Inbound Marketing is a digital strategy focused on creating relevant content that attracts people to a website and 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 that captivate content, directing the communication for each persona and stage of the buying 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!
The customers that Inbound Marketing speaks to
The consumers are more informed and, before making a purchase, seek to know more about the product. This search usually starts online.
In short, there are 3 reasons that increased the level of demand from consumers.
- The proliferation of media: There are magazines, television channels, radios, and endless websites for every area of interest. Added to this is the fact that each channel grows exponentially in volume.
- A story of misleading advertising: Consumers have become used to so-called misleading advertising (eg false promises or exaggerated promises, product overvaluation, and irresponsible compliance with brand obligations). Today, consumers are more awake to these dangers.
- 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 Pillars of Inbound Marketing
- Content: Creation of content to answer basic questions and to its customers' needs;
- Marketing lifecycle: Recognition of the various phases of customer interaction with your business (purchase journey);
- Customization and context: Customization of messages according to the specific needs of the leads. It involves considering the personas and the shopping journey;
- Multichannel presence: Approaching people through different channels, such as social networks, website, blog, computer, mobile devices, etc.;
- Integration: Publication and ongoing evaluation. Publications and tools analytical should be articulate to ensure that publishes the right content at 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 kind of magnet).
Inbound Marketing in practice
Inbound Marketing helps companies attract, convert, close, and meet 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 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 phases that Inbound Marketing follows to get visitors, convert leads and gain 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 the topic. With that in mind, we created an ebook that you can download for free in order to learn more about this strategy.
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.
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