Set up a "Lead Generation" strategy

• Know the components and techniques at your disposal to develop your own inbound marketing strategy;
• Be able to create and distribute useful and visible content to attract prospects and convert them into customers.

Find out how inbound marketing is driving your traffic and generating sales. Integrated with the digital strategy that defines your web presence objectives and your targets, inbound marketing aims to deploy a content strategy that attracts your prospects and generates leads. Why? To make a difference compared to your competitors! How? With optimized content that gives you better visibility. And thanks to relevant content that answers the questions your visitors ask themselves.

Useful content for your targets This is your starting point, the basis of your strategy to develop your sales. You should therefore take the greatest care to make your profile attractive and give you or your company the best image. It must present clearly and accurately your value propositions and convey positive messages towards your targets. You will pay particular attention to your "business card", the summary that must hang your interlocutor. But also to your photo or logo, the presentation of your career or the history of the company. You will also be thinking of animating your profile with client cases, which are attractively displayed on video or via Slideshare.

Content that makes you visible Your visibility on the web is conditioned by the search engines, among which Google has a dominant influence. These are his algorithms that will determine your position on the results pages (SERP). The reasoning of Google is simple: the more the content of a page responds to what the user is looking for, the better it is positioned. How to determine it? Using the words that the user uses to launch his search: the keywords. If your page contains the keywords, it will be retained by the search engine as relevant to the user. Search Engine Optimization (SEO) is therefore an important and indispensable part of effective content marketing. You need to know the keywords used by your target to place them appropriately in your content.

Inbound Marketing to generate leads Creating and streaming content relevant to your targets and optimized for search engines is the raison d'être of content marketing. These are the contents that will allow you to attract prospects and convert them into customers, that is to say to acquire traffic and generate leads to retain your customers. By capitalizing on the attractiveness of content to "bring to oneself" prospects, Inbound Marketing represents a new approach that marks a break with the traditional marketing that bombards targets intrusive messages. Inbound Marketing to generate leads.

Expert: Franco Prati, WSI.

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