What is Inbound Marketing and what makes it so successful?

Inbound Marketing is a digital strategy focused on creating relevant content that attracts people to a website or blog. It’s an alternative or a complement ​​to creating ads on Google, buying email databases and even calling people (cold calls).

Inbound Marketing works with captivating content, directing communication to each persona and stage of the buyer’s journey. It is, therefore, a Digital Marketing strategy capable of reaching today’s consumers, who are increasingly demanding and informed. With Inbound Marketing, instead of chasing customers, make them come to you!

 

What are the customers that inbound marketing is aimed at?

Consumers are more informed and, before making a purchase, they try to find out more about the product. This search usually starts online.

In short, there are 3 reasons that increased the level of demand from consumers.

1. The proliferation of media: There are magazines, television channels, radios and endless websitesfor every area of ​​interest. Added to this is the fact that each channel grows exponentially in volume.
2. A story of misleading advertising: Consumers have become used to so-called misleading advertising (e.g., false promises or exaggerated promises, product overvaluation and irresponsible compliance with brand obligations). Today, consumers are more awake to these dangers.
3. Technology has empowered consumers: Consumers have access to tools and information to avoid intrusive messages and search for the information they want, when and how they want it.

For demanding consumers, quality information! By aligning the content, you publish with the interests of the audience, you will be able to enter your communication circle. From here, you will have the opportunity to:

• Turn potential customers into qualified leads;
• Convert leads into customers;
• Exceed customer expectations so that they become promoters of your brand.

 

The 5 Pillars of Inbound Marketing

• Content: Content creation to answer the basic questions and needs of your customers;
• Marketing lifecycle: Recognition of the various phases of customer interaction with your business (buyer’s journey);
• Customization and context: Customization of messages according to the specific needs of leads. It implies considering the personas and the shopping journey;
• Multichannel presence: Approaching people using different channels, such as social networks, website, blog, computer, mobile devices, etc.;
• Integration: Publication and ongoing evaluation. Publications and analytics tools must be articulated to ensure you publish the right content, in the right place, at the right time.
• In summary, Inbound Marketing seeks to help companies build trusting relationships with their potential customers. The aim is to arouse their curiosity and capture their attention (like a magnet).

 

Understanding the 4 stages of the Inbound Marketing

Inbound Marketing helps companies attract, convert, close and satisfy visitors, leads and customers. All through multiple channels: social networks, website, blog, landing pages and emails.

This Marketing strategy follows the path of consumers through the sales funnel: from strangers to visitors, to leads and, consequently, to customers, until they become brand promoters.

The sales funnel includes four phases, each of which requires specific practices:

• Attraction: Blog posts and social networks, SEO for a good positioning of your website on Google;
• Conversion: Landing pages, newsletters and appealing calls-to-action (CTA’s);
• Sales: Email, CRM integration;
• Satisfaction: Social networks, personalized CTA’s and emails.

 

These are the 4 stages that Inbound Marketing follows to get visitors, convert leads and close more customers. However, the practices we suggest at each stage can be applied at other stages of the process.

Now that we’ve introduced you to the general outline of Inbound Marketing, you probably want to learn more about this topic. 

If you prefer to chat with us, please know that we are available. Leave us a message or speak directly to our team. Inbound Marketing is our specialty and we are happy to help you.