All about inbound marketing: The complete guide to 2023

Understanding inbound marketing: an effective digital strategy to turn your visitors into loyal customers. Discover our complete guide.
Inbound Marketing
Table of contents

Today, inbound marketing is recognised as one of the best digital strategies for generating more traffic and sales through your website. In fact, 92% of companies that regularly create content on their blogs have seen an increase in leads in 6 to 12 months, compared to those who never publish...

Certainly, when this strategy is perfectly orchestrated and mastered, it easily ensures a better reputation, generates more qualified leads and increases the company's performance. As proof, last year, 59% of companies that used inbound marketing increased the budget allocated to it from one year to the next

Focus on a on a major web marketing phenomenon, step by step: inbound marketing.

Inbound marketing: definition of a trendy strategy

Inbound marketing offers the opportunity for a company to to attract consumers directly to its products. It It involves using powerful marketing levers such as the publication of blog articles(content marketing), socialmedia marketing, videos or even marketing), videos or image publications on search engines. search engines.

This methodology enables the acquisition of qualified traffic that is the source of a specific request, i.e. the customer finds the product he is interested in on his own. that interests them. In contrast,outbound marketing is a so-called 'traditional' method, i.e. the company the company enters the prospect's daily life in a more intrusive way, for example through advertising or emailing.

The main idea of inbound marketing is to to offer visitors quality and relevant content that they enjoy to consult. This audience is more likely to become an ambassador for your brand your brand, in the long run.

Here are the 4 phases of a successful inbound strategy:

Total time :

Attracting qualified traffic

Converting visitors into leads

Sell your products/services

Build long-term customer loyalty

What are your goals with inbound marketing?

It is impossible to start an inbound marketing strategy marketing strategy without first defining the objectives to be achieved. This preliminary This preliminary stage in the establishment of your strategy is certainly one of the most important. All companies define objectives, but most of them are not specific enough. most of them are not specific enough. Following a logical methodology is therefore unavoidable!

The best known, but above all the most effective, is the SMART method:

  • Specific: detailing precise and understandable understandable.
  • Measurable: To analyse results and understand the progress to be made.
  • Achievable: Don't aim for the moon, set yourself goals in line with your previous results.
  • Achievable: Whether for the person in charge of the project or for the resources, define a possible objective. possible objective.
  • Time: Plan an end date in order to measure your efforts measure your efforts, analyse and improve the process.

For example, increasing your leads is not a not a SMART goal. For it to be to be a SMART goal, note that you should instead plan to "increase your leads by by 25% in 6 months".

Here are 7 examples of objectives to set up in inbound marketing :

  1. Increasing traffic to your website
  2. Increase the conversion rate
  3. Develop your Marketing Qualified Leads (MQLs) or marketing leads
  4. Boosting your Sales Qualified Leads (SQL) or sales-ready leads
  5. Transforming your MQLs into SQL
  6. Generate more sales/get more customers
  7. Increase the average basket

How to generate qualified visitor traffic to your website?

In order to build a sustainable foundation for your your inbound strategy, you need to be aware of the number one factor: natural natural referencing. This is the only way your customers can find answers to their customers can find answers to their queries, and thus find you easily on search easily on search engines such as Google.

Finally, the final objective of this strategy is not to get as many visitors as possible to your website, but to to attract only qualified visitors and inclined to a future purchase. It is simply a matter of getting the right customers the right customers to your products.

Selling is obviously a hunger in itself, but the key step is mainly to generate quality traffic. It's always better to attract 100 visitors who are interested in your content and products than 10,000 strangers who don't care... And remember that 80% of Internet users completely ignore sponsored links, such as those fromAdwords. You might as well focus on getting a higher ranking on the first page of Google searches.

Understanding the logic of inbound marketing

"We know that We know that 74% of buyers do almost half of their research on the Internet themselves before finally contacting a company. their research on the Internet before finally contacting a company.

Here is a example that justifies the implementation of an inbound marketing strategy marketing strategy:

→ It's your husband/wife's birthday soon! your husband/wife's birthday is coming up! Without waiting, you want to give him/her a nice surprise and surprise and you do a Google search for a romantic weekend in an unusual in an unusual guesthouse. After a few moments, you compare the establishments you've just found. In no time at all, you in the blink of an eye:

  • The rating of institutions,
  • Consumer opinion,
  • Prices for each night,
  • The best locations in the region

In short, you make your choice and finally book with one of the partners found on the first Google results.

