Originally published August 28, 2022 , updated on July 23, 2024

Every business wants to surpass last year’s revenue and gain market share. Companies use several marketing channels to reach new prospects and convert them into clients, but few work as effectively as inbound marketing. While most marketing services involve continuous manual work and dialling numbers, inbound marketing services produce assets that attract clients to your brand. Prospects find your brand instead of you having to search for them. 

A steady stream of prospects makes it easier to sell products and services. You can divert more of your attention to what happens after someone discovers your business. Companies can even automate the backend with chatbots, funnels, and calendar links. An inbound approach relies on permission marketing. The customer is in charge and takes an active interest in your business. This approach is in stark contrast to interruption marketing, a more inconvenient model for prospects that can frustrate prospects and make them uninterested in your product.

An inbound marketing strategy is a long-term plan that takes considerable time to implement correctly. Some businesses seek inbound marketing consultants to guide them through the process and create content on their behalf. We will share some of the ways an inbound marketing company can grow your revenue.

Inbound Marketing Services Create Content for Your Brand

Content is the foundation for any inbound marketing strategy. Consumers have questions and want solutions to their problems. They use search engines like Google to locate valuable information that can help them.

Inbound marketing services supply your company with educational content that attracts new visitors. Their consultants know how to find the right keywords and optimise your content. You can do these activities yourself, but it takes considerable time and effort. You would have to browse through hundreds of keywords to find the best ones for your brand. Then, you would have to spread the top keywords across several blog posts. 

An inbound marketing strategy requires continuous work and content. Producing more content keeps your existing blog posts relevant, and you build a library of resources over time. This catalogue can drive residual traffic to your brand as visitors continue coming across the blog posts you published years ago.

Content Gets You in Front of Other People’s Audience

Writing internal blog posts strengthens your relationship with your audience. Prospects will view you as a valuable resource and an expert. They will reach out to your team if you have any questions, and these dialogues can lead to conversions. Internal copy lets you increase engagement with your audience, but you can use these assets to meet new prospects.

An inbound marketing company doesn’t stop at creating blog posts for your website. These services also provide content you can publish on other people’s websites. Many websites invite contributors to post content on their platforms. Writing guest posts offers immediate and long-term benefits. The guest blog’s readers will discover your brand, and a well-written article can prompt some readers to visit your website. 

Most guest blog owners let you invite a call to action at the end of the article. You can use this spot to promote your company and encourage people to follow your work. Some guest blog owners also let you link to other blog posts in the guest post, including your own. This capability helps you build additional backlinks, a vital resource for improving SEO and building domain authority. 

Guest blog publications can yield additional opportunities. Other website owners may reach out and ask if you can write for them. You may also get requests to appear on podcasts, another great way to build backlinks, demonstrate expertise, and grow your audience. Inbound marketing services handle these requests and produce the content, so you don’t have to reject offers because you don’t have enough time.  

Every Part of the Customer’s Journey Gets Enhanced

Do you enjoy it when commercials show up on television? Most people mute the commercials, turn off the TV, or fast forward through them to escape these interruptions. Commercials have the same messaging, regardless of someone’s stage in the customer journey. Many fast food restaurants run ads that display meat that looks tasty. These commercials will reach vegetarians, diet-conscious consumers, and people who prefer to cook at home. Some people interested in fast food may only want chicken instead of burgers. 

The point is that traditional advertising makes it more challenging to speak to customers at each stage of the journey. Content simplifies this process by considering how prospects use search engines and read articles. Google has made it easy for prospects to find what they need. 

Let’s consider a real estate agent trying to connect with home buyers. Some buyers do not have enough money to buy a home but want to search for great options. They may search “best neighbourhoods in the UK” to narrow their search. B2B inbound marketing services can create a blog post that lists the best neighbourhoods in the UK.

Narrowed Lists

A prospect with a narrowed list may search for a phrase like “most affordable places to live in Greenwich.” The real estate agent can have a blog post detailing affordable parts of Greenwich and list current home offerings at the bottom of the blog post. The agent could also encourage people to join their email newsletter to receive updates on recently added property listings. 

Consumers have varying preferences. Some will only buy a home if it’s not part of an HOA. Other prospects will look for homes in areas with quality school systems and low crime rates. Creating articles that address each concern expands your range. Your content will show up for more queries and attract more search engine users. Anyone can do this alone, but inbound marketing consultants shave several years off the process. They know what works and can find content teams to produce the resources.

B2B Inbound Marketing Services Comb Through the Analytics

Obtaining and interpreting data is critical for long-term success. Your analytics dashboards reveal how prospects navigate your brand’s assets and which of your offers convert the best. It’s easy to get overwhelmed by many pages of data and not have the right analytics tools in place. An inbound marketing company can set up your analytics and focus on the most important data points.

Time is your most precious resource, and content production can take a considerable chunk of it. Analytics allow you to see what works best, making it easier to replicate success. This approach leads to smart work instead of only relying on hard work and hoping you get lucky. Content is a valuable resource, and looking at analytics can amplify your results.

Content Helps You Grow on Social Media

Search engines can provide your company with a steady traffic source that grows over time. However, companies should not put all of their eggs in one basket. Algorithms continue to change, and competitors can try ranking for your keywords. Nothing remains static in digital marketing. Diversifying your traffic sources offers extra protection in case one of them dries up. You can produce great articles and update your existing content to keep your edge on search engines, but social media marketing provides an additional traffic source.

Social networks function similarly to search engines. Consumers look up questions and find accounts based on what topics they cover. Some social media users follow their favourite brands to stay updated on new trends, discounts, and special giveaways. 

Companies continue posting on social media to engage followers and attract new people. Social networks reward users who can generate strong engagement on their posts. These platforms will expand your reach and help you reach new people. It’s a positive feedback loop that benefits business owners who consistently publish valuable posts on social media.

Creating more articles gives you more to say on social media. You can promote each article when it comes live and repurpose them into various assets. An article can become an audio clip, video, quote, and other assets. The extra content makes it easier to grow on social media and boost engagement. This method will help you stay in touch with current followers and grow your audience at the same time. Many business owners view content as a way to boost their SEO, but inbound marketing services can also use this resource to strengthen your company’s social media presence.

Inbound Marketing Leads to Great Opportunities

Most business owners seek opportunities. They reach out to event organisers hoping to speak on their stage or companies they want to partner with in the future. Outreach has many merits and can speed up your path to compelling opportunities. Many businesses underestimate who can read their content and how you can impact them through your work. Inbound marketing services create articles that help you get clients, but you never know who may read your articles.

Some businesses get several emails each week with compelling opportunities. Event organisers, potential partners, podcast hosts, and other individuals line up and request to work with you. An inbound marketing strategy attracts opportunities instead of the business owner having to chase them constantly. 

Content Makes You Stand Out and Become an Authority

Customers buy from businesses they know, like, and trust. Consistently creating new blog posts will help you reach more people. Prospects will read your articles and further explore your company. As your catalogue of articles grows, people will return to your blog more often. They will consume your content and come to respect your company.

Each blog post is a touch point. Most of your visitors will not become customers after the first interaction. Your readers need time to digest several articles, watch a few of your videos, and see your social media activity. Each touch point reminds them about your brand, establishes you as an authority, and gets you one step closer to your next sale. 

Valuable content turns you into an authority in your industry. Prospects will associate the high value of your articles with your products and services. They will more happily do business with a company that provides insightful articles. Other bloggers may quote your work and reference your documents. These bloggers can generate backlinks for your brand without any additional work on your end. New blog posts create new opportunities for your brand. Some come when you least expect them.

Get Help From an Inbound Marketing Company

SEO takes considerable time to learn and implement. Even then, SEO is just one part of any successful inbound marketing strategy. Social media marketing, guest blogging, outreach, and connections will further fuel your efforts.

You can navigate inbound marketing and content creation alone, but it’s best to let someone experienced do the work. Handing over the responsibilities to an inbound marketing company gives you more time to address other areas of your business. Most business owners don’t want to worry about finding clients. They want the clients to come their way and spend more time closing sales.

Goodman Lantern can help you increase sales with effective content marketing. Goodman Lantern’s writing team can create quality blog posts that attract people to your brand. Their team will review your business and discover optimal keywords and other opportunities to gain market share in your industry. Goodman Lantern has helped small businesses and corporations such as TikTok, SoftBank, and Pearson with their content marketing. You can contact the Goodman Lantern team to discover how we can take your business to the next level. We would love to help your company grow and reach new customers.

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