Inbound Marketing: What it is and how to apply it in your company

Surely you have heard of inbound marketing, but do you know what it really is and how it can help improve the conversion rate and profitability of your business? In this post we break down what inbound marketing is so that you can apply it in your company or in your business.

Ready to take off?

What is inbound marketing?

Let’s start with the definition, inbound marketing consists of combining non-intrusive marketing techniques with the aim of connecting with our target audience in a natural way , so that they are attracted to our brand with friendly actions, without feeling that we are trying to sell them every time we contact them.

Inbound marketing is not a tool to sell

This tool serves to inform, generate relevant content, transmit our values, publicize the benefits we offer and publish about our sector, with the aim of achieving a relationship of trust with our clients .

Inbound marketing goes one step further

This term is usually confused with content marketing and, in fact, they use similar methods, but while content marketing focuses on attracting traffic and retaining them, inbound marketing goes a step further ,  it aims to transmit values ​​and make the consumer aware of the benefits that our products can bring to him.

8 Benefits of inbound marketing for your company

Do you already know what inbound marketing is? If so, keep reading and we will show you the direct benefits that inbound marketing has on our business once we understand it and start working on it correctly:

1. Social media interactions with users

By creating content that interests our target audience , whether it is innovative, eye-catching, funny, informative or any other characteristic, we will get our users to share our content on their network profiles, thus expanding our reach.

2. Greater recognition of our brand

By achieving a greater reach on networks, we will achieve greater visibility , more pages and shared articles, reaching a new public that does not know us yet, reinforcing our branding and generating brand recognition.

3. Generate content

Together with the interaction in networks and the increase in the recognition of our brand, it is one of the pillars on which inbound marketing is based. Content is created that will remain on the web, so that it is accessible to any user interested in this content.

4. Attract traffic to our business website

After being known by new users on our social networks, they will arrive at our company’s website, since they will be interested in knowing our brand, knowing more about our company, products or services. With which we will increase organic traffic on the web.

5. Convert new visitors into customers

As you can see, everything is connected between social networks and your company’s website . For this reason, new users, who will be able to verify that they are interested in our brand and will want to be up to date with our news, will be interested in subscribing to the blog and following the brand’s accounts on social networks. This way we will get them to become active clients of our company.

6. Optimize the purchase cycle

In inbound marketing, as in all digital marketing, all actions and strategies go hand in hand and complement each other.

In this case, this methodology allows us to accompany the user through the different stages that they go through since they land on our site, become a consumer of our products or services and we build loyalty.

By having control and monitoring of the entire process that users go through, you can optimize the sales funnel or the conversion funnel to adapt it to each of these phases.

7. Build customer loyalty

Finally, if we continue to create interesting content, we will be able to retain these customers, since they will find content on our website and on our social networks that adds value to them , just like our brand. It is not about talking only about us and how good we are, but about including relevant information and news from our sector.

8. It is an investment, not an expense

The actions framed in an inbound marketing strategy represent an investment in the future , since, unlike a search engine campaign, it does not end when the budget runs out or the deadline is reached.

All the content and improvements of the relations with the consumers will continue to be implemented and operative in the web from the moment they are introduced until we ourselves decide to eliminate or modify them.

The 4 phases of Inbound Marketing

The inbound marketing process consists of 4 main phases . Each of these phases are characterized by a series of actions and strategies that are carried out in each of them. Below we explain what each of them consists of and some of the actions used:

1.- Attraction

Here are all the actions focused on making the user aware of our existence and begin to investigate our social network profiles and the web or online store.

Beyond the actions focused on the organic attraction of users, by any means, advertising actions such as: Facebook Ads, radio spots, SEM, etc. are also included.

2.- Conversion

Once we have managed to attract users to our website , the conversion process begins , that is, we have to get the user to perform some action with which we get their registration in our database. These actions can be buying articles, subscribing to the newsletter or downloading a template.

3.- Education

Once we have the users in our databases, we will provide them with relevant information that we will already have prepared to send through the marketing automation systems or manually if it is a small business.

Along with these shipments of relevant information or news, we can execute retargeting strategies or send personalized content to different users, such as the case of the user who subscribes to the newsletter vs. the one who downloads a form.

All these actions and strategies, thanks to analytics and measurement technologies, allow us to have control of the content that has been useful to users and at what point they are in the purchase process to guide them and keep them moving forward.

4.- Loyalty

This is the last phase of the inbound marketing process. At this time we must be able to retain the clients that we have captured and educated throughout the entire process. This can be achieved through up-selling, cross-selling and remarketing as we have your data and can use it to automatically re-impact you.

How we work as an agency the inbound marketing of our clients

The actions that are vital to carry out this online marketing tool are:

corporate blog

This is the key to a good inbound marketing strategy because, if our business content is of value and interesting to our target audience, it will attract more users to our website. Discover the benefits that having a corporate blog offers to our company.

Social networks

Social media is vital in digital marketing, as it helps us reach more users . This is a chain, since by creating content that our target audience likes, they will share it with their friends or followers, reaching them. Therefore, we will achieve greater brand recognition in the market.

Web positioning – SEO

Finally, by generating interesting content on our blog with the keywords  of our company and attracting users interested in our publications, we position ourselves organically in Google, achieving a better position than our competitors and avoiding the costs of paid traffic or SEM. .

Retargeting and remarketing

Thanks to the cookies and the volume of traffic that our clients have, we use retargeting to re-impact those users who have visited the website or the online store.

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