Would Inbound Marketing be a "thing" for SMEs?

Nothing in the methodology indicates that this approach would be reserved for medium-sized structures but the observation is that the latter are massively embarking on the 'Inbound Marketing.

Small and medium-sized businesses are constantly looking for effective ways to attract an ever-changing consumer attention. These ways must be cost-effective for them, in money spent and time invested.

Inbound Marketing: the best strategy for gaining more customers

The best strategy to win more customers

 The Inbound Marketing :

The goal of Inbound Marketing is to attract potential customers to a website through quality content. These visitors will then be converted into leads through an optimization strategy, and then into customers.

The tools of Inbound Marketing :

Blogs, SEO, social media, white papers, videos, infographics, marketing automation

Outbound Marketing :

This is the digital marketing " classic ". Based on interruption, for example an advertisement during the consultation of a site, it consists in sending massive messages on the web with the aim of reaching a small proportion of potential customers.

 The tools of Outbound Marketing :

Online ads, pop-ups, unsolicited emails, cold calls, retargeting, sponsored links, syndication

68% of marketers, globally, agree on the lasting effectiveness of Inbound Marketing.

3 out of 4 Marketers make Inbound Marketing a priority in their action plan. 

What are the main benefits of Inbound Marketing ?

Convert leads : 70%

Increase traffic : 53%

Increase sales : 45%

Demonstrate ROI of actions : 39%

Improve customer knowledge : 29%

Reduce campaign costs : 24%

 Which marketing strategy offers the best return on investment (ROI) ? 

48% think it's Inbound Marketing

23% don't know how to measure the ROI of their actions

18% don't wonder

12% think it's outbound marketing

B2B marketing : have you implemented a content marketing strategy ?

37% state " Yes, and we have a defined process "

41% report " Yes, and we have no defined process "

17% state " No, but we will establish a defined process in the next 12 months " 

How do you think your content marketing budget will change in the next 12 months ?

39% expect an increase

45% do not anticipate any changes

14% don't know

Budget allocated to content marketing on total marketing budget : 29% on average 

Channels and formats used in Content Marketing :

Social networks : 83%

Newsletter : 77%

Ebooks : 65%

Videos : 60%

Blogs : 80%

Webinars : 58%

Events : 68%

Infographics : 58%

How do you judge the effectiveness of Marketing Automation ?

12% " Very effective "

64% " Somewhat effective "

17% " Somewhat ineffective "

7% " Very ineffective "