Unlike traditional marketing techniques and advertising, inbound is not about overtly pushing the consumer to buy, but rather about making it come naturally to you. A shade that is very important. Used well, this strategy can prove to be very profitable. Let’s find out more about it.
What is inbound marketing?
We owe the term and concept of inbound marketing to Seth Godin, Hubspot software publisher, who invented it in 2005. This marketing strategy consists of, by following a precise methodology, to attract a potential client, to ensure that it is the latter who comes to the company and not the other way around. Rather than offering the target audience invasive content, this technique prefers the implementation and use of content adapted to the needs of this same audience. In this sense, inbound is therefore much more organic and genuinely focused on the customer (their brakes, their needs and their purchasing journey).
The detailed inbound marketing methodology
The first thing is to attract the visitor to your website by creating interesting content through a blog or social networks, optimizing your SEO so that your site has a good positioning on the search engines and matches the keywords entered.
Once the visitor is on your site, the goal is to transform them into a prospect, to encourage them to take action and to communicate their information to you in exchange, for example, for valuable content that responds to what they are looking for. For this, you can use tools such as a call-to-action, a form or a landing page, for example.
By concluding, we mean here the idea of selling, of turning the prospect into a customer. If he doesn’t buy immediately, you still need to stay in touch, nurture the connection in order to build a relationship of trust. You therefore support your prospect in their purchasing process. You can use emailing or automation, for example.
It is well known that retaining a customer is much cheaper than acquiring new ones. It is therefore essential to maintain and maintain the interest as well as the satisfaction of said customer. To do this, use satisfaction questionnaires, offer personalized content, send newsletters, etc.
Examples of strategies to use in inbound marketing
There are several strategies that can be used to apply the inbound marketing methodology and to achieve your goals. Here are the main techniques:
Creation of buyers personas
This crucial step is to create what is called the “buyer persona”, that is to say the personality of your typical buyer (identity, values, convictions, lifestyle, problems encountered, etc.).
The objective is to split your customers and group them according to common characteristics (demographic data, behaviors, needs, preferences, etc.).
Creation of a blog
The blog is an important asset because it allows you to offer useful and relevant articles to your audience, thus bringing them value without going directly into a sales process. It is also effective in increasing traffic to your site naturally and in creating engagement.
Implementation of impactful content
The quality of content offered can make all the difference between one site and another. There are several types of so-called “advanced” content, for example videos, how-to guides, podcasts, etc. These are great tools to attract visitors and turn them into new contacts, strengthen your relationship with your subscribers, improve your brand image by positioning yourself as an expert and generate leads.
Use of emailing
Emailing is very indispensable in inbound marketing because it will allow you to deliver the right message to the right people at the right time.
Your blog and the quality of your content are essential, of course. However, without good SEO, search engines are of little use. You must therefore absolutely optimize them by inserting keywords and phrases established according to your personas. This is where SEO comes in.
The way of social networks
To promote your content, attract more audiences and interact with your audience, social networks are an essential communication channel for a business today.
Inbound marketing is a long-term strategy, a sustainable investment that makes it possible to generate qualified prospects, to naturally increase traffic to your site, to establish a lasting relationship of trust with your prospects and customers, to offer them a real added value. See it as an essential tool that will have a positive impact on your brand image and your reputation.