The ‘inbound marketing is a web marketing strategy more effective than the traditional method of outbound marketing. We are no longer going in the direction of the visitor, it is he himself who comes to us. How is it possible? By creating quality content, which, thanks to a funnel effect, will generate a higher conversion rate. Let’s take a look at the essential tools for inbound marketing strategy.
ATTRACT THE PROSPECT WITH QUALITY CONTENT
Contrary to what we might think, the goal is not to have as many visitors as possible. 1 visitor genuinely interested in your domain and/or your company is worth more than 10 who arrived on your page by chance. The idea is therefore to attract only visitors interested in your project. It is in a way, a first sorting, a first segmentation that makes it possible to directly determine the real needs of the prospect.
PERSONAS SHEET
The first step in any digital acquisition strategy is to determine a reliable goal to achieve. Here the objective is to define a type of target customer in order to adapt to him and to best meet his expectations. The tool used in this case is the personas file. To do this, simply analyze the lead who visits your website and draw a complete profile around 4 phases:
– Its identity (profession, age, social demographic category, sex, etc.)
– Its characteristics (leader, patient, compulsive buyer, introvert, etc.)
– His scenario (what he is looking for on the internet, why did he come across your website, etc.)
– Its objectives (ambitions, projects, challenges, change of life, etc.)
The goal of inbound marketing is to increase your performance in terms of lead acquisition. It does not seek to attract any visitor, here mass and intrusive advertising as well as paid referencing have no place. It is enough to attract only visitors who are voluntarily looking for your products and/or services. We will rather focus on the use of social networks, SEO, or deported articles in an inbound strategy.
SOCIAL NETWORKS
For social networks as for SEO, it is important to emphasize your skills and their various uses. What do your customers need? This information can be in the form of tutorial videos on Youtube, Tweets on Twitter, posts on Facebook or photos on Instagram for example. The big advantage here is the ease of sharing . If your content is relevant then it will be easily shared. Moreover, the keywords are very present by the use of hashtag. In order to know the most searched keywords, several free tools are available to you such as Google Trend or Google Keyword Planner. In view of all the opportunities that social networks offer these days, hiring a community manager is strongly recommended with a certain degree of involvement.
THE BLOG
In terms of SEO, writing blog articles presenting your projects, your skills and your interests is very effective if it is written in an optimized way for the web (bold) . By adapting to the targeted customer, the blog will be all the more efficient in generating traffic, and like a virtuous loop, increasing the referencing of your website. To sum up inbound marketing in one sentence; you just have to be your own media.
Inbound marketing therefore has the consequences of reducing the price of your visibility initiatives while increasing the conversion rate of your visitors into prospects or even customers.
CONVERSION STRATEGY: 2ND STEP OF DIGITAL ACQUISITION
THE WEBSITE
When your interested visitors are on your website, it is essential to prove to them that YOU are the company that will best meet their needs. Take care of the design of your website in order to be attractive and stand out from your competitors. Added to this, this design must be easier to use and of course be suitable for mobile. Have a visual identity consistent with your editorial line , which will reflect the personality of your company. The creation of a website constitutes the basis of your establishment on the web. Use Google Analytics to analyze the performance of your site. Remember to convey a coherent and impactful message that will call for action.
THE LEAD MAGNETS
Once your readers have been attracted to your quality content, the goal is to gain leads through a conversion funnel that will lead your visitor to contact you. The conversion elements can take various forms such as promotional offers for example. When done well, lead magnets make it easy to get in touch with visitors to your page. But to increase in efficiency, they must be “eye-catching”.
THE LANDING PAGE
In addition, offer your visitors something of value in exchange for their contact details. There is also what is called a landing page. This one is often personalized, don’t moderate your creativity, personalize this landing page. The goal is to fill out as many contact forms as possible without “forcing” the interlocutors. It’s a kind of consent, their contact in exchange for content they want. They must be willing to bond with you and give you their contact details because they know you can give them what they need.
The information collected through this conversion tool will allow you to constantly update your personas file in order to target your prospects a little more.
THE WHITE PAPER
Several companies decide to write a “white paper” in order to give more detailed explanations to the readers on the competences of the company. This white paper is not advertising, it is simply an informative book, often sent by email once the contact form has been completed.
INCREASE YOUR SALES OPPORTUNITIES
When the beginning of a relationship with the prospect is established, it suffices to accentuate it by telephone reminders, by emails, by invitations, etc. Each message must be personalized in order to be as close as possible to the prospect’s expectations. This is why the segmentation of the lead is very important upstream. Your company probably has many different skills and not all of your visitors are interested in all of your skills. Send everyone the information they are looking for.
The goal of this whole process is obviously to get to the act of selling your products or services. Not only are the acquisition costs reduced but in addition, a satisfied customer , who will find in your company everything he is looking for, will more easily adhere to your products until he himself becomes an ambassador for your brand. This is called the e-reputation which is generated through experience sharing.
Inbound marketing is a web marketing strategy that is recommended by all who have tried it. But it remains very difficult to set up. You must first have a very good foundation in natural referencing and community management so that this facet of the digital acquisition strategy is effective.
