Looking to convert your visitors into customers? Then inbound marketing is for you. It is a content creation strategy that helps attract visitors to your website and blog. Optimum Circle discusses inbound marketing and its relevance to your business for you.

Its definition

Inbound marketing, from English “inbound” literally means “inbound marketing”. It’s a digital marketing strategy that allows businesses to be their own medium by attracting prospects with relevant content. A prospect being a potential customer for a company that matches the criteria for buyers they are looking for. This strategy makes it possible to attract visitors to convert them into leads, then into customers through various digital marketing techniques.

The differences between inbound and outbound marketing

The terms of inbound marketing and outbound marketing must be differentiated. Outbound marketing targets everyone indiscriminately, with no offer personalized for any particular customer. Inbound marketing, on the other hand, aims to meet prospects by offering them interesting content, adapted to their proposition in the buying cycle. It is a marketing strategy for personalizing the customer experience.

What are the 4 essential steps for good inbound marketing?

Before embarking on inbound marketing, it is essential to understand its methodology, which consists of 4 distinct steps:


Attract the right people to you

You need to create content based on the typical portrait of the ideal customer you want to have in your business, optimize your presence in search engines and social media. Your goal is for users to engage in a relationship with your business based on the information you provide to them. Here are some tools:

  • Content marketing: A creation of content dedicated to a targeted audience and that you must distribute at the right time and in the right place. Take an interest in people, their daily lives, jobs, their areas of interest …
  • Blogging: If your business has a blog with relevant content, this is a good way to get listed on search engines, to communicate your know-how.
  • Social Media: THE connection point for billions of people around the world.
  • SEO (Search Engine Optimization): 72% of Internet users start with a Google search for their business buying decisions. It is therefore important that your business is in the top 3 of Google searches. You have to select the right keywords, optimize the pages of your site, include internal links … You have to make the site pleasant to navigate from a smartphone as from a PC.


After having attracted potential customers, you must regularly feed your site with informative newsletters, recurring call-to-action, invitations to share on social networks … Your objective is to lead your prospects with a project to end of the conversion cycle by always staying by their side.

  • Call-to-action (CTA): A button / message that encourages the user to take an action, for example “download the ebook”. The goal is to attract your customers and get them to click. Use action verbs and keep it short, your offers should be varied.
  • Landing page: The page to which a CTA redirects. Its content must be clear and the offer relevant. The formats that you can offer are multiple: quiz, a checklist, a model of specifications, a presentation of the company … You have to put yourself in the shoes of your prospect to determine which of these contents will be. most useful.
  • Emailing marketing automation: You can automate tasks and even trigger actions, such as sending an email automatically. This technique allows your company to stay in touch intelligently with its prospect by sending him the right information at the best time.

The sale

It must be focused on listening to needs and not on prices. This is a qualitative sale that aims to help the prospect understand your offer based on the advantages and benefits. You must therefore take into account the “signals” of marketing to identify the needs of your customer and make him the right proposition. This exercise allows the prospect who really wants to buy to join your offer.


You need to nurture a relationship with your customers for them to be loyal and become brand ambassadors. Emailing can also be used for loyalty purposes, as well as social networks.

inbound marketing email

Why choose inbound marketing for your business?

Companies need more efficient, less expensive and adapted means to win over customers. With the evolution of the internet, the relationship between a business and its prospects has changed. Your business can become its own medium with time and the right resources.

Content at the heart of your strategy

  • Blog post: A source of information for your prospects that improves your SEO.
  • Videos: They allow you to enrich your content with different forms of production
  • Other formats: Podcast, e-book, quotes, animated gifs …

Share other content on your social networks, your partners, other Internet users or even your competitors. Also sharing a competitor’s content in addition to your own articles will place you as a leader on a topic.

The advantages of inbound marketing

Inbound marketing is a very profitable strategy. Certainly, it amplifies the sales and marketing process – that is, your sales and marketing teams join forces to create the most useful content to attract your prospects. You need to increase your visibility and notoriety by leaving likes, comments or even with sharing your content.

You need to build trust and credibility with your prospects. Indeed, targeting your prospects in a less direct, but more effective way, allows you to gain their trust. Finally, when you produce content for your target audience, inbound marketing will drive the quality of work and leads on your website.

The risks of inbound marketing

Despite all its advantages, inbound marketing does have risks that you need to know how to manage to make your campaign successful. For your strategy to be successful, it must be integrated across the company and planned for the long term. You don’t have to adopt a sales posture when approaching your prospects, otherwise you will fail! You need to put yourself in a position of helping your customers.

Keep in mind that the lack of cooperation between sales and marketing is to be avoided, this is your biggest challenge! You need to make sure that your resources are sufficient. If you can’t invest enough time or money in your strategy, your inbound marketing won’t be successful.

Inbound marketing is a content strategy to convert your visitors into customers. Plus, it’s inexpensive. We should not therefore miss it. But keep in mind to act for the needs of the customer. So no more time to waste and get into inbound marketing, a real alternative for your business.

Three ideas to remember

Inbound marketing is a content creation strategy that helps attract customers with the profile your business is looking for. Unlike outbound marketing, which targets everyone without distinction, no offer being personalized for a particular potential customer.

There are 4 important steps to follow for a successful implementation of inbound marketing. First, get the right people to your site. Then convert them to customers, as well as sell to help the prospect understand your offer based on the benefits and benefits. And finally, to retain this same clientele.

This method is very beneficial for your business, allowing it to use modern means to grow. Beware of the risks of inbound marketing if you do not follow the 4 stages of implementation.