The main goal of inbound marketing is to draw customers to your business.

Customers find you rather than the other way around, unlike outbound marketing.

Through convincing information, it is hoped to pique prospects' attention.

A blog is the best illustration of an inbound marketing strategy (or more generally content creation).

HubSpot claims that this tactic costs 62% less per lead than outbound.

To find inbound leads, one solution is to create quality content: SEO aims to reference this content on Google for given keywords.

With content related to your industry, you can hope to convert some readers into leads.

For example, this Systeme.io product: software to launch an online business.

In our inbound marketing strategy, we write articles related to digital marketing. For example, the one you are reading now.

Among our visitors, some actively want to get started on the internet and will download or click through one of our lead magnets and become a customer of the software.

Your ranking on the Google results pages does not only depend on the content (on-site) but also on external factors (off-site), such as backlinks.

Backlinks are hypertext links that determine the popularity of a website.

These are simply links that point to you (to your website):

To obtain incoming links, a lot of techniques exist. Here are 3:

*Write quality content on your blog, so that other sites refer to it

*Write guest articles

*Exchange links with other sites

To generate leads on social networks, you can use SMO or Social Media Optimization.

This is natural referencing on social networks.

In other words: do community management, create partnerships and post content.

You can take inspiration from competitors in your industry.

You can also try to create viral campaigns by encouraging users to interact.

Social networks make it possible to target customers very finely thanks to behavioral targeting techniques, but also retargeting.

Retargeting, also called redirecting, targets people who have already shown an interest in you.

Once on your website, many visitors do not go to the end of your tunnel and do not buy your product.

How to recover them?

Retargeting: an advertisement that targets leads who have already interacted with you via website visit, click on an advertisement, or abandoned cart.

You get this information from the Facebook pixels placed on your site.

You can also define your target with Facebook's "similar audiences", the list of your current customers (or prospects): Facebook analyzes them and defines a persona to target.

It could also be that your leads are in competitors' subscribers! It is also a source of targeting on many social networks.

To convert this advertising traffic, creating landing pages is the best solution.

However, the necessary elements of a good landing page are the title, the visual, the form, and the call-to-action (CTA).

Here is the CTA of our Systeme.io offer.

For an effective CTA, you need:

-Present the added value (an all-in-one tool)

-Remove customer objections (really free and without credit card)

-Show the action to be taken (enter your email)

Lead scoring is a method to assess the conversion probability of each lead.

This technique assigns a score to each contact. It is more important when your sales cycle is long.

This behavioral analysis makes it possible to understand their purchase intention and their level of interest in your offer.

One can use lead scoring to select cold leads, hot leads, and qualified leads marketing.

Here is an example of lead scoring:

>In the “Discovery” stage, the lead can have a point between 0 and 20 points.

>In the ''Evaluation'' stage, the lead can have a point between 20 and 40

points.

>In the “Buy” stage, the lead will have 40 points and more.

To do lead scoring, you need a suitable tool, even if this functionality is sometimes integrated into some CRMs.

You can also use the tags applied to your contacts to classify them.

On Systeme.io, you can easily create tags to segment your prospects.

Lead nurturing is a method of converting a lead into a prospect.

Not every qualified lead will turn into a prospect without a sales funnel.

We must bring qualified leads to a much more mature stage so that they become potential buyers.

For this, we follow 3 main steps:

*The entrance to the funnel - Bring maximum traffic to the website.

*The middle of the funnel - Show your understanding of your potential

customers' needs and problems.

*Exiting the funnel - Your prospects are ready to buy and you can convert

them into customers