Have you made the connection with inbound marketing?

Your business works the same way: your potential customers (at least the ones who make you the most money) look first for first look for useful and relevant information before contacting you. contact you. Let the customer come to you naturally!

Of course, this case study applies to any company any company that wants to expand its business.

Know the key points for success

Beware, however, of believing that it is that simply creating a blog and publishing too much content is enough to to attract substantial traffic to your website. What you really need are articles with " evergreen content", i.e. content that is timeless and timeless content that will attract visitors in the long term. In this way, you can avoid wasting time updating your blog posts your blog posts.

In this way, your prospects express their interest in your content, by asking about your products (converting into leads) and then buying one of them (converting into a customer). By adding content regularly, you educate your audience to receive interesting content to convince them to come back to your site.

By optimising your keywords on search engines, you improve the user experience and experience and bring in new customers.

To determine exactly what content to publish on your you need to know, in great detail, what your visitor's main motivation is for the main motivation for your visitor to search for a specific query online. specific query. To do this, it is important to know your future customer.

The secret of a successful blog!

Always remember that success in today's world is based on a strategy of quality before quantity. quantity. Today, no one will tell you that a company owes its success to the invasion of articles on its blog. On the contrary.

Publishing a lot, everywhere and every day is strictly useless...

The objective of an inbound marketing strategy strategy is to offer quality, as Mies van der Rohe's emblematic phrase "Less is more" puts it perfectly. of Mies van der Rohe: "Less is more".

What is really isreally important:

  • Content that is relevant, well thought out, thorough, interesting, visual and useful,
  • Evergreen " content that lasts longer.

To make sure you have quality content, take the time to apply a few writing rules necessary to ensure good SEO:

  • An article length of at least 1,700 words, which keeps the readers' attention and you in a good position on Google.
  • A publication frequency of 5 to 15 qualitative articles per month, which is the best option from a statistical point of view.

Why ? You should know that the longer an article is, the more you increase your chances of keeping your visitors on your site. This time is valuable as it allows you to signal to Google that your readers are interested in reading your interest in reading your article (it will tend to put you forward more easily), but it is more easily), but it is also useful for generating a competitive keyword rate and competitive keyword rate and semantic scope than your competitors.

You get organic visibility, essential for your SEO.

Learn to determine your buyer persona and buyer journey

To put it simply, imagine the buyer persona as a portrait of one of your customers. This will allow you to refine your content to suit only this type of user. The simplest solution is to is to get inside the head of the potential buyer, as precisely as possible. as precisely as possible.

As Sun Tzu said Sun TzuIn the art of war, he said: " Know your enemy and know yourself [...], a hundred times you will be victorious" .

Obviously, the prospect is not your enemy, but your enemy, but as long as you know him you know him perfectly, success will be there.

A simple but effective method is to create a " CV " with your persona 's information to better understand their expectations. Include at least :

  • Full name,
  • Age,
  • Genre,
  • His/her marital status : single, married...
  • His/her monthly/annual income,
  • His current position,
  • 2 to 3 objectives...

This list is not exhaustive, but gives you a clear give you a clear idea of the process of creating a persona. The more criteria you use, the better your chances of your chances of success.

Search forums, Linkedin, Facebook, and even even former customers. It takes some thought and imagination the beliefs of your customers, but it will pay off.

Practice by answering, for example, the following questions a few questions:

  • What are my clients' problems? customers?
  • What motivates them to to solve their problems?
  • How do they decide to buy? purchase?
  • At what point are they ready to act? ready to act?

Now that all this is done, you know who your content is aimed at. In order to further improve the sales process sales process, don't hesitate to update your personacard(s) with the real data of your customers.

What does it mean to buyer journey ?

A buyer journey is the term used to describe the by a prospect. It is the steps a potential customer needs to take to customer to buy one of your products. These steps can be divided into 3 categories: awareness of the problem, development of a solution and the purchase decision.

The awareness of the problem :

Let's say a marathon runner is not satisfied with his satisfied with his performance. In order to understand what could improve his results, he will results, he or she will start by learning about the different solutions, about his problem.

The development of a solution :

Now he knows several methods to help him to help him solve this problem. Only, the information he has found is too general. So he has to refine his search with more specific keywords such as "marathon running shoes" or "pre-marathon diet". running shoes" or "pre-marathon diet".

