The Global Source for Social Media Researchers

Hub of the Wheel

24 Jul 2019 10:04 AM | Kathy Doering (Administrator)

Written by: Jimmy Matorin, Business Catalyst at SMARTKETING

I recognize I have two full time jobs. My primary job is leading my company SMARTKETING, a food marketing company that specializes in the food-away-from-home channel. My second job is keeping up with the transformation of marketing. Thanks to being a member of the Advisory Board of the SMRA, I have written some guest posts about the value of consumer targeting, influence marketing, social sharing, etc., etc., etc. The one common denominator throughout the transformation of marketing is building a community (a.k.a. Tribe) around your brand via inbound marketing.

A Brief History Lesson: For the records, the concept of inbound marketing was coined back in 2005 by Brian Halligan, co-founder and CEO of HubSpot, a marketing and sales company. It is a marketing process utilizing tools like content marketing, social media movements, SEO, webinars, etc. making it possible for consumers to find the products/services they need. It took nearly a decade before inbound marketing gained traction. It continues to evolve as companies fine tune their marketing content focusing on resolving problems and connecting with their community. Note: Research indicates that approximately half of the buyers absorb three to five pieces of content during their purchasing journey. Consequently, brands are educating their customers through stories, videos, blogs, social media, podcasts and events. When my company works with a client developing an inbound B2B marketing strategy, we strongly recommend refreshing their current website which most probably is stale. Websites are the hub of the wheel for inbound B2B marketing.

According to a recent Forrester survey of B2B marketers (500 plus), most indicated that their company’s website is the most effective tool for building awareness and generating demand. More effective than digital advertising, SEO, online engagement via social media platforms and events. However, after evaluating numerous websites of the survey respondents across 12 B2B industries, the research firm concluded a majority of the sites needed refreshment, specifically as it related to user-friendly, relevant and engaging/interactive content. Forrester recommended marketers solicit feedback from their customers and organize their content marketing plans accordingly to best meet the needs of their target audience (a.k.a. buyers).

Are you ready to refresh the hub of the wheel for your future B2B content marketing initiatives?

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