What is inbound marketing and what are its benefits?
Definition of Inbound Marketing
Inbound marketing is a marketing strategy that aims to attract consumers to your company by creating quality content and using SEO techniques or social networks. The goal is to create a relationship of trust with consumers to encourage them to become loyal customers.
Inbound marketing vs. outbound marketing
In the world of digital marketing, there are two opposing concepts: outbound marketing and inbound marketing. These two expressions can be translated respectively as "outbound marketing" and "inbound marketing".
Outbound marketing characterizes advertising strategies. These strategies consist of seeking new contacts outside the website. Paid ads on social networks or on Youtube are part of outbound marketing.
Conversely, inbound marketing is about attracting people to your website who are already looking for something. Writing a blog post to answer a question people ask on Google is inbound marketing. This is also the case for podcasts on Youtube.
The benefits of Inbound Marketing
Outbound marketing has been widely used in recent years on the Internet, with the rise of social networks that live mainly from the sale of advertising space. As a result, there is a saturation effect: Internet users are in a way desensitised to these messages.
Add to that the fact that outbound marketing is intrusive, as it disturbs Internet users during their browsing, which is not the best way to start a commercial relationship with them.
Finally, easy-to-install software now allows Internet users to censor advertising to which they should be exposed. These phenomena are now undermining the effectiveness of outbound marketing.
Conversely, with an inbound marketing strategy, we only target people who are looking for the content we offer. We will also seek to bring them value. It's a much healthier way to start a business relationship.
Finally, the numbers speak for themselves: according to a HubSpot study conducted at the end of 2013, inbound marketing strategies would cost companies 60% less money for the same result in sales.
The role of emailing in an inbound marketing strategy
It is common to couple an inbound marketing strategy with an email marketing strategy. The synergy between these two strategies is powerful. Indeed, inbound marketing is effective to expand your database, while on the other hand, emailing can be exploited to improve the SEO of a website.
Increase your conversion rate
When a visitor comes to your website to read content, they don't necessarily plan to buy your products today, even if they might be interested in them.
Nevertheless, if he was satisfied with the content he consumed, he will probably want to keep your website in memory to come back later. This is the right moment to propose him to subscribe to a newsletter, via a subtle call to action button.
This natural process, based on reciprocity, makes inbound strategies infinitely more effective in obtaining customer data than outbound marketing strategies.
Newsletter subscribers can then be contacted as part of a promotional emailing campaign, or simply to boost your referencing...
Improve your referencing
The success of an inbound marketing strategy relies on SEO (Search Engine Optimization). SEO, in short, is the name given to the set of useful techniques to optimize your website in order to make it appear at the top of the search results on Google.
We are not going to list all the techniques involved in SEO in this article, of which there are many.
However, we can tell you that it will essentially be a matter of putting good keywords in the right areas of your website. Most importantly, you should also know that Google relies heavily on traffic to your website from external sources such as partner links or social networks to assess its legitimacy.
But this traffic can also come from your customer database. In other words, by regularly notifying your contacts that you have published new content, such as a podcast or a blog post, you not only build a loyal audience, but you also improve your SEO.
SEO to feed your contact list and emails to feed your SEO. These two processes combine to form a virtuous circle for your business.
Kiliba's advantages for successful emailing on Prestashop
If you are looking to implement a hybrid inbound marketing and email marketing strategy, it is likely that you already have an online store. But if you have an online store, it is just as likely that you use a CMS. We will show you how, with a combination of Kiliba and the French CMS Prestashop, you can create a powerful sales strategy to quickly boost your results.
Automating sequences to increase productivity
Writing emails takes time. And time is money. Entrepreneurs often calculate the profitability of a business in terms of how much money it makes for the energy invested. So it's not just about increasing your turnover: growing your business is also about reducing the amount of time you spend on it to at least keep it up to speed.
From this point of view, Kiliba, thanks to its automated emailing campaigns, boosts your business by reducing the effort required to contact your customers.
Personalisation of newsletters to contact the right person at the right time
Moreover, Kiliba's greatest asset is its machine learning algorithm. This is what differentiates it from other modules like Sendinblue or Sarbacane. For example, it is possible to trace the path of a new contact on your website before his registration. Then let Kiliba exploit this data to propose him precisely the products he is most likely to want. This is a powerful feature to exploit if your traffic comes from an inbound strategy.
Moreover, Kiliba learns by itself, as it acts. Over time, it will refine its emailing strategies based on the data collected. The aim is to send personalised offers to the right contacts at the right time.
The statistical reports of the campaigns conducted by Kiliba speak for themselves: on average, Kiliba has a 56% opening rate, which is more than double that of a human effort. Kiliba also means a 3-fold increase in click-through rates.
The integration of your emailing module to your Prestashop shop in 10 minutes
Finally, it is very easy to connect Kiliba to a shop created on Prestashop. Indeed, Prestashop provides its customers with a no-code integration solution to this emailing software.
Simply go to the add-ons library, select the Kiliba emailing module and download it. Then let yourself be guided by the installation program. Kiliba and your CMS will synchronize. You will only have to configure the strategic details before sending your first emails.
Inbound marketing is a marketing that consists in creating useful and personalized contents. Installing an emailing module like Kiliba on your CMS allows you to provide your customer with the information he is waiting for, at the right time!