Scaling a B2B company can be difficult.
In the early days, you can hustle for work. You can network and grow through word of mouth, referrals, and maybe some prospecting.
But, as your company grows, you need a system and a process that scales.
You want leads that come to you, ready to hire your company.
Most importantly, you want those leads to flow in on a daily, weekly, or monthly basis—at a predictable pace.
Cue: Inbound marketing.
Using content marketing and SEO to generate inbound traffic and leads is a proven strategy that has helped build and scale some of the most successful B2B companies in the last 10 years.
Everyone from Hubspot to Salesforce has grown their business through inbound marketing.
But what does that actually look like for a company like yours? The classic inbound framework is simple.
It looks something like this:
But there’s a problem.
Most companies don’t have the traffic they need to sustain an inbound model.
And just creating content won’t guarantee you generate traffic—it’s a catch-22 that convinces many companies that inbound doesn’t work.
Those companies are wrong.
Inbound marketing works when it’s done correctly.
“Blog and Pray” is Not an Inbound Strategy
How often have you been on a company’s site and their “blog” looks like a barren wasteland?
They may even be writing and publishing content regularly. But it’s obvious that no one is reading those articles, sharing them, or commenting. It’s just kind of sad; like stumbling upon someone who’s in a room by themselves, carrying on a conversation all alone.
What’s that–is your company guilty, too?
Optimist is a kick-ass partner. They’re a critical part of the Plytix team. They’ve helped us build a predictable growth strategy and turned organic into our #1 channel for traffic and leads.Morten, CEO, Plytix
The truth is that most of the content that’s created online never gets shared or read by anyone beyond the people who work at the company.That’s because most companies have no strategy or plan for their content marketing beyond just publishing content and hoping for the best.
Surely if you pump out enough blog posts, something magically happens–right?
Nope. Probably not.
We call this approach to content marketing, “blog and pray”.
Companies often go years and years following this approach. They wait patiently, pouring more and more money into their content, hoping that one day it pays off.
Unfortunately, in most cases, this never works. These companies keep blogging and blogging but never actually move the needle. There’s nothing to show for all of that time and money invested in creating and publishing content.
If that’s the case, then what’s the point of spending time and money on creating content?
This is where Optimist can help.
Inbound B2B Leads on Autopilot
Building an inbound marketing strategy can seem like the holy grail.
After all, who doesn’t want to just sit back and let new business come to them?
Generating targeted traffic and leads lets companies spend less time looking for work and more time closing deals—and executing.
Here’s the problem: Most companies don’t know how to execute an inbound marketing strategy.
Sure, they understand that they need to create content. Maybe they have a vague sense of how SEO works. But, they don’t have any real knowledge or expertise when it comes to growing and scaling traffic.
Worse yet, most marketing agencies only know how to create and publish content, but not how to use it to actually generate traffic and leads.
Optimist helps B2B companies plan and execute content-driven, inbound lead generation strategies.
We go beyond just publishing content.