There is a lot of talk about Inbound Marketing and the value it can bring to companies. What is it and what is it used for? Is it more useful for B2C than for B2B? Is it really a method that can bring value to demand generation? We will answer these and other questions below.
What is Inbound Demand Generation?
Inbound Demand Generation is a way of generating demand by attracting users who are searching for information related to their needs on digital channels. Unlike the Outbound strategy, which seeks to attract the attention of a predefined segment by sending them advertisements that they are not expecting or have not asked for, the Inbound approach seeks to “attract” our potential clients of their own free will, with valuable content (downloadable or not) that helps them in the search for a solution to their needs.
This content that captures users is generated after having carried out a study of our potential buyer, trying to make a definition as detailed as possible of their behavior: What they do, what motivates them, what their educational level is, where and how they would search on the Internet for information related to our product, etc. The goal is to produce content that resonates with them and encourages them to delve deeper into their problem and our company.
What is Inbound Demand Generation for?
Initially, it serves to generate leads. These leads arrive at the funnel at different levels of maturity. As we well know, sales in B2B rarely happen overnight: a purchase can take several months (even years) to be completed, depending on the industry. The time it takes to make a purchase will depend on the actors who influence the final decision and the information they require.
There are 3 stages in which a lead can reach the funnel, and each one requires maturation through the delivery of content so that they advance in the commercial process:
Knowledge: At this stage, the lead is trying to understand their problem and is looking for the options available on the market to solve it.
Consideration: The lead has already started to consider some suppliers, has formed an idea of what he or she needs and begins to compare options.
Decision: At this stage, the lead has already preselected some suppliers and enters into commercial contact with them.
To help leads move through the different stages of the funnel, Inbound Marketing efforts should focus on generating content for each of them. These contents are:
TOFU (Top of the funnel):
These are educational contents that do not have a commercial offer and their intention. Is to inform and help the lead understand the context of their problem. The best example of a TOFU content is a blog post like this one .
MOFU (Middle of the funnel): This type of content offers more complex information and shows your company as. A possible provider of the solution that the lead is looking for. Without actually making a commercial proposal. An example of MOFU content is a product presentation webinar.
BOFU (Bottom of the funnel): This is the content at the narrowest part. Of the funnel and already has a marked commercial tone. Assessments or product demonstrations are BOFU. Content that give the lead real proof of what your solution can do for them.
The key to knowing how to create these contents and making them effective is to be very clear. About your client’s profile and understand. Their specific database by industry behavior by putting yourself in their shoes and thinking like them.
How much does an Inbound Demand Generation strategy cost?
The cost of implementing professional website making companies Inbound Demand Generation varies greatly and depends on the number of leads you need snbd host to “fatten” your funnel: a software company with a market of 10,000 to 100,000 companies will need a much larger volume than a niche company that sells to 100 or 500 companies. The cost will largely depend on the projected number of people you need to communicate with.
Inbound Marketing has a significant
Organic reach that you can take advantage of by using free tools such as a blog. Or social networks to deliver valuable content to a significant number. Of people and build a funnel without having to invest a penny in advertising.
So, where does the $$$ go when putting together an Inbound strategy?
In generating the content and paying the agency that will distribute it, taking into account. That a “push” to the dissemination of that content with a paid advertising campaign may be necessary.
Last but not least, having an automation tool to manage. Those leads and cultivate them with content at each stage they are in. These tools usually have a monthly fee.