The purchase decision :

Good news, our marathon runner compared all the most relevant and valuable information. value than the others. After some thought, he finally chooses the solution that he feels is that seems ideal for solving his problem.

As you can see, to reach your prospects more your prospects, you need to be able to respond to this buying journey. buying journey. First, publish "general" content about your business and then "refined" content to answer the questions of the prospect. generalist" content related to your activity and then "refined" content to answer the questions of readers who already have reader who already has more specific knowledge and vocabulary.

Now you know exactly what you need to publish on your to publish on your blog.

Follow an editorial schedule easily

Editorial planning, also known as the editorial calendar is the tool that allows you to plan and control the publication of content. This process also makes it possible toanticipate a given period and to better visualise the inbound strategy.

It is a document that simplifies the life life of the marketer. Easy to use and practical, the editorial calendar is your your ally in organising yourself in the long term. In concrete terms, it allows you to plan and follow your editorial line and anticipate future blog posts, to ensure that your plan is consistent. It is also an interesting tool It is also an interesting tool for assigning the various daily or weekly tasks to your to your staff.

In addition to maintaining an ideal publication rhythm the editorial planning avoids making mistakes, duplicating article topics and saving time. duplicating article topics and saving time. In itself, you are more productive.

How to create an editorial plan?

Once the buyer persona and buyer journey process, you can define exactly what content is relevant to your potential customers. The idea is to present content for each of your personas and match each article to a stage in the customer buying journey.

Use management tools such as Excel to create the editorial schedule, showing different elements such as :

  • The persona to be targeted,
  • The buyer journey phase,
  • The title or subtitle of the the article,
  • The keywords corresponding to your your SEO strategy,
  • The theme of the content,
  • The date of publication,
  • The type of content: blog post, video article, video, white paper...
  • Advancement status

Use it as inspiration to create your own editorial calendar!

How to convert visitors into qualified leads with inbound marketing?

Now that you know how to attract traffic to your site, you've taken a key step to success. Now that you know how to attract traffic to your site, you've taken a key step towards success. Unfortunately, this is only the beginning of your digital strategy.

Inbound marketing offers you the opportunity to stay in touch with your visitors, but you need to ask them for information about themselves (email, first name and number if necessary).

Now we have reached the conversion stage. At this point, you turn your visitor into a lead. Its qualification is determined by the amount of information they have chosen to to offer you. You will have to optimise the conversion of your visitors before you even think about attracting more traffic. Indeed, if you have no way to capture these leads, there's no point spending time bringing hundreds of thousands of visitors to your website.

Optimise your conversion rate!

To avoid rushing things, you should not your visitor as soon as he arrives on your blog. They will quickly They would quickly flee. The contact should be subtle, through a form to be filled in. This can be be at the end of a blog article, in a pop-up exit, on a landing page or in a newsletter subscription, for example.

Your prospect should feel that you want them to have a good time on your site rather than "stealing their information".

To understand this, here's a concrete case: you go to several specialist shops in search of a new sofa. Every time you enter one of them, a salesperson rushes over to try to sell you one of his products. You feel pressured. Except that you don't like it, quite the opposite. At the end of the day, last shop, and the advisors give you time to look at the products. Well, you'll feel more confident about buying from that shop! It's exactly the same process on your blog.

To be effective, you must encourage the visitor to go to a specific specific information capture page: the landing page. Today, the most common is to use a lead magnet.

Your prospect must be sure that by leaving their details, they will receive premium content, richer and more relevant than the article. As if the a sofa model directly into your living room in 3D. your living room. This is the lead magnet. This free content sent to the visitor in exchange for an email address must respond to a need or a problem. Its primary purpose is to leave the potential potential customer a memorable souvenir thanks to this quality lead magnet. This will make it easier for them to to come back to your website by themselves.

But you must use 'a link' to take your prospect from a blog post, video or other content to your landing page: these are Calls-To-Action (CTA).

Here is a brief summary of the process your client goes through:

  • A visitor reads your article to solve a problem they have,
  • At the end of the article, a Call-To-Action offers to content that provides more information on how to solve the initial problem and suggests their initial problem and suggests that they click.
  • Once on this landing page, they are invited to fill in their first name and email address via a form to receive this lead magnet.
  • Your visitor then becomes into a lead/prospect thanks to the information they have given you.
  • Now you need to set up an emailing system to contact them again so that they have the right information. system to contact them again so that they are naturally more likely to come back to your to come back to your site alone.

In order to be successful in this strategy and to increase your conversion rate, you must optimise each step of the process.

