What the heck is it?
Inbound marketing is a methodology that seeks that we help our target audience to find our product or service, educating them until the purchase and loyalty without being intrusive working as a guide in all customer journey.
5 pillars of Inbound Marketing
Those are the fundamental pillars that allow the entire process to be developed clearly and see results as soon as possible are:
Imagine your ideal client. Ask yourself: What is his/her name? What is he/her job? Or what does he/she do day by day?
Well, this is the buyer persona. In summary, the buyer persona is a projection of your ideal client that will help you understand and communicate with them for your marketing and sales actions.
Once you have defined your buyer persona, you can develop content that adds value and helps them move forward in their buying process.
It is useful because you can add value through the customer journey, gain visibility in Search Engines and authority.
Here is where the software helps you make must-have tasks come in. And will allow us to communicate with the right customer at the perfect time to deliver value.
The entire purchase process from discovery (awareness), through investigation, decision and action. It is an all-in-one and indeed one of the strongest pillars. Unlike other marketing methods, Inbound allows you to optimize each part of the process and communicate promptly with the customer, depending on the purchase stage.
Since it is a methodology that lives in the digital world, it allows us to measure every detail of our marketing actions and to know in-depth how they impact users.
What advantages have to do Inbound Marketing?
Lower advertising investment
According to HubSpot, a lead that arrives through inbound marketing campaigns can cost up to 62% less than other methods.
Inbound makes you unique
Being a methodology that takes a while to start showing results, you will have the certainty that not all your competitors will be willing to run the same race that you started inbound.
Think about your favorite person. Well, this is how your clients will start to see you and no longer be just another supplier, but YOUR BRAND that adds much value and is unique.
Your brand will be visible… Highly visible.
I’m not just talking about your business earning a couple of places in search engines (or hundreds of them), but your brand talking you to your customers, having authority in your industry. And the best thing about this is that.
You can “spy” the minds of your customers.
There is no better news for marketing and sales than knowing what your potential client and this is pure gold since web analytics and feedback users you can give them value where more interest demonstrate, improve your products or services and even charge more and better.
Cover all stages of the customer journey
This bonus is the icing on the cake. As I have already mentioned, inbound marketing goes through all the stages of the buying process, which allows granular control of which sections of our marketing funnel we should improve or enhance.
But not everything is "rosy."
To make it easier to understand, imagine you have a beautiful apple tree in your backyard, think of it as inbound marketing.
That tree wasn’t born overnight. It sure took a while to get to the point of giving you apples. To make a correct implementation we will have to make a series of previous efforts to achieve the results, but as they say around there: “The best things in life take time”, and inbound marketing is no exception.
How does inbound marketing apply to my business?
Regardless of what industry or business category your brand, product, or service operates in (or the brand you work for), all the clients you have today and those you will have in the future have gone through a similar path, known as the customer journey and this is where we return to the inbound stages:
Take a minute. How can you get more people interested in your brand's products or services? That's what you're talking about.
There are a wide variety of actions and tactics that inbound marketing provides us to gain the attention of our target audience and bring them to our field.
Once you manage to bring visitors to your field (your website), the next step is to differentiate those who are casual visitors from those who are genuinely interested in your products and services.
This is where visitors decide to leave you their data in exchange for information of value to them, be it downloading an e-book, a webinar, a mini-course, or simply a contact form to receive more information.
You already have your potential customers (leads) filtered with business opportunities in sight, now is where the good comes.
Thanks to the fact that you obtained their relevant data and behaviors with web analytics and CRM tools, you can filter them even more to reach those who are ready to buy your products or services and know which of them you should work with to advance their decision process shopping.
At this point, you have already specified your sales opportunities intangible businesses, and you have new clients. But we can still get more out of inbound since if your client is happy with your product or service, they can become a promoter.
It reveals two things. The first is that this client will continue to trust the company/brand to satisfy his future needs and, secondly, it will recommend us to his peers and his circle of influence. So, we win even after the sale.
Traditional marketing methods are becoming less and less effective. People skip ads and sometimes even block them. Unsolicited emails go directly to the spam tray. Your future clients don’t want you to sell them something, they want you to help them solve something, and they trust that you will do it through your products or services.