What is Inbound Marketing: concepts and tools
Posted: Thu Dec 05, 2024 7:55 am
Inbound Marketing what does it mean? It is a strategy aimed at acquiring customers through the offering of relevant content delivered through online channels, such as blog articles and social media posts .
Its proposal is quite clear and different from what is known as traditional marketing: instead of the company looking for the customer, the customer is the one looking for it.
The tactic of surprising the consumer with invasive advertising, delivering an unsolicited offer to them that they may not even be interested in, as is the case with a radio, newspaper or television commercial, is no longer used.
In Inbound Marketing , the potential customer is hooked when they seek answers to a consumer need or identify it while browsing the web.
In a useful read, he gets to know the company and what it offers.
More than that: you see it as an important source of information so you can understand thailand number data what you really need to buy and what the ideal solution is for your case.
Blog posts are perhaps the best example of this.
They are a way to position yourself well on Google and be found by users by offering them the best answer to what they are searching for.
Then, by cultivating the relationship with more relevant content, the company gains its attention, becomes a reference, makes the sale and leads to consumer loyalty – and a potential promoter of its brand.
All of this happens in four steps, which you will learn about now.
Inbound Marketing Funnel
Attract
The first step of an Inbound Marketing strategy is to capture the user's attention while they are searching on Google or browsing social media.
This happens, as already mentioned, when it is found because of the quality content it offers.
A real estate agency, for example, can attract visitors to its website who arrived there from a publication with tips for buying property.
Considering the usefulness of the content, the potential customer is encouraged to consume more information and, who knows, learn about business opportunities – which takes us to the next stage.
Convert
A website with high traffic is great.
Everyone loves seeing record numbers of visitors.
But attracting this audience means little in financial terms if they join the channel and leave without actually starting a relationship.
Conversion basically consists of capturing user contact information in exchange for a reward or benefit.
The classic example is that of rich material, such as an e-book .
It works like this: you create fantastic content and make it available for download. To access it, the user enters their name and email address in a form or landing page, which in digital marketing we call a landing page.
From there, it becomes a lead and enters your sales funnel.
What does this mean?
This opens the way for you to send new content to them, nurturing this lead with information that will lead them to making a purchase.
Sell
The time has come for all your lead nurturing work to show results in revenue.
It doesn't matter whether the order is completed on the website itself or through direct contact between the seller and the customer, in person or not.
What matters here is taking advantage of (or creating) an opportunity to confirm the sale.
This involves an ongoing process of evaluating leads and their stage in the business's sales funnel.
It also requires having a strategy for sending emails with content that interests them.
Know that 56% of customers increase their willingness to buy when they have a personalized experience.
A good practice, therefore, is to automate tasks, sending exclusive communications to groups of leads that are at the same stage of their relationship with your brand or company.
The trigger for the purchase may be a promotion with exclusive discounts, perhaps a limited-time offer or another strategy that is understood by the customer as the perfect opportunity to close a deal.
Enchant
Many people conclude the strategy in the previous step, since the sale has been confirmed.
But going down this path means missing out on the opportunity to generate new business.
By being attentive to the customer and taking care of after-sales service, you will at least win over a loyal consumer who will remember you when a new purchase need arises.
It's like he's back at the initial stage of the funnel.
In the best case scenario, this customer can become a brand promoter and recommend it to friends, colleagues and family.
In other words, a prospect that new customers can be added to your portfolio.
As you can see, there is no shortage of reasons to invest in Inbound Marketing.
But if you still have any doubts about this, the next topic should put an end to them.
Its proposal is quite clear and different from what is known as traditional marketing: instead of the company looking for the customer, the customer is the one looking for it.
The tactic of surprising the consumer with invasive advertising, delivering an unsolicited offer to them that they may not even be interested in, as is the case with a radio, newspaper or television commercial, is no longer used.
In Inbound Marketing , the potential customer is hooked when they seek answers to a consumer need or identify it while browsing the web.
In a useful read, he gets to know the company and what it offers.
More than that: you see it as an important source of information so you can understand thailand number data what you really need to buy and what the ideal solution is for your case.
Blog posts are perhaps the best example of this.
They are a way to position yourself well on Google and be found by users by offering them the best answer to what they are searching for.
Then, by cultivating the relationship with more relevant content, the company gains its attention, becomes a reference, makes the sale and leads to consumer loyalty – and a potential promoter of its brand.
All of this happens in four steps, which you will learn about now.
Inbound Marketing Funnel
Attract
The first step of an Inbound Marketing strategy is to capture the user's attention while they are searching on Google or browsing social media.
This happens, as already mentioned, when it is found because of the quality content it offers.
A real estate agency, for example, can attract visitors to its website who arrived there from a publication with tips for buying property.
Considering the usefulness of the content, the potential customer is encouraged to consume more information and, who knows, learn about business opportunities – which takes us to the next stage.
Convert
A website with high traffic is great.
Everyone loves seeing record numbers of visitors.
But attracting this audience means little in financial terms if they join the channel and leave without actually starting a relationship.
Conversion basically consists of capturing user contact information in exchange for a reward or benefit.
The classic example is that of rich material, such as an e-book .
It works like this: you create fantastic content and make it available for download. To access it, the user enters their name and email address in a form or landing page, which in digital marketing we call a landing page.
From there, it becomes a lead and enters your sales funnel.
What does this mean?
This opens the way for you to send new content to them, nurturing this lead with information that will lead them to making a purchase.
Sell
The time has come for all your lead nurturing work to show results in revenue.
It doesn't matter whether the order is completed on the website itself or through direct contact between the seller and the customer, in person or not.
What matters here is taking advantage of (or creating) an opportunity to confirm the sale.
This involves an ongoing process of evaluating leads and their stage in the business's sales funnel.
It also requires having a strategy for sending emails with content that interests them.
Know that 56% of customers increase their willingness to buy when they have a personalized experience.
A good practice, therefore, is to automate tasks, sending exclusive communications to groups of leads that are at the same stage of their relationship with your brand or company.
The trigger for the purchase may be a promotion with exclusive discounts, perhaps a limited-time offer or another strategy that is understood by the customer as the perfect opportunity to close a deal.
Enchant
Many people conclude the strategy in the previous step, since the sale has been confirmed.
But going down this path means missing out on the opportunity to generate new business.
By being attentive to the customer and taking care of after-sales service, you will at least win over a loyal consumer who will remember you when a new purchase need arises.
It's like he's back at the initial stage of the funnel.
In the best case scenario, this customer can become a brand promoter and recommend it to friends, colleagues and family.
In other words, a prospect that new customers can be added to your portfolio.
As you can see, there is no shortage of reasons to invest in Inbound Marketing.
But if you still have any doubts about this, the next topic should put an end to them.