Inbound marketing via slack
Slack is known in the industry for having one of the highest conversion rates in its sector

Make a good lead magnet!

To convince the reader to continue reading through your lead magnet, your lead magnet must contain a catchy title. 50% of the work is done if your title is attractive enough that the visitor will choose to leave their details. Sometimes it is enough to curiosity with an important point about solving their problem. problem.

Several types of lead magnet exist:

  • Infographics,
  • Checklist to be completed by the prospect,
  • A white paper/eBook/guide with high added value,
  • Cheat Sheet - e.g. guidelines or tips for success,
  • Downloadable resources to save time
  • A video tutorial,
  • A webinar,
  • A private Facebook group,
  • A mind map, also known as a Mind Map...

In short, the list is long, even unlimited if you are unlimited with a little creativity!

Beware of the white paper and its acolytes, however. and its acolytes, because nowadays, with the development of the number of blogs on the Internet, be aware that this is a method that method that no longer provides sufficiently long-term results. The quantity and quality of the competition has lowered the perceived value of the perceived value to prospects.

Lead magnet in inbound marketing
Example of a lead magnet in inbound marketing

Improve your capture form!

The form is an element to be mastered as much as possible possible in the information capture process. Indeed, it is that your visitor understands that you want to know something about them. information about them. The link between a simple visitor and a lead.

An opportunity not to be missed to recover personal data, such as email, first name, age... But also possible also possible information on the problem your visitor is experiencing. visitor is experiencing.

Naturally, for a form to be successful, it must be as short as possible. successful, it should be as short as possible. Everyone has everyone has given up at least once in their lives on filling in a form that is too long or too intrusive. Prefer a good conversion rate rather than the amount of information. This data can be collected much later in the process of interaction with the prospect.

There is no secret, as with all digital strategies, the best way to proceed is to test, again and again. again...A/B testing is the only key to success for your form, and even for your landing page. Simply test several types of form (always keep only one on each capture page) on each on each capture page) on several different landing pages. Think of it as a custom page that matches each persona you send to it.

Make sure you differentiate between traffic sources: a visitor to a sponsored post should not be on the same page as the reader of one of your reader of one of your articles.

A landing page that converts

Your form is ready to convert, but your capture page is not. but your capture page is not... So pay attention to the following tips:

  • Go for A/B testing!
  • Analyze the results of each page and page and improve it to increase conversion rate.
  • Be consistent in the design of your your capture page: it must be consistent with the page of the Call-To-Action page.
  • Don't distract your prospect, get to the point to the point: one page, one action!
  • Don't forget to create a responsive landing page in order to respond to high usage on mobile and tablet devices (note that this is one of Google's referencing criteria).
  • Keep it simple, impactful and effective.
  • Highlight the form and the validation button.

Similarly, one should always analyse. Always. It can't be said enough. By determining the source of your leads, you can improve the performance of your capture pages.

If they come from your blog, drive traffic using Google Ads (SEA), while if they come from social networks, increase your from social networks, increase your traffic with Facebook Ads.

Optimised form for lead collection
Example of a powerful form

How to make a final sale with inbound marketing?

By choosing inbound marketing to enhance lead acquisition, you reduce the cost of lead acquisition by 60% compared tooutbound marketing. In fact, 42% of companies that use inbound marketing have increased their lead and sales conversion rates. Its main advantage is that it acts on the entire conversion tunnel by optimising each stage of it.

Generally, marketers who have implemented an inbound generated more sales than in the previous year. In fact, 64% of companies report an increase in sales in the first 12 months. months, 50% of them directly after the first 7 months.

À Now it's time tofocus on the final goal: sales.

You should know that the most important step (and one that sales) is neither more nor less than the landing pages and Call-To-Action. By improving your lead conversion, you will inevitably increase sales.

A lead nurturing campaign

What is lead nurturing? In simple terms, it is the "nurturing of your through automated emailing sequences sequences based on the stage of progress in the buying process. buying journey. In other words, think of it as a mandatory process to maintain and strengthen the relationship you have with these prospects. These are usually too "young" for a sale to be triggered or have already failed, as they are They are usually too "young" for a sale to be triggered, or have already failed because they tried too early.

Lead nurturing is usually seen in a B2B strategy, but is not closed to B2C, for example. closed to B2C, for example. Finally, these are prospects who have a project, but which is not yet topical or too long to be concluded at time.

