And if you adopt inbound marketing? This solution, which involves attracting the client to you instead of seeking them out, is now much less costly than outbound marketing. Do you want to implement an inbound marketing strategy, but don’t know how to get started? We will explain everything to you.
01. Rely on inbound rather than outbound marketing
Consumers are used to advertising that they now find intrusive. As a result, they use a variety of “blockers” (anti-spam, anti-banner…).
Moreover, about 80% of internet users ignore paid Google ads. The budgets invested in these campaigns are thus…for nothing (or almost nothing). Outbound marketing is less and less a part of the agenda. It is a bit like film is to photos: ancient history.
Before, advertisers relied on intrusive ads, on a discourse overflowing with exaggerations, and on a unidirectional relationship. Today, they seek to captivate a prospect with a new marketing strategy : inbound marketing. No need to make yourselves intrusive or bother clients; now, they will come to you. An attractive, relevant, and much less costly solution.
02. You are a super hero : let us know !
1. Create a blog
Your company is a specialist in its field. You are probably even the best. But do your potential clients know this? Do they know who you are?
To stand out from your competitors and to make the client come to you, you must imperatively create content. In fact, 80% of decision makers prefer obtaining information from an article than from an advertisement. Launch a blog and write (or have written) quality articles.
This will allow you to:
– Boost traffic to your site, which is appreciated by search engines,
– Increase your SEO, due to keywords that you have carefully selected for your articles with an AdWords study,
– Position your company as a specialist in your field.
Knowing that 85% of B2B decision makers need to read at least three pieces of content on a subject in order to master it before making an important purchase, we realize how important and enriching a blog can be. Moreover, 67% of B2B companies that have a blog generate more leads than those who don’t blog.
2. Work on indexing
Another telling figure: 81% of B2B purchase cycles begin with a search on the Web. This is why you should work on your indexing in search engines. This can be accomplished by regularly writing new articles and by a proper technical setup of your site (HTML tags, page titles, H1, H2…).
A tip ? List the keywords under which you wish to be found, analyze their competition, and create adequate content.
3. Use social networks
They are unavoidable today within the framework of an inbound marketing strategy. For example, there are 30 million Facebook users in France!
Depending on your field, Facebook, Pinterest, Twitter, Instagram…can bring you quite a bit of visibility. And the possibility to engage with your prospects.
03. Convert traffic into prospects
You have succeeded in attracting new users to your site. They are now potential clients. In order to know who they are and stay in contact with them, guide them to interact with your site. Plan interesting landing pages where the prospect will want to give you their contact information, their name, their age…
“One must give in order to receive”
So, give your prospects tools: quantified studies on specific subjects, whitepapers. This will not only show your expertise, but also allow you to harvest precious information on your prospects.
Also consider planning for landing pages on social networks to further develop your community, which will make you more and more visible. Without forgetting to submit them to a subscription to your newsletter. You will thus harvest a certain number of leads, potentially future clients.
04. Transform your prospects into clients
Go on automatic pilot
All self-respecting super heroes have a multitude of high-tech, high-performing equipment. In marketing, similar tools exist to allow you to reach your goals.
With marketing automation services, you can automate the fact that after an action, your clients will receive an email, a text message, a reminder, or additional information… These actions allow you to reassure the potential client, to support them, and to finalize their purchase action. The prospect then becomes a client! And this lead will have cost you 60% less than another which was acquired with outbound marketing.
Is the implementation and construction of your inbound marketing strategy now a bit clearer for you?
Don’t hesitate to ask us questions about the issues you are encountering.