The idea of inbound marketing stems from the fact that Internet users are tired of being bombarded by intrusive digital advertising.
Consumers became real players in the retail channel game thanks to Internet searches, consumer opinions, comparison shopping… Companies must adapt their messages to fill in the blanks. Inbound marketing is an effective answer.
The idea is to offer content tailored to your audience. This qualitative content should be available on your company’s website. Even better, it should appear in your audience’s Google search results.
What Is Inbound Marketing?
Inbound marketing is about attracting clients. It differs from traditional marketing strategies that solicit clients through a commercialized approach.
The idea is to get your target interested in your content, to inform them about your domain of activities instead of just selling your products.
Why Use Inbound Marketing?
The main goal of inbound marketing is to grab your potential clients’ attention. The strategy involves resolving a recurrent client issue to build a relationship. The objective is to address a potential client without commercial speech.
The content strategy set through inbound marketing aims to make you the expert in your field. Then you become the company who knows how to solve consumer issues and whose knowledge within the industry is considerable.
4 Must-Have Tools
To be relevant, an inbound marketing strategy must follow a certain logic. We are going to present this logic through the tools that form it.
1. SEO: Acquisition of Unknown Internet Users
The first step of the strategy is to be easily found online. To do so, it is essential to work on your SEO (Search Engine Optimization).
We must be able to clearly understand your products and services thanks to your website content.
You’ll find some tips to manage your web content strategy here.
The editorial work also applies to blog posts that create your inbound marketing strategy.
2. Blog Posts: Arouse Visitors’ Interest
Blog posts are part of a content strategy that goes beyond your inbound marketing strategy. Each article must be thoughtful and relevant. Bet on quality rather than quantity, you can’t cheat your readers. A post is effective if it answers a recurrent client need, or an expectation of your readers.
It’s also important to adopt your own editorial policy. It’s a way to share your company’s culture.
Here are 6 steps to help you create a relevant web content strategy.
3. White Paper: Lead Conversion
This document is a classic inbound marketing tool. It offers a complete study of a precise subject to clients and potential clients. It can be the answer to a recurrent question, a trend in the industry or any particular topic linked to a client’s issue.
The document is available through a download form on the company’s website. It allows you to harvest the contact information of potential clients.
4. Social Media: Creating a Loyal Community
Social media are effective tools to broadcast targeted messages. It makes you part of a specific community.
Your company’s community chooses to follow you so it’s attentive to messages you relay.
Here is a previous article to read about our best practices to adopt the right strategy on social media.
A combination of these tools might lead you to an effective inbound marketing strategy. If you need a hand, our experts have plenty.