It consists of 3 key steps:

  • Accompanying,
  • Interesting,
  • Qualify

In this strategy, we must act in three distinct phases. The first is to accompany your prospect through the decision chain. You need to provide relevant quality content to help them evolve until they make their decision to buy.

Secondly, you need to justify your expertise to your your expertise to your prospect. They have left you their contact details, take advantage of this to send them targeted content that meets their expectations, right at the moment the moment they need it: white papers, case studies, promotional offers, Keep in mind that you must continue to lead them to a decision to buy. decision to buy.

Finally, you need to measure the interactions your prospects have had with your company. This step is called lead scoring. This involves giving a score to leads in order to determine their interest in your products/services and understand what stage of buying they are in.

The strength of inbound marketing and the effectiveness of the effectiveness of lead nurturing is the holistic approach that focuses on the customer himself and not on the the salesperson, as is normal in a traditional marketing strategy. marketing strategy.

Remember that the final objective remains the transformation of a prospect into a customer, yes, but above all a customer into an ambassador...

Lead nurturing is a crucial step in lead management. It works by aims to classify leads according to their maturity in order to adapt its communication.

How to set up lead nurturing lead nurturing campaigns?

To make a successful lead nurturing campaign, make sure you follow some practical advice. We will separate the strategy into 4 steps:

  1. Personalised communication with your leads : Thanks to content adapted to each of your leads, you can optimise your conversion tunnels effectively. It is important to understand that one lead, depending on his buying path, will not have the same expectations as another. You must allow your prospects to identify themselves each time you offer them content. Always relevant and of high quality. Highlight the leads that are closest to your persona.
  2. Determine the most qualified leads: Following your communication, observe which of your prospects are most likely to trigger a buying process. Which of these will quickly become customers? If one of them systematically downloads your documents or clicks on links, don't hesitate to thank them through a personalised sequence. Offer them premium content to get more information from them or make them an offer they can't refuse.
  3. Don't lose touch with your leads: Imagine yourself in front of a class of teenagers who have been partying all night. Your goal is to keep these students awake by offering them an unusual lesson. You need to find a reason to keep them sharp and attentive. This is what you must do with your leads, never lose touch with them. Note that with this process you also increase your awareness of them.
  4. Analyse your actions and optimise: A strategy cannot work without a thorough analysis of the actions you have taken. Check what you like and don't like and improve the communication process with your prospects. Make your lead nurturing strategy irresistible.

Workflows and marketing automation in inbound

Even though they may sound a bit barbaric, workflows and marketing automation are necessary for a good inbound marketing strategy. Both to increase the power of the strategy and to and to boost its effectiveness. In simple terms, theyare are digital tools that allow you to automate most of your marketing actions marketing actions in order to optimise your campaigns in the long term.

Its main advantage is a clear reduction in marketing marketing costs since it allows certain operations to be processed more quickly certain operations and customer relations more quickly. And yes, easily managing marketing campaigns without the need for anyone to intervene, is still is still highly appreciated. A complete automation of marketing actions, from A to Z, to free up marketers' time. A facilitated exchange between the between the marketing department and the sales staff, which not only saves time but is also more efficient.

Let's not forget that the interest of inbound marketing is first and foremost to increase the company's income, and this increase also involves savings on certain expenditure items.

Marketing automation is necessary for :

  • Lead acquisition,
  • Education of leads,
  • Lead nurturing,
  • Lead scoring,
  • The analysis of the results of inbound marketing,
  • Increased ROI (return on investment)

This allows you to automate all the steps previously seen, and in particular the Call-to-Action, landing pages and thank you pages.

With powerful CRM(Customer Relationship Management) systems, you can easily analyse your work with easily analyse your work with the help of KPIs. These performance indicators performance indicators, once analysed, allow you to adjust and optimise your actions to increase your ROI.

For a company, it is vital to automate its marketing, if only to facilitate the management and updating of its website, but also to promote the acquisition and management of leads. Many agencies can do this work of setting up automation tools and creating email workflows.

Build customer loyalty and increase your turnover with inbound marketing

Well done! You have succeeded in setting up a inbound marketing system. Now it's time to build loyalty your customers to turn them into ambassadors and develop a recurring income and develop a recurring income in the more or less long term. Your customer must have a particular attachment to your to your company or brand, without turning to your competitors. competitors.

