The rise of new technologies and the Internet have facilitated access to information. Henceforth, inbound marketing has become more necessary than ever for a company faced with consumers who are less sensitive to marketing actions. More efficient than outbound marketing, this technique involves different steps.
Definition of inbound marketing
Inbound marketing is a digital marketing strategy whose objective is to win and retain customers. This business methodology consists in creating pertinent content in order to attract a maximum of prospects. It is different from outbound marketing, a marketing technique that includes various outbound commercial actions. This traditional method consists of using advertising to reach the intended target. Also known as permission marketing, this strategy is used by companies to encourage prospects, targets, or customers to take action. Thanks to this technique, you get in touch with your audience more easily because you are aware of their needs. To attract the Internet users and let them into the conversion funnel, you must be able to advise, inform and accompany them.
The advantages of this marketing strategy
Particularly favored by many companies, inbound marketing can generate 50% more leads than outbound marketing. Moreover, it is less expensive than outbound marketing. You will have more leads and more customers for less money. This method is also popular because it is resolutely ROI-oriented. By implementing a well-thought-out strategy, you can easily calculate the investment/return ratio. With this method, you can make assumptions by calculating your projected revenue over a year.
The steps to follow
To proceed with inbound marketing, you need to go through three well-defined steps: attract, interact and retain.
Attract: To generate traffic on your website, you must know your audience well by determining their needs and expectations. Based on these elements, your company must provide relevant content to attract your potential prospects. During this step, your objective is to reach visitors of interest or targeted visitors.
Interact: This stage consists of transforming your audience into qualified contacts. At this stage, they will fill out a form that will allow you to gather different data about them, all while respecting the RGPD. Different information and solutions are then made available to them to help them answer problems or questions.
Build loyalty: with the help of high value-added content and through regular emailing, you can develop a relationship with your contacts. In this way, you will be able to refine your target audience and transform your prospects into loyal customers and then into ambassadors of your brand.