Inbound marketing is growing in B2B companies. From MarketingSherpa, some of the top insights from their 2011 B2B Marketing Benchmark Report.
There is no one-size-fits-all solution, but certain tactics are commonly reported as effective.Search Engine Optimization (SEO)Most effective tactic
: On-page content optimization
Social Media MarketingMost effective tactic
- Vital to an inbound strategy. Research keywords and create content around them.
Website Optimization and DesignMost effective tactic
- Blogging is the most effective B2B social marketing tactic, if you stick with it. Ties directly to SEO.
: Using unique landing pages for campaignsSecond-most effective tactic
: Optimizing design and content for conversions
Pay-per-click AdvertisingMost effective tactic
- Visitors need to take action when they arrive at your site, otherwise the traffic is wasted. Landing pages put your traffic to use.
: Creating highly-targeted ad groupsSecond most-effective tactic
: A/B testing landing page content
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- Again, use landing pages to convert traffic.