Define your targets It is at this stage that we determine the famous buyer personas that you have probably already heard of. A buyer persona takes the form of a very detailed identity card of your potential customers. Here are the questions you need to ask yourself: What are its demographics? (age, sex, and place of practice) What is its function ? Does he have decision-making power or not? What is his seniority in the company? What are the goals of purchasing your products or services? What are its challenges? What might dissuade him from buying your product / service? Where does your persona look for information about your products and services? From this information, you will determine the marketing message to convey to your audience. It is also at this stage that you will note a first keyword list specific to each buyer persona.

Therefore, you have to define goals in terms of traffic and leads. To make it easier for you, use the SMART Goals technique : Specific : the objectives must be specific, “I want to increase traffic to my site” is not a specific objective. Measurable : an objective must be able to be measured in order to assess the effectiveness of the actions undertaken. Achievable : Set ambitious, achievable goals to motivate your troops. Avoid asking the impossible at the risk of France Mobile Number Database them. Realistic : be realistic, otherwise your teams, partners or investors will not take you seriously. Avoid “We want to be the next Amazon”. Temporarily defined : essential to advance step by step and not get lost along the way. Examples: Increase traffic by 40% in 12 months Achieve a 5% lead conversion rate within 12 months.

A little reminder on inbound marketing

And as with any expedition, you need to know which direction to go. 2nd step: Build your audience You must now set up an editorial & SEO strategy to optimize your website for search engines and attract qualified traffic. This involves in particular: SEO audit : determine priorities (technical optimization, semantics, etc.) Optimization of landing pages presenting your services Strategy : develop popularity and advance positions Editorial strategy and creation of a blog : central tool in an inbound marketing strategy to attract and convert your visitors. Social Media : be regularly active on social networks to arouse the interest of your targets. 3rd step: Convert visitors into leads Having traffic on your website is good. Succeeding in converting and making profitable this traffic is another story. It is not uncommon to come across sites achieving large audiences without successfully converting. To remedy this, your site must offer premium content for download.


A little reminder on inbound marketing Inbound marketing consists of attracting the buyer rather than going after him with an aggressive and intrusive communication strategy such as push marketing or outbound marketing. An inbound marketing strategy is based on the creation of content responding to the issues of a company’s potential targets. It breaks down into 4 steps. 1st step: Prepare the ground Define your goals Getting into inbound marketing is a long-term investment, a long-distance race. Premium content, there’s a good chance you’ve come across it without knowing it. These are the white papers and other webinars available for download. In most cases, you can download them for free after filling out a form. Visitors thus gain access, in exchange for their data, to high added value information delivered by a company with expertise in its sector of activity.

Convert leads into customers

Thanks to lead-scoring, you assign marks based on the characteristics and behavior of your leads. Thus, your sales teams focus on the most mature prospects with decision-making power in their business. Inbound marketing is an excellent lever for your strategy for acquiring qualified leads . Attracting qualified visitors to your site is one thing, but you still have to take advantage of the traffic generated by this strategy. Because the objective of inbound marketing is indeed to convert visitors into leads , then to transform them into customers. Each step of this conversion funnel is important. Surround yourself with experts so as not to deviate from your final goal. # 4: modernize your slogan In 2016, the hashtag was positioned as the fourth most used word in advertising slogans (Source: 2016 study by the Observatory of slogans and detailed explanation in the newspaper Les ).

You will be able to organize very targeted mailing lists. 4th step: Convert leads into customers After converting some of your traffic into leads, a common mistake is to consistently contact them all. At this point, it is still too early to provide these leads to sales reps. Leads will include students, curious people, and most likely some of your competitors. This is why lead-nurturing and lead scoring allow you to sort through your different lists of leads. Lead scoring and lead nurturing Lead-nurturing consists, through marketing automation tools, in sending highly targeted mailings to educate your buyers personas and provide them with the information they need to make their purchasing decision. This makes it possible to reduce the maturity time of your prospects as much as possible with the aim of reducing the purchasing cycle. On the podium are the verbs “to be” and “to have”.

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