B2B Marketing Tips: Evaluate Your Inbound Marketing Content
With the emphasis on inbound marketing in most marketing programs, you need to plan the content you are posting. While customers, employees, and vendors are interested in company news and events, prospects looking to work with you aren’t. Chances are you’ve developed marketing messaging for your website and sales material. These selling messages, along with news, events, and informative content all need blend into an engaging inbound marketing program.
Inbound marketing content components
An effective message mix offers educational, informative, news, and sales topics. Examples of this content include:
- Photos highlighting events or celebrating employee milestones
- Videos detailing products or services
- Graphics promoting marketing messages
- Links to blogs and news articles
- Holiday greetings
This combination will engage and connect with variety of visitors and followers. After all, inbound marketing only works as a sales channel if prospects keep coming back until they are ready to purchase.
Develop a schedule but be flexible
Frequency is a critical component of successful marketing, including inbound marketing. Infrequent posting will cause followers to stop checking out you channels and diminish their effectiveness. It’s best to develop a schedule to have a proper message mix that doesn’t over expose a specific area, such as sales messages. However, be flexible to insert news or info that pops up and needs you need to share before it become less relevant.