Inbound marketing: analysis of the conversion funnel

THEinbound marketing is a method of boosting business results in an innovative way. Designed to change the rules of traditional marketing, it's all about bringing customers to you. Unlike conventional approaches, this one is not very intrusive. It starts from a series of actions strategically carried out with the aim of increasing your sales. These are focused on a specific conversion tunnel. It is all of the different phases of a prospect's (potential customer's) journey, leading to a specific point. If you integrate inbound marketing into your strategy, a good knowledge of this funnel and the SEO is required.

Discover or study your target for inbound marketing

The first step in the inbound marketing conversion tunnel is undoubtedly the study of your target. In other words, you must analyze your potential customers. This phase is crucial, because it allows you to understand your prospects and therefore to understand them better. Only in this way will you be able to provide them with the best and above all to arouse their interest.

The task is complex, tedious and requires special skills. This is all the more true if your products or services are intended for very large audiences. This is why we recommend that you use marketing professionals: the know-how of SEO agencies in Paris and in the big cities will be of great help to you. You will thus be able to benefit from the appropriate expertise for your mission. Added to this is the fact that you will have full support until the end of the process.

Whether for referencing or improving your conversion rate, you will be in good hands. These professionals will help you establish very detailed buyer personas. These are the profiles of your ideal customers. They should contain all the information you need to easily define content that may interest them.

They take into account information such as the age, gender or geographical location of your prospects. However, they go further by examining the sources of information, the constraints and the objectives of the latter. With these profiles, you will have an exact idea of ​​your targets and will be able to better orient your content.

Attract more visitors to your website to convert them into customers

Once you have an accurate description of your prospects, it's time to attract them.

More visibility on your website thanks to natural referencing

Your platform is your first tool for implementing inbound marketing. It gives you excellent reach and makes you potentially visible to the whole world. It is therefore completely normal to use it to bring your prospects to you. For this, you will probably have to develop its visibility. Natural referencing then appears to be the ideal sustainable solution.. By improving the position of your website in search engines, you will have more clicks and visits.

However, to achieve this objective, several actions are necessary. That implies :

• reduction in loading time,
• improving the design and ergonomics of the online platform,
• keyword optimization with rigorous targeting allowing you to stand out from your competitors,
• increased performance,
• and of course the production of a quality content irreproachable.

This last point can be put into practice through a blog, for example. It is a safe and effective way to continuously share items on your platform. It is a question of articles bringing real added value to your visitors. By doing this, you will have increasing traffic.

Attract visitors with the help of social networks

Sticking only to your website to deliver content is a mistake you should not make. It will only limit you. Worldwide there are more than 4 billion users of Social Media. They therefore represent a channel to be favored and adapted to your strategy.

Whatever the profile of your prospects, it is obvious that there are some who use it as their main source of information. So you can create pages professional on social networks to share yours. However, you have to choose them carefully. If your customers are mostly businesses, some applications will be more appropriate than others.

In addition, on social networks, you will also have to adapt your publications to the format adequate to ensure maximum range. In this way, you will make the best use of the algorithms by which they are controlled.

Convert visitors into potential customers, then into final customers

When visitors take advantage of your articles or content, they may leave as they came. It's up to you to find a way to keep in touch with them. This is how you will manage to turn them into potential customers.

Turn the visitor into a lead

In order to turn your visitors into potential customers, it is best to obtain their contact details. This can be a phone number or an email address. To acquire it, you can use “call-to-action”. Those are fairly visible interactive buttons on which the visitor must click to perform a specific operation. For example, you can offer him to register for your newsletter in order to stay informed of news. They are very important in your strategy because they allow you to redirect visitors to specific pages: landing pages.

These are pages external to your site that direct the user to a specific goal. They are often devoid of distractions and go straight to the point. They are ideal for collect data and measure the degree of engagement of your visitors.

Another very clever way to achieve your goal is to make use of contact forms. They can be used to provide visitors with exclusive content in exchange for information concerning them. Nothing prevents you, to increase their effectiveness, from combining them with your landing page.

Turn the lead into a customer

As soon as you have the contact details of your visitors, your lead base starts to grow. Now all you have to do is drive the most potential customers to the end of the buying process. You have a multitude of different options for this purpose. These can be based on “lead scoring”. This technique allows you to assign a score to each potential customer based on their experience on your platform. This allows you to determine which ones to contact in priority to encourage them to buy.

Your sales department can use, among other things, “marketing automation” to speed up the process. Simply put, it's about automating communication to your prospects. This process allows you to send the right content at the right time to maximize your chances. Personalized e-mails or even SMS can be sent automatically according to the actions of the leads.

By combining "lead scoring" with "marketing automation", you can bring your prospects to 60% of the purchase process on their own. When the time is right, the sales department will just have to take over in order to respond specifically to their needs. He will be able to offer them a service or a product that meets them perfectly.

By applying these 4 main steps, you will certainly be able to give your sales a good boost. However, this should not let your guard down. Acquiring new customers is quite an expensive operation. You will therefore gain end your inbound marketing strategy with loyalty of those acquired. Make sure you have a special relationship with your customers. She has to make her feel special. Do not hesitate to ask her for her opinion in order to show her that she matters. For example, send him satisfaction surveys.

Respecting the conversion tunnel will guarantee you positive results. In order to avoid any errors in the process, request support from professionals if that is necessary. Several steps require a certain level of technicality.