/services and position you as an expert in your industry. 

MSI Slide Deck

6. Content Topic Clusters

This SEO best practice brings sense to the world of search. Instead of building web pages optimized around one keyword, you build your website around key topics that are central to your business and services. Start with your target buyer persona and map their central pain point or problem statement with long-tail, keyword rich blog posts, case studies, and white papers to illustrate how your company is uniquely positioned to solve their primary pain point and deliver results.

Topic-Cluster-Graphic-Color

Promote Your Content to the Right Audience

There are a number of ways and channels to promote your content online. The most successful promotional plans integrate a variety of marketing activities around the content to amplify it and ensure it attracts your target audience. Below are just a few activities to consider when promoting your content.

7. Social Media

Content should be promoted on social media channels.  Leveraging social media to share your content can attract new prospects and boost SEO by building backlinks to your site. For B2B technical companies, LinkedIn and YouTube are the most effective social media channels. We recommend promoting your technical content on LinkedIn up to 3 times a week, and uploading new videos to YouTube as you create them. While the quantity of visits to your site from social media may be small to start, the quality of these visits is high, generating on average, five minutes of time-on-site. Higher than any other promotional activity. 

2022 Research Report Social Media Preferences

8. Email Campaigns

Emailing contacts in your database to share new content that’s relevant to their interests can keep you top of mind and engage them to take action. A quarterly email newsletter to your database is a great way to nurture your contacts and promote new content, news, or events and generate an increase of traffic to your site and marketing qualified leads to your sales team.

Chapter-8_eNewsletter-Example

9. Paid Social Campaigns to Generate New Contacts

Running a paid LinkedIn campaign with a call-to-action to download your lead-generating content offer can be an effective way to bring in new traffic and contacts to your database.

Chapter-8_LinkedIn-Ad-Example

10. Landing Pages with Lead Forms

Creating a landing page for gated content like white papers and on-demand webinars helps convert web visitors to leads and is an important step in the conversion process. A well-written landing page showcases how a reader will benefit from accessing the content, enticing them to give their contact information in exchange for access.

Chapter 7_ Crank Landing Page Example

In Summary: Marketers Who Plan, Achieve!

Ultimately, inbound marketing with content at that heart of your marketing plan, is the currency of marketing today. If you take a methodical and integrated approach to inbound marketing, you can successfully reach your marketing goals and generate the new leads and revenue you seek.

TREW client Knowles Precision Devices, has put these inbound tactics into practice with a full marketing plan, establishing buyer personas, marketing goals, specific campaigns, and overall marketing strategy. Read more about their results in this case study.

Looking for more marketing planning advice? Download our free Marketing Planning Guidebook

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