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  • 07-13-2021
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THE INBOUND MARKETING

Manuela

For many years, companies have implemented different marketing and sales processes with the ultimate goal of improving customer engagement. It must be said with reference to several specific cases that this process of seducing and winning over customers has often been costly and not always sustainable. In fact, profits were reduced and sometimes even soared once investments ceased. With the digitalization of business practices and all the areas that revolve around them, many tools marking the revolution in the marketing sector have emerged. We think strongly of "inbound marketing" which will be the subject of our article today. To better understand the concept of inbound marketing, we are going to focus in turn on its definition, its methodology and its advantages.


A. Definition

Inbound marketing is a marketing strategy aimed at bringing the customer to oneself (on the Internet) rather than seeking him out with traditional marketing techniques such as outbound marketing. (Source: Wikipedia). This is to attract the attention of prospects by producing quality content on its website, blog and on its various pages (Facebook, Instagram, Twitter etc ...) so that its latest is strongly identifiable by search engines (For the site) and is well positioned on social networks (For the page).


B. The Inboud Marketing Methodology

The inboud Marketing methodology revolves around four (04) clearly defined and distinct processes, which bring together within them, a set of actions carried out, in particular:


1. Attracting Internet users to your website.

•Have a website available

To bring people back to a website, you obviously have to have one. The first step of an inbound marketing methodology is therefore to have a website where all efforts will be concentrated.

•The creation of a blog and its permanent maintenance

The blog space of a website makes it possible to publish articles with tempting, diverse, attractive and targeted content on a regular basis. In addition, it is an excellent way for the company to assert its authority, by asserting its expertise through the provision of articles revolving around themes, activities, and closely related services. away to the company and its activities. Over time, its notoriety will increase and each of the articles published on the blog will be an opportunity to convert readers into customers thanks to the CTA (Call to action) that will be placed there.


•SEO optimization

Beyond the technical optimization of the site for SEO, it is imperative to optimize the SEO of each publication. In fact, to optimize the SEO of publications, you must first search for the right keywords, in particular with the appropriate tools. Once the keywords have been identified, the second step of SEO optimization consists of establishing an outline for each article so that it covers the entire semantic field without ever falling into "over-optimization". At this level, it will therefore be interesting to target long-tail keywords that make it possible to reach secondary targets, much more qualified.


•The use of other content other than texts

It goes without saying that content other than texts has many advantages in the inbound marketing methodology. If their presence in an article will improve its SEO, they will also offer a better user experience, hence the importance of using:


- images which will diversify the monotony of a long text but also illustrate the textual writing.

- infographics which make it possible to synthesize a concept or data, in an impactful and fun way.

- videos which are today the type of content with the most significant growth in recent years. They are suitable for snack content, in its short version, as well as for longer and detailed tutorials. The added value of using videos is unchallenged, both in terms of user input and SEO. This is also why many SEOs include them in their web page optimizations.


•Marked its presence on social networks

Social networks such as Facebook, Instagram, Twitter, Snapchat etc ... are now among the largest audiences on the internet. They are hubs of contact with the target of many companies that offer the opportunity to establish loyal relationships with consumers. At this level, it will therefore be a matter of being actively and strategically present on social networks with content that will be published or relayed there according to the social network and its constraints.


•Online advertising process

Online advertising makes it possible to reach prospects in a very targeted way. Indeed, with the different platforms such as Google Ads, Facebook for business and LinkedIn Ads we have advanced tools to restrict postings to a specified target. It must be said that it is also this ability to make concise targeting that online advertising campaigns can be carried out, with a limited budget. Online advertising is therefore a complementary element that will participate in the overall process of acquiring qualified traffic.


2) Converting visitors to Leads

Once you have brought people to your website, the second phase of the inbound methodology consists of converting them into leads by using the Call to action, the landing page, the form and the contact backup


•The call-to-action

The call-to-action (or CTA) is a button or an image that converts visitors into leads. Cleverly placed in the pages of a website or blog, they redirect traffic to an optimized landing page for a specific purpose.


•The Landing page

also called the landing page, the landing page, refers to the page on which visitors arrive after clicking on a CTA. This page must be as simple and explicit as possible in order to encourage the visitor to complete the form.


