Creating a digital inbound marketing strategy

A company in the industry sector increases its brand awareness thanks to the implementation of an inbound marketing strategy

The company offers tailor-made services for professionals combining technical expertise and logistical solutions. Specializing in the reclamation and treatment of metal waste, our customer is positioned as a key player in the metal management sector. Their wish was to strengthen their online presence and attract qualified prospects through an inbound marketing strategy.

Position yourself as an industry leader with an effective marketing acquisition strategy

The company is looking to position itself as a leader in its industry sector, while meeting the expectations of its audience, both professional and private.

This is why this company decides to take a forward-thinking approach by developing its website to increase its audience, as few, if any, of its competitors currently have a web presence.

This strategy is mainly deployed on their website blog through SEO-optimized articles.

The challenge: increase brand visibility

Today, this company has several well-defined objectives.

It wants to increase its visibility with individuals and build loyalty so that they return to their site regularly.

For professionals, their main objective is to reinforce the brand's credibility by demonstrating their know-how and the benefits of their services.

Developing an inbound marketing strategy

After redesigning their website in 2022, one of their challenges is to develop a strong online presence by implementing an inbound marketing strategy.

The need to create content tailored to prospects' needs, while optimizing their natural SEO, represents a major challenge for the company.

The objective is:

• Increase their notoriety
• Educate and inform their prospects
• Strengthen brand credibility and authority

Defining an editorial line

The second challenge is to develop a clear, coherent editorial line that reflects their values and expertise. This editorial line must differentiate the company from its competitors by offering valuable information to its targets, while conveying a professional tone that is adapted to their business sector.

To illustrate this, here's an example of some of the questions we ask to guide our strategy:

• What would be the 3 key rules for differentiating yourself in your content?
• What are the objectives of your social networks?
• What are the values you wish to convey?

Solutions provided: an inbound marketing strategy from A to Z

H3 - Persona creation

To meet the specific needs of this company, we start by creating personas. This allows us to clearly identify the different profiles of their targets, detailing their qualitative objectives, quantitative goals, habits and frustrations...

We therefore created three different personas, for three different targets, BtoB and BtoC. Following the creation of the latter, we developed 3 different conversion paths to best meet each persona.

We created three different personas, for three different targets, BtoB and BtoC.

Implementing a content strategy

We then devised a content strategy integrating both blog articles and engaging posts on social networks.

The blog articles aim to provide expert, technical information on the issues faced by customers. Posts on social networks are designed to stimulate engagement and attract the attention of prospects. Content has been optimized to enhance online visibility.

What's important when implementing a content strategy is to fully understand your prospect's journey through the inbound matrix.

Once you've determined what stage of the process your prospect is at for each channel, you can then direct your discourse.

As a reminder, in the inbound methodology your prospect goes through three phases:

• Awareness phase, you make your prospect aware that they have a problem.
• Relevant content: Blog article, Post on social networks...
• Consideration phase, you accompany your prospect by outlining solutions.
• Relevant content: Webinar, Downloadable content...
• Decision phase, you show your prospect why to choose you.
• Relevant content: Testimonials/customer reviews, social proof...

Setting up an editorial calendar

Finally, we've set up a structured editorial calendar to ensure regular, consistent publication of content.

This editorial calendar makes it possible to plan medium/long-term actions, manage the distribution of topics and ensure continuity in the dissemination of information.

It integrates publications on LinkedIn, Facebook and blog posts at the same time, ensuring complementarity between channels to reinforce the inbound marketing strategy.

Results obtained

Since December 2023, the start of our support, we can see an evolution in their notoriety, in the engagement of their audience.

Thanks to the implementation of an editorial schedule and its follow-up we have managed to maintain a constant cadence of posts, which has enabled them to gain notoriety and visibility.

In 10 months time, it's:

• 600 subscribers on LinkedIn

• +1400 followers on Facebook
• +180 posts published on the networks
• +20 optimized blog posts written

That's not all, we've also set up Google Ads companions, which has enabled an evolution in leads while lowering CPL (cost per lead). This evolution led to an increase in the conversion rate.

In 3 months, March 2024, Google Ads represents 65% of the site's total traffic and its traffic, all sources combined, has seen a 2.5-fold increase.