The inbound methodology sets the 4 key online actions that must be carried out by the website:

• ATTRACT by bringing in traffic of new, interested visitors

• INVOLVE by generating new leads from this traffic

• SELL by closing opportunities, acquiring new satisfied customers

• ANALYZE knowing what works and what doesn't

At the heart of the methodology is a closed-loop process driven by numbers that measures and analyzes all marketing activities to know which ones are most effective and understand which one has the merit of contributing to the sales result.

What defines a website as "inbound" is the strategy that guides its communication and then the methodological approach that guides its marketing and sales actions

It is not the "technology" or the software platform, chosen to develop its web pages or to analyze its performance, to characterize it and to define it as "inbound".

What is the purpose of having an inbound site?

An inbound website aims to let potential customers discover you, inform them and turn them into opportunities, helping to successfully close new sales.

Its "HEART" is customer-centric thanks to a solid inbound strategy: capable of bringing your potential customer to knock directly on the door of your business on the web.

Its "ENGINE" is the marketing action that works 24/7 guided by the inbound methodology to give continuity to sales: even while your organization is engaged in the pressing daily life of your business. 

• "Who do I want as a visitor on my site?"

  You are driven by the need to sell. You should know who your potential customer is: you have to intercept online and attract the potentially interested person to buy.

• ”How can I attract him?"

  Simple offer him the information he needs and is actively searching the internet. You have become aware of a problem and want to solve it. You must aim to be found by him already in this preliminary phase of research and discovery.

  Remember: it is the relevant information (from YOUR point of view) that acts as a "magnet".

• "Do I have the information and a solution that can help him?"

  At the beginning, his need is to get information, then to evaluate the solutions he has available; finally, decide why to buy from yourself.

• Make a plan to be close to him: help your prospect with the right information at each stage of their purchasing decision-making process.

Attract the interested person online

On an inbound website page, a customer (never) arrives by accident

 
To the questions that your potential customers ask on the web, offer your most timely answers on your site and publish what is most important and useful for them.

With their online search, they will discover your link and they will spontaneously arrive on your page (landing page) or on your article (in the blog), which you have published with the express purpose of attracting them.

Make their active search easier:

• Choose your words and adopt a language that they too would use.

• Build web pages that they can consult using smartphones and tablets.

• Make your links appear in the very first results suggested by Google. Optimize the contents of your pages to indexing on search engines.

• Promote your site's content on social media. [Create your profile] If you are present and active on the social networks that they also use, you can interact by bringing valuable information to the conversations that take place online between people.

Doing all this will guarantee you an important first result: attracting new visitors potentially interested in buying from you who did not know your product or brand before.

Involving a visitor and "converting" him to a lead: a person who confirms his interest

On an inbound site, you feel like a person not a "consumers"

When a new visitor "lands" on your site, don't immediately think that your goal is to sell, because "buying" is certainly not the first thing they have in mind.

He was attracted because he was interested in the clear offer of information he needed. For now, this is what he expects of you: make him find it.

But he also tries to exceed his expectations of him. The winning move is to involve him in an in-depth process: when he arrives on the page, offer him even more valuable information.

Highlight links (leading to other related content) that can broaden his knowledge and offer him further ideas to "learn".

Facilitate the next steps of his research: propose the solution he needs and allow him to evaluate it.

Selling means turning an opportunity into a satisfied customer

On an inbound site, everything aims to bring qualified and knowledgeable contacts to become better opportunities for sales

When the time comes for your lead to make the decision to buy, you will surely be in a favorable position: you will have the right person in front of you, well informed and convinced of the value of your solution.

Until then, you will have managed the relationship with correct methods and times, respectful of your interlocutor. Closing the sale or seeing him conclude the purchase, perhaps in your e-commerce, will often be a natural consequence.

Thanks to the inbound methodology, the relationship you have established with your new customer will continue to involve them, transforming them into a very satisfied customer.

Thanks to the methodology.

At this point, he will help to restart the acquisition process from the beginning: he will talk about his love for your solution with new people and friends, feeding a very important word of mouth to let new visitors and potential new customers discover you.

Measure and analyze what works and what doesn't

On an inbound site, you know which marketing actions are successful and which ones need to be implemented

The key actions - attracting, engaging and selling - are constantly quantified and analyzed to know which ones bring the best results in generating leads and opportunities.

Each page, each campaign, each offer or marketing action is analyzed to understand where it is more convenient to channel efforts and investments.

You can improve the marketing action in real time and make sales processes more efficient (accelerating).