Inbound Marketing is a strategy that focuses on attracting customers, or potential customers, through content created by a brand to add value to users and provide information about the product or service they offer.
This marketing methodology seeks to capture the attention of customers at the moment when the potential customer is looking for the product or service that you offer.
Inbound Marketing focuses on creating quality content that attracts people to your brand. Generally, they are already looking for answers on the internet, researching substitute products or services, from other brands, and even trying to decide if they really need your product or service for more details techbehindit.
Therefore, the goal is to have content available that covers as many scenarios as possible within the stages of the purchase process, to capture the attention of potential customers.
Some examples of content that uses this methodology are: blog posts, photos, infographics, videos, podcasts, presentations, e-books, reports, newsletters, ezines, webinars, search engine optimization (SEO), and social media marketing.
Attract: it all starts with attracting the right audience to your content. Inbound Marketing does not want to captivate the masses, if not the right audience for your brand. The right people who visit your site are ideal customers, who are also known as ” Buyer Persona “. These are the people you need to be creating content for, as they are the people you want to attract to your website.
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Convert: Once you have attracted website visitors, the next step is to convert them into leads by collecting their contact information, through a landing page.
It is very important to generate content in two directions, here we will call them:
- Free: they will be contained with relevant information to understand what the product or service is about and its benefits. The user can access this content without having to provide information about himself.
- Sharing – Premium content with data, statistics and information that can provide guidance and support to the potential customer. To access this material, the user needs to leave their contact information and in this way they go to the second part of the funnel, the conversion.
Close: the objective of this stage is to transform sales opportunities into successful purchases for your customers. For this, it is advisable to have your sales processes integrated with the efforts made by Inbound Marketing, so your sales force will have the necessary information to give an accurate and personalized follow-up.
These attributes will be perceived by customers as quality service, which will increase their motivation to close the purchase, systematically improving the closing percentage in your sales funnel.
Delight: it is very common for this to be the stage most ignored by companies. Inbound Marketing does not end when the prospect is already a customer. Now is the time to build loyalty and continue providing content that improves the experience of using the product or service purchased.
In an ideal world, these after-sales content should feed the interactions between your brand and your customers, through a loyalty program that allows you to get to know them better in each interaction and in each sale.
Benefits of using Inbound Marketing in a company
This methodology is usually cheaper than Outbound Marketing, which is dedicated to cold calling and email, direct mail, or radio and television commercials to get leads through dailynewsbucket.
In addition, Inbound marketing has advantages such as:
- Increase brand positioning at key moments.
- Build brand loyalty.
- Increase the generation of qualified leads.
- Reduces costs in the marketing strategy.
- It generates valuable information for the sales force, accelerating the sales process and increasing the impact of interactions with potential customers.
How long does inbound results take?
One of the most common questions when wanting to start an Inbound Marketing strategy is, how long will it take to see results?
The truth is that there is no exact answer, but you can definitely make an estimate depending on your history and those of the industry. Although we have found that the most common average to start seeing leads is at least 7 months and 12 months to stabilize the results.
However, as all companies are unique, we recommend doing an analysis to have a correct estimate for you. In this article you will find the guide to have an answer closer to your company.
What factors help me predict Inbound results?
You can help you with your competition’s history. For example, how many visits do you have? Do you manage a blog? How do they use social networks? Is there an interaction? Do you use newsletters?
Getting this information definitely takes time and effort, but it’s worth it. You should always know what the competition is doing and, preferably, implement and even improve their good practices.
Of course, an Inbound Marketing implementation needs a good strategy, like everything else.
Before starting to execute any action, you should worry about having at least the following elements:
- Your buyer persona
- Insights from your industry
- Knowledge of the purchase process of your product or service
- An organized website that inspires confidence
How many people will help you execute the plan? Will they be people under contract, freelance, agency? All this you must take into account to know times and budget.
We do not need to tell you that the more budget you allocate, the greater results you will have. However, this does not mean you have to have a high budget.
Remember that every decision must have a foundation.
What should be the first steps to implement an inbound strategy?
Remember that in this article we are talking about the strategy and not the campaign. If you want to know how to implement an Inbound campaign, we recommend you read: Launch a successful Inbound Marketing campaign in 8 steps
Before launching your Inbound campaign, you should do a pre-work. Which in this article we will call the Onboarding Phase. In this phase, you will need to solve issues such as:
- Deep knowledge of your industry and competition
- Mapping the purchase cycle for each Buyer Persona
- Production of content for at least one month, according to the Buyer’s Journey
- Landing page creation
- Research keywords
- HubSpot Installation
- Automation of at least one marketing campaign
- Optimize your website for Inbound
- Structure for the treatment of qualified leads
- Establishment of KPI’s
The first two months you should dedicate to know DEEPLY your consumers and potential buyers. As well as collecting as much information as possible about your industry and competition.
In this way, you will be able to make a work plan that meets the needs of customers, is competitive and is appropriate for the process of purchasing your service. In addition, you will save time for your Marketing team by automating campaigns.
Third and fourth month:
It should be the month they launch a test campaign. You start creating landing pages with useful formats and analyze the results.
Do people download the material? What is the conversion rate for each landing? Do people even make it to the landing? What type of users reads your content? Are you really attracting the right people to your website? Are you using all the correct channels?
These months you should use it to start getting answers to these and many more questions. The more you know the answers, the more prepared you are to implement changes.
Fifth and sixth month
The month of trial and error. Now you have answers to questions. It’s time to use the information to keep getting results.
With this information, start testing your website, talking to your customers, observing how people behave on your site, etc.
It is time to make change little by little! Remember that it is recommended to make one change at a time and measure, to know exactly what works.
If you make multiple changes at the same time, you lose perspective of what really worked.
In these two months you should constantly carry out tests and changes. Find out what works best for your company!
We recommend you read: Increase your lead generation with A / B tests
What metrics should you use to measure results?
How do you know if it is working? Well, the truth is that there are many metrics, you should make sure to measure the ones that are most useful in your industry. Here you can find some ideas:
- Visits: as the month’s progress, your visits should increase if your content publication is constant, as well as your promotion.
- Recurring visits: the more recurring visits you have, it means that people start to get hooked on your content. You are starting to build credibility.
- Domain Authority: Quality content is often mentioned on other sites. This makes your authority grow steadily. Discover the authority of your domain here
- Bounce rate: a bounce rate above 80% is bad. On this subject, it is difficult to be clear about a middle ground. However, if your users do not interact with your website and immediately leave, it means that you are not captivating the audience.
- Conversion rate: they have already reached your website. Do you at least have his email? A good way to measure how much you are getting results is through the conversion percentage.