With the advent of Inbound Marketing, the invasive methods used in traditional marketing are no longer the most effective option for attracting customers. Today, brands have the opportunity to reach out to their potential customers, connecting with them through their emotions and real needs.
Inbound marketing is a methodology that aims to attract potential customers to the products or services offered by a company through useful and relevant content that provides solutions to their needs without interrupting their purchasing process or drawing their attention in an invasive way. In other words, it is the adaptive response to changes in people’s purchasing processes; and it consists of using different channels such as social media or websites to lower the cost of customer acquisition, i.e., investing less in marketing and obtaining more customers.
Traditional or outbound marketing sought to pursue prospective customers, an example of which is radio and television advertising. Similarly, today we see this on YouTube, where we encounter advertisements at the beginning, middle, or end of a video. Inbound marketing does not attempt to reach prospects in an invasive way, but rather by generating content such as blogs, ebooks, guides, or social media posts, which potential customers can choose to read.
The advantage of Inbound Marketing is that creating attractive, non-intrusive content will increase qualified leads. In other words, the solution offered will only reach those who are genuinely interested. This reduces investment and allows for better segmentation of potential customers. Another advantage is the conversion of visitors to leads on different sites and other tools such as landing pages, while at the same time increasing visits to the website.
1. Attracting traffic: Through interesting content on blogs, positioning websites in search engines with the help of SEO, creating content and community through social media, and referral programs or paid campaigns to reach the desired niche.
2. Lead generation: These are prospects who have shown interest in the content offered to them through strategies such as calls to action, in which they are invited to take actions such as subscribing; where forms can be used to obtain contact information and guide the potential buyer through the sales funnel.
3. Marketing automation: This consists of building a relationship with leads by periodically sending additional content. At this point, interest is shown in providing advice to help resolve any questions they may have regarding the purchase process.
4. Sales closure and data analytics: This is done with the aim of finding out how many leads became customers, how much was invested in the entire campaign, or at what point in the sales funnel the most leads were lost.
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If tomorrow Facebook, Instagram, or Twitter crashed or decided to shut down, everything that was built there would be lost. However, Inbound Marketing, through the website, allows you to generate your own organic channel, with natural positioning with the help of content creation and search engine optimization so that potential customers can find you.
Another benefit is data measurement. That is, how many people viewed content, how many opened an email, or interacted with content online, thereby enabling the development of more outreach strategies.
Finally, Inbound Marketing allows for the creation of a database. This allows for better control through a CRM to continue managing potential leads and closing sales, turning them into customers and later into brand advocates.
If you are interested in including an Inbound Marketing strategy in your business, contact us and schedule a free consultation with one of our digital marketing strategists.
