Originally published April 19, 2022 , updated on January 18, 2023

The subscription-based business model has become increasingly popular. It’s convenient, it’s customisable, and it’s ongoing. It also focuses on value and constant improvement, all key to the modern consumer.

However, when it comes to retaining customers, the catch is to nurture these relationships in the long term. Inbound marketing services like blog posts, social media streams, and press releases are excellent ways to do this. It attracts new clients while successfully keeping your current client base engaged.

The Benefits of Hiring a Professional B2B Inbound Marketing Agency

The shift from product to subscriptions has changed the way we do business. Since the focus is on long-term relationships and positive user experience, professional inbound marketing services can be used to maintain this long-term support from your customers successfully.

If you offer subscription services, you’ll see there’s a gap in the market. But this involves educating clients on what you offer. How do you get your message and offerings out there? Through providing valuable content. A B2B inbound marketing company can help you do just that.

Content Is Key

Content marketing is the cornerstone of a thriving modern business. It includes the information shared in blogs, social media, PR, and web campaigns. This content (or online information) taps into trends and answers your target market’s unique needs.

Overall, inbound marketing is the process of strategically distributing content through various channels. We’re going to look at how a B2B inbound marketing agency gets your business message out there, helping it reach its full potential.

How Inbound Marketing Works

Inbound marketing uses content to attract readers to your webpage. It engages the reader and guides them to act. Of course, the desired action is subscriptions, but we encourage any activity on your page. Webpage activity gives your team access to live-streamed data, which can be used to update your product or marketing plan.

With the expansion of remote work and the global work economy, it’s clear that online advertising is not only relevant, but it’s also paramount.

Valuable Content Is in Demand

Intrusive pop-ups are considered spammy and irritating. This is the last feeling you want to be associated with your service. Despite the flood of information online, Google and its readers need value. 

Content with value isn’t rocket science. However, it is strategic. It meets the reader’s needs, finds them at the right place, and inspires and guides them to your service page. This is the attract, engage, and inspire approach.

So, how do you do this smoothly, finding, attracting, and engaging your prospective clients and getting them to the end of the sales funnel? Professional inbounding marketing services can do it for you. Hiring a B2B inbound marketing agency can benefit your business in the short and long term. 

The burning question is this: How do we get users to subscribe to your services? It all comes down to trust.

Inbound Marketing Builds Connections

As we’ve said, there’s an opportunity for your technological subscription business to grow. Subscription services are growing, and the need for their software and tech is growing too. 

But, we know that before anyone makes a purchase, they research the brand. 80% of business decision-makers prefer to get their information through an article than an advert.

You basically want to give your audience all the information they need to invest in you. Accessible and easy to read information builds brand trust. 

So, you want content that answers your audience’s questions. You’ll do this by using data, giving out relevant information, and keeping this information relevant. It’s essential to analyse and adapt your brand message consistently. This is where data analytics and research come in.

Strategy Backed by Numbers

A professional B2B inbound marketing agency begins by thoroughly analysing your target customer base. They call this a buyer profile. They see where you stand amongst your competitors and the needs and wants of your target audience.

The agency will look at where your target market is according to its digital profile. Since this can be an intensive process that drives your entire strategy, getting a professional inbound marketing company to do it for you makes the most sense.

An agency does this by getting to know your business and its customers. Inbound marketing services will put together questions to clarify your ideal customers, outline your goals, and pinpoint your brand message. They’ll want to understand your buyer’s journey and decipher what content would attract and engage prospective clients.

Target Your Buyers Accurately

Once the inbound marketing company has created a target buyer’s profile, they’ll begin to target them. However, they’re never invasive or pushy. They put the content out there, making sure it’s SEO optimised. The content includes all the right keywords, answers all the right questions, and is distributed through all the right platforms.

This way, you’ve invested in valuable content that’s sure to be read. It gets to the right people at the right time. Inbound marketing services create enticing content that inspires users to engage. If prospective clients search keywords related to your services and content, they’ll get directed to your page. This makes your business as discoverable as possible.

At the end of the day, the customer chooses whether they want to engage or not. Enticing content that answers their questions is more likely to be engaged with.

Remember that whatever content you post should be relevant to your customers’ current questions and your industry’s trending keywords. These change over time, and it can be difficult to stay up to date. But don’t fret. A team of professionals has all the know-how to do this for you. 

Attract Qualified Leads

Inbound marketing is favoured over outbound marketing methods. Why? Because simply put, it is more effective and reaps the rewards all around. For example, since it’s research-backed, it can be used to track who the content reaches exactly.

