In B2B Inbound Marketing, Don’t Be a Jerk
I remember cracking up at the naiveté of Steve Martins character, Navin R. Johnson, in the classic comedy movie The Jerk as he declared, “I’m somebody now!” Millions of people look at this book every day!
Recently, I was reminded of that scene as I watched a friend (just as naïve as Navin, but with the Internet) find himself on Google for the first time. With wide-eyed excitement, he simply whispered, ”I’m on the Internet.”
Stifling a giggle, I tried to recall the first time I saw my own name in the now-familiar blue font of Google. As a B2B marketer, I also began to correlate how I try to keep that same excitement about our corporate website getting found on the Internet. Like Navin, I want to be thrilled to see our name in print. But not just once in a phone book; I want to see it thousands of times online.
We use inbound marketing tactics to realize multiple search engine results on page one of Google. Now I start jumping up and down (figuratively) when we’ve increased website visitors month after month and a continuously improving traffic ranking that generates sales leads. Things are happening to us now!
B2B buyers who search online (93%, according to Forrester) are goal-oriented; they’re always seeking research, information and recommendations. If the’yre searching for a product, service, or information related to your business, you want to be found on page one.
Here are some inbound marketing basic tactics to help your B2B website get found:
- Know your target audience
- Produce high-quality content
- Listen to your community
- Differentiate be unique
- Share your story on the social web
- Engage with your audience
- Keep refreshing your content
- Be focused and consistent
- Stay enthusiastic, you’re somebody now
Dont be a B2B inbound marketing jerk by relying totally on an old-fashioned outbound method. Get smart by using inbound marketing to get found. Things will start happening to you.