The digital world continues to be animated by many mutations of all kinds. The appearance of new standards, the observed breathlessness of old marketing techniques are two factors that have given rise to a reshaping of digital processes …
Faced with ever-increasing demands from Internet users, brands wishing to stand out must innovate and find new, more appropriate techniques.
One of the solutions that has emerged over the past decade turns out to be inbound marketing. But what exactly is inbound marketing? What is its use? How to implement this strategy? These are probably questions that you have already faced.
Inbound offers the possibility of bringing traffic to your site, acquiring leads and customers thanks to a complete strategy. Let’s see without further delay how inbound marketing is an undeniable asset that must necessarily be incorporated into your strategy.
What is inbound marketing?
This marketing technique has appeared in response to the decline in performance of so-called traditional marketing, called outbound marketing. Outbound marketing is essentially based on the misuse of advertisements of all kinds. The intrusiveness is the main cause of users’ lack of interest in this model.
Indeed, this marketing technique aims to target a large number of users without prior segmentation. The vast majority of targeted people will prove never to be customers because they do not correspond in any way to the message conveyed. Generally, the budgets allocated to this type of marketing are staggering and do not deliver strong ROI (return on investment).
Inbound marketing, on the other hand, presents itself as a technique aimed at arousing the interest of prospects by highlighting content that is attractive, worked and relevant to their progress in a purchasing process.
It is in this sense that we can say that this marketing technique therefore makes it possible to provide a unique experience with regard to the behavior and profile of each prospect.
By focusing much more on personalizing the customer experience, inbound marketing differs from mass marketing. Publishing the right content with the right timing will take your marketing to a whole new level of relevance to your customers. Inbound marketing, to sum up, is a set of levers that will allow you to reach your objective which is to provide marketing content that will be appreciated by your audience..
Inbound marketing: levers for different objectives
Before trying your hand at inbound marketing, you should understand the methodology of this strategy. The latter can be summed up in four main phases, quite distinct from each other. Each of these steps adapts perfectly to the purchasing process of your potential customers by relying on specific levers, at the right time.
Surely one of the most complex phases of the strategy, putting it in place and laying the foundations. Indeed, at this stage you are looking to naturally attract strangers to your website who do not yet know your brand.
To generate this traffic on your site in a natural way, there are a multitude of techniques and tools such as sharing on social networks, the work of your SEO (organic referencing) as well as the creation of content with high added value.
The set of tools listed are just as relevant as each other because of the role they will play in this phase of attracting visitors. Visibility of your brand and interest in it are results inherent in the implementation of these actions.
Convert these visitors into leads
Once this stage of traffic generation has passed, it is now appropriate to take them to the next phase of the purchasing process, namely conversion to lead. It is true that if all visitors leave your site after they have read the content that has taken them there without any action, this action will have been in vain.
The purpose of this step will therefore be to qualify the traffic generated in leads as well as to collect a set of vital information on these in order to facilitate their monitoring. Again, relying on different tools is essential:
Call-to-action are buttons, generally very visible, allowing you to redirect your traffic to landing pages where they will be encouraged to exchange personal information for a content offer.
The landing page is a page on which the visitor will land following a click on a C.T.A. This page must have a clean design and contain key information. It is necessary to highlight there an offer, associated with a form via which you will be able to obtain the Grail which represent the personal information of this visitor.
By filling out the form you have set up, your prospect gives you material to get to know him better and therefore to target your communication better. By implementing these actions, you therefore increase your chances of having a positive impact and of attracting it.
The use of C.R.M (Customer Relationship Management) software is highly recommended in order to centralize all the information in individual files by prospect. This will allow you to facilitate the management of these and therefore your segmentation.
Convert these leads into customers
Now that leads are qualified, the next step is to convert them into customers for your business. But how do you get there? Well, it’s time to set up actions such as emailing campaigns, marketing automation and lead scoring.
It is simply a rating system for your leads based on predefined criteria in order to save you time by prioritizing contact with certain profiles or not.
One of the best ways to get a prospect interested is to send them content that interests them while making them subtly aware that they need your business.
The objective is simple: to avoid as much as possible the loss of time related to repetitive tasks. Marketing automation aims to set up a number of processes (workflows) that activate automatically depending on the phase in which a prospect is.
Build loyalty vslients
These leads now converted into customers of your business, it is necessary to start the final phase and to retain them. Indeed, acquiring a new client generates much more expense than retaining them. It is therefore better to avoid displaying customer retention rates that are too low.
To do this, you have the opportunity to rely on social networks and personalization of content. It is true that social networks allow you to attract new prospects, but it is also a real weapon on which you can rely in order to maintain a relationship of trust and proximity with your customers.
In order to go beyond that, personalizing the customer experience led to a sharp increase in loyalty to your brand (example: birthday, best customers, etc.). And never forget, there is no better communication than that made by a satisfied customer.
How to start your inbound marketing strategy well?
Nowadays, the effectiveness of this marketing technique is no longer to be demonstrated. But alas, a large number of companies are still on the fringes of these processes. This is mainly due to a lack of knowledge or internal resources to put it in place.
Very often, it is during the traffic acquisition phase that the uninitiated encounter the most difficulties. To overcome this, it is generally advisable for novices in the field to be accompanied by real experts in the field in order to have the best performance possible.
One of the quickest and most effective ways to generate qualified traffic is still to use sponsored articles. This is where platforms for connecting with influential media and bloggers like getfluence come into their own.
Going through this type of service offers you the assurance of quality support, relevant proposals and a return on investment. In addition, getfluence gives you access to the solution best suited to your budget but also to your needs.
So, if we were to give you one piece of advice, it is to favor the use of professionals in the field in order to implement your strategy so that it is the most effective and conclusive for your business.
Article written in collaboration with Getfluence.