Thanks to Big Data, inbound marketing is now the lever of any business.
It’s the right response to the way your audience behaves on the web.
The message you send to your customers no longer corresponds to what they’re looking for.
That’s why inbound marketing is the key to positioning your company as the solution your customers are really looking for.
To achieve this, inbound marketing uses four main stages: attract, convert, transform and retain.
Why is inbound marketing inevitable?
The future of customer relations lies in inbound marketing.
This new direction in marketing is not just a trend that will fade over time.
It’s a real change that will lead to a complete break with old marketing practices: untimely mailings, advertising hype, forced videos and banners.
This shift towards inbound marketing is accentuated by the arrival of a generation eager for content and interaction, but categorically refusing any advertising intrusion.
As a result, inbound marketing represents a model that favors permission and attraction.
Today, advertisers have a vested interest in becoming more attractive by seducing their customers and offering them unforgettable experiences.
When a brand aims for customer engagement, it leaves behind the concept of advertising rationality to engage in a much more effective register: emotion and pleasure.
Inbound marketing: how to implement this new approach?
The inbound marketing methodology is very simple, but not easy to implement.
First, you need to attract visitors, and this should be the primary objective of any brand.
This can be done easily with a website or blog.
Next, you need to think about converting them by identifying them through landing pages and forms.
A satisfied customer always comes back easily, and will cost less than attracting a new one.
Identify and pamper your customers.
Some may even become influencers and ambassadors of your brand to other prospects.
How do you measure the positive impact of inbound marketing?
Inbound marketing is all about return on investment.
Indeed, unlike one-off activations on social networks, inbound marketing focuses on conversion and lead generation.
And leads are the most effective weapons in the conquest of the web.
However, successful inbound marketing requires a great deal of patience and continuity, particularly in its implementation.
Even with the automation of routine tasks, inbound marketing requires a great deal of monitoring, and will only generate results over the long term.
Inbound marketing: avoid tactical or opportunistic approaches
In recent years, companies have increasingly embraced the digitalization process.
However, their content is far from strategic, and often tends to be tactical and opportunistic.
This is the wrong attitude to adopt when it comes to implementing an inbound marketing strategy.
In fact, it harks back to old practices which, as mentioned above, tend to drive customers away rather than build loyalty.
