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Inbound Marketing : que vaut-elle vraiment dans les faits ?

what is it actually worth?

Today, it is impossible for any company wishing to impose itself on the market to ignore an active online presence. But for it to be effective, it is important to combine it with a content creation strategy, inbound marketing or inbound marketing. Its objective is to attract customers through content with high added value and in line with their new consumption habits. Moreover, in theory, it is considered the most effective strategy for converting prospects into leads. But what about in practice?

Inbound marketing to boost business results

The reputation of inbound marketing is well established. The concept has allowed almost 93% of companies to generate more traffic on their websites in a very short time. For nearly 45% of them, the conversion rate has increased significantly. Inbound marketing has also allowed companies to see their sales increase by nearly 50%.

Moreover, this method has lower costs. Achieving these results requires following a long process and overcoming many obstacles.

It should be remembered that at present, consumers are constantly in a hurry. They want immediate answers and can change their minds just as quickly. Their purchases are often the result of extensive research and reading the opinions of other consumers. If the product or service acquired does not conform to the ideas they have formed, the brand or company concerned can see its reputation tarnished overnight and can simply disappear from the landscape.

In addition to taking into account the consumption habits of customers, it is necessary to look into the reasons why inbound marketing has not brought the expected results. The practice is not always idyllic. This is why taking stock of the pitfalls makes it possible to optimize the performance of the adopted strategy while reducing the costs and the time wasted starting all over again.

Why can inbound marketing fail in practice?

Inbound marketing is not a silver bullet. To ensure success, marketers must create a real relationship of trust with their target customers.

Not creating a community around the brand

Adopting this concept requires setting up a community ready to support the brand, share publications, communicate about its products or services. This community is essential to convey a positive image of the brand. It must be established from the start of the marketing campaign.

Not having defined its objectives upstream

If the company has not determined beforehand the objectives it wishes to achieve, it risks not providing adequate financial and human resources. It is imperative to define these objectives, keeping in mind that they will be achieved within the given time frame. This will allow all stakeholders within the company to work together. Having goals is also a great way to measure the performance achieved throughout the process.

Not taking the time to properly target your audience

Whatever the technique used, identifying your audience is a real challenge. Indeed, it is the only way for the company to generate prospects knowing that they are the ones who will become Leads, then customers. It is essential to go as close as possible to the latter to understand the reasons for which they choose such or such company, such or such product or service.

To obtain the answers to these questions, getting information about customers, taking an interest in their centers of interest or even conducting a survey are all ways to implement in order to adjust the content accordingly. Multiplying the media and communication channels while emphasizing quality remains the most suitable solution for attracting qualified prospects. This step can be considered as an energy-intensive activity, without financial profit by companies.

However, it should not be overlooked, because to sell well, you have to know who the product or service is for. This information allows the company to add value to their content and attract prospects, in order to convert them. Sales and Marketing alignment takes on its full meaning here. Synchronization between the commercial pole and the marketing pole is one of the pillars of inbound marketing.

Classic advertising on social networks

If the company chooses to communicate via social networks, it must take into account the fact that users are increasingly put off by advertisements or traditional prospecting methods, which they consider too intrusive and too invasive.

The goal of inbound marketing is to get prospects to come to the business. The use of social networks is a way to attract the customer into the conversion barrel and to build relationships with him. This is the best means of communication which allows marketers to establish a marketing strategy during which prospects feel a sense of belonging to a brand or a brand. They are more likely to become customers who decide to buy and share their feelings or their opinion.

This is where you really have to be careful, Internet users can damage the reputation of the company with a few comments if the products do not comply with the advertising that is made of them. The repercussions on the company’s sales will then be catastrophic. This situation can be avoided if she interacts with the client, by also showing him that she is listening and that she is able to rectify the situation.

Combine inbound marketing and Data Driven approach

Companies wishing to stand out from their competitors are required to put all the assets on their side. If the use of inbound marketing is preferred, it will only bear fruit if it is associated with another approach based on data analysis.

Data Driven reinforces the efficiency of the previous one improving audience targeting while having the possibility of interpreting its future actions. By collecting all the data on it, it is easier to find the formula that drives it to action.

In addition, Data Driven makes it possible to choose the most efficient insight, the one that makes potential customers react. It shouldn’t be overdone, but should sound truthful and inspire a positive reaction. Said customers must feel a deep need for the product whatever it is, to the point of not resisting the urge to buy it, which offers the advantage to the company of making sales and having a ROI more than positive.

But to sustain performance, you have to constantly update yourself and submit the insight and the CTA to A/B testing, an essential marketing tool to increase traffic and the conversion rate on the company’s site. By comparing two versions of the same page or the same product, it is thus easier to select the one that wins the most votes among consumers.

In fact, inbound marketing works best when combined with other marketing strategies. The objective being to generate leads and optimize the conversion rate, all options are to be taken. Thus, launching a new product, service or brand will be more effective using outbound marketing at startup. Traditional advertising will bring immediate visibility by going to the consumer, through emailing, public displays, radio, television…

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