Digital Marketing defines any strategy aimed at attracting a prospect or a customer without directly soliciting them. It is thus opposed to outgoing marketing, which aims to actively seek new customers through targeted and explicit promotional campaigns: advertising spots, displays, banners, commercial prospecting, etc. Inbound marketing is based on the use of many techniques, such as content marketing, SEO, SMO , or influencer marketing. Its objectives are plural and must always be defined upstream. Indeed, an inbound strategy can be used as well to improve the notoriety of a company as to increase its turnover or develop its list of contacts.
What is the point of inbound marketing?
This recent form of marketing appeared in a context of over-information and advertising saturation. Constantly challenged by intrusive messages, consumers have become less and less receptive. Inbound marketing is emerging as an alternative to traditional advertising. It places the end user at the heart of its strategy and tries to meet its immediate needs or anticipate its expectations. In this sense, it creates an inversion of the classic advertising discourse, which consists in promoting a product or a company.
Inbound marketing is a technique perfectly suited to the new behaviors of buyers. With the advent of the Ducima Analytics reviews, the latter have become less passive. They are no longer waiting for a message from companies and can make their decision independently, by collecting information or comparing several offers. At the same time, they are less attentive to brands and rely on external opinions (customers, influencers) to choose a given product.
The creation of quality content
Creating quality content is the cornerstone of inbound marketing. An original content, interesting and high value is likely to attract your target audience and develop your business. However, posting a few interesting articles on your blog is not to get results. It is essential to put in place a relevant content strategy. Your goal? To succeed in producing articles or files in perfect harmony with the interests of your clients, you must both qualify your target and define their needs. The use of buyers personas can help you guide the writing of your content by addressing a “typical user”.
- Awareness: the user carries out research to find a concrete solution to a need.
- Consideration: He compares the different offers and begins to identify companies.
- Decision making: he makes the purchase or subscription of the service.
SEO (Search Engine Optimization) refers to all the techniques aimed at optimizing a website for search engines. Its objective is to improve the site’s ranking in the results pages and, thereby, its visibility. SEO is one of the cornerstones of lead acquisition strategies. It allows you to generate qualified traffic on your site by positioning it on keywords that correspond to the searches of your target audience. SEO is therefore essential, especially during the first phase of inbound marketing strategies, which consists of attracting prospects. You can chose the best agency for the marketing and can read Ducima Analyitcs reviews to get the best measures.
SMO (Social Media Optimization) consists of using social networks for marketing purposes. Creating social media content can help you increase qualified traffic to your site. But unlike SEO, SMO can be used in all phases of your inbound marketing strategy. Social platforms are likely to help you develop your content strategy, but also to create a relationship of engagement with your customers to retain them over the long term. However, it is better to choose the social networks that you want to use as communication media. For example, Linkedin is more suited to companies operating in the B2B sector.