Inbound marketing

Inbound marketing is a conversion process based on the idea that customers today are not susceptible to invasive procedures. To fix a question, the targets need you. You need to help them solve it and only canvass them at the right time to sell them your services

There are four main phases to consider:

  • The discovery phase
  • The evaluation phase
  • The decision phase
  • The loyalty phase

You, for each point of the customer journey, must offer relevant material. The visitors’ actions enable them to grow and advance use tools; you will assign a maturity score. A good strategy for inbound marketing would allow you to understand what stage each of your visitors is:

Please remember that inbound marketing allows you to qualify and convert Your lead at the right time with the right material. Therefore, it is a clever mix between content marketing and a relevant content distribution strategy (if possible automatically: marketing automation).

Content marketing

Content marketing is defined as Drawing and maintains an audience, the production, and delivery of content. It is closely related to inbound marketing but can also be used to feed your outbound approaches (prospecting, advertising, trade fair, etc.).

Indeed, at each stage in his decision-making, you will create a certain amount of content (texts, photographs, images…) intended to capture your viewpoint. This is content that responds to a problem or questions your target.

Examples of related material are here to highlight your expertise, encourage yourself, and inspire your prospect’s confidence:

  • videos presenting your company
  • An infographic on the sector’s main figures
  • A white paper that explains a method you use every day and which you market as a service  blog post that describes an underlying trend in your field
  • A case report of an assignment you have completed in the past, with the testimony of a customer, a partnership with an influencer who is sensitive to your universe

Take the example of this recruitment firm: part of the site is dedicated to useful resources for companies on recruitment.

Marketing automation

A definition of marketing automation would be the automation of marketing campaigns to generate leads. In short: immediately, at the right time, and to the right user, you can deliver contact messages.

We can use a marketing automation tool and attach it to An inbound marketing approach that is effective. Inbound marketing would help you to define and compare unique consumer segments and visitors’ maturity within these segments. Thus, you will be able to build scenarios customized to the prospect’s development in his journey and help him progress towards your solution, all without your sales team (until your lead is ready).

Example of marketing automation:

You are selling a marketing automation solution. You also decided that marketing managers, but even managers of SMEs and mid-caps, are your priority. You have several content posts thanks to a blog, helping your readers understand marketing automation and its challenges.

In the end, a digital marketing company offers a white paper on implementing a marketing analytics technique. It can be downloaded by travelers on a dedicated landing page against their email address and enter into an automation process.

They will receive more specific content regularly: A guide to the five mistakes to avoid when getting into marketing automation, a 45-minute webinar presenting the action plan to get started. Then, through one of your clients, you welcome the prospect to show your tool online.

What is very interesting with marketing automation is being able to quickly measure your impact. Each step, each email is followed. You will know if the prospect opened the email or not if he downloaded or read the resource you sent to him and can detect the “hottest” prospects.