Not marketing online correctly can cost your business
Over the previous decade, people have radically transformed the way they use information to make
their purchasing decisions. They unwittingly (or willfully) created barriers to traditional, intrusive
marketing practices called Outbound Marketing (advertising, e-mailing, ads, mass media).
The consumer took power, they are free to search out the information they want on the web and
completely ignore advertisements and ploys by companies.
As such, marketers feel a little lost when creating their campaigns, especially as the Inbound Marketing
method beginning to be taught in schools and universities the world over. Those who are still teaching
method 4P marketing mix (product, placement, price, promotion), which was designed to operate
before the internet era in mass media, are and will fall behind.
The problem is that it takes more thinking/analyzing marketing campaigns to yield mature prospects.
One of the best examples to illustrate this is the failure of the majority of brands (McDonalds, Target, et
cetera) in their advertising campaigns on social networks.
The Inbound Marketing method solution to this problem is simple. Through the creation and
publication of useful and engaging content that helps consumers in their purchase decision stages,
without specifically emphasizing their product or service, companies can turn consumers into
The creation of informative, SEO optimized content which makes companies “findable” on the search
engines is the basis of Inbound Marketing (pages, articles, e-books, videos). Many other tactics come
into play (Copywriting, Calls to Action, Landing Pages, Lead nurturing, E-mailing, A / B testing, web
analytics, marketing automation, thoughtful Adwords ads …).
Many companies regularly use some or all of these tactics in their campaign of desultory fashion
marketing, which dilutes the overall effectiveness of their internal sales process. The strength of
Inbound Marketing is to identify your “buyer persona” (client type) and to initiate a process that
produces content that meets its problems in the different stages on the “buyer’s journey.” The visitor
becomes a prospect and customer.
The problem with most companies is that they want to sell at any point in the buyer’s journey. As if a
man asked a woman to make love a minute into their first meeting. This tactic rarely succeeds…
The Inbound Marketing method to create content tailored to each segment of its audience by applying
appropriate methods of Copywriting. These methods will make your strongest content more attractive
and spur action. Following the path you propose to follow, the interested visitor will arrive in a unique
offer of sale on a page of your site dedicated to each offer. This is what is called a “landing page.”
This is the online marketing method that best converts prospects into customers.
The most powerful Inbound Marketing tool used by more than 50% of US companies today to convert
prospects into customers is the blog. The responsive web design blog becomes your online news
magazine, a medium that belongs to you. Your ever-changing content has a permanent web address.
When optimized for natural search and shared in social networks, your content comes to buyers
searching continuously for a solution to their problem. Your product and your online presence
becomes available to them by offering that solution in the form of informative e-books on subjects
germane to the service you provide, webinars, explainer videos, and much more.