Inbound Marketing is, in short, the process of helping potential customers find your company. It may sound simple, but inbound marketing is a set of different strategies that put your brand in the spotlight. This usually happens even before the customer is ready to make a purchase!
Making contact with potential customers in advance is an excellent strategy because it can turn your brand into a reference for the consumer, generating new leads and revenue in the future. This is because Inbound Marketing is a strategy that uses many forms of attraction marketing – content marketing, blog posts, Search Engine Optimisation (SEO), newsletters, social media and more. All this to create brand awareness and attract new business.
While Outbound Marketing is a process of seeking customers – i.e. actively prospecting – Inbound Marketing focuses on increasing brand visibility to ensure potential buyers reach out to it. In this way, rather than actively seeking customers, Inbound Marketing is focused on methods that raise awareness of the potential customer and develop relationships to thus generate new leads.
Why invest in Inbound Marketing?
Inbound Marketing strategies invest in methods that are attractive to customers, which is a plus point as it is not an aggressive and unwanted approach. The type of content provided by Inbound Marketing is educational, capable of retaining attention, interesting, has the potential to solve problems and is usually something sought after by the customer – that is, it answers questions that the potential consumer may have.
When applied correctly, Inbound Marketing strategies can achieve very expressive results for brands. And the best thing is that this type of strategy generates organic leads and does not depend on large financial investments to be applied.
By knowing the audience and creating content that meets the needs of each consumer, the chance of attracting new customers through Inbound Marketing increases. Moreover, with the analysis of the results obtained, it is also possible to identify points for improvement in the strategies.
The 5 stages of Inbound Marketing
Inbound Marketing is divided into 5 well-defined stages, which is a great advantage as it allows for adjustments at each stage of the process as needed. Check them out:
The first stage of Inbound Marketing is attraction. At this point, the goal is to attract potential customers by offering educational content. Always according to the consumers’ interests! The contents of the attraction stage are not commercial in nature, but should offer solutions to customer problems. This way, it is possible to show that the company is a reference on the subject.
The main tools used in the attraction stage are blog articles, social media content, e-books, explanatory videos and infographics, for example.
In the second stage, known as conversion, the goal is to bring the prospect a little closer and move him forward in the buying process. This way, he stops being just a visitor on the website to become a lead. This change happens when the potential customer voluntarily gives up information to the company, such as e-mail, or phone number, in exchange for some rich material (like e-books, infographics and webinars, for example) or information that interests him, such as discount coupons. This is how the relationship with the customer begins!
In this stage, the company is already closer to the potential customer, who became a lead in the previous stage. In the relationship stage, the secret is to nurture the lead with information about the company until he is ready to make a purchase. This process is shaped by sending email marketing, newsletters and personalized content. But it is important to build this relationship well, with good content and the right amounts, otherwise the lead may get tired of the amount of information received and unsubscribe from your contact list.
After a lot of work, we reach the stage that most interests companies: selling. After being nurtured with relevant information in the previous stage, the lead is ready to consume the product. Here, is where Inbound Marketing convinces the consumer that the company offers the best product/service. The path taken so far has demonstrated the company’s authority, but, reaching this point, the potential customer just needs a final push.
Good material to use at this stage are success stories, customer testimonials and presentations of results, for example.
As with all strategies, the final stage of Inbound Marketing is the analysis of the results. As mentioned before, one of the advantages of Inbound Marketing is the possibility to analyse actions and strategies separately. This way, it is possible to continue what is working and reevaluate actions that did not bring the expected results.
Benefits of Inbound Marketing
With the application of Inbound Marketing strategies, it is possible to achieve results such as:
- Increased visibility of the business;
- Attraction of contacts with purchase potential
- Optimization of efforts in the sales process
- Improvement in the relationship with the public.
All this organically and with the use of techniques to create relationships with potential customers.
Check out some problems that can be solved with Inbound Marketing
When talking about long-term strategies, Inbound Marketing is an investment that helps increase brand awareness, make it preferred by customers and ultimately resulting in revenue growth. Want to check out some problems that can be solved by applying Inbound Marketing? Check them out:
- Brand awareness: according to a survey by the National Confederation of Store Managers (CNDL), in partnership with the Credit Protection Service (SPC Brazil), 97% of consumers search for information online before buying a product. Thus, if your company appears at the top of search engine results, such as Google, it is possible to organically increase the awareness of your brand. The application of strategies such as SEO are essential in this process!
- Increase brand preference: by educating, entertaining and interacting with potential customers before they think about making a purchase of your product, you build trust and increase the likelihood that they will choose your brand.
- Generating leads organically: Inbound Marketing is a long-term investment that bears fruit over time. By investing in this type of strategy, the results multiply little by little, because the more quality content is created, the more leads will be attracted organically to your business.
Want to know more about Inbound Marketing and how these strategies can help your company? Click this link and talk to us! We’d love to help you.