Inbound marketing is a marketing strategy with a different approach from traditional marketing. The goal of inbound marketing is to attract prospects with quality content and then convert them into customers without having to start them.
His origin :
Inbound Marketing is an American term dating from 2006 invented by the publisher of Hubspot software. The concept of Inbound Marketing is similar to Permission Marketing (marketing by permission) developed by Seth Godin, the marketing guru on the net.
Why use inbound marketing?
This new approach to marketing is both the result of the rise of the Internet and the result of a report that we owe to Hubspot. The observation is as follows:
Consumers have evolved in their everyday lives, their work, their purchasing behavior, without the companies adapting to it. Consumers get information, look for products and services, make purchasing decisions and share their opinions and experiences differently. The customer is more than ever in control of sales channels and more than ever abstracts traditional marketing and marketing messages. However, companies continue to apply the same sales and marketing methods for more than a decade. Sources: www.hubspot.fr
The aim of inbound marketing is to bridge the gap between consumer behavior and corporate tactics.
How to implement a 4-step inbound marketing strategy?
The implementation of an inbound marketing strategy must respect a certain methodology. Respecting this methodology in 4 steps will enable you to take full advantage of it.
Step 1> Make sure to be found by your targets and generate traffic on your website through:
Writing articles with quality content on your blog,
The production and promotion of videos,
The choice of keywords to position according to your products and your targets,
SEO optimization of your content for search engines and for Google in particular (SEO natural)
The use of social networks to broadcast your content (Facebook, LinkedIn, Google+, Viadeo, Twitter, Pinterest, YouTube, Dailymotion, SlideShare, etc.).
Step 2> Generate leads on your website with:
Call-to-actions at the end of each of your blog articles and on the most strategic pages of your website,
The creation of landing pages (destined for landing) with a personalized contact form,
Customizing the user experience with specific homepages based on your different targets,
Capture as much information about your unknown visitors through forms in exchange for a white paper, computer graphics, eBook, or special offer.
Step 3> Convert your prospects to customers by:
The culture of contacts, nurturing (prospects are maturing so that they develop and prosper at a defined pace),
The regular mailing of a targeted mailing with customized offers (marketing automation),
The traditional contact by telephone for the most “wall” prospects.
Step 4> Build customer loyalty for:
Turn them into ambassadors of your products and your brand,
Offer them an additional sale of products or services,
Improve your brand image and reputation.
An inbound marketing strategy allows you to create a real relationship with your prospects (the use of social networks makes it easy). It allows you to adopt a personalized and non-intrusive marketing while cutting down the boundary between your company or your brand and your target.
Inbound marketing relies heavily on the creation of value-added content (writing white papers, blog articles, …).
To summarize, the primary objectives of an inbound marketing strategy are:
Inform your visitors about the nature of your activities,
Demonstrate your expertise,
Create a strong universe around your products and your brand to give the desire to your prospects to join you.
Compared to other marketing approaches such as content marketing or social media marketing, inbound marketing is more comprehensive. It covers all stages of the Marketing / Sales process, from the first contact of a visitor with your brand to its loyalty.
It is also a marketing strategy that requires skills (content production, email marketing, community management, natural referencing, tracking on Google Analytics, …)
If your strategy is well orchestrated, you will be where your prospects are located. It will also allow you to fully understand their expectations and respond to them in a personalized way.