Inbound marketing refers to different marketing activities that aim to attract visitors to a brand or product naturally. This is not the brand which is going directly to the prospect but the target to the brand. Inbound marketing relies on catching the visitors attention by making it easy to found and with interesting and qualitative contents.
Inbound marketing is a really effective marketing method since it does attract customers with contents that share their interests. This is a natural way to grow your conversion. When outbound marketing was focusing on buying ads or emails lists to convert, inbound marketing smartly push forward qualified content to convert, close and delight over time.
The key is to publish the right content at the right place at the right time to suggest your visitors to do what you were expected.
Inbound marketing focuses on 4 marketing actions that aim to create a funnel conversion:
Driving traffic to your website is important. But driving the right audience to your products or brand is totally different and can completely set up a new deal. Actually, what you want is to attract people who are likely to be interested by what you have to offer to transform them into leads and then customers. Those potential customers are represented by your buyer personas, categorized figures that encompass your customers behaviors in terms of goals, objections, challenges, demographic data and more. They help you adapt your commercial offer and send the right message at the right person.
To efficiently attract those people, you need to implement the right levers. In can be done through SEO, blogging, your social networks or your pages.
- SEO: most of the time, your visitors did not know you before to land on your page. That’s why you need to be well ranked in the search engines to be easily targeted by potential customers. That’s why SEO is important to promote your website. Picking the right keywords, optimizing your content and links are the main factors you should concentrate your efforts on;
- Blogging: content is the root of inbound marketing. This is the best way to appeal visitors and convince them to buy what you offer. By delivering qualitative, instructive and fresh content, you can seduce your prospects by responding to questions, offering tips or advices and presenting your product advantages indirectly. Moreover, blogging is a great way to feed your SEO with long-tail keywords and targeted queries ;
- Pages: your pages are what is going to seduce your visitors. They are your digital storefront. You should focus on creating compelling and visual pages that offer the best experience ;
- Social media networks: social networks are a great way to spread your content and potentially attract new visitors you hadn’t catch the first time. They are one of the best tool to share your content to a wider community, give more humanity to your brand with a casual tone and interact with your customers and prospects in a way you couldn’t have done before.
Once you have attracted your visitors on your website, your main purpose in now to convert them into leads by collecting contact informations (at least their email). Those data are priceless for online marketers as they are then the only way to address these visitors. In most cases, the best way to gather those informations is to offer something valuable in return like free and exclusive content, ebooks, white papers, tutorials, etc. So when talking about converting visitors into leads, here is what you should focus on:
- Call-to-action: this is what you want your visitors to do. It is clearly the element which will make the difference. Whether it is a “show now”, “sign up”, “contact us”, “try it”, it has to be compelling and you should not place more than one call-to-action (CTA) per page.Testing your CTA with A/B testing will help you know which CTA is the most efficient.About the design, make sure that the button is clearly identifiable in a distinct area where you have no doubt you have to click on. It is all about catching visitors’ eyes on that button. Moreover, if you have content displayed below the fold, you can repeat the CTA.In one word, you have to encourage the visitors to take the desired action by seducing him ;
- Landing page: once your visitors have clicked on a call-to-action, they should arrived on specific landing pages designed for each type of buyer personas. That page should also contain the offer of the CTA and a specific area where the visitor can fulfill a form to give sales informations. We call a contact a visitor if it is the first time he gives you personal informations. To know how to optimize your landing pages, you can read that article ;
- Form: to transform a visitor into a lead, he must fill out a form. They have to look great and be the simplest possible to not discourage the him. Moreover, avoid asking too much informations because it could bother your visitors and you will certainly face a high bounce rate ;
- Contact: collecting informations about your visitors is a fact but organizing them into a categorized database is another. That’s why you should use a marketing platform to classify your contacts and better schedule your next interactions.
Your inbound marketing process is going well. Now the idea is to convert those leads into customers. To do so, you need to implement the right methods and use the right tools at the right moments.
- CRM: using a CRM can really help you out in your conversion journey. Actually, those marketing platforms help you organise your prospects and access all the details you need easily and at the right time. You will thus better engage with your prospects if you know them well ;
- Reporting: you can do all the efforts you want, if you don’t have a global view of what everyone is doing – between your different teams – you won’t clearly know which marketing efforts have brought the best results ;
- Email: email can be an efficient way to convince your prospects. Actually, sometimes even if you have collected an email, that doesn’t mean that prospect is ready to buy. You need to build a relationship based on trust. Email can be a great tool to deliver qualitative content that will focus on pain or objections points or simply to better engage with that person ;
- Marketing automation: this process refers to creating tailored emails and lead nurturing based on your type of prospects. For instance, if you have reached with a prospect through an ebook, you might want to keep that link with related content. But if that contact has been made on your website, you might want to retarget them on social media for instance. Each life cycle and lead needs can be categorized into marketing automation actions to better convert.
Even if a prospect has turned into a customer, that does not mean your work is done. Inbound marketing is all about retaining customers and make them satisfied. That’s why you should provide them great content whether they are visitors, leads or customers. By maintaining a unique link between you and your customers, you will delight your database and even turn those happy customers into promoters of your brand.
That can be done through:
- Social monitoring: listen to what has been said on your brand. Catching those conversations will help you know what your customers think about you and what you could improve and push forward. That is a great way to reach your audience by responding to their queries and expectations ;
- Survey: while listening to social chats you can also directly ask them what they think and what they are expecting from you ;
- Personalised CTA: offer presents to your customers based on their buyer personas to retain them ;
- Focus text: as above, you can deliver great content tailored on different interests and personas queries. That is also a good channel to present new features or products.
Hubspot offers a free kit to perform inbound marketing. You can download it here