Inbound Marketing is probably the most appealing strategy for companies’ marketing and communications departments, and for those seeking to acquire and retain new customers. Carrying out a simple search on Google Trends reveals Inbound Marketing as an increasingly trending topic.
What is Inbound Marketing ?
Inbound Marketing is the key to succesfully building customer loyalty.
Inbound Marketing is a set of marketing techniques designed to naturally attract customers to you. The approach was developed in contrast to traditional marketing whose methods are considered too intrusive and aggressive. Thus, Inbound Marketing is about attracting visitors to your website, for example, to turn them into potential prospects through different conversion methods and then seeking to retain and engage them by making them true ambassadors for your brand. In the end, this approach generates a ROI far superior to traditional marketing techniques, particularly thanks to advanced content marketing and the search for qualified traffic acquisition. Finally, lead generation through Inbound Marketing can increase sales while decreasing the cost of acquisition. At the same time, Inbound Marketing provides longer-term results, reinforcing the brand’s image and reputation, as well as its level of expertise.
Inbound Marketing goes through a content strategy
The Inbound Marketing is the art of attracting and converting its prospects into clients. When we move to more concrete, more operational level, this materializes in the form of Content Marketing, which is more a strategy of means. The Wikipedia definition is clear enough:
The content marketing implies the creation and diffusion by a company of media content to acquire new customers
Content marketing can take many forms, such as a blog and the publication of articles, white papers, videos, infographics, newsletters, advertorials, etc.
To create content and successfully broadcast it, you must first define an Inbound Marketing strategy that is based on a set of relevant tools, which we set out for you below.
8 essential tools to start your content marketing
- Gleam. This tool proves that growth hacking isn’t just a buzzword. This Australian platform allows you to easily create contest campaigns and other giveaways on different social networks in order to secure opt-in email or share content. This is extremely useful for powering your database and getting more visibility on the web. When it comes to giveaways, some will prefer RaffleCopter, which is better known and more widely used in the USA and UK.
- Intercom. Customer messaging for sales, marketing and support teams. Talk toyour visitors and turn them into prospects. Engage your customers by sending targeted messages. Educate your clients, save time and increase efficiency thanks to an evolving knowledge base. base.
- Snip.ly. This free tool is particularly useful for ensuring that your efforts to monitor and curate content actually drags traffic to your website. Snip.ly is the perfect tool for any good webmarketer who wants to increase the expertise of his/her brand by sharing content other than its own.
- Google Keyword Planner. Usually, it is the Traffic Manager who uses Google’s keyword planner, but it can be essential for an in-depth analysis of your market and topic keywords in order to optimize your SEO and SEM. And to link with Google Trends.
- SEMrush. The all-in-one marketing toolkit for digital marketing professionals! Very effective in attracting quality traffic. SEMrush is undoubtedly one of the best market solutions for a natural and/or paying SEO. We particularly value the feature that recognizes a competitor’s organic traffic or a site’s positioning on one or more keywords.
- Sumo. Described as a set of free tools to increase your website traffic, this offers interesting options to define the hottest entry points, to analyze visits or to get statistics on the impact of your content on social networks.
- Klock.work. Infographics play an important role in the field of Content Marketing. Klockwork generates ideas such as original titles, and the types of discourse and content to place in your infographic. In addition, the site provides templates for designing these infographics.
- Hootsuite. Largely known and used (although sometimes criticized) by Community Managers, Hootsuite is a relatively old tool (launched in 2008) used to manage numerous social networks and facilitate the relationship with your communities. We particularly value the option to plan the publication of posts and tweets in advance.
These are 8 tools that will help you optimize your Inbound Marketing strategy and Content Marketing. This list may be incomplete so we invite you to add your piece by sharing your suggestions in the comment box below.