Inbound marketing aims to bring the consumer to your brand rather than go looking for it, which changes the nature of the relationship with the latter, and the sales cycle process. The goal of setting up inbound marketing is to work step by step the maturation of a prospect to develop customer acquisitions.
Objective 1: Attract qualified visitors with your content
The goal is to attract target audiences who are potentially interested in the product or service being offered. The basis is therefore to produce high added value content and to create purchase path scenarios. Here are some of the most important tools to attract the right users to your site:
- Publication of added value content on your website and your blog. Educational content that meets their needs and issues.
- Improvement of natural referencing. Each potential customer begins their online purchase process using a search engine. Being referenced naturally is more impactful than appearing on Google ads, even if both are complementary.
- Developing the audience of your social networks to promote your content, brand and behind the scenes of your brand.
- Planning of web advertising campaigns with targeted content to boost your visibility.
Goal # 2: Convert your visitors
Once you have attracted visitors to your site, the next step is to convert your visitors into potential customers by collecting their contact information with at least their email address. In order for your visitors to give you this information, you have to offer them something interesting in return. The "gifts" you can offer them can be ebooks, white papers or any content that is interesting and useful for your clients. Here are three important tools to convert your visitors into potential customers:
- Calls to action. Calls to action are buttons or links on your website that encourage your visitors to take action. Actions like "Download a White Paper", "Attend a Webinar" will be used to generate leads.
- Landing pages (landing pages). When visitors click on a call-to-action button, they are automatically taken to a landing page. It is on this page that the offer is presented. The potential customer submits his contact information and your sales team can then use it to start the conversation with him.
- forms. In order for your customers to become prospects, they must fill out a form. Improve your forms to make this conversion step as efficient as possible.
- Integrate email into the imagined scenario to extend the commercial relationship and optimize the acquisition conversion.
Tip: Exploit your email signatures with inbound marketing
Think of your email signatures as a full-fledged means of dissemination for your marketing content, and update them in an inbound marketing campaign.
1- Sales funnel start. The email signature will be able to put forward a high added value guide or an invitation to a webinar, or any content strategy aiming at qualifying your leads and making them more familiar with your brand.
2- In the end of sale funnelwhen the prospect has become a customer. The email signature will be different. Instead of a guide or a webinar, it can offer content that is designed to retain the customer or cause word of mouth: for example a video to share, a link to a sponsorship offer, etc.
To help you, the mail signature creation editor Boost My Mail offers to try for free their interface for 14 days. You will be able to customize your email signatures, automate them and spread mail banners.
Some ideas for creating your visuals in inbound marketing:
- Highlighting your new articles,
- Customize the signatures according to your interlocutor (offer the right content at the right time),
- Show your expertise in your market,
- Develop brand advocacy.