Explanations
A good approach is sequenced in 4 stages:
- Attract
- Convert
- Sell
- Build loyalty
Attracting: The message, or rather the content that will be distributed, must be adapted not to the sender's offer (i.e., a self-centered view – "we make the most beautiful plastic molds") but to the current topics of prospects and customers (i.e., a view turned towards external problems – "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 time in their decision cycle.
Converting: To do this, through its publications, it is necessary to be identified as one of the solutions to address the prospect's problem. It's about making them want to go further in relation to the proposed result (and not the solution) and encouraging the user to act by means of a "call to action" for example (download a White Paper, subscribe to a newsletter,...).
The challenge for the Inbound strategy is to find the right setting for the conversion stage: the website must allow you to collect information about the visitor to continue the interaction, nurture the prospect, and make them want to go further.
Selling: At this stage, we finally have the right to talk about our offer and present our solution! It must be demonstrated that it responds perfectly and better than others to the needs, and according to the way the customer wishes to treat them.
The challenge for the Inbound strategy remains to provide leads that are sufficiently qualified and identified as "ready", and to ensure immediate commercial handling for the transformation.
Building Loyalty: We can build on previous work by transforming customers into advocates, maintaining the relational link, and identifying other needs.
The challenge for the Inbound strategy is to capitalize on acquired customers and create a kind of echo chamber to amplify the distribution of your own content. However, be careful: the race for likes and shares is not an end in itself; the challenge remains to be heard by your target audience!
Discover KESTIO webinars, where we discuss
All topics related to sales performance with our experts:
Fabien Comtet, CEO
Dominique Seguin, CEO
Nicolas Boissard, Marketing Director
Key elements to being truly effective:
To be as visible as possible, especially when the client needs it, increase the actions that bring in audience: SEO, social networks, recommendations, etc.
The idea is to be identified as an interesting and useful source of information, which allows you to create an enriching relationship and become attractive.
Question your content in relation to your targets. It is better to start from their issues, their problems, their ambitions. It is also according to the stage they are in (becoming aware of a symptom, looking for a solution, selecting a product or service, etc.) that the content must be adapted. To reinforce your positioning, nothing prevents you from relaying related information: a regulatory change, a trade show, a technological innovation, etc. Ask yourself about the format, to be adapted according to the target and the stage. The formats available are numerous today and technology facilitates implementation: articles, case studies, videos, infographics, white papers, configurators, eBooks, templates, webinars, slideshares...
Treat content as a company asset and respect the 5 steps to work on it properly:
- Plan (the communication plan: for whom, which stage, which channel, which format)
- Build (the content).
- Distribute (choose channels, social networks, etc.)
- Analyze (results, test content, titles, colors, etc.)
- Repeat what works well, and reuse content in multiple adapted formats.
Finally, structure the approach within the company: this is an important process for revenue growth, a complex approach that is continuously improved and cannot be done spontaneously and on an ad hoc basis. It is therefore necessary to mobilize internal and external resources so that the dynamic remains active and produces results.
Content production, making your brand a media, that is to say a relevant resource capable of aggregating prospects and generating leads, clearly consists of changing the way of doing things. It's giving yourself the opportunity to do business with contacts who a priori want to. As we can see, this approach must be able to mobilize widely internally, around marketing, sales and communication to be really effective.
The webinar is an Inbound Marketing tool that has become essential today: through its audience and content, it generates numerous leads. Find out how in this webinar:
Want to learn more?
- Continue to follow us as we expand our content on this topic, and if you have specific requests, you can contact us directly.
- Discover our article “Inbound Marketing: What if you became interesting instead of interested?“
