What is Inbound Marketing Strategy and what is it for? Answering 4 key questions

If you own a business, whether it is a small or medium-sized enterprise (SME) or a large-scale company, and your goal is to boost its growth through marketing, this article will surely capture your interest.

In the vast field of digital marketing, it is likely that you have come across the term “Inbound Marketing”, although you may not yet have a clear understanding of its meaning and usefulness. We advance you that, although at first it may seem a somewhat slow process, over time the Inbound Marketing strategy becomes profitable, allowing you to convert potential customers into buyers of your products or services.

Next, we will address 4 key questions related to Inbound Marketing strategy in detail.

1. What is the Inbound Marketing strategy?

The Inbound Marketing strategy, also known as “Attraction Marketing”, is a technique that gives great importance to the creation of content with the purpose of attracting potential customers and guiding them through a sales funnel that will culminate in the acquisition of your products or services. This approach emphasizes building relationships with customers through publications in:

Social networks
Email marketing campaigns
Ads for mobile devices

Its cornerstone lies in three essential stages:

Attract potential customers
Convert them into customers
And finally close agreements with them

The Inbound Marketing strategy is geared towards offering high-value content, such as ebooks, webinars and online courses, that aligns with the interests and needs of your potential customers. The central idea is to position your company or SME as a value-packed resource by providing relevant content rather than adopting a pushy approach to purchase. Over time, this strategy will allow you to build a strong community following, eventually resulting in increased sales.

It is important to understand that Inbound Marketing arises with the rise of the Internet, where consumers seek more information before making a purchase. This leads them to prefer brands that offer authentic publications, generating trust. The Inbound Marketing strategy is highly profitable and will surely increase your sales revenue, effectively leveraging the marketing budget allocated.

2. What is the purpose of the Inbound Marketing strategy?

There are numerous reasons why the Inbound Marketing strategy stands out from other digital marketing techniques. Here are some of its advantages and reasons to consider implementing it:

Rise of technology: In today’s age, consumers rely on technology to research products or services. With the 2020 pandemic, this trend has been reinforced, as people prefer to stay at home and make purchases through mobile devices and computers. In this context, the Inbound Marketing strategy takes on crucial relevance.
Economic strategy: Initially, the strategy requires investment in a good designer and copywriter to generate content for social networks and the web. The idea is to initially focus time and budget on obtaining followers for blogs and profiles on social networks such as Facebook, Instagram and LinkedIn.
Generates trust: Every marketing strategy has as its final objective the purchase by the consumer, and it is here where Inbound Marketing strategies stand out by publishing valuable content that earns the trust of the potential customer.

For those entrenched in traditional marketing practices, Inbound Marketing offers greater chances of success compared to cold calling and unsolicited mailings.

3. What should I take into account when executing the Inbound Marketing strategy?

By now, you understand the essence and usefulness of the Inbound Marketing strategy. Now it’s time to address what you should consider when implementing it. Here are the two main considerations:

Identifying your potential customer: This step is fundamental and forms the basis of any marketing strategy, whether traditional or digital. It is crucial to identify behaviors, demographics, lifestyles, etc. If at first you don’t have a clear understanding of who your potential customer is, we recommend creating a Facebook Ads ad for your product or service and launching it. This action will allow you to identify the target customer you need to address, providing you with valuable information such as age, tastes, gender, connection hours, among other relevant variables.
Creating the right content: Once you have examined the most important data about your potential customers, you should proceed to create the content. The goal is that your potential customers will see your publications and there will be some kind of interaction. This will be achieved as long as you are clear about the type of customer you are targeting. Using this data, you can identify and segment your potential customer, starting to create valuable content that meets the needs of that sector.

Keep in mind that the Inbound Marketing strategy takes time while you collect data and create content, but once you have identified your target audience, the chances of success in your campaigns will be high.

4. What digital media should I use?

Within the Inbound Marketing strategy, the media to use are:

Email: If you have a mailing list of several potential customers, you will have a gateway to send information, since 40% of people still use email as their main information and communication tool. Remember that there are different types of emails that you can send to your potential customers and to those old or recurring customers.
Social networks: These are essential, as they have become the main source of information for many users today. This means that more and more people are using social networks to discover new brands and follow companies aligned with their interests and values. More than 70% of potential customers enjoy brands posting on social networks, as they can see photos, videos and, of course, both positive and negative comments.
Websites: A significant percentage of people browsing the Internet visit the websites of brands they like. Therefore, it is essential to have a well-designed website optimized for mobile devices. Make sure it is responsive, fast, with crisp images and easy-to-read presentation of information.

CONCLUSION

Inbound Marketing strategy revolves around creating content to build lasting relationships with potential customers and current consumers of your product or service. The more high-quality content you generate, the more likely you are to attract visitors to your website or social networks.