Why is inbounded marketing?

The idea of ​​persuading a customer for added value, rather than by intrusion into advertising. "The purpose of marketing is to know and understand the client, so that the product or service suits him perfectly and sells himself." And he concluded with this sentence, which is the spirit of the Inbox: "Ideally, the work of marketing should lead to a client who is ready to buy. All we have to do next to make the product or service available."

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You might think that the development of the Internet has become the basis for inbound marketing. According to a poll in 2017 81% of Internet users were asked about a product or service before buying, an increase of 20% from 2016. 88% of them made a final purchase in the store.

Suffice it to say that consumers have become proactive: they spend an average of 79 days to find out before making a big purchase (a vehicle, travel, housing ...). More interesting: they start 60%, starting with consulting search engines, to gather information and read customer reviews before heading to the company or brand site they are targeting!

Inbound marketing is the best way to be where people are searching (on Google, Bing and others) to show them that your product / service is well-suited, and to make sure that the marketing work leads to a customer ready to buy.

Transforming the tunnel and the four stages of incoming marketing

Attract, persuade, transform ... The purpose of a marketing entry is understandable, but its implementation requires many adjustments.

To deploy the inbound strategy and ensure its success, we use the "transformation tunnel" (which some people prefer to call "conversion funnel" because it must enter a large number of Internet users at the top, with only a small part coming out as customers on the base). This tunnel consists of four main steps for customer conversion and retention.

Step 1. Pay attention:

The first step in the Inbound Marketing Tunnel is devoted to the acquisition of traffic. This is the foundation of your entire strategy: creating tools that engage your users and encourage them to visit your site.

Incoming Marketing-Draw:

Here's where the three above-mentioned levers fully fulfill their role:

SEO optimizes site pages so that they are ideally located in the search results.

This is a condition of sine qua non to attract the attention of Internet users, who 60% begin their own information research before purchasing such an engine. Please note that your SEO strategy is better targeted at Google, which captures almost 93% of the market share in France.

SEO optimization goes through many levers, but the most important are content.

We are talking here about two things: on the one hand, blogging, that is, the fact of publishing high-value articles with high added value, on your professional blog, choosing to consider topics in accordance with your goals and using the keywords they are accustomed to looking for. On the other hand, network connections, getting external links pointing to your site and increasing your ranking are a very effective way to earn places in extracts.

The active use of e-mail and social networking lets you distribute these materials to drive more traffic.

You will not have to place all the eggs in the same basket: by expanding the inbound multi-channel strategy, make sure you reach as many prospects as possible. After they are brought to your site conversion work begins. Note that e-mail should be relevant and personalized to create the effect; otherwise, it turns out again!

Person, you said a person?

For this strange term there is a very simple idea: the robot portrait of your typical client. If you take the customer database, mix all the characteristics of your buyers and segment them, you will get the person.

This will help you find the right keywords, write the right content and communicate through the channels you want. Persons are the heart of any marketing strategy: it's a way to find out what your goals are, what they want and what they expect from you. This is also the best way to buy skilled traffic, it's easier to convert.

Step 2. Transformation:

Traffic is not enough: all these visitors need to be sure of the added value of your offer. This is the subject of the second stage of the inbound marketing service conversion tunnel, which is to transform your potential customers into leading positions. To do this, you need to get information from them that will allow you to contact them again: name, email address, phone number, etc.

Inbox marketing converter:

This data collection is made possible by the joint operation of the three levers:

CTA Buttons:

For "call to action" ("call to action" in English). These are the buttons on which the user is prompted to click an action verb, such as "Open", "Download", "Come", etc. These buttons are visually different from the body of the text to attract attention.

Landing pages:

Or "landing pages". These are pages that surfer the earth when they click on the CTA buttons. They usually consist of a form (intended for the collection of personal data of users) and a link that suggests downloading the content.

Forms:

What's on different pages of your site (especially on a contact's page) allow users to provide you with data about them so that you can contact them again.

This step is even more easily fulfilled because your prospects are already partially qualified. If they come to your site with clear ideas about what they want, they will more often leave their contact information. On the other hand, if you artificially engage them (publishing content or basing your strategy on less-quality ads), you risk losing them quickly enough to display a very low conversion rate.

Data in the era of WGPD:

Since the entry into force of the General Data Protection Rules (GDPR), any organization that collects and processes personal information must obtain approval for its prospects. Simple forms are not enough: you have to inform Internet users about the purpose of using their data, ask them to notice the selected window and, finally, be able to prove that this consent was freely and informed. The era of the famous pre-marked box is over!

Step 3: Sell:

The third stage of the marketing marketing tunnel is, of course, the most complex and potentially longest. It consists of supporting the prospects in the tunnel without losing contact, through regular mailings, content offers and various offers until they turn into customers.

Incoming marketing-sales

This phase is similar to how chickens breed their eggs while they are not hatched, and therefore we are talking about "thoughtful" perspectives (keeping education in English).

The challenge is to adapt your marketing strategy to an entry path that is relevant to your business. This phase will be longer or shorter depending on whether you are selling clothes, software, or homes. The thoughtful operation of a prospect seeking a good pizzeria around his house has nothing to do with looking at new cars. The process also varies depending on the purpose: B2C or B2B.

Below are some of the levers that help you stay in touch throughout the process:

By e-mail:

Send messages to potential customers based on a specific schedule. These messages should include articles for reading, downloading premium content or exclusive offers to speed up the decision making process, or just a newsletter to inform them (about your news, products or services, etc.). )

CRM:

Enter collected data and process them automatically. Good articulation between CRM and mailing solution allows you to send personalized messages at key points such as birthday or special event.

Leading Ball:

The method of assigning an estimate to each prospect to evaluate their progress in the conversion tunnel so that you can send them the correct message at the right time. It works in conjunction with the solution for marketing automation.

Automation Marketing:

A tool (or a set of tools) that automates the tasks associated with the temptation of your prospects according to the scenarios that are programmed above, such as sending emails or posting messages to your corporate accounts. This is without having a nose on the screen around the clock.

Alignment of sales and marketing:

This is an old dream: the perfect match between these two strategic departments, marketing and sales. Inbound marketing is like a glue that fixes these two entities and makes them look in one direction. The marketing team leaves the sales team hot potential customers. 69% of marketers who benefit from excellent leveling requirements provide better results for sellers (State of Inbound 2018).

Step 4: Create loyalty:

You say: it's good, prospects turned into customers, buyers bought, the process was over. What else do you want?

Pakistani marketing loyalty

Answer: loyalty

And here is the focus of the fourth stage of the incoming tunnel: keep your customers closer to you as soon as their purchases expire. For what purpose?

Increase your turnover: 10% of customers make up almost 90% of company profits.

Money saving: Customer's conversion is three times greater than the purchase.

Improve your e-reputation: Provide your customers with a positive experience to talk about you around them.

Enhance awareness:

Your satisfied customers can become your brand / brand ambassadors, talk about you everywhere and attract new prospects to send to your inbound tunnel.

To do this, you will need two things: keep in touch with your customers regularly, even when the acquisition has been completed (by sending newsletters and promotional offers, informing you about the level of customer satisfaction, etc.) and engage them to promote you to your community (briefly: become ambassadors your brand).

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