In previous posts, we have already said that today's world is digital. And within this modern and technological context, how can we not use the inbound marketing?
But first of all, do you know what inbound marketing is?
Continue reading to understand this concept that gained strength in 2009, following the launch of the book “Inbound Marketing: Get Found Using Google, Social Media, and Blogs”, by Brian Halligan and Dharmesh Shah, with strategies that are much more successful than those of traditional marketing (Outbound Marketing).
Inbound marketing: what is it?
Inbound Marketing It is a set of virtual strategies that aim to voluntarily attract potential customers and transform them into leads, based on consumer relationships and education.
But what is a lead? It is nothing more than a person who is interested in having more information about your products or services. In other words, they are not yet a customer, but they could become one.
O Inbound Marketing, also known as attraction marketing, is focused on offering relevant and useful content and adding value at every stage of your customer's purchasing journey, in this world of total digital transformation.
And why is this important?
First of all, let's talk about numbers, there's nothing better than them to have precise arguments.
Let's think that every company needs customers to have financial health, who complete sales and consume.
Today, because the world is in people's hands, through smartphones and tablets, everyone researches before making a purchase, wanting to know details and features of a product or service.
Therefore, 67% of the purchasing process is already defined before the purchaser arrives at a physical store or makes an online purchase. In other words, marketing dominates the purchase.
But this is not done as it used to be, with invasive and often unwanted advertising on TV, magazines, etc. In Inbound Marketing, everything is done within a context of attraction, which offers something to the consumer, such as knowledge or information.
But in terms of costs, the Inbound Marketing It also has its advantages over traditional marketing, as it is considered more of an investment mechanism:
- It's 62% cheaper than Outbound Marketing
- With Inbound marketing, companies that have blogs get 97% more links directed to their platforms
- The average ROI (Return on Investment) is an admirable 275%
You don't have to think too much to understand that it is more than advantageous to use the strategies of Inbound Marketing, it is not?
But if you still need one more number, know that 92% of American marketers put the Inbound Marketing as essential for this world where virtual and real have already mixed.
Therefore, innovative companies have already used the Inbound Marketing aggressively to increase the visibility of your business, reduce the cost of acquiring customers, attract new customers, generate content that makes a difference in the purchasing process and optimize the sales process.
Marketing: Inbound is more permissive, communicative and attractive
Attraction to your product or service is based on three pillars: SEO (Search Engine Optimization), which is the best positioning through keywords in Google searches, Content Marketing and Social Media.
But everything is done through a logical sequence of steps, which aim to attract, convert, relate, sell and analyze.
For example, in the attract stage, the idea is to generate more views for a website, generating leads. Only then will the sales process be successful.
So, you need to create ways to attract your lead or future customer to you, by creating a blog, which is linked to Content Marketing.
In other words, offer what your target audience wants: quality content that can give them information or knowledge that helps them meet needs or solve a problem.
Realize that blogging won't be selling anything, but it will help you build a relationship with your target audience.
The Convert Leads stage is a complement to the previous one. For example, this is when the customer agrees to provide their data in exchange for a reward or benefit, such as direct offers that are related to the purchase, such as free trials or quote requests.
Or indirect, such as educating or solving a lead's problem, such as offering e-books and tools.
While in the Relate stage, it is necessary to invest more to attract potential customers through strategies such as email marketing and promotional emails and even newsletters, which are a compilation of information and offers.
All this work leads to the Selling stage. After all, this is where every company wants to be.
Selling today requires a consultative approach, in which all information about products and services is delivered to the customer, before the sale is closed, all based on the lead's profile and interests.
The Analyze stage ensures that all of these actions can be measured and have their return based on facts. In other words, each action on websites, posts and campaigns can be measured through its interaction with the target audience.
That is, the complete process of Inbound Marketing provides much more detail than that, but what can be said with absolute certainty is that it is a true predictable and scalable growth machine for your company.
How about thinking about Inbound Marketing in your new strategies?
3 comments