What is Inbound Marketing, the steps and why to invest in this strategy

What is Inbound Marketing, the steps and why to invest in this strategy

You know what is inbound marketing? What are its stages? Why should companies invest in a current inbound marketing strategy? In this article, we will see what it is and how to use inbound marketing, along with its stages and how to generate new opportunities through this content marketing strategy.

What is inbound marketing?

the Inbound Marketing, Also known as attraction marketing, consists in making the user the one who finds you, In other words, the opposite of advertising, which is intrusive and haunts us throughout these days.

It is mainly content marketing which is shared through different channels, such as social networks, in order to reach users with the lowest possible cost and that users perceive the content found as added value, instead of saturating it with advertising in order to accept to buy our products or services.

It is a strategy that allows us to get to know the user better, which allows us to give them valuable content that can help them better meet their needs and, with this, make them a loyal customer of our product or service.

In summary, Inbound Marketing is people-centric marketing, where it is important to understand and especially to help the user throughout his presence.

Why invest in an Inbound Marketing strategy?

Inbound Marketing is the solution for businesses that are struggling to generate demand i.e. attract traffic. Especially, when a business is growing, it is normal that it goes through various obstacles. For this reason, companies should consider investing in a inbound marketing estrategia for best results, and especially in this article you can better see the stages of an inbound campaign Marketing.

The Inbound Marketing methodology is the only one that allows you to achieve more visits, more sales opportunities invest in the same resources over a period of time. Although this strategy requires a significant investment of time to achieve positive results, its advantage is that does not need a big investment to be able to perform it in a business or enterprise.

On the contrary, the reason why this form of marketing comes at an affordable cost is that in recent years the way of driving traffic and achieving higher sales has completely changed, leaving aside advertising in television commercials, to the radio or in printed brochures.

Currently, it has been shown that it is possible to attract more public customers and hook, through the creation of valuable content on the products or services offered by the company to visitors or future customers, and not intrusive advertising. This is why it is important to know and analyze the stages of an inbound marketing campaign, before applying it.

What is the main goal of inbound marketing?

the The main goal of inbound marketing is to increase traffic on a blog or corporate website.

In addition, companies that implement inbound marketing strategies enjoy additional benefits such as:

  • Gain prestige and improve the brand image.
  • Build a very valuable database with users interested in your industry who can become real customers or create your own advertising channel.

Benefits of inbound marketing

Some of the benefits of inbound marketing are:

  • It helps to get to know the consumer better: which will make it easier for you to convert them into a customer because you can offer exactly what they need.
  • It is not intrusive:since you generate a quality relationship with the user and do not saturate them with advertisements that do not interest them. This generally improves engagement.
  • More sales and more loyalty: the customer has a greater predisposition to buy when they have confidence in the brand and tend to build loyalty.
  • Improve the conversion rate: With just a few clicks, customers can complete a purchase.
  • More visits: With the customer attraction strategy, visits to your website will increase over time.
  • It allows you to better understand the purchasing process: since you can identify how that consumer acquisition was done and how many leads are needed to get a purchase.
  • Build trust and improve brand image. Etc.

How the stages of inbound marketing work

In order to boost your activity in the market, it is necessary to invest wisely in a suitable marketing strategy. Inbound marketing is a combination of certain digital marketing techniques that can be applied from small and medium-sized businesses (SMEs) to large businesses.

This aims to attract the people who start the process of purchasing the product and to accompany them until the end of the purchase. This is possible thanks to the 4 effective phases of Inbound Marketing.

Step 1: Attract traffic to a website

The first phase consists of traffic attraction on the company’s website, social media or blog.

To achieve this, this strategy uses:

  • Content Marketing.
  • Marketing automation.
  • Social media marketing.
  • And search engine optimization (SEO).

This set of tools has made it easier for businesses to reach a specific audience, to know what their needs are and what products or services they want to purchase.

  • Content marketing consists of create and share knowledge of interest to a specific audience in a more natural and free way. And so, provide them with quality content that the audience is looking to consume through different content formats, such as video tutorials, infographics, podcasts, blog posts applying keywords so that the content reaches a high level. greater reach.

Content creation isn’t about selling, but about educating and helping the reader solve a problem. The sale in itself is an advantage that is obtained through this tool, the main thing is to publish the content at the right time so that people who are looking for information, find the right message in your content.

  • Just like content marketing, SEO is also a tool that is applied to generate more traffic because SEO is a series of techniques for improve web positioning or content that appears in the results of Internet search engines such as Google.

In inbound marketing campaigns, content marketing works hand in hand with search engine positioning because SEO is used to give greater visibility to the work of content creation, ensuring the use of keywords on the site.

The best way to get good search engine ranking is to create organic content. Search engines like Google have a series of rules that web pages must follow to be considered relevant content for a specific market.

  • On the other hand, in this phase there is also social media marketing, this technique has become more and more popular because it allows the seller to interact with the public in a more efficient way.

And they are used as a tool to amplify the reach of the content, i.e. to have a community of followers who share their content with others. And as the benefits will be a constant increasing flow of visitors and an increasing flow of sales and marketing leads.

How to generate new opportunities through inbound marketing

Where it starts later the second phase of inbound marketing, How to generate leads?

Step 2: Convert users to leads

  • Basically, leads are the people who provided their data such as name and email address via a shape in order to get more content, product catalog and other things.

This person happens to be in a database so that the company can interact with them. These forms allow the company to have two-way communication with the lead in a non-intrusive manner.

  • Another way to generate leads is with calls to action, which are buttons placed on the website to further attract visitors and invite them to perform the action of starting the process of purchasing or requesting specific information.

Step 3: Customer maturity process

And it is in the third step of inbound marketingwhere prospects qualify, because after obtaining them in the second phase, it should be known that they are interested in buying, in this case a specific software is used to qualify and mature leads.

For example, through the periodic sending of a chain of emails with the client with a series of objectives:

  • Prepare and mature the customer to be more receptive when purchasing an item or hiring a service.
  • Identify and rank users who are most willing to buy.

Step 4: Analysis of the inbound marketing strategy

Finally, there is the analysis phase of the Inbound Marketing strategy, after applying the previous tools it is necessary to know the results they have given.

For example:

  • Know the scope of the blog and articles.
  • Know how to improve SEO positioning.
  • Check the increase in the number of qualified leads and other important aspects.

Other articles you may be interested in on inbound marketing:


Hope you found this article on inbound marketing useful and can apply it to your strategy.

Do you find attraction marketing strategies attractive to your business? What inbound strategies do you use to attract your customers?

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