We are going to discuss Inbound marketing: the 5 steps to an effective strategy in this article.
Inbound Marketing is a strategy designed to attract attention rather than interrupt it, as is the case with traditional marketing tactics.
It consists of breaking down the conversion funnel in order to attract qualified leads to convert them more effectively into loyal customers. This approach, centered on the client, nevertheless requires a good understanding of the decision-making process of prospects and a good knowledge of their problems.
Why Do Inbound Marketing?
We mentioned it in a previous article on the interest of adopting an inbound marketing strategy, the behavior of Internet users has changed in recent years. Indeed, the latter almost systematically carry out research on the web before buying a product or service.
This is why content marketing is at the heart of the inbound methodology. By producing content (blog articles, for example) and premium content (white papers, eBooks, etc.), you offer media that respond to the issues of your prospects in order to support them in their decision-making process (buyer’s journey).
Discover the 5 steps to an effective Inbound Marketing strategy in order to ultimately provide you with a competitive advantage. These are the steps that allowed our clients to win the best digital strategy. We explain everything in this article.
1:Create high-quality content by following a precise editorial strategy
If you have chosen Inbound Marketing as a growth strategy or as the main acquisition lever, you will first need to define objectives for your personas.
Once the personas have been created and validated internally by the marketing, sales, and customer relations departments, and you are well aligned on the objectives to be achieved, you can then begin to build your editorial plan.
Content will take the form of:
- blog posts
- e-books and white papers
- customer case studies
- infographics
- videos
Note that this web content must respond to the issues of your personas (target customers) and take into account the conversion tunnel (the 3 phases of purchase: search for a solution, consideration of options, and decision). This editorial strategy must include premium content.
2:Make yourself visible to your audience
To drive traffic to your website, you need to:
- Optimize SEO referencing ( Search Engine Optimization)
Natural referencing defines the optimization of a website for search engines (including Google ) with the aim of increasing organic traffic in a targeted manner. SEO takes into account a technical, ergonomic, and overall visibility web audit.
- Optimize SEA (Search Engine Advertising) referencing
What is called paid referencing defines the optimization of the visibility of a website thanks to sponsored link campaigns (Google Ads, Facebook Ads, LinkedIn Ads) whose advertising model is of the PPC (Pay Per Click) type. , PPL (Pay per lead), PPA (Pay per action), or PPS (Pay per sales). The SEA makes it possible to generate targeted paid traffic. The objective is to minimize the cost per click while maximizing the cost per conversion of a user.
- Distribute and promote your content on social networks
It is at this stage that social networks come into play: Facebook, LinkedIn, Twitter, but also Pinterest, Instagram, etc. depending on your audience
- Review your emailing policy by sending the right content, at the right time, to the right person
Inbound marketing is indeed the meeting of content and context. You will need a marketing automation tool.
3:Optimise your landing pages
Are you able to attract traffic to your home? Very well, now we will have to “convert” it, i.e. recover data: surname, first name, email, telephone, data, etc.
Do not forget to take care of your forms and your call-to-action (CTA) to collect leads (prospects) which will be automatically registered in your CRM.
Your Internet users want their “money”. The information you request from your audience must therefore be exchanged for so-called “premium” content that brings real added value.
Some tips here to optimize your landing pages and your CTAs.
4:Turn your leads into customers
Your CRM begins to “fill” with prospect data. That’s fine, but now we will have to “accompany them to become a customer”, or even help them to buy.
To do this, you must:
- Optimize personalized emails ( marketing automation ) and lead nurturing
- Take advantage of your CRM: customer relationship management, pipeline, sequences, models…
- Assign scores to your prospects so that your sales teams focus on hot deals (we talk about Lead Scoring in the jargon)
- Aligning your marketing and sales teams: this is an essential element of successful inbound marketing
- Train your squad in Social Selling, especially on LinkedIn
5:Analyse and then refine your actions
To best calculate the ROI of an Inbound Marketing strategy :
- monitor your results and communicate them to your teams
- adjust your strategy accordingly
- opt for the continuous improvement process
The analysis is a fundamental step for each of the 5 steps of an effective strategy.
If you would like to know more about what an Inbound service is, the budget to be expected, the return on investment, or simply to know if this can help you solve your problems, we suggest you consult Digital Marketing Lahore, dedicated to Inbound Marketing.
