Inbound Marketing or Inbound Marketing and Lead Magnets, literally “prospect magnet”, are new concepts that we hear more and more about in the world of marketing, more specifically in web marketing, say online marketing. First, to understand these two concepts, it must be noted that Lead Magnets are simply a practical method of Inbound Marketing. But what exactly is a lead magnet in inbound marketing?
Inbound Marketing: What you need to know
Traditionally or generally, in terms of marketing, the company that wants to sell its products or services goes to the customer, raises awareness and promotes its products often through advertising spots, media, etc.
This method of approaching the client is called Outbound Marketing. But Outbound Marketing by its main method sometimes seems “a little annoying” to customers, because it requires too much publicity.
Innovative companies then adopted a new marketing management approach: Inbound Marketing. She wants to be like the opposite of outbound Marketing, because unlike going to the customer, her main method is to attract the attention of the customer who will then come to her.
We can explain theInbound Marketing as the technique in marketing which consists in capturing the attention of the prospect (future potential customer) by publishing on his website or through social media, quality content, visuals, newsletters, so that it is highly identifiable. As said above, in traditional forms, you have to go after the customer. The objective is of convert visitors into prospects and prospects into customers.
Inbound marketing which is mainly a form of online marketing appeared because other forms of marketing are working less and less. The consumer sometimes feels overwhelmed by a large number of advertisements or too much published content.
There is too much information to consult. He ends up not paying any more attention to it or even providing himself with an ad blocker to prevent the viewing of any supposedly uninteresting information.
According to the website Le journal du Net “Inbound marketing” is a huge success today, as advertising has invaded the media and the non-media, leading the public to a natural saturation “.
Inbound Marketing has one main goal: that of build customer loyalty and transform him into a brand ambassador. Thus, it contributes to work on the brand image of the company and to gain new customers.
Inbound Marketing: How it works
The company distributes quality content through social media or its site to attract the attention of the internet user, who is still a stranger here.
This is the purpose of creating a first contact. The latter having judged the relevant content, will consult the company website to inquire about advantages.
By consulting the site, the Internet user will find the contact details and contacts of the company which will take into account their requirements and motivations to offer them the desired product: this is thevisitor onversion of the site in Lead (commercial contact) through what we will call Lead Magnet (often downloadable digital content).
After registering the Lead in a database (in a CRM for example), it will be provided with quality information. It is the engagement process which consists in better informing prospects (future potential customers) in order to be able to transform them into customers.
We can later, through the prospect’s habits, determine whether he can buy or buy on the site. The effectiveness of the site can then be deduced after a data analysis of all visitors.
Here for the short overview on Inbound Marketing, I personally described the methodology of Inbound Marketing on my blog.
Since we can’t talk about it without referring to Leads Magnet, let’s now see how a lead magnet looks.
Lead Magnet: What you need to know
To achieve a good return on investment, the company’s Inbound Marketing must be effective in its Magnet leads. The Lead Magnet is therefore a crucial tool in incoming marketing.
It allowsattract web visitor and encourage the prospect to buy. It is defined as web content offered to a future client in return for contact information.
A perfect lead magnet can increase the number of visitors to a site corporate web, but not necessarily the number of Leads. The lead magnet, proposed by the Web Entrepreneurs aims simply to encourage the visitor to an exchange of personal information, which will later facilitate his conversion to customer.
How does a lead magnet look?
Lead magnet can take many forms … it is often content with high added value for the user. This may be :
- A Rapport: This will provide useful information in the form of tables, graphics, etc. It could be a study or even an infographic. This data can be invaluable for a decision maker.
- A white paper : The white paper is a document, not commercial in the sense that it will not present your products, but for reference. It provides neutral and objective information, detailed answers to specific problems.
- A checklist : A checklist or checklist is a document that allows you not to forget the steps of a procedure to follow. It should make it possible to support the future client in solving a problem or a task.
- A template : It will be a document like a calendar, a form template or even a letter that will save prospects time.
Here are some tips for a successful Lead Magnet:
- It’s a priority
to adapt your magnet leads to the expectations of your customers to maximize its
proposed solutions to a problem that a prospect may encounter;
- Lead Magnet
must easily and quickly reach the customer while trying to satisfy
his expectations ;
- Make sure
protection. That is to say that the lead magnets must not appear directly
in search engines.
We can say in conclusion that the success of a business on the web necessarily requires today the adoption of the strategy of Inbound marketing, which will also strongly depend on its first image given to the future potential customer through the Lead magnet. .
Warning ! Avoid confusing inbound marketing and content marketing, which are two different approaches. Inbound Marketing aims to generate incoming leads.