What is Inbound Marketing? You have probably seen this word frequently on websites related to digital marketing. If I had to define it in a few words, I would say that it is a process of attraction and seduction through content. But let’s look at it in more detail.
What is Inbound Marketing
The inbound marketing It is a work methodology for digital marketing that seeks to convert people outside your company into active promoters or customers.
Inbound Marketing is based on the creation of valuable content for your potential customers and thus attract them to your company’s website. It is a subtle and progressive to connect with diverse audiences based on their needs and their searches for information on the Internet.
According to the leading company in Inbound Marketing services and , the inbound methodology is developed as shown in the following graph:
Inbound Marketing offers the user the information they need, at the right time and it takes into account if this person is an absolute stranger, if they are a frequent visitor, a lead or contact, a client, or a promoter committed to the brand, to adapt these contents. Inbound marketing builds a path of experiences to hook the customer to our brand.
To understand what Inbound Marketing is, I invite you to understand as a dialogue and not as a sales pitch. It is also attraction and promises, not insistent hammering at potential buyers. It is user education and service vocationis not bragging focused on the product and its attributes.
What is Inbound Marketing: attract, convert, close and delight
As you have seen in the previous model, the contents are essential in carrying out the Four Basic Inbound Marketing Tasksbased on the model of (many agencies have developed their own variants).
What do these Inbound Marketing actions consist of?
1. Attract
We captivate qualified people to become customers. We judge by your behavior on the site whether you have the potential to buy. And we offer them possibilities for them to become .
How to attract with Inbound Marketing?
The first step always requires an extra effort. The user is beginning its journey and at that moment we are still nobody for him, therefore we are in a process of presentation. A kind of courtship that we should let ourselves be seen occasionally. How? Well, mainly by making ourselves visible online.
The and the correct choice of keywords will be our presentation. If, for example, someone becomes interested in taking care of their skin and we are a cosmetics company, we should think about what that user will be looking for: something natural? a quick-acting product? Y how will you translate that search into words as well as through which channels it will do so. We can start by appearing in generic searches (“I have dry skin”) that, for example, direct you to our blog or to a trusted page that takes you to our website.
2. Convert
We transform visitors into leads or contacts. We ask for your personal information (email, name…) in exchange for a material of your interest (technical articles, e-books or informative pages). These leads are generally captured through the.
the difficult conversion
If we said that attracting is complicated, converting is not far behind. It is the moment in which the user also is willing to take a first step; it gives us the opportunity to introduce ourselves properly. Surely you are already looking for us by name and what you want is more specific information. Although moving to this second phase does not mean completely forgetting the actions of the previous one, since SEO will continue to be important.
An interesting strategy here to continue letting us see can be the use of retargeting (without abusing) and appear like this “sporadically” in their searches or perhaps think about SEM campaigns. It is important to correctly select that landing page to which we will direct you to ask for information and to learn more about it.
3. Close
A more specific communication is made (campaigns limited in time) to convert said lead into a client. They are sent emails with information about the products and services, success stories, they are invited to demos…, this process is known as . And depending on the user’s interactions with each message, a value () is assigned to it, which is then used to know if the contact is ready to buy or not.
How to close the sale?
Great, we’re friends. We have let ourselves be seen and it seems that it has had an effect because in the previous step he has left us his data or more information about him. We know that you are interested and that takes us into account. But how do we convince him?
Not all customers follow us for the same interests, one may prefer the trust of our store and another, for example, that the shipping method is good for him. Determine what your motivation is towards us through a form or draw will be very useful.
Once we determine that the user is ready to buy, we have to continue to be visible and present. The use of emails is fundamental in this step in which what we need is to convince him with our message (always adapted to that motivation that has made him get there), but of course other channels are also useful, such as the waves .
The important thing here is always to align with your needs so that the information you find is the one that convinces you to take the step.
4. Delight
Once we get the client through the process, it continues with more communication, personalization and education. The goal is to get recurring customers, who love the brand and recommend it in their circles of influence.
get ultimate love
We do not want temporary relationships: we have managed to make the customer fall in love until the purchase and we want them to stay with us forever. May he be faithful to us. therefore all loyalty strategy is valid in this section.
We have to continue letting ourselves be seen, both through emails that offer content of interest (such as new uses, discounts or articles with information) and on the network itself. The SEO strategy must be maintained, but rethought based on a user who already knows us, and try to follow us on social networks or on the blog to ensure that, even occasionally, we are present.
When was Inbound Marketing born?
In fact, the first to use this terminology was the co-founder and CEO of HubSpot, , in 2005. Later, in 2009, he would expose in the book ‘Inbound Marketing: Get Found Using Google, , and Blogs‘, together with HubSpot co-founder Dharmesh Shah, all his knowledge about this acquisition strategy that seeks to squeeze the technological possibilities to reach those clients or collaborators of interest.
In fact, many see the origins of this methodology that combines marketing and advertising in the theories of (whom we could define as a philosopher of administration) who, since the 1950s, focused on market research in order to target campaigns directly to each client. in his words “The goal of marketing is to know and understand the customer so well that the product and service are tailored to them and sell themselves.”
Find out more about what Inbound Marketing is
Have you been wanting to know more about what Inbound Marketing is? How about you take a look at some of these contents? Discover all the benefits that this approach to customer relations can bring to your company!
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