With the deployment of communication tools, everyone has become a target for the advertising man on the go. We have all developed habits to become much more resistant to all forms of unwanted solicitations. Advertisements in these conditions will then have a much smaller impact on our habits.
An example: do you look with interest at the billboards on the bus stops? Do they mark you? What is the last banner you remember? If you remember one, it’s probably because it answered a question you have or a topic that interests you.
Indeed, inbound marketing is partly that, answering customers’ questions in order to promote products or services, but not only (hence the interest of this article)!
Inbound marketing: the customer at the center
Inbound marketing is thought out by putting your customer and his issues at the center of the marketing process. Your thinking must start with your customers in order to set up an appropriate approach. Thus, your products (or services) must correspond as perfectly as possible to your customers, just like your marketing actions, in which they must recognize themselves.
To do this, you need to have a clearly defined customer target. Inbound marketing cannot be separated from the persona technique. Thanks to this technique, you will be able to target more easily the expectations of your customers and the means to answer them. By having these representations of your customers, it will be easier for you to have an optimal approach.
Quality at the forefront
For this marketing approach to be the best possible, it is necessary to create quality content that best meets the expectations of your customers and prospects. Not only should your content be created with the utmost care, but it should also be the result of the various data you have collected.
For example, this article was written after noticing that the site appeared in the search “inbound marketing definition”. However, we have not answered anywhere. To increase our visitors’ satisfaction, we had to write this article. This is just one example of inbound marketing that can be applied in any field. All you need to do is to clearly know your target audience. Furthermore, you need to provide an appropriate response to a specific problem.
Generate retention to develop your recommendations
By bringing quality content to your target, you will develop trust. This will allow you to position yourself as an expert in your field of competence. Moreover, your recognized expertise will make your target come back, it’s the principle of retention.
The more people you reach, the more visitors you will have who will come back, the more your expertise will be recognized, and the more recommendations you will get. A virtuous circle will then be set up, retention will generate recommendations that will bring you new customers who will themselves come back to see you regularly and they will recommend you in turn.
So how do you define inbound marketing? It is placing the customer at the center of your strategy by sharing quality content to encourage them to come back and share it to develop your image as an expert.
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