Digital Marketing

Inbound Marketing – What Is It and What Is It For?

Inbound Marketing
Is it possible to attract customers to a website or blog in a natural, organic and non-invasive way? Can you create your own independent channel to capture users who have an interest in your products or services?
The answer to these questions is a resounding YES, and the solution is a technique, or rather, a set of online marketing methodologies known as Inbound Marketing.

The origin of Inbound Marketing

The concept of Inbound Marketing was created more than 10 years ago by Brian Halligan, co-founder and CEO of the prestigious American online marketing company called Hubspot.
But it was not really until 2009 when this concept became famous and became popular. In recent years, Inbound Marketing has spread throughout the Internet. Many professionals and companies from all types of sectors and sizes used it.
Inbound Marketing is an excellent way to attract customers naturally, with arguments and without disturbing the user.

What is Inbound Marketing?

It is a marketing technique based on attracting potential clients to be the ones who take the initiative to buy or hire the products or services offered.
And this “attraction” is achieved by social networks, SEO and so-called content marketing, generating relevant and useful content for those potential customers.
In short, Inbound Marketing is based on a system that would be just the opposite of the usual marketing  (also called outbound marketing). That is why it is normal that today (and especially on the Internet) traditional advertising is taken as annoying and intrusive.

How does Inbound Marketing work?

A good strategy based on attracting customers encompasses the entire process from the first contact with the potential customer until they purchase something. In this case, you are trying to retain that same customer.

Step 1: Attract The Customer

It is about attracting potential customers naturally by generating content that may be interesting or useful (through a blog, a YouTube channel, a podcast, etc.) In this phase, social networks and SEO come into play. The point is to make our “target customer” can easily find us.

Step 2: Convert

This is how you can attract people to subscribe to your newsletter, etc.
To achieve this conversion, the content you use to attract must be attractive. Also, more relevant content usually converts better. You can call this engaging content as a lead magnet.

3. Sales Closing

This is the phase where the sale is executed. And to get the potential client to become a paying client, a series of techniques such as lead nurturing and lead scoring is essential to use.
The Lead Nurturing means you drip-feed relevant information and offers based on their behavior or response. And lead scoring is the system with which the potential customer is “scored” as we “nurture” content, and we know their interests so that the offer is as appropriate to their specific case.
The key to this phase is that the whole process is done in an automated or semi-automated way with tools. In this way, sales happen less aggressively and more naturally.

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