What is Inbound Marketing?
Inbound Marketing is the most effective method to turn your clicks into customers.
Unlike traditional techniques where companies pay (sometimes a lot) to push a message to a group of people (often quite distant from their core target) in hope of positive returns, Inbound Marketing is based on aligning your strategy to the interests of your ideal customers where & when they need it.
In your Inbound Marketing strategy, it comes to build your presence instead of renting it.
The 4 stages of Inbound:Attract, Convert, Close and Delight
Make customers come to you.
Attract the attention of your target audience by creating the right content and delivering it at the right time. By investigating your ideal clients and identifying their problems, you'll be able to create the answers they are seeking. Taking into account the decision-making process, each of your content solves one of their problems and meets their needs. To ensure you reach your target audience as and when suits them, you will use several channels: blogs, social networks, email, content offerings, etc. These eye-catching contents will then naturally lead them into your conversion funnels.
Collect leads to nurture.
Visitors have now been attracted so it's time to convert them. They found you because they have a problem and your content offering must bring them the solution. Therefore, your downloadable content must be created following identified needs through extensive research on your customers and your market. On a dedicated page, your visitor will thus swap its contact information against your content. You've just identified a qualified prospect!
Engage & nurture your prospects until they are ready to become your clients.
Given that it takes on average 6 interactions with a prospect to step in, it's now time to open the discussion. During this process, marketing and sales work close together to better qualify the prospect and bring him nearer the sale. Through tailored messages, emails, automation and qualification techniques at the stage of his buying process, you lead the discussion until the sale is closed.
Retain and Delight
Your prospect is now client, but that's just the beginning!
You'll continue showing him he is important to you and that you haven't forgotten him. A delighted client spends more, more often and, best of all, recommends you. Everything must then be undertaken to delight him. After the sale, you continue to send him useful information so that he becomes a regular customer and promotes your business.