Inbound Marketing has wholly revolutionized the digital world has changed the rules of the sales process. But what does this concept mean, and what benefits does it bring to companies? Below we explain the importance of this methodology and the strategies that you can implement in your business.
Inbound Marketing: What Is It, And How Does It Work?
Inbound marketing has played a crucial role for brands in recent years. The presence in digital channels is increasingly complex and competitive, which requires a much more in-depth and strategic preparation for companies. And this is where inbound marketing comes in.
But to understand this methodology well, we need to know what it consists of. Inbound marketing is a strategy based on attracting customers and generating traffic in digital channels (website, blog, etc …) based on the creation of content.
Unlike outbound marketing, it is not the brand that goes after the customer. With inbound marketing, the customer approaches the brand because they feel “attracted” by its content, be it blog articles, free ebooks, newsletters, videos, etc. The idea is to carry out social actions with valuable and relevant content that attract the customer to the brand in a natural way, generating trust and credibility for your company.
In addition, this digital strategy allows you to measure and monitor the results of all your actions. In this way, you will know what type of actions attract more customers, what channels and content generate better results, and what aspects should be improved.
The strategy must have three essential elements: a good SEO job, quality content, and robust dissemination for the system to be successful.
How Can I Adopt This Strategy In My Business?
There are several methods to apply inbound marketing, some are simpler than others, but it all depends on the objectives you want to achieve, and the stage of the sales funnel you are in. Among all the possibilities, we have selected some techniques to apply this strategy to your business:
- Create relevant content – content that helps customers. Of course, don’t forget that such content should be SEO friendly so that it is easily found by search engines every time someone searches for something related to your business.
- Make use of the blog – this is one of the most important channels for the inbound marketing strategy. It will allow you to publish content in a structured and regular way. It will be the perfect complement for your website.
- Promote your content on social networks – social networks are the perfect dissemination channel for your content, as they help generate traffic and allow direct and real-time interaction with users, also strengthening your brand image.
- Bet on the creation of landing pages – these pages are designed to convert your visitors into leads. The key is to offer something that seduces the user in exchange for information, such as their name and email. In this way, you will be able to grow your database and turn users into end customers through a form.
- Stimulate interest with the help of email marketing – it is not enough to generate customers. You must keep them interested and retain them to make them stay with you as long as possible. Email marketing campaigns are an excellent strategy to create lasting relationships with customers.
What Results Can I Expect?
The results will depend on the objectives defined when implementing your inbound marketing strategy, the tools used, and the actions are taken. But, in general, we can talk about the following benefits:
- Attract potential customers organically;
- Increase the visibility and notoriety of the brand;
- Optimize communication and marketing expenses. For example, reducing the cost of customer acquisition by capturing organic leads;
- Generate qualified sales and a higher return on investment;
- Provide relevant and quality content that helps customers;
- Monitor your online strategies and optimize them according to the results obtained, improving the positioning in organic searches;
- Improve the organic positioning of your content and your brand or business.