Know that building customer loyalty is the best way the best way to increase yourrevenue significantly: a loyal customer is considerably: a loyal customer is 5 to 10 times less expensive than a new customer. Even more, 20% of your even more, 20% of your best customers are enough to generate 80% of the next profits of a profits(based on the Pareto principle). Pareto principle). (Source: Gartner)

Now you understand its importance...

As with a couple, if you take your customers for granted, chances are they will have no chances are that they will have no reason to buy your products/services. reason to buy your products/services again. Conversely, if you take care of your current customers, you can be sure that they will return the favour. You should continue to provide quality content that keeps up with your typical customer.

We have therefore reached the last phase of inbound marketing: loyalty.

How to set up a loyalty campaign in inbound marketing?

For it to be effective, the loyalty campaign must remain must remain based on the fundamentals of inbound marketing, which translates into which translates roughly to :

  • Maintain good interpersonal skills,
  • Adapting communication to the customer,
  • Develop your social networks.

There are several actions that can lead to your customers becoming loyal, for example, remember to always ask for their opinions about the products their opinion about the products/services they have purchased. They will feel that they are being listened to and that they are important (provided you listen and act accordingly, of course). (provided you listen to them and act accordingly, of course). Give them the opportunity to express themselves. It is then in your interest to improve your products and services to correct any mistakes you may have made.

Also, take advantage of a company event to invite your best customers to attend. Allow them to create a more "intimate" relationship through your invitation. "relationship through your invitation. They should feel as privileged as possible. privileged.

Therefore, building trust from the first contact is imperative to increase the perceived value of your company, especially during the decision phase. Even once you have become a customer, you must not break contact, maintain interest in your company, whatever the cost.

Social networks to good effect

With the development of social networks, Internet allows many companies to grow rapidly, but beware of disillusionment if your customer service and beware of disillusionment, if your customer service and your relationship not live up to the expectations of Internet users. A negative opinion, in this day and age, is very quickly is very quickly spread and amplified. So make sure you always satisfy your customers.

However, these platforms are a gold mine for those who for those who take the trouble to look into them. Sometimes it is not necessary to send sequences of emails, it is enough to produce valuable information through social through social networks. You also get a significant amount of information about your potential customers, but also what they think of your company. what they think about your company.

Creating a good brand image on social social networks will have the same impact as a good showcase site. So, with information, optimise your offer so that it meets the exact exactly to your prospects' needs.

Build customer loyalty through social monitoring.

But what is it? This process is useful to help you measure (yes, more analysis...) your reputation on social networks and improve your inbound marketing process:

  • Refine your persona,
  • Make yourself useful and pleasant,
  • Survey and interact with your community.

Aim much higher by turning a loyal customer and won over by your brand image, directly into an ambassador.

The purpose of inbound marketing: the customer ambassador

A customer ambassador becomes, in turn, a very powerful powerful marketing communication tool. This includes recommendation to other people, which will increase your credibility. your credibility. This will positively influence your company and future future customers.

Of course, they have to be totally convinced convinced by your products and services to the extent that you have met 100% of their expectations. of their expectations. Through customer criticism, you need to reach a threshold threshold where your loyal customers are satisfied with your efforts to improve. improvement efforts. Offer your customer ambassadors exclusive and personalized benefits to your customer ambassadors so that they are taken into consideration.

Myprotein is a supplement brand that has mastered inbound loyalty

The importance of analysis in an inbound marketing strategy

Here we are at last! Analysis... It is It is discussed many times, but how important is it?

To succeed in your inbound strategy, 50% of the of the work lies in the analysis and optimisation of your actions. To do this, you need to you need to use key performance indicators performance indicators: the famous KPIs (Key Performance Indicator).

The advantage of KPIs is firstly that they adaptable. Indeed, they are used in all of your company's processes your company:

  • Management,
  • Marketing,
  • The sale,
  • Advertising,
  • The website...

They simply evaluate the effectiveness of your strategy, a marketing campaign or a specific action (for example modify the copywriting of a landing page).

The data that you can analyse are multiple and multiple and it concerns as much the traffic of your site as the landing pages, the email sequences. pages, email sequences... In short, the list is almost limitless.

For example, to analyse the traffic of your website, it is important to differentiate between the quality and quantity of visitors. Indeed, in inbound marketing, it is more prudent to quality over quantity, as we said before. But But that's not all that counts, there's also the source of the visit, the time spent on the site or the time spent on the site or the bounce rate.

