What is Inbound Marketing? How Does it Work?

Inbound marketing is a strategy based on attracting customers with useful, relevant content and adding value at each stage of the buyer’s journey.

Potential customers find your business through different channels such as blogs, search engines, and social media with inbound marketing.

Also read: What is Visual Storytelling? And Benefits of Visual Storytelling?

What is the Difference Between Inbound Marketing and Traditional Marketing?

Unlike traditional marketing, inbound does not need to strive to get the attention of potential customers. By creating content designed to address your ideal customer’s problems and needs, you will attract qualified prospects and build trust and credibility for your company.

The world has changed considerably: people no longer live, work, buy or consume in the same way they did a decade or two ago. However, companies still intend to market and sell as they did in 1999. People have radically changed the way they communicate and interact. The internet and digital communications have managed to create a new space for conversation. Whether we like it or not, traditional marketing as we know it is on the verge of disappearing.

People ignore traditional marketing practices like phone calls or TV ads, as you can see in this statistic.

It is where it becomes relevant to find new strategies such as Inbound Marketing. Inbound Marketing is a more effective way to attract, engage and please customers.

It is about offering value in a non-intrusive way, unlike traditional advertising, so consumers do not feel that the goal is to achieve sales. With inbound techniques, your clients come to you, and with outbound techniques, you must find them. In the first case, the key is to create quality content, and, in the second, in the budget.

What are the Stages of the Inbound Methodology?

1) Attract:

To generate traffic, you must use different resources such as content marketing, SEO techniques, social networks, PPC, etc. It would be best if you did it according to strategic planning to achieve results.

The idea is not that all users visit your website, but rather that we focus on attracting those who are most likely to become leads and, ultimately, satisfied customers. How to do it? To get the right customers’ attention, you need to offer them relevant content at the right time (that is, they are looking for that content).

2) Convert:

Once you have managed to attract visitors to your website, the next step is to convert them into leads. To do this, you must start a conversation in the way that works best for them; p., e.g., through messages, forms, or meetings.  When you contact your visitors, you must answer all their questions, offer them content relevant and valuable for each of your buyer personas, and continue that communication.

3) Close:

Once you have your database, you must manage the records, integrate them with a CRM, and use automation and lead nurturing tools. In this way, an automated content flow is created and adapted to the user’s purchase cycle, related to lead scoring, which determines the right time to convert you into a customer.

4) Delight:

When you’ve already gotten customers, you need to keep them. In this phase, you must keep them satisfied, offer them useful and interesting information and take care of your potential prescribers to turn sales into recommendations.

Finally, you must bear in mind that coordination is very important, so everything must be perfectly integrated.

Do you want to learn more about the Inbound Methodology?

Besides, we invite you to obtain the Inbound certification right here. This course consists of 12 classes with their videos to do it when it suits you best. You will delve a little more into Social Networks, blogs, SEO, Emails, Landing Pages, and much more!

When you pass the test, we will send you a personalized badge and certificate so that you can share it with all your contacts, add it to your CV and start growing! We also recommend that you share it with all your colleagues who may be interested!


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