What is an Inbound marketing strategy?

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Are you looking to accelerate the growth of your business? Then you can’t miss out on the Inbound Marketing methodology.

This fundamental concept places the expectations of prospects and customers at the heart of your marketing strategy in order to promote conversion. Inbound marketing relies on all digital channels to move your prospect through the sales funnel until they become a brand ambassador.

In this article, we explain in detail what an Inbound Marketing strategy is and in particular the 4 phases that make it up.

Inbound marketing: definition
Inbound marketing includes all digital actions designed to attract qualified prospects and transform them into customers, then into ambassadors. It thus aims to build a trusting and lasting relationship with your target.

To achieve this, Inbound marketing is mainly based on the establishment of a content strategy . This must be able to respond in a relevant way to the problems of the visitor, prospect or customer. This requires the creation of high added value and engaging content, distributed at strategic phases of the conversion funnel.

The objective of Inbound marketing is therefore to create a growth dynamic korea telegram data by promoting the expectations of the target to guide them at each stage of the customer journey.

Inbound marketing strategy VS outbound marketing: what are the differences?
Inbound marketing is contrasted with outbound marketing. The latter includes all so-called "traditional" marketing techniques that consist of going after a prospect who has not shown interest in your company or your offer. This includes, for example, cold calling, advertising displays or even distributing flyers.

However, in the digital age, the effectiveness of outbound marketing is limited, not to mention the fact that it is expensive for a company, for a low return on investment. Prospects, beyond being less sensitive to these practices, have even become resistant to them. They now prefer to look for solutions to their problems on the Internet themselves.

Your prospect wants to think on their own , without having to deal with a sales team. This change in behavior applies to both B2C and B2B. 80% of professional buyers first find out about it on the web to evaluate the most suitable solutions and possibly place an order. So it is your prospect who comes to you, and not the other way around.

Inbound marketing was born to respond to this evolution of the customer journey . This methodology takes into account the needs and expectations of the prospect according to their progress in the sales cycle.

Marketing is no longer about going to find prospects, but about attracting them and subtly guiding them to your brand using relevant, personalized content that encourages discussion.

Inbound marketing versus outbound marketing strategy
The 4 steps of an Inbound Marketing strategy
An Inbound marketing strategy is broken down into 4 steps: attract, convert, conclude, retain .

1. Attract
The first step in your Inbound marketing strategy is to generate more qualified traffic on your digital channels, particularly your website.

At this stage, the goal is to develop your reputation with your target audience and generate interest among Internet users. You must convince them to engage with you and then collect their email address . This data is strategic, because it is what will allow you to continue to interact with your visitor.

To attract prospects, you can rely on your social networks, as well as Google Ads or Social Ads, if you have developed a paid referencing strategy (SEA). Your main web marketing lever remains the optimization of the natural referencing (SEO) of your website or blog, which allows you to generate qualified traffic in the long term.

Why is SEO essential in your Inbound marketing strategy? The better your web pages are placed on search engines, the more visits will increase. By extension, you will have more opportunities to attract (and convince) qualified prospects. This assumes that you work on the appropriate keyword strategy to position yourself on the terms and expressions that your target customers are searching for.

2. Convert