All this to tell you that you must analyze with an objective eye: a site with 10,000visits visits can lose money while a site with 100 visits can be extremely extremely profitable... You have to rationalize the statistics. There are very powerful very powerful tools can help you to better understand your data, such as Google Analytics or very simply simply via an automation marketing software.

Here are some examples of analyses:

  1. The number of visits: Publishing properly optimised content for search engines will normally bring more and, hypothetically, better quality traffic.
  2. Visit time: Another key point to understand. If you have a low visit time, it is probably because your content is not relevant to your audience. You probably need to review your strategy. If not, you are adequately addressing a problem.
  3. Your bounce rate: Another important point, the bounce rate allows you to understand whether a visitor leaves your site after viewing a single page or whether they continue browsing. This is an excellent indicator for optimising your call-to-action to your landing page, for example. If the rate is low, try to optimise the content to encourage your readers to continue browsing your website.
  4. Your conversion rate: Literally, the number of visitors who have generated a lead. Probably the most important indicator in inbound, as it affects the entire sales process.

Priority is given to monitoring the conversion rate of your blog posts, Call-To-Action and landing landing pages. Analyse this data carefully and then only keep the ones that that convert the best. Take the opportunity to optimise them in the process.

Regarding the performance of your email campaigns, check your open rate, click-through rate and click-through rate and unsubscribe rate:

  • A low open rate can explain poor management of your lead lists or a subject line that may not be catchy enough. perhaps not catchy enough.
  • A low click-through rate can warn you of low click-through rate can warn you of poor content quality or an unnoticeable CTA.
  • A high unsubscribe rate should not be taken lightly. Your target audience may be feeling your sales pressure too much or the emails may not Your target may be feeling your sales pressure too much, or the emails may not be meeting the needs of your leads at all. In both cases, the whole process will have to be reviewed.

Inbound marketing strategy: what budget should you set aside?

To complete the data analysis, you should also also need to calculate your cost of cost of acquisition. This is an aspect that should not be neglected as it determines the effectiveness of your inbound marketing strategy. To calculate this cost, do the following calculation: overall budget of your marketing strategy (cost of staff, tools, advertising) divided by the advertising....) divided by the number of customers who bought one of your products/services products/services = cost of acquisition.

Ideally, you should also know the specifics of your market, so that you your market, so you know who your typical prospect is, the cost of acquisition in your cost of acquisition in your industry, your competitors...

The main expenses in inbound marketing

Drawing up a budget requires the most rigorous rigorous as possible. The first step, remember, is to establish a buyer a buyer persona and a buyer journey. It allows you to build and position yourself on a guideline. This is the first cost of your inbound marketing strategy.

Then there are the costs involved in optimization of your site and the creation of a dedicated blog, which requires call on :

  • A webmaster for the design, conception and integration,
  • A SEO to boost and optimise Google's SEO,
  • A web editor to create the content,
  • And even a community manager to manage social networks.

These are the main items of expenditure. There are obviously other equally important areas, such as the implementation of setting up marketing tools to create emailing campaigns, planning blog posts, landing pages, marketing automation, lead creation automation, lead magnet creation...

Human resources to be mobilised: in-house or outsourced?

It all depends on the resources available within the company. company, but you should know that by internalising inbound marketing, you benefit from a shorter working time and therefore a faster and therefore a faster implementation. However, be careful not to that you will certainly have to create a team dedicated to inbound marketing team and train it properly. The costs involved are significant, because the number of positions to be set up is also significant: web editor web designer, project manager, SEO & SEA expert, graphic designer, community manager, webmaster...

On the other hand, outsourcing inbound marketing can be the solution if you don't want to add as many positions to your workforce. This solution makes things easier because you pay a digital agency to do everything for you. On the other hand, the cost can quickly soar depending on the marketing agency you choose, as average rates are between €2,000 and €6,000 depending on the services offered.

The time required is generally the same as for in-house marketing, especially if the agency is not an expert in your business. At Ingenius we are with you all year round, inbound marketing is a technique we use in our subscription packages, so outsourcing this part is finally affordable and you don't have to worry about the strategic process as we follow you from the beginning.

How much does it cost to get started in inbound marketing?

Two elements must be taken into account:

  • Internal resources,
  • Your final objective(s).

Although there is no obligation, most most companies allocate a budget of budget of 5-10% of turnover. This is the norm in B2B today. in B2B today. Personally, we recommend a minimum of €100 per month, if you want to have real long-term results with inbound long-term results with inbound marketing.

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