After obtaining a DUT Marketing Techniques, Arnaud Enix began his career as a commercial real estate investment. After two years in the field, he joined the marketing department of this company.
Less than 1% success rate … Here is the result you can expect from the “classic” prospecting (soliciting phone, mass e-mailing, etc.).
In the same way, if you sell a product online and advertise “classic” banner ads, you can think about a conversion rate of 1 to 1000 … Not very effective, right?
With more consumer-centric marketing, you can expect to convert up to 3% of your audience, 3 times more than with traditional canvassing , without necessarily putting more effort.
That’s why marketers are changing their approach , looking to attract new prospects rather than “pushing” their products to the masses, as your grandfather did at Procter & Gamble …
Inbound Marketing and Social Selling are the two udders of the modern business approach to finding new customers.
- The first is often administered by the marketing department
- while the second is under the control of the sales force.
So how do you make sure that both disciplines work in good synergy?
This Friday ‘s slideshare, created by digital marketing agency Magnetic Way, provides an excellent summary of best practices for successful inbound strategy.
Inbound marketing is part of the movement of marketing permission, which is a concept created by Seth Godin in 2006. Like what, inbound marketing relies on proven concepts, which do not date from the last rain!
The advent of the Internet and the advent of social networks has allowed businesses to sell in a new way (and buyers to change their habits). This is an approach that focuses primarily on the ability to attract interested prospects with useful content rather than pounding the masses and continually promoting its products.
You will find in Magnetic Way presentation the main phases of inbound marketing (Attract> Convert> Close> Delight), which will give you the strategic framework to implement it in your business.
Magnetic Way emphasizes the need to create personas to focus its strategy on the real expectations of its customers. The example of Claranet, used in the presentation, gives a valuable clue to the nature of the content you need to create: these must align with the main questions of your prospects / customers.
Having content that interests your audience is a great start. Also be sure to optimize them from the SEO point of view, to boost their natural visibility on Google and thus give you the chance to be found “for free” by potential customers. To do this, study the most searched keywords and those that progress the fastest (use Google Trends to appreciate the trend of a key phrase).
Social networks are also excellent channels to relay your best content and make it known to your audience. Feel free to invest in advertising to increase the reach of your publications, even in marketing influence , because otherwise, you risk being seen by only a few people .
Each social platform has its advantages and disadvantages for business uses. Your job is to choose the one that will best suit your business and especially your customers.
The presentation also cites several tools that can boost your productivity / help you deploy your Inbound Marketing strategy. We find the classic Google Analytics, and also marketing automation software, emailing platforms, consumer surveys … What you do a complete “stack” for your Inbound Marketing activities.…