Theinbound marketing caused a lot of ink to flow in 2016. Many agencies have positioned themselves to offer this type of service to their customers. Many companies have already adopted the method for generate more leads and improve their image, often equipped with marketing automation. What is inbound value for BtoC players? Do all organizations have the same chances of success whatever their sector and means?
Inbound: the myth of the new web marketing?
Inbound marketing is based on a vision centered on prospects and customers with marketing actions adapted to the maturation process of each contact. Indeed, each person will progress more or less quickly in their thinking and their purchasing decision, whether it is a service or a BtoC product. In fact, inbound marketing is based on an in-depth and diversified content strategy in order to offer elements to each prospect, whatever their level of maturity, to feed their thinking.
But does inbound work – can it work – in all sectors? The IT sector or the big retail players are adopting inbound with ease and efficiency, but what about other sectors? And is it a question of activity or means to implement this type of strategy?
So many questions to ask to assess the potential benefits by adopting an inbound marketing strategy.
Inbound marketing maximizes web traffic
Like many IT cases, for example, the Investkeeper initiative (wealth management information site for individuals) demonstrates the effectiveness of an inbound marketing strategy – including included in sectors that are a priori less innovative on the digital level such as wealth management.
On this platform, it is possible to find many articles and premium content on this subject and which integrate the relevant keywords on each aspect of wealth management.
With extensive SEO work – another characteristic of inbound – and regular production of varied content – almost one article per day – the site achieved record audience growth in just a few months.
Traffic therefore benefited from this typical inbound content strategy and in-depth work on SEO, applied to a small BtoC player, from a sector quite far from innovation in digital marketing. and with modest financial and human resources.
Optimizing the generation of qualified leads
The example of wealth management also demonstrates that the benefits of inbound can also be seen in terms of generating qualified leads. Supported by a marketing automation solution, Investkeeper was able to bring together on a single platform all marketing actions, establish lead scoring and optimize the management of landing pages and calls to action (CTA) for the download of its premium content.
It’s going even further and offering expert contacts expert guides to bring added value while maintaining the link and the progression of their thinking.
Wealth management advice, a fairly technical or arid environment for certain contacts, adapts to the level of knowledge and reflection of each person via the content present on the site and relayed on social networks.
With a minimum of resources, an effective lead generation strategy can therefore be implemented, based on the logic of inbound marketing.
Daily and long-term work
Inbound marketing is a long-term job that requires consistency in the production of content and the optimization of natural referencing before obtaining tangible results in terms of traffic and generated contacts. But, as a reward for this fundamental work, if the results are not immediate, they are at least more durable, because they are based on SEO and the production of content which are stable elements, provided that they are well maintained.
The Investkeeper example is not an isolated case. All professionals who have things to say, know-how to make known, can take advantage of these methods to improve their visibility. This type of initiative is set to multiply and professionalize in the years to come.