•The form

The form is the most common way to convert a visitor into a lead. By filling out a form, prospects provide information that provides sufficient information about their person (Contact, preferences, ages, gender, etc.). The collection of this information will make it possible to better segment the prospect database, as well as to target and adapt communication. The information gathered will also be valuable elements for the members of the sales team who can use it to directly propose solutions adapted to the prospect's challenges.


•The contact

Each database contact is an opportunity to market a product or service. Its value is therefore important and it is a question of exploiting it wisely. Saving contacts will make it possible to aggregate the various information collected but also to measure commercial pressure. Indeed, incessant reminders will only annoy the prospect when targeted and measured offers could convert him into a customer.


3. Converting Leads to Customers

Now that the leads are warm in the company database, how do you determine which ones are willing to move on to the conversion phase with the sales team? and who are more in need of information on the company's products, services and activities? At this level, the use of 5 tools are necessary


•Lead scoring

Lead scoring is a scoring system that prioritizes leads on which salespeople need to invest time. It is a principle of variable rating from one company to another, from one business sector to another, which is why it is always jointly designed by the marketing and sales teams.


•List segmentation

Thanks to the different information collected in the first phase of the inbound marketing strategy, it is possible to segment the different lists. This breakdown can be carried out according to various criteria which depend on the offer or the marketed service. In addition, the information in the database will allow personalization of marketing e-mails.


•E-mails

If the prospect is not ready to converse with a salesperson, it is possible to maintain the relationship and improve the level of trust through lead nurturing. E-mailing is therefore a technique that should not be neglected because it is very effective in engaging existing leads. By emailing them content that interests them, they can better discover how the offer or service being promoted can help them face their challenges.


•Workflows

After the implementation of rating and segmentation tools, and creation of e-mailing models, it is possible to automate the entire marketing process with workflows, known as marketing automation, this approach offers a gain significant time during the various phases of contact with prospects.


•Marketing reporting

Identifying the marketing campaigns that generate the best return on investment or those with the best lead conversion rates is essential to generalize best practices and optimize what works less well. Thanks to an integrated reporting tool, it is possible to analyze the performance of marketing and sales actions in order to set up action plans in order to improve them.


4) Customer loyalty

Building customer loyalty during sales campaigns is a long-term process through:

  • Intelligent content

By presenting each contact with offers that change depending on the buyer persona and the phase of the contact's purchase cycle, it will be possible to improve the user experience and be consistent in the message communicated. A prospect or customer with a good experience is more likely to have a positive image of the brand and to promote it in turn.


•A good presence on social networks

Social networks are no longer used simply to attract visitors to a website but also to maintain a relationship with a targeted audience. Many businesses, entrepreneurs and traders today are busy setting up customer support on social media.

Being present on social networks, especially in the last phase of the inbound marketing methodology, will make it possible to respond to comments, anticipate certain negative opinions and even provide customer service in real time. It will then be possible to obtain a higher level of customer satisfaction.


•Marketing automation

Finally, while segmented lists, emails and workflows are used to close a sale, they are also great tools for the customer retention phase. Marketing automation will allow you to stay engaged in the long term with consumers thanks to quality personalized content.


•live chat

Live chat allows prospects and customers to exchange directly with someone from the company, most often from Customer Service. It is a premium solution that offers great added value for the end user


C- The advantages of Inbound Marketing


•Inboud Marketing is less expensive


A Marketing Evolution report published in hubspot reveals that businesses can generate leads through the inbounb using 1/3 of the budget of a traditional marketing strategy required for the same result. Inbound is therefore suitable for start-ups who often do not have a large budget


•Inbound promotes the building of a lasting relationship with the customer

With inbound, it is about establishing long-term collaboration, by offering quality content on the web that will last, it is possible to generate leads over several years


•Inbound Marketing helps build the image of the company

By publishing content on subjects of interest to its prospects, which help to better understand a particular topic, the company contributes to improving its image by promoting its skills and knowledge, but also by expressing its values. Gradually, through its content, it is positioned as a reference


In sum the goal of inbound marketing is to attract customers to the business through quality content, with the goal of continuous and long-term prospecting. This is a more economical solution than traditional Marketing to which all young companies must subscribe, whose objective is profitability and sustainability of their activities. To this end, Weblysoft provides you with service offers for the design and production of a website, SEO strategy, website hosting, E-commerce, e-mailing and management of your social networks which are actions to be taken. carried out and essential tools of the inbound marketing methodology.

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