Inbound Marketing How Does it Work?
Inbound Marketing is a concept that emerged from an observation: most Internet users, individuals and professionals today inform themselves on the Internet before buying. In order to take advantage of the opportunities to be visible to your potential customers, new strategies must be put in place to grab their attention. This is why instead of soliciting your audience in an intrusive way, you must naturally attract them to you by providing answers with content adapted to the needs of your visitors but also according to their centers of interest.
Inbound Marketing therefore aims to make your marketing relevant and useful to your targets without being intrusive. Used properly, it can make your customers real ambassadors for your brand and your products.
The goal is to get the customer to come to your brand rather than looking for them and canvassing them as is the case in a traditional marketing technique. Inbound marketing is based on the principle that a customer who voluntarily chooses a brand’s products and services is much more interesting than an average customer, especially in financial and relationship terms. A consumer convinced of the quality and reliability of your brand’s products is likely to spend significantly more, indefinitely, on purchases on your shelves.
Internet users, however busy and uncertain they may be, are always looking for the best browsing experience and the most interesting content on the Internet. Your website, like your blog and your social network pages, has a better chance of capturing their attention if it offers content that matches their request, while being original and ergonomic.
Having a good website is not enough to build a reputation online. To highlight your showcase platform without appearing intrusive, an SEO campaign on specific keywords is likely to attract significant traffic to your site. It would be a shame to have a website with professional, useful and reliable content and not to take advantage of it to highlight your brand’s expertise.
Convert, recruit, loyalty
Once people regularly visit your website, the next step in the transformation is to convert them into leads – in other words, pre-qualified contacts on which you base your targeting criteria. This involves setting up a landing page or content accessible only after filling out a contact form on the part of the regular visitor. Your platform should also have prominent appeks-to-action buttons. All the actions aim to collect useful information, which can be used to set up a clear and targeted communication campaign to your qualified contacts, who therefore access the status of prospects.
Taking this step means that you are laying the foundations for a medium or long term relationship of trust with your prospects. The last step is then to transform as many prospects as possible into consumers and customers, then to retain them through promotions and personalized offers based on their purchases on your platform. In inbound marketing, loyal customers are all considered to be influencers, ambassadors or salespeople called upon to promote your website, as well as your products and services to those around them.