Digital marketing is not the marketing of tomorrow, but the marketing of today! Knowing that more than half of the world’s population accesses the internet on a daily basis, it is essential to make the most of it. The scope of digital marketing is very broad. You can take advantage of different channels to enable your digital marketing efforts —websites, blogs, podcasts, social networks, newsletters and email campaigns.
This field is constantly evolving and new technologies, platforms and applications appear every year. This rapid pace of innovation does present some challenges to marketing professionals.
However, in recent years, one trend has emerged and it is different from other strategies: attraction marketing. At Hypertec, we favor this type of approach to digital marketing. Unlike traditional advertising which some can find rather intrusive, attraction marketing has the advantage of naturally attracting our target audience to our company.
Attract and Convert Your Leads
According to the State of Inbound 2018, HubSpot says business marketing is about increasing traffic to their website and converting leads into customers.
Attraction marketing, also known as inbound marketing, responds precisely to both of these objectives. In fact, it has a role to play in all stages of the sales cycle:
- Lead generation;
- Maturation of prospects;
- Conversion of prospects into customers;
- Customer loyalty.
Source: HubSpot Academy
Let’s take a look at the 3 pillars of attraction marketing we use: content, social media and newsletter.
1. Content is the foundation of attraction marketing
Content marketing is about creating quality, relevant, and useful content, and distributing it for free on the web, in order to provide value to your target audience. This approach to marketing increases brand awareness and builds trust of your prospects, while also demonstrating your expertise.
The implementation of a blog posting strategy is one of the approaches that has the greatest positive impact on the SEO (Search Engine Optimization) ranking of your website, resulting in its favorable visibility on search engines. Status Labs research recently found:
• 90% of Internet users had not yet made a purchase decision before starting their search;
• 64% of Internet users consider search engines to be the most reliable platforms for learning about a company.
Your business has everything to gain by appearing in the highest ranked results of Google, Bing, Yahoo! search queries.
Content marketing is a necessarily long-term strategy. Some of its benefits can sometimes be difficult to immediately quantify; however, the return on investment (ROI) is certain. According to a study by Kapost in partnership with Eloqua , content marketing attracts 3 times more leads per dollar invested than paid search engine advertising (SEM).
The reason for its success lies in the fact that today’s buyers prefer to carry out their own research before committing to a business. According to Demand Gen Report, 47% of B2B buyers consumed online content of 3 to 5 different companies before contacting a seller. Even more convincing: 96% of B2B buyers surveyed want content that includes expert opinions from industry leaders.
In short, your target audience is actively looking for relevant information from you. Meeting their needs with valuable, free content could be very profitable for your business!
2. Social media is still relevant for B2B.
Social media is the most effective way to connect with your target audience, to create a community committed to your brand, and to share your expertise. This is equally true for B2B companies. According to Demand Gen Report’s 2016 survey, social networks influence the buying decisions of more than half of corporate buyers.
One thing is certain: a good social presence greatly increases traffic to your website. According to Social Media Examiner, 78% of marketers who use social media for at least 2 years attribute an increase in website traffic to their consistent social media management efforts. This statistic rises to 83% after 5 years.
3. Newsletters are the preferred distribution channel for content marketers
According to the Content Marketing Institute, 93% of B2B marketers use email to distribute their content and 91% consider it to be either important or extremely important to the success of their digital marketing strategy. More than three-quarters responded that newsletters are the most efficient distribution channel for lead generation.
In addition to increasing your sales, newsletter marketing allows you to collect accurate information about your prospects — information you can use to further personalize future content. According to Hubspot, emails that include the first name of the recipient in their subject line have a significantly higher open rate than generic messages.
Also, applying segmentation to your target audiences, such as grouping by their interests or staging in their purchasing process, , will allow you to reach your prospects in a much more focused manner. This practice is not to be overlooked because e-mails from segmented campaigns are 75% more likely to be opened than mass newsletters.
Email campaigns can be greatly simplified through the use of automation. By delivering scheduled content to your prospects, automation platforms facilitate the acquisition and maturation of leads, without the need for manual intervention. These platforms also provide reliable data enabling you to effectively measure your marketing efforts.
4. Tracking the conversion of your leads into customers
Since your leads’ online activities can be followed, attraction marketing has the benefit of gathering useful statistics resulting in clear and accurate key performance indicators (KPIs). If your KPIs are well defined, they will allow you to follow the evolution of each lead, from acquisition to conversion into a customer.
Inbound marketing enables businesses to reach their prospects in a targeted and relevant manner enabling brand awareness, lead generation, and increased sales. It is cost-effective and long-lasting. You can reach new markets and audiences, and build your company’s authority.
Feel free to be in touch — contact us.
This post is also available in: FR