After demystifying the basics of the concept in our previous eBang , it is now time to further understand the principles of inbound marketing .
It must first be known that the latter is putting various tactics into action. These tactics are often already used by companies, but not in a structured way. The inbound thus makes it possible to direct the efforts and to bring a rigor which multiplies the results:
The sales cycle seen as a funnel
The strategy behind permission marketing is summarized in an image: the funnel.
The goal is to bring in the most prospects from the top and make them evolve, from one stage to another, to convert them into customers.
The inbound marketing frames capture potential customers using a methodology in which the path leads is scripted, step by step.
From attraction to retention
In attraction marketing, everything is skilfully orchestrated for maximum profits. From top to bottom, here’s how you can define the funnel of a B2B brand and the tactics associated with each of the steps:
- Attraction : SEO optimization of the site, creation of landing pages, digital advertising campaigns, publications on social networks, organization of events, etc.
- Awareness and education : dissemination of blog articles, newsletters and informative videos.
- Consideration : publication of eBook , white paper , comparative infographic of different solutions, webinar, etc.
- Purchase Intent: Product Demo, Free Trial, Free Submission.
- Conversion: (this is where we celebrate !)
- Retention: training, upgrade offers, SEO program.
How do you put it all together?
The process of inbound marketing takes the form of specialized software that keeps track of everything that happens and triggers actions. Prospects are automatically qualified based on the actions they take.
For example: a visitor subscribes to the newsletter following his visit to the site. A week later, he receives a programmed message inviting him to watch a video. If it clicks, other actions will be triggered to maintain its interest and move it towards conversion. If it does not take action, other messages will attempt to generate interaction.
The golden rule in all this is to keep the conversation going! In B2B, the purchase cycle can extend over several years, hence the importance of never breaking the link.
Have these two eBang on permission marketing allowed you to see opportunities for your business?