To attract a qualified target to your website, the development of an effective inbound marketing strategy is essential. Inbound marketing is a marketing principle that aims to naturally bring a customer to your business.

Unlike outbound marketing strategies which rely more on campaigns deemed aggressive by consumers, inbound marketing uses the expertise of companies to attract customers.

The idea is to seduce prospects with content that responds to their issues and needs. Of relevant content which can be found in various forms such as white papers, poster printing, blog posts, infographics, tutorials, videos, case studies, etc.

Prospects can leave their contact details there and thus complete the company file. Before successfully completing this mission, 4 essential steps must be put in place. We’ll tell you everything about these steps!  

1. Define Your Marketing Goals 

To get a good return on investment, it is essential to set quantifiable, measurable and realistic goals. Thus, you do not risk exploding your budget. This step is essential and must be thought out and discussed with all the members of your marketing team so that everyone is aware of these objectives. Among them you can list:   

  • The number of leads per day (per week / per month)   
  • The percentage increase in traffic to your site 
  • The percentage of conversions  
  • The number of articles to write on the blog 
  • The time allocated to each mission. 

Do not hesitate to take your time for this step which then constitutes the common thread of your activities. Of course, it is possible to readjust certain objectives along the way.   

2. Attract Qualified Leads 

To seduce your target, you must first know them. Thus, you will have to identify the customer profile of your company to present it with interesting resources and adapted to the questions it asks itself. For this, it is essential to create a detailed sheet of the target you want to reach (Personae marketing). To do this, the characteristics of this target should be listed:      

  • Customer profile  
  • Their function  
  • The work context   
  • Age  
  • The socio-professional category  
  • Gender (if it matters)  
  • Areas of interest  
  • Your clients' goals 
  • The needs  
  • The issues   
  • The sources of information privileged by your target. 

Thanks to this type of question, you will know more about your target and will be able to offer them content specially designed to meet their needs.

Being relevant to your target is the number 1 issue to attract them. You will then have to convince them to call on you