Online marketing is often the silver bullet that can take many real estate brands, property management companies and commercial design firms to new heights. But often these businesses either don't have the staff to manage a full marketing program in-house, or don't have the skills to do it at the level they'd like.
Searching for a way to take your B2B online marketing up a notch in efficiency and efficacy? Instead of leaning into cold calls/emails or putting all of your eggs into trade shows or networking, consider leveraging the potential of authentic networking via LinkedIn groups.
Nowhere else on the internet can you find a better-qualified group of prospects to engage for B2B marketing. Previously we wrote about how to get business from LinkedIn in less than 25 minutes per day. Part of that strategy is getting involved in LinkedIn Groups. You can use participation in the right groups to feed the top of your sales funnel with the best possible fuel: those people most likely to engage with your content, appreciate your offerings, and develop into satisfied customers.
Let's dive in! We're going to use real estate as our example industry here, but know that there are groups for virtually any industry or vertical.
Right now, if you want to generate leads there is no more effective and cost-effective way of doing so than with inbound marketing.
According to Hubspot, inbound typically generates three times as many leads as traditional outbound marketing, and at only about one-third the cost.
On top of that, SEO-based inbound leads have an average 14.6% close rate, versus only 1.7% for outbound methods.
The anatomy of a B2B marketing strategy is far different from consumer brands. Whereas most B2C brands will do business in volume to grow, we (B2B companies) rely on relationships, repeat business and loyalty to survive. Because this, it's crucial to know how to work each part of your sales funnel to build a long-lasting client roster.
Last year, we here at 41 Orange were lucky enough to attend Hubspot’s annual INBOUND conference in Boston, Mass. It was a three-day whirlwind of learning, listening and sifting through it all at the end. But one keynote really resonated with me, personally, and it was Seth Godin’s talk on permission marketing. If you’re not familiar with Godin, he’s the godfather of permission marketing and coined the term in 1999. In fact, he literally wrote the book on it, “Permission Marketing: Turning Strangers Into Friends, and Friends Into Customers,” a winning must-read to enhance your permission marketing knowledge.
The day of researching and qualifying every single business lead manually are coming to an end. Forget spending hours going through your leads to identify whether or not they are the right person. There's technology for that -- affordable technology. In fact, many of your marketing activities can, and should, be automated.