Technology is present in the daily lives of millions of people around the world, from when we wake up to bedtime. We carry our cell phone everywhere and we are all the time checking emails, updating our feed and exchanging messages with people who are miles away.
The world is in constant evolution and, if we pay attention to our surroundings, the way advertisements were made in newspapers, magazines, pamphlets and radios are no longer so common. The world has changed and so has the way of marketing.
We are living in a new era, in which people no longer want to be approached with sales advertising, especially when they have no interest in the product being offered.
Inbound Marketing it arose precisely to change the way advertising is done. Aiming at more solutions and less investment, it has become a strong technique to attract customers and consumers through content marketing, without imposing advertisements that can damage a company’s credibility and image.
However, companies get a significant disclosure from the customer’s personal interest, which will often allow them to receive specific content that will help them in making the decision to purchase a product or service. Follow it to find out more!
What is Inbound Marketing for?
With each passing day, the difference between offline and online becomes blurred. It is no longer said “going on the internet”, as the internet is already present practically everywhere. Technology is constantly evolving and the way to market must also be.
Millions of companies around the world already use Inbound strategies to bring excellent results, because the concept of Inbound Marketing revolves around the idea that people can receive quality content instead of being bombarded with irrelevant information.
Inbound Marketing has reached levels that traditional marketing has never achieved. The main one is that, in Inbound Marketing, the company’s marketing area is an investment center and not necessarily a cost center.
The reason for the aforementioned statement is that all Inbound Marketing actions can be easily measured. It is possible to know the number of people who viewed, converted or even purchased through web analytics tools.
Having knowledge of this information, it is possible to optimize campaigns to have a better ROI (return on investment).
It is for this and other innovative reasons that the market is buying the idea of adhering to the Inbound Marketing methodology, mainly because it is 62% cheaper than Outbound Marketing — or Conventional Marketing — that we are used to doing.
Inbound Marketing Strategies
The Inbound Marketing methodology aims at a logical sequence of steps. All marketing strategies must go through the following sales funnel phases: Attract, Convert, Relate, Sell and Enchant.
A site with no visits does not generate leads. Without leads, there are no sales and, consequently, all reason to work with this methodology is lost. In this first stage of Inbound Marketing, there are all the people in the world, people who do not know your company or, at most, have already heard of it.
This step is simple: content is essential, that is, instead of spending energy looking for people who might be interested in your business/market, energy is spent on building relevant content to retain attention and, consequently, attract people who became interested in the subject of their own free will.
The first technique is about targeting. We need people to visit who are actually more likely to consume your product or service in the short, medium or long term. And that’s why the concept of persona _
A persona is a semi-fictional character that defines your brand’s ideal customer. With a defined persona, you can produce content that targets that person — according to their desires, needs and Google searches.
As the intention in this step is to help these people identify and solve a problem – delivering something fun, useful and relevant – by providing targeted content, you will be talking to whoever really wants to talk. For this, use:
It is the main Inbound Marketing strategy. The blog is essential for the production of really relevant content. In this first phase, the blog must address the “pains” of the visitors and show them solutions. Hence the importance of having a pre-defined persona to know how to communicate.
They are essential for branding in the digital world and even have the chance to go viral with your content. In addition, a brand that is actively present on social media, asking questions and answering its customers, can be considered part of SAC 2.0.
Acronym for “Search Engine Optimization”, which means “optimization for search engines”. You probably already know it well.
SEO is necessary for your website to gain visibility. It is nothing more than optimizing content and pages according to what search engines ask for. With it, it is possible to appear on the first pages of Google.
Your website deserves special care in the attraction phase, meaning your website really needs to talk to your potential buyers. That’s why it’s essential that you make your platform a valuable source of content, and remember: it’s very important to think about all the details, especially the user experience.
After attracting the public to your website, you need to turn visitors into leads (potential customers). To be leads that the brand can work with, these visitors need to make a record in which they leave at least their name and email.
