Every entrepreneur who has an online business has faced the challenges of attracting customers to their company. Investing in inbound marketing strategies is important to stand out in a competitive market.
In this article, we will show you through the inbound marketing and examples of successful strategies for you to apply in your company.
Good reading!
What is inbound marketing?
Inbound marketing is a true digital marketing tool for attracting leads (potential customers) to your company. The goal is for customers to come to your business based on the interest sparked by the materials provided through various means. In short, it is attraction marketing.
This process occurs through content that varies according to the client's needs and interests, and can be blog articles, paid media, social networks, email marketing, e-books, among others.
Therefore, inbound marketing is responsible for creating actions with content deliveries for each phase of the sales funnel, from the search for your product or service to the decision to close the deal.
Below, see examples of inbound marketing that are successful in the digital market.
Inbound Marketing: examples of big brands to follow
If you want to understand the power of inbound marketing, there are plenty of examples of businesses that benefit from the best strategies. Take a look at these:
- RD Station Marketing
RD Station Marketing is a digital marketing automation tool that brings together functions to attract, convert and engage with a contact in one place. It also allows you to closely monitor results and extract complete reports of actions. It is a reference when we talk about companies that create content aimed at solving problems and building customer loyalty through Inbound Marketing.
The company, which started when Inbound Marketing was practically unknown, needed to educate the market by producing a lot of quality content to boost the company's sales. Today, it is one of the biggest case studies in Brazil.
- rock content
Founded in 2013, Rock Content creates innovative marketing products and services designed to build content experiences at scale and nurture successful relationships with customers, partners and employees while driving global competitiveness. Its content on websites and blogs has over 8 million sessions per month, and its online courses have over 360 enrolled students.
- XP Investments / Infomoney
In 2011, XP Investimentos acquired the financial news portal Infomoney with the aim of reinforcing the power of Inbound Marketing. After the acquisition, XP invested around R$5 million in modernizing the portal, with the aim of converting consumers to its courses, lectures and webinars promoted by the platform. Investing in the education of its audience and potential customers through Inbound Marketing brought significant results for the business.
Stay in:
How to have successful inbound marketing strategies?
Let’s take a look at some successful strategies that are most recommended for brands looking to implement inbound marketing. Follow the step-by-step guide:
- Define the target audience
The first strategy to be implemented within inbound marketing is to define the target audience. It is through this initiative that your company will be able to produce content that attracts consumers to your product or service.
It is worth mentioning that within inbound there is the buyer persona, a type of character created to help the business better understand who its real customers are and what their needs are, through details such as name, age, profession, monthly income, personal tastes and others.
Once this is done, it is possible to create a successful strategy, as it becomes easier to know which communication channels, types of content and what language should be used for each audience.
- Do content marketing
An example of inbound marketing is investing in content such as blog posts, social media posts, email marketing and e-books. Content production is the fundamental pillar of any inbound marketing strategy. Since inbound marketing is attraction marketing, content is responsible for creating this attraction.
The content marketing strategy is aimed at attracting future customers through topics that are relevant to them, always taking into account the preferences and needs of the target audience.
- Walk through the customer purchase journey
To be assertive in attracting the ideal customer, it is important to design your persona's buying journey. It has five steps and the goal is to create different content for each stage, always prioritizing the buyer persona.
By creating content based on the interests of your target audience, you will be leading the user to make a purchase, through a journey of attraction and education. Check out the phases of the purchase journey:
- Learning and discovery;
- Problem/opportunity recognition;
- Consolidation of the solution;
- Evaluation and purchase;
- Service and support.
- Focus on dissemination
With all other strategies well defined, it is time to focus on dissemination, choosing the channels through which the content will be distributed to your persona.
Use the channels that your company’s persona uses most. For example, if your company is more present on Instagram, create content that can be used by this social network through its tools.
- Consider co-marketing
Co-marketing, known as collaborative marketing, occurs when two businesses in the same sector come together to enhance their results.
For example: if you have an e-commerce specialized in natural hygiene products, instead of creating content yourself, you can partner with a natural soap-making course platform, which has the same knowledge as the audience you want to reach.
It’s a great idea, right? After all, co-marketing helps save costs.
Transform your business into a powerhouse with inbound marketing and, to do so, count on GS2 Marketing Digital.
Read more:
GS2 Digital Marketing
We are a digital marketing agency, specialized in inbound marketing, focused on results.
With creative and unusual actions, we use the best marketing strategies
to produce a feasible difference for our clients with more performance, promoting monitoring and differentiated results.
Our agency has the most strategic areas of digital marketing to make your business grow and help you sell more!
We are experts in digital marketing strategies and we will help you build your ideal plan to achieve great results.
Talk with us!
And if you want to check out exclusive material on how to structure your company to be successful with digital marketing, download our free material and get started today:
