Inbound marketing is about bringing the customer to you, rather than going out and finding them, as traditional marketing does.
In fact, these days, customers seek information, look for products or services and share their opinions and experiences. As a result, they pay less and less attention to commercial messages when making their purchasing decisions.
Your future customers no longer want to be solicited or disturbed by advertising or salespeople.
We need to do things differently.
The principle of inbound marketing is to attract prospects via intelligent, relevant content rather than soliciting them with advertising.
Inbound marketing responds to new consumer habits in the age of the Internet and social networks. It opens up a wide range of possibilities for brands.
An inbound marketing strategy relies on quality content to attract prospects and convert them into customers without having to canvass.
It takes place in 4 stages:
- Step 1: Use social networks and search engines to attract qualified traffic to your site or blog
- Step 2: Turn visitors into prospects by offering them content in exchange for information (first and last name, e-mail, telephone number…).
- Step 3: Maintain the relationship and further engage the prospect to convert him into a customer
- Step 4: Build customer loyalty to turn them into ambassadors and develop word-of-mouth.
Inbound marketing enables your company to collect contacts directly from your prospects and create a personalized relationship of trust with them. What’s more, the content you produce to attract prospects reinforces your company’s brand image and authority within your industry.
The return on investment of inbound marketing is very high, because it has the advantage of being highly targeted.
Nevertheless, a successful inbound strategy requires discipline, the creation of an editorial calendar and the setting of specific objectives against which your performance can be measured.
If you want to turn the Internet into a growth lever for your company, invest in inbound marketing!
