Since the sales period in the B2B world is longer than in the B2C world, inbound marketing is becoming increasingly relevant. It can make a significant difference for energy producers because it builds new consumer relationships and reinforces existing ones.
It uses websites, downloadable content, videos, and social media to provide prospects with valuable knowledge they can consume at any point of the sales funnel. In reality, 75 percent of B2B marketers prioritize inbound marketing over other activities, indicating that it is fast becoming a preferred marketing tool.
It's especially useful in a sector like electricity, which can be very complicated.
For example, blog posts and inbound content may help to dispel myths and misinformation about solar power. Leads are often uninformed about the advantages of solar energy. Energy providers can establish themselves as experts and a reliable source by providing useful information about it.
Here are some good reasons to consider inbound marketing if you're still on the fence.
The majority of people today begin their product research on Google – and this includes B2B buyers. In the early stages of the research process, creating blog posts and valuable pieces of content can help you draw more leads. They'll be guided to your website, where they can learn more about your company and how you can assist them.
Knowing just what the clients are looking for and digging into their needs is the secret to producing useful content that will draw qualified leads.
It's beneficial to build a couple of consumer personas that go beyond basic demographic data. Consider the companies they work for, their roles within those companies, and their greatest work challenges. Then consider how you can assist them.
You'll have a clearer idea of what your customers are looking for, and you'll be able to incorporate the keywords they use into your content. This will boost your website's ranking in the search engines and increase click-throughs. For instance, IU Energy does a good job of this by regularly posting on its blog about industry news and tips from the energy sector.
For B2B businesses, inbound marketing is one of the most cost-effective marketing strategies. If you bring team members on board to help build material, it can be achieved relatively inexpensively.
Inbound marketing techniques are also simple to scale. You can, for example, automate posts across several social media channels to help drive traffic and leads to your site while conserving resources.
The number one priority for B2B energy companies is to generate eligible leads.
There are people who have already found an issue that you can help them with. You can build content that specifically addresses your prospects because you know what they're looking for based on your consumer personas.
This not only generates quality leads, but it also saves you money by not wasting energy that would otherwise be wasted if you tried to advertise to everyone.
Consider this: obtaining 50 high-quality leads who are interested in what you have to say is a much better model than obtaining 500 uninterested leads.
Sales periods in the B2B sector are typically longer than those in the B2C sector. More stakeholders must be considered, and their decisions are often based on rationality rather than emotion.
Since they have the information they need at the right time, inbound marketing strategies are ideal for directing prospects through the sales funnel. You will ensure that you have content for each point of the buyer's journey, from the top of the funnel to the bottom, with a well-planned inbound marketing strategy.
Your material will address objections, assist prospects in determining if your approach is right for them, and prepare them to speak with your sales team.
Take, for example, Wholesale Solar.
They provide a wealth of knowledge and services to prospects at various levels of the sales funnel. They have a “Start Here” resource for those who are just learning about solar energy, as well as technical videos for those who are further along in the sales process.
Providing a diverse range of content not only ensures that there is something for everybody, regardless of where they are in the sales cycle, but it also establishes them as an industry expert.
Now is the time to implement inbound marketing strategies if you haven't already. It's critical to educate prospects on the advantages and solutions your company can offer in an industry as diverse and technological as oil.
Producing useful content will not only draw interested leads who are ready to purchase, but it will also help you establish yourself as an industry expert and a go-to, trusted source.