Inbound Marketing: what is it and why is it important for companies?

[muskanhossain]

Understand in this article what Inbound Marketing is and how important it is for companies that want to remain competitive in today's market.

What is Inbound Marketing?
Inbound Marketing is the name given to strategies (mostly digital) for attracting and interacting with potential customers through platforms and systems that automate steps in the sales funnel.

In essence, it deals with a vision of marketing as strengthening the contact between consumer and brand, with a focus on experience, in such a way that it is the potential customer who determines when the sale should occur.

This methodology is opposed to traditional, pamphlet-based marketing, in which the sale is “pushed” towards the customer.

Why use Inbound Marketing?
In the digital age, it is essential to automate processes honduras whatsapp lead steps to ensure a standardized experience for potential customers. In addition, Inbound Marketing focuses on building a relationship of trust between the consumer and the brand, using various communication strategies to deliver quality content before asking for anything in return.

This way, companies can benefit from a more efficient workflow, metrics mapping and continuous optimization of strategies to further increase opportunities and sales.

What are the benefits of Inbound Marketing?
It is possible to summarize the benefits of Inbound Marketing for companies in some important pillars:

Process automation;
Cost reduction;
Long-term results;
Track metrics accurately.
Below, we will explain each of them in more detail. However, Inbound Marketing does not stop there. The concept, created with the advancement of technology and the internet in the 2000s, has expanded to include numerous internal tools and methodologies.

1. Process automation
One of the main points of Inbound is automation through CRMs and other contact and content management platforms and software.

This way, it is possible to guarantee a fluid and continuous experience, without noise, for all users who enter the base and become leads, facilitating the relationship with each of them without needing to increase the team in the same proportion as the base grows.

2. Cost Reduction
Inbound Marketing is proven to be cheaper than other marketing strategies (such as outbound). This is because many strategies involve organic access and contact between potential customers and the brand, reducing the costs of ads and paid campaigns.

Furthermore, as the strategies are continuous and do not stop generating results if they are interrupted, the attraction of leads through articles, for example, continues to occur.

3. Long-term results
Inbound is a medium and long-term strategy. This means that for companies seeking stability and continuous growth, investing in Inbound is a sound decision.

Furthermore, with Growth Hacking practices to optimize ongoing campaigns, companies can also increase the speed of growth and expand the results achieved with Inbound.

This, combined with the low cost, helps make the strategy viable for most companies, regardless of segment and size.

4. Monitoring metrics
One of the biggest benefits of CRMs in Inbound Marketing is the ability to accurately track campaign results.

You can evaluate the growth of organic access, email opening rates, interactions and conversions on social networks and much more.

This completely changes the direction of marketing teams, which move from a completely creative and advertising position in the pre-internet world to a more analytical and holistic approach to attraction, conversion and sales channels.

Main Inbound Marketing Strategies
Inbound marketing can be divided into a few main channels and strategies. Below, we list the main ones:

SEO
To save money on advertising, you need to be found organically, and this depends on a series of optimizations on websites and blogs. SEO (Search Engine Optimization) is the part that evaluates this aspect.

It is only possible to be on the first page of Google if the search platform's recommendations are followed. And this includes the use of keywords, website optimization to make them lighter and more mobile-friendly (responsive design for smartphones), tags and more.

Social media
You don't need to be on all social networks, just the ones where your potential customers are active.

Social media is a powerful point of contact and interaction with potential customers. With efficient social media management, it is possible to develop viral campaigns, speak directly to prospects and increase brand awareness with posts focused not only on conversion, but also on ethical positioning, mission, values, etc.

Blog
Along with SEO, blogs are platforms that enhance brand awareness on the internet. Being in the right place at the right time is essential to attracting qualified leads, and this involves understanding what these people search for and what they look for on the internet.

Knowing which keywords are for the top, middle and bottom of the funnel helps in developing monthly blogging strategies.

And, with the continuous fluctuation of user interest in social networks, blogs continue to be one of the safest ways to position yourself in Inbound, as the results are solid and long-term.

Email Marketing
While the points above essentially dealt with attracting users to convert them into leads, email marketing already works on the next stage, when the lead is in the database and starts receiving emails.

Knowing how to set up good automations and newsletter sending, segmenting the base according to interests and position in the sales funnel are just some of the important points here.

Emails still rely on good subject lines to grab attention, increase open rates, and reduce the risk of being marked as spam.

It is important to note that buying a lead base is extremely harmful to companies, makes the domain lose credibility and does not generate results.

The people who receive the emails must have freely and voluntarily agreed to do so.

Advertisements
Another important pillar of Inbound is the paid campaign. Often, when businesses are starting out or we are talking about launching a new product or service, waiting for people to find something organically will not get you anywhere.

Therefore, advertising strategies are developed to attract people interested in the new solution, publicize the new product or service and present this new feature to the world.