Social Media B2B

This post is a recap of a case study presented at the recent B2B Social Communications event held in New York City. Rick Burnes (@rickburnes), Inbound Marketing Manager, HubSpot explained how one small business took advantage of modern, inbound marketing techniques, including search engine optimization, blogging and social media, as well as landing pages, lead intelligence and marketing analytics, to get found by more prospects and convert higher percentages of these prospects into paying customers.

The concepts of inbound marketing allow a business to get found. While businesses think of leads and customer sales as a funnel, inbound marketing occurs above the funnel. These techniques brings prospects to website, and it is up to the website to move prospects through the process to make a sale. A well-considered blog is a huge traffic-driver to a website when it addresses potential questions. These posts are found in searches, the primary way all people interact with the web. In the presented example, the business supplied materials to make fences for commercial applications. A blog post about the size of holes in fence mesh brings prospects to the site because it answers a question contractors have about what to purchase. Facebook and Twitter pages featuring information about and photos of fences also helps drive traffic to the company’s website.

The inbound marketing program saved money that was not spent on advertising, plus each blog post gets indexed in search engines and continues to drive traffic.

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