On top of that, the prospective buying cycle can be tracked, so using these services means that you can see where your users might get pulled out of your site. They can even review why. Is the page loading speed too slow? Is the content confusing? They can answer these questions and update your web page for optimal user retention accordingly.

Streamlines Your Sales Approach

One of the many benefits of using an inbound marketing company is that it takes the pressure off your sales team. Or, in other words, it changes their approach. The cold calling sales approach is out of the question. Your sales team is now viewed as an informed and trusted guide instead. They’re there to help the customer make their final decision. This decreases their need for input. Your sales team doesn’t need to ‘win’ their clients anymore. Their role is to guide and educate them.

Using a B2B inbound marketing agency also increases sales potential. Studies show that by the time the customer contacts your sales team, they have already made their decision. Now it’s time to close the deal.

Foster Company Connection

Another pro of working with a B2B inbound marketing agency is that it’s integrative and connective. These services facilitate trust between client and company–that’s a given. But it also enhances user experience by keeping your marketing and sales team connected.

The marketing team strategises and brings the customers to the sales team. The sales team then closes the deal. Any updates to the system can be reviewed and shared. Depending on the strategy and approach, the sales team can be trained on exactly how to deal with the client according to where they are in the buying cycle. This leaves your marketing team with the time to execute and your sales team with the time to close more deals. Your business saves energy and effort overall.

Gain Impactful Strategy Design

These inbound marketing services guide the decision-making process. They’ll also handle the strategy–which is paramount should your business wish to succeed. The underlying strategy is the skeleton of your communication and becomes your brand’s voice. Since it’s an extension of your brand, it’s a worthy investment.

Nurture Long Term Connections

Much like subscription services, inbound marketing aims to facilitate connections over a long time. We call this relationship building. A professional agency seeks to attract new clients and retain your current customer base.

It uses methods to attract clients from your target market specifically. It also retains those clients through live data feedback loops, keeping your team up-to-date with customer behaviour. This means they can update your software and product as required, prioritising your user experience. It can be used to ensure your product and marketing approach not only meets but exceeds your customer’s needs and expectations.

Garner Stakeholder Support

Your stakeholders may want to see your ROI. A B2B inbound marketing agency can make this easy to put together by reading through live data feedback loops. They can present this data analysis presented to your business stakeholders and investors. 

An inbound marketing company will set and track business goals, ensuring they are met. They’ll also need to measure your progress regularly so that you can update your strategy where it seems fit. This is intensive and requires a whole team.

Gain Access to a Whole Team 

A solid and effective inbound marketing strategy requires a large team with diverse skillsets. When collaborating with an inbound marketing company, you’ll have access to a team of web designers, copywriters, developers, project managers, and SEO specialists. They’re all trained and experienced. So, instead of hiring and training prospective employees, you have access to an entire team that’s already trained, knowledgeable, and ready to work together.

Overall, you’ll want a team of experts to translate your brand message into powerful campaigns that work. An agency will keep your content consistent and ensure your brand message is communicated effectively.

Inbound Marketing Is the Most Successful Marketing Method to Date

These methods are sure to increase your ROI. In fact, well-executed inbound marketing methods are ten times more effective than traditional marketing methods. It increases conversion rates and is known to triple leads. It not only attracts successful leads but nurtures relationships with these customers too. This increases your ROI since fewer resources are spent on attracting new clients.

Happy clients that support your brand engage with your page, keep it relevant and leave positive reviews. This boosts brand reputation and credibility. Happy clients also promote through word of mouth, which is one of the most effective campaigning methods to date. 

Investing in inbound marketing services boosts credibility, builds your reputation, and makes your brand more responsive. Investing in these services also enhances user experience, which is key to nurturing long-term relationships.

To Summarise

You’ll want to invest in inbound marketing services for the following reasons:

• To keep up with your competitors
• A soft selling marketing approach is effective
•  The digimarket is bigger than ever
•  It’s best done by professional
•  Different methods link together to successfully run your overall campaign

If you’re looking to take advantage of a gap in the market by catering to business technical needs using subscription services, it may be time to hire a B2B inbound marketing agency. They’ll put together an excellent plan that’ll have you standing out amongst your competitors in no time. These services attract your target audience and get them to the end of the sales funnel–sure to keep your customers satisfied and avid supporters of your brand. Goodman Lantern offers these services and more. Should you wish to learn more about how we can help your business thrive in a digitising economy, reach out to us here.

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