Inbound marketing, or “inbound marketing”, is about attracting Internet users, thanks to attractive and quality Internet content, but also through marketing techniques. This process is part of content marketing. The goal is to bring the customer to you, rather than to the customer.
The opposite is “outbound marketing,” which is a technique that uses advertising.
The Different Techniques
The AIDA model
The good old traditional marketing technique is the AIDA model, which means:
- Carefully manage to capture the prospect’s attention,
- Interest, arousing interest by describing what a product or service can provide,
- Desire, provoke the desire to have the product or service,
- Action, the act of buying.
The Inbound Marketing Technique
In inbound marketing, the techniques used are mainly:
- lead , which is a Digital marketing tactic that allows you to maintain a relationship with a prospect to accompany him throughout the act of purchase,
- merchandising automation, which is another technique that saves time and improves the user experience (for example, sending a welcome email when creating an account)
- content creation, which is all content produced for the website, social media, blog, and newsletter.
The steps of Inbound Marketing
The different steps to follow are:
- Define your buyer persona
- The creation of quality content,
- Website optimization
1. Define the Persona of Your Buyers
In inbound marketing, defining the personality of your buyers is an important step. It is a semi-fictional representation of ideal clients. To learn more about buyer persona, click here .
2. Creating Quality Content
Content strategy is very important. It includes all content produced internally by the company, or externally, by an external agency or freelancer. It can be on the website with white papers, blog articles, or at the social media level with social media posts.
Quality content allows a company to be credible in its sector of activity. The goal of content creation is to generate leads, thereby generating traffic and customer loyalty.
3. Website Optimization
Finally, the key step of website optimization. This stage of inbound marketing is also intended to generate traffic, but also to keep prospects on our site for a maximum of time. This can be implemented using the call to action, small buttons placed in strategic places to push the call to action. For example, “click here” and “register”.