Explanations
There are 4 steps to a successful process:
- Attract
- Convert
- Sell
- Build loyalty
Attract The discourse, i.e. the content that will be disseminated, must be adapted not to the sender's offer (i.e. a self-centered vision - "we make the most beautiful plastic molds") but to the current topics of prospects and customers (i.e. a vision turned towards external issues - "plastic molds are revolutionizing the market").
The challenge for the Inbound strategy is to find the right content for the right target at the right moment in its decision cycle.
Convert Convert: To do this, you need to use your publications to identify yourself as one of the solutions to the prospect's problem. It's a question of making the user want to go further in relation to the proposed result (and not the solution), and encouraging them to take action by means of a "call to action", for example (download a White Paper, subscribe to a newsletter, etc.).
The challenge for the Inbound strategy is to find the right setting for the conversion stage: the website must be able to collect information about the visitor to continue the interaction, nurture the prospect and make him want to go further.
Sell At this stage, you're finally allowed to talk about your offer and present your solution! You have to show that it meets your needs perfectly and better than the others, and in the way the customer wants them to be met.
The challenge for the Inbound strategy remains to provide leads that are sufficiently qualified and identified as "ready", and to ensure immediate sales support for conversion.
Building loyalty You can build on the work you've done so far by turning customers into referrers, maintaining relationships and identifying new needs.
The challenge for the Inbound strategy is to capitalize on acquired customers and create a kind of resonance chamber to multiply the distribution of your own content. That said, it's important to remember that the race for likes and shares is not an end in itself: the key is to be heard by your target audience !
Discover the KESTIO webinars, where we discuss
all topics related to sales performance with our experts:
Fabien Comtet, CEO
Dominique Seguin, General Manager
Nicolas Boissard, Marketing Director
A few keys to real efficiency:
To be visible as much as possible, and especially at the moment when the customer needs it, multiply the actions that bring in an audience: referencing, social networks, recommendations...
The idea is to be identified as an interesting and useful source of information , which helps you create a rewarding relationship and become attractive.
Question your content in relation to your targets. It's best to start with their issues, their problems, their ambitions. Your content should also be adapted to the stage they're at (becoming aware of a symptom, looking for a solution, selecting a product or service...). To reinforce your positioning, there's no reason why you can't relay related information : regulatory changes, a trade show, a technological innovation... Ask yourself the question of format, to be adapted according to the target and the stage. There are many formats available today, and technology makes them easy to implement: articles, case studies, videos, infographics, white papers, configurators, eBooks, templates, webinars, slideshares...
Treat content as a corporate asset, and follow the 5 steps to get it right:
- Planning (the communications plan: for whom, what stage, what channel, what format)
- Build (content)
- Disseminate (choose channels, social networks, etc.)
- Analyze (results, test content, titles, colors...)
- Repeat (what works well, and reuse content in a variety of adapted formats)
Finally, structure the approach within the company: this is an important process for sales growth, a complex process that requires continuous improvement and cannot be carried out spontaneously and on an ad hoc basis. Internal and external resources must therefore be mobilized to ensure that the dynamic remains active and produces results.
Content production, turning your brand into a medium, i.e. a relevant resource capable of aggregating prospects and generate leadsclearly means changing the way things are done. It's about giving yourself the opportunity to do business with contacts who, on the face of it, want to do business with you. Clearly, to be truly effective, this approach needs to be able to mobilize a wide range of internal resources, including marketing, sales and communications.
Webinars have become an essential Inbound Marketing tool: thanks to their audience and content, they can generate a large number of leads. Find out how in this webinar:
Would you like to find out more?
- Keep on following us as we expand our production on this theme and if you have any specific requests you can contact us directly.
- Check out our article "Inbound Marketing: what if you became interesting rather than interested?"
