Does your brand need to constantly rethink its strategy to attract more customers? It’s time to adopt a new approach!
Google’s latest update makes it clear: “We encourage you to check whether you’re offering the best content possible, as
that’s what our algorithms try to reward.”
It is clear that the strategies that will give you good positioning should focus on attracting with the best content. This recommendation combines perfectly with inbound marketing. Continue browsing, here we tell you everything you need to know about this methodology.
What is Inbound Marketing?
Inbound Marketing is a methodology that focuses on attracting potential customers in a voluntary and non-
intrusive manner , in contrast to traditional advertising malaysia phone number list methods that seek to interrupt the public with unsolicited messages.
Instead, Inbound Marketing is all about creating high-quality, relevant content that solves problems and meets the needs of users at every stage of their buyer journey.
How did it come about?
The origin of the term is generally attributed to Brian Halligan and Dharmesh Shah, co-founders of HubSpot .
After having experimented based on their experiences creating content, they developed the first prototype of the platform
around 2005, when there was already talk about a change in consumer habits, by other authors such as Seth Godin .
Thanks to them, and also to David Meerman Scott ‘s contribution to what is lead nurturing and how does it increase the
sector, these strategies are beginning to become popular, taking advantage of the different technologies available and
working by adapting to the purchasing cycle of each client.
This is due to the paradigm shift in people’s habits that Godín mentioned: people no longer want to be interrupted by
marketing, which, particularly on the Internet, bombards them with advertising relentlessly. Inbound Marketing , also
known as “attraction marketing”, seeks to delight your prospects with valuable content, putting the purchasing decision in their hands.
What is Inbound Marketing for?
Inbound Marketing has several purposes and its effectiveness can vary depending on the industry, target audience, and other specific factors.
Some of the main benefits of Inbound Marketing are:
- Generating Quality Leads: By attracting people who are genuinely interested in the information your brand shares, their interaction with your company is that of a lead close to becoming a customer and promoter. Most of the relationships you generate will lead to a sale, which is your ultimate goal.
- Increased Visibility and Web Traffic: By creating valuable, united kingdom data search engine optimized content, your website can gain greater online visibility, which in turn can increase traffic and visits from relevant users.
- Strengthening Brand and Authority : By providing useful information and solutions to users’ problems, your company can establish itself as an authority in your industry and build a relationship of trust with consumers. Gone are the days when brands invaded their prospects’ space. Today, the credibility and usefulness of your content matters.
- Segmentation and Personalization: Inbound Marketing allows you to personalize your messages and content based on the preferences and needs of each segment of your audience, increasing relevance and engagement.
- Long-Term Cost Reduction: While it may require an upfront investment in content creation, Inbound Marketing tends to be more cost-effective in the long run compared to traditional advertising.
- Fostering Interaction and Participation: Through social media and other digital channels, Inbound Marketing promotes interaction and dialogue with users, which can increase participation and engagement.
- It lasts over time: By creating close ties with customers, you ensure that you will remain in the minds of those with whom you established a good relationship for a long time. In addition, even if you stop actively investing, the positive effects that this generated will remain over time.
- It is transparent in terms of metrics and ROI: This tool allows you to observe the real effect that you generate with each action, which makes its metrics clear. This is also useful for reorienting strategies when you detect that they are not meeting goals and objectives.
Inbound Marketing Cycle
The inbound methodology seeks to “generate frictionless sales,” and this is done by using the “Flywheel” model , a customer-based cycle that puts customers at the center. Unlike the funnel, where customers are “released” by going through all the stages, this wheel seeks to keep them delighted, learn their feedback, and transform them into brand evangelists by building loyalty.
Hubspot Flywheel
Differences between Inbound Marketing vs Traditional Marketing
Nowadays, consumers are increasingly more informed. This means that their purchasing cycles are no longer linear, as they often prefer to research the industry before purchasing a product or service.
This takeover by users is something that Inbound Marketing attacks directly, unlike other more traditional forms of marketing. Some other differences could be the following:
Interrupting the customer vs. attracting them
The basis of outbound marketing is to focus on your product or service. So the meeting point with the audience is usually
cold. Many times it “interrupts” prospects with its ads, hoping to capture potential customers. In contrast, inbound does
not “go out” to look for people, but rather generates content of interest for its target audience, creating opportunities for
them to find the brand and trust it before making a transaction.
Commercial approach vs. interactive approach
While traditional marketing primarily seeks to promote and sell its product, the inbound methodology proposes the
complete opposite: it seeks to educate prospects, delight them by positioning itself as an opinion leader, and establish a
trusting contact with them prior to commercial actions.