Although it sounds easy, this is not one of the simplest missions. To get this visitor’s contact, you need to offer something in return, that is, quality material — e-books, infographics, quizzes, webinars or any other material that is “worth” the exchange.
Remembering that this is not the time to offer a product. In other words: your visitor must learn something when they finish reading your material. That’s why it’s important for this information to be valuable and complete, since the internet already has a lot of it. After that, to complete the conversion step, you need to:
Call-to-action are “buttons” and can be translated as “call to action”. They should be spread around the site calling the visitor to perform a conversion (contact, download some type of material, etc).
When the visitor clicks on these buttons, he goes to the Landing Page , which is the page where he will provide the necessary data through a form.
To increase the conversion rate, the Landing Page must be equally attractive to the CTA. In addition, the visitor who clicked on the CTA should actually find what they were looking for on the Landing Page.
In the text, it is important to show that the “pain” of this visitor can be healed after that conversion. Thus, when filling out the form on a Landing Page for the first time, that visitor becomes a lead .
The form is the means by which visitors will provide their information to the brand. It should be simple and not ask for too personal information on first contact. Remember that to start the path of convincing this potential customer, the basic information you need is email.
Optimize your form to make this step of the conversion process as easy as possible. And rest assured, over time, it is possible to increase the information about that contact as your shopping journey.
When your visitors trust you by giving them personal information, they’re sending you a simple message: they want to know more. Therefore, you must continue to fuel communication with your leads by using content that is useful and relevant to them.
This step is exactly for that: recognize the leads of the second phase and turn them into customers and it is possible to trace this path using some techniques and tools at the right moments. They include:
Many times a person who has downloaded your content and turned it into a lead is not ready to buy the product or service offered. That’s why email marketing is important to nurture leads to the desire to buy and close.
The emails that will be forwarded to them will then be useful for their needs and will build a close and trusting relationship with the brand.
It is a very important tool in the final phase of Inbound Marketing. With it, it is possible to create automatic flows of emails for each person who converts on your website quickly and efficiently.
It helps prepare the lead to purchase a service and get the lead much more interested than he was at the time he downloaded his first material.
Workflow (Marketing Automation)
Well, suppose you downloaded an e-book today from my website. In a few days, you will receive an email with some complement of that material or with some content that may be useful to you.
After a week, you will receive another email with a courtesy of material to enjoy (some e-book or infographic). This flow will continue to a point where I tell you to get in touch with me if you want to know more.
Have you been able to convert your leads into customers? Believe me, the Inbound methodology doesn’t stop there. After the conversion, it’s time to turn you into a promoter of your brand, which is the final step.
The person should not be abandoned because they have already purchased your product or service. On the contrary – the enchantment phase is the one that will bring you the most profit.
“Word of mouth marketing” has always been and will always be very strong. Therefore, it is essential that your customers become, after purchase, organic promoters of the brand. This means they will speak highly of the brand and bring even more customers to your company!
The tools needed to delight customers include:
The flow of email marketing at this stage becomes even more personal. In this case, it’s nice to send more articles with post-purchase tips, for example: “how to use”, “how to maintain”, “what care is needed”, “news”, among others.
Trust me, targeting high-quality content to loyal customers will help you achieve great results, even in introducing new products and features that interest them.
In addition to getting a lot of customer service and sales process information from him, you’ll still show interest and importance.
The enchantment phase also involves analyzing numbers, campaigns, website SEO and other topics.
Thus, it is possible to understand when that lead became a customer and what were the strengths and weaknesses of Inbound Marketing.
How to apply Inbound Marketing in my company?
You can choose to hire in-house people with the necessary skills, but most choose to work with a team that knows Inbound and has valuable experience in doing so successfully.
An Inbound Marketing company gives you instant access to all the skills you need: SEO, web design, writing, lead nurturing, content, social media strategy, social media engagement, profit analysis and more.
If you want to know more about all Inbound Marketing processes, get in touch with us and talk to one of our experts. It will be a pleasure to serve you!