Having an Inbound Strategy Drives Business Growth
Consumers’ purchasing behavior has evolved over the last few years. Business-client interactions have changed. If you want to maintain your growth, you have to evolve as well…
Developing a good Inbound strategy will allow you to create impactful relationships for your visitors, as well as for yourself. You can do this by:
- Attracting prospects and clients with content adapted to their needs, at the time when they are searching for it.
- Create personalized interactions with each client, whether it is by email, instant messaging, or through your dynamic and intelligent content.
- Gain the loyalty of your clients. If you are able to provide the right content, to the right person, at the right time, you will gain the loyalty of your visitors.
Inbound Marketing means providing an enriching experience for every visitor. Whether your visitor is at the purchasing stage, or they are still browsing, an enriching experience will encourage them to come back.
- Every person with whom you have had an interaction and with whom you could build a relationship.
- Within your list of contacts, which ones could your business help via a product or service? How can you create value?
- You can regroup several contacts with common characteristics into segments in order to make your interactions with them easier.
- Buyer personas are semi-fictional profiles that represent your ideal client.
- Aggregation of your current data to create each profile.
- Identification of the key data for each profile.
- Identification of the motivations, issues, and challenges of each profile.
- Identification of the purchasing behavior for each profile.
- Which of your client’s symptoms, experiences, or issues do you want to exploit? Is it a problem or an opportunity? This stage is called the Awareness Stage.
- Once your prospect is able to understand and voice their problem or issue, they are at the Consideration Stage.
- Once your prospect has a good idea of the solution to put into place in order to solve their problem or issue, they are ready to evaluate your product or solution. This is what we call the Decision Stage.
Once these stages are complete, it will be possible to target the pertinent information or content you already have, and what you are missing. You will then be able to establish a content strategy adapted to your Buyer Personas and their Buyer’s Journeys. At this stage, you can then overcome the following challenges:
- Map content related to your Buyer Personas.
- Content creation and redaction.
- Implement a communication strategy (email, blog, chatbot, etc.)
- Analyze and measure every initiative and, if needed, adapt the content according to results.