Inbound Marketing: Def & Steps To Optimize Your Web Marketing
Inbound marketing, or inbound marketing, is a genuine motor to get your computerized promoting technique going. However, what are the specific meanings of inbound promoting and the instances of organizations that have succeeded thanks to it? What approach is advisable for you to embrace for your organization? We should lift the shroud on inbound advertising and perceive how this switch produces change and execution.
What Is The Concept Of Inbound Marketing?
Definition Of Inbound Marketing
Inbound marketing, in B2B or B2C, is characterized as an approaching, tolerant and effective advertising practice. It comprises carrying the client to you instead of going to him yourself. To do this, inbound promoting deals with a change pipe rule in 4 stages of reactions. Here are pictures of the four critical minutes to advance your web advertising:
Why Choose Inbound Marketing
- Your communication is less intrusive for the prospect. Thanks to the visibility gained on the Internet, particularly by natural referencing ( SEO ) or social networks, the Internet user “naturally” comes across you without feeling disturbed by your advertising. This makes him less suspicious of your brand.
- Inbound marketing makes your communications more relevant and interactive. Thanks to a content strategy, send messages in line with the issues of the Internet users you are targeting. You convert more quickly if you provide a concrete answer to real problems.
- Implementing an inbound marketing strategy is less expensive than developing an outbound strategy… for results that can be impressive! Ultimately, inbound delivers an excellent ROI.
Acquiring A Prospect Via Inbound Marketing Costs 61% Less Than Traditional Marketing Actions
Are you interested in implementing an inbound marketing strategy? Let’s detail the key steps to familiarize you more with the concept.
Step 1: Attract With Content Marketing
The objective is to generate qualified traffic on your website by engaging Internet users with quality content (advice, tips, etc.) and providing solutions to their problems. At the same time, Internet users must easily find your website :
- Thanks to search engines, mainly Google. This implies the optimization of the natural referencing of your site or your blog: your contents are optimized SEO (Search Engine Optimization);
- Through social networks.
We see an opposite principle to advertising. You do not disturb your communication target by developing your marketing in this way through your content ( content marketing ). You do not interrupt their program in a way that is sometimes too mercantile and intrusive (like TV advertising). You bring it to you in a much more natural and content way.
Step 2: Convert And Generate Qualified Leads
The visitors are there, on your website. This is the time to build a relationship and gather information about them. You should identify “hot”, “cold”, and less interested contacts to transform them into qualified prospects. This is called a lead. Encourage your visitors to fill in their profiles through a newsletter subscription form, for example.
Always in your newsletters, insert calls to action referring to landing pages dedicated to particular subjects: each web page devoted to a specific theme optimizes your results in terms of data collection. This data is also precious for recontacting interested people, thus targeted.
Step 3: Close Sales With Lead Nurturing
Ready to turn your prospects into customers? Thanks to the collection of qualified data mentioned above, you can recontact these prospects until they become customers. This is called Lead nurturing, a strategy consisting of supporting your prospect with content, or even more commercial meetings, to mature his decision until the act of purchase. Qualification and segmentation are essential here: you must adapt to the theme sought, to the maturity of your prospect, to act at the right time.
Step 4: Build Customer Loyalty And Make Them Your Ambassador
A customer who comes back and says good things about you is worth gold! But the satisfaction and customer relations are maintained daily: loyal customers want your proposals to continue with content that feeds them and appropriate commercial promises. Make sure he has only one thing to say around him: good things about you! We then speak of the promoter of your company or brand ambassador.
Examples Of Companies That Have Succeeded With Inbound Marketing
- Inbound marketing is a complete strategy that should be adapted to your company and your ambitions. The game is worth the candle because many companies have pulled out of the game using a well-crafted inbound strategy.
- MRC Groupe, for example, has increased its turnover by 50% in three years, thanks in particular to its content marketing development and its SEO improvement. The group, which supports companies in their remuneration policy, has thus obtained a substantial increase in its visibility on the web.
- The apartment rental company Azur Online has also relied on inbound marketing to establish its notoriety, mainly via social networks. Thanks to the development of interactions with its customers, it could adequately improve its offer.
- Finally, let’s mention iAdvize and its messaging platform. The company has offered ever more relevant content to its audience through in-depth work on its personas and the implementation of A/B testing.
The Vocabulary Of Inbound: A Language Specific To Digital Marketing
We have listed the principal terms used and their meanings below so that you feel more comfortable with inbound marketing.
The term persona defines your ideal customer and your different customer profiles (segment to sell better, always). We also talk about buyer persona. The main interest is to represent one or more human characters, to put themselves in their shoes better: to know their socio-demographic specificities and to imagine the problems they encounter to better respond to them. The practice has demonstrated its effectiveness, including in e-commerce.
Example Of A Marketing Persona
Also called content marketing, content marketing involves implementing an editorial strategy. It’s about attracting your prospects with quality content, varying the formats to capture interest and retain your audience: blog articles, infographics, white papers, and educational guides are all opportunities to distill your advice. , demonstrate your expertise, and respond to the problems that your potential customers encounter.
Quality content is also worked to the constraints of search engines, optimized to be easily found online. Customers type a query, a key phrase, into a search engine like Google. Your goal is to appear in the first results displayed so that your pages are more likely to be viewed by your potential customers. This is the objective of a natural referencing strategy, also called SEO (Search Engine Optimization).
To connect with the consumer, your company must also be present on at least one professional social network (or social media ) such as Linkedin, or other social networks such as Twitter or Facebook, to name a few. Then the best known! In inbound marketing, you have to identify and acquire the audience present on these platforms, encourage their engagement and direct qualified contacts to your website.
As the name suggests, marketing automation automates many marketing actions. This saves valuable time and improves team productivity. Marketing automation actions are, among other things, possible thanks to the use of dedicated software. Let us cite the example of analytical tools that make it possible to segment communication targets (personas) intelligently and stimulate prospects more effectively.
Lead generation translates into the interest the Internet user shows in you: request for information, completed online form, newsletter subscription, etc. Combine content marketing and marketing automation to support the Internet user at each inbound marketing conversion funnel stage. It is also sometimes referred to as a conversion funnel.
Several tools become essential and must be compatible and intelligently intertwined with each other to refine all questions of analysis of the behavior of the prospect, data (data), etc. The goal is to perfect your marketing strategy to improve your conversion rate. To broaden your field of vision, we list below some relevant solutions for your customer relationship.
Professional emailing software :
- Message Business
CRM (Customer Relationship Management):
- Team Leader
- CRM initiative
Lead generation software:
This is the term used to designate traditional communication and marketing actions. We think of all the forms that advertising can take, but also all the so-called “push” actions, where the company goes to meet its prospects by sending them its commercial proposal, as in a classic mailing of direct marketing, for example. On the web, you have already encountered these advertisements: advertising banners, AdWords or Google AdWords, sponsored links , etc.
Meet With Your Leads
You now have the keys to open the doors to generating qualified leads for your business. You have identified the inbound marketing process, understood the associated vocabulary, and have severe leads for choosing the appropriate software to set up your marketing automation. In addition, note that this principle works both in BtoC and BtoB and is suitable for all business sizes. All you have to do is define your inbound marketing strategy in detail… and make an appointment with your leads!