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Inbound Marketing

After all, what is Inbound Marketing? Inbound Marketing is a way of thinking and marketing that is premised on attracting customers by offering value linked to the production of relevant content, making the company participate in the customer journey and not interrupting it.

Among the digital marketing strategies that are part of the set of actions of an Inbound Marketing tactic are:

  • content marketing (through blogs, podcasts, videos, ebooks),
  • email marketing (which can also be part of outbound marketing),
  • social networks,
  • SEO, among many other possibilities.

Even though it has become one of the most debated and used methodologies in the digital environment, already being the choice of 75% of B2B, B2C companies and non-profit organizations around the world, many have doubts about what Inbound Marketing is and how to remove the better use of it.

There is still a certain lack of knowledge about how Inbound Marketing can generate solid financial results for companies and businesses. So, before we start to delve into what Inbound Marketing is, it’s interesting that you have access to some data :

  • Companies that use Inbound Marketing generally have a  higher ROI than those that prefer Outbound strategies.
  • Content marketing costs 62% less than Outbound and generates 3 times more leads.

Well, isn’t it? So it’s time for you to start mastering these numbers and this strategy!

Next, we intend to show you what are the best practices of what Inbound Marketing is, bringing examples that you can apply today.

What is Inbound Marketing?

As we started talking at the beginning of this article, Inbound Marketing is a strategy that focuses on attracting qualified traffic to the communication channels of your company or business. For this, it uses tools such as:

  • blogs,
  • podcasts,
  • videos,
  • ebooks,
  • social networks,
  • newsletters,
  • e-mail marketing,
  • whitepapers,
  • SEO, among many other possibilities.

Inbound Marketing vs. Traditional Marketing

The traditional marketing campaign planning model is based on the so-called interruption marketing, where techniques are used that interrupt the flow of attention of the person who is consuming the content.

Some examples of interruption marketing are:

  • full page of ads while you’re reading a magazine or newspaper,
  • a commercial while you watch a TV show,
  • advertisements on Youtube,
  • Ad banners on websites and blogs.

But why does the traditional marketing model, called interrupt marketing, no longer work?

Because after years and years of consuming such disruptive ads, we’ve learned to ignore them and now they don’t have the same effectiveness anymore.

Today’s advertising is facing the challenge of reinventing itself to provide relevant, quality content that matters and that the user wants to consume.

That’s where Inbound Marketing comes in!

Traditional X Inbound Marketing

Thus, Inbound Marketing reveals itself as an innovative strategy, as it aims to generate interest in people.

Inbound works on producing content that is really valuable to your customer, content that can be found and consumed easily by them.

In short, what is Inbound Marketing? It is a strategy that aims to provide high-quality content that fits perfectly into your customer’s needs and desires, creating a lasting relationship of trust and adding value to your digital presence.

Inbound Marketing Techniques

Inbound Marketing is focused on the customer and their interests.

Techniques used by traditional marketing, such as Spam and Cold calling, which is when a company calls a number of potential customers, trying to make sales over the phone, without knowing them and without knowing their buying propensity, prove to be ineffective when compared to Inbound Marketing techniques.

Inbound works in the opposite process, that is, instead of arriving at your customer with little information and not knowing their habits and interests, the customer comes to you.

By doing this it supplies your company with valuable information about it, which can be easily accessed through:

  • forms,
  • landing pages,
  • researches,
  • software that monitors user, lead, or customer behavior.

OK, we have already conceptualized what Inbound Marketing is and we understand the main differences from traditional marketing.

Now it’s time to move on to something more advanced: what are the stages of the Inbound methodology?

How can we transform our audience into buyers and promoters of our company?

Remember about the post where we explained about the Sales Funnel? It is very useful to understand how the interaction between a customer and a company takes place over the Internet.

Stages of the Inbound Marketing methodology

The Phases of Inbound Marketing

Attract (generate traffic)

In the first stage, that of “attracting”, you must produce content to be found by your audience on the internet, through:

  • social media,
  • from your website and blog,
  • generating quality traffic.

At this stage, your potential client does not know your company yet, but you can be found by him through content that interests him and that he is already looking for on the Internet.

Convert (turn visitors into leads)

OK, now you’ve managed to turn your audience into visitors to your website or blog.

The second step is to make them become qualified contacts, the Leads!

For you to be able to turn them into leads, you can adopt several strategies, such as:

  • filling out forms,
  • the use of Landing Pages,
  • Calls-to-action,
  • social networks, and so on.

This way, you will have completed the “convert” step and will have obtained important information about your visitors!

Close (convert leads to customers)

Now comes the most important step: turning your qualified contacts, your leads, into customers!

At this stage, it is very important to use a Social CRM, which contains information about your leads (which we got in the previous step), such as:

  • Name,
  • email,
  • amount of conversions on your site,
  • office,
  • company,
  • interests and any other information you deem essential.

Herein lies the main benefit of Inbound Marketing, as you will be:

  • armed with strategic information about your leads,
  • knowing what content they want to consume,
  • knowing the right time to close a sale.

In this context, working with email marketing, videos, and customer cases is a differential for you to convince them to buy your product or service!

Also check out:  Traditional CRM vs. Social CRM: advantages and differences

Loyalty (providing the best customer experience):

That’s it, you’ve turned a lead into a customer! Now, your mission is to retain this customer and make them have a unique experience with your brand.

Remember: when you buy a product or service, you’re not just buying something material. You are buying an experience. You are being inserted into the brand’s universe.

To ensure compliance with this step:

  • always provide personalized content to these customers,
  • produce high-quality ebooks,
  • always try to assess your satisfaction through surveys that assess how the experience is built between the customer and your company!

See more:  How to do digital marketing with influencers: practical tips

Did you like to know more about Inbound Marketing? So it’s time to continue your search. For this, access the article, “[5 + 1] Inbound Marketing Steps: understand what they are, how to use and examples”.

So, did you like our guide? Share your questions and suggestions with us in the comments! It will be a pleasure to discuss the matter with you!

Inbound Marketing Tool

One of the ways to put Inbound Marketing techniques into practice is through the use of specialized tools.

A  lahar  is a marketing automation software that offers features such as:

  • creation of landing pages (no codes needed) to capture entries;
  • scheduling and monitoring of posts on social networks;
  • email marketing tool for creating campaigns and automation;
  • management and segmentation of contacts registered in the tool;
  • lead tracking and lead scoring to assist in the Inbound Marketing strategy;
  • unified reports that help with decision-making.