If you have a company, blog or web site, you’ve probably heard a powerful marketing strategy: The Inbound Marketing. In the age of the Internet and high competitiveness, it is essential to impress and captivate the audience. But, how? The answer lies in the concept of Inbound and its application in digital marketing. The Inbound Marketing takes seriously the number one rule of Internet: attraction. After all, keeping yourself interesting to an increasingly demanding audience is a big challenge. The new marketing came to accompany the profound change in habits of consumption and purchasing process. Companies from various areas reconsidered their strategies and now are betting on a new approach to the public. Also known as attraction marketing, this concept goes against the grain of traditional marketing. Learn why you should invest in this strategy to leverage your business opportunities!
What is Inbound Marketing?
The Inbound Marketing is a set of strategies geared to the digital environment, which has as its purpose to optimize processes through automation and attract potential customers to blogs, social networks, websites or any digital channels by means of original and interesting content. To become a customer, the consumer passes through the sales funnel. Before any action, he is, in principle, a visitor. If 36 you have subscribed to a newsletter or fill out a form, you become the lead. As the time passes, leads well-nourished become opportunities or potential customers. Finally, after knowing the product or service, the person becomes, in fact, a client. It is a communication strategically prepared for a targeted audience. The Inbound Marketing has made the sales process became less invasive and easier, establishing bonds of trust between brand and audience.
The steps of the Inbound Marketing
AttractionThe first step is to attract customers to your website, by means of a content that can awaken the attention of the user. To hook a qualified audience, you need to invest in marketing content. By means of useful and valuable content, the brand is closer to the public. In addition, it is necessary to optimize websites and blogs on SEO, in order to facilitate the location of your company in the search engines. Another powerful digital channel of attraction are the social networks, especially Facebook and Instagram, spaces of high engagement between brand and audience. Sponsored links like Facebook Ads are a great way to generate demand in the short term.
ConvertingThe second stage of the marketing of attraction is the conversion. This is the time that the visitor must become a lead and advance on the journey of purchase. Offers, call-to-action, landing pages and conversion optimization are some of the elements that help to convert visitors into leads.
RelationshipNot every customer relationship has the intention of making a purchase. However, it is possible to know what stage the consumer is, by means of the relationship in the Inbound. In addition to the nourishment of leads, other strategies are used, like the good old e-mail marketing. Despite the success of social networks, e-mail remains one of the main channels of communication between brand and customer. One of the reasons is the fact that the strategy can be responsible for high ROI for companies. Another tactic of the relationship is the automation, which allows the targeting of campaigns in accordance with interest of leads. Marketing Automation retains customers and increase sales.
SalesA good sales lead nourishment helps create a digital environment perfect for sales. Inbound Sales practices, Lead Scoring and Customer Relationship Management tools outlined a new way of doing business. After you establish a relationship with the customer, selling the right product through the ideal content becomes easier.
AnalysisThe last step of the Inbound is the analysis, the cherry on top of the cake of digital marketing. Everything can be measured and evaluated, by tools full of features 37 and functionalities. In this way, it is possible to perform an accurate evaluation of goals and results.
What are the Inbound Marketing tools used most often?
- RD Station (e-mail marketing, landing pages, Lead Management Console)
- Google Search (SEO)
- Rock Content (content marketing platform)
- Hootsuite (monitoring of social networks)
- Google Analytics (evaluation of the results of online campaigns)
- WordPress (Content Management System)
Inbound Marketing X Outbound Marketing
Inbound Marketing is geared to the digital environment, by means of an indirect communication, interactive and segmented. While the Outbound is the traditional marketing, which promotes a direct and massified communication (TV, radio, print media etc.). Although distinct, the Inbound and Outbound cannot be excluded. Although the Internet is an unquestionable phenomenon of popularity, the conventional means follow as strategies for dissemination of products and services. Aligned to a good digital marketing plan, the Inbound and Outbound dual can bring about amazing results for your business!
What are the benefits of Inbound Marketing for a brand?
- Cost/benefit ratio
- Improves the visibility and the reputation of the company
- Close ties with the public
- Attracts new opportunities
- Systematic and scalable process
- Accelerates and optimizes the sales process
- Increases conversion rates
- Educates and engages the public
- Helps segment personas
- Provides reports and measurable data to evaluate results
- SEO (search engine optimization)
- Elevates the authority of the brand
Inbound Marketing or Content Marketing: what's the difference?
Inbound Marketing is a marketing strategy focused on conversion and sales. Its goal is to deliver valuable content to the right audience at a time when it most needs. Within this tactic, in addition to the work with e-mail marketing, there’s the Content Marketing, which creates and promotes publications to educate and engage the customer. In other words, it is a relationship strategy. Although they are different issues, one cannot live without the other. We can say that the Content Marketing is the engine of the Inbound.
The new marketing is here to stay. What if we retain customers, increase sales opportunities and win the heart of the public?
We have innovative solutions of Inbound Marketing to help you. Contact our team of specialists right now!