What is inbound marketing?

What is inbound marketing?

If you are looking to generate more leads and close more sales, you need to know this guide to Inbound Marketing. What is clear is that in 2021, more personalized and interactive communication is pushing sales and marketing in new directions.

As consumers, users are tired of intrusive advertising and want to build closer relationships with brands.

Users investigate before making their own decisions. They use Google to get information, seek advice, or ask questions in the digital world before deciding to buy a product or service.

Agree with the CEB, consumers only arrive at 60% in the evolution of the purchasing process before involving an operator. This is why inbound marketing is the best way to grow your business.

Basic concepts of inbound marketing

Inbound marketing is a type of digital marketing aimed at attracting a target audience and helping them through the buying process. You can use websites, search engines, blogs, social networks, etc.

Inbound marketing will help you as a business find potential customers. You will need to create relevant and useful content for your users and find interactions based on their needs.

Your goal should be to create content to meet the problems and needs of your potential customers. This way, you will attract them to your site, generate trust, gain credibility and more sales.

The inbound marketing methodology

The inbound marketing methodology
These are the 4 phases of inbound marketing taking into account the relationship between your customers and the brand. That is to say:

  • Before they know you
  • In the period when they know you
  • When they became clients
Phases of an inbound strategy
  1. Attraction: attract and direct your users to a web page with useful information to know and understand their needs.
  2. Conversion: this phase consists of activating processes and techniques to transform the visits you receive into leads.
  3. Education: After the conversion, your users receive useful information via email for each phase of the purchasing process. It uses automation techniques, two in particular: scoring and lead nurturing.
    1. Lead scoring it refers to the value at the qualification level of leads, that is, to what extent it is possible to know which contacts are closest to the purchase.
    2. Instead of the lead feed allows you to send emails in an automated way with personalized content according to the phase of your users’ purchasing cycle, their profile and their behavior.
  4. Closure and loyalty: the objective here is to satisfy customers. Offer them useful information, edit their recordings and get them converted.

In short, the strategist entering marketing transforms marketing to fit users. That’s why it’s essential to understand how your customers make their buying decisions. You have to develop useful and interesting content to get to exactly the different stages of the buying process.

Inbound Marketing Techniques

Here are some of the inbound marketing techniques that can serve you as a marketer.

Inbound Marketing Techniques
1 – Email marketing through automation and personalization

According to a study by Rooted Email is used by more than 3.7 million people, or 48.6% of the population. Some users have multiple addresses (an average of 1.7 per person9.

The large number of e-mail addresses makes it necessary to personalize and automate customer databases. That way, you’ll get to the right customer at the right time and with the perfect message. You will ensure that communication with your customers is easy and efficient.

Basically, inbound marketing is email based. Automating most of the data is therefore the best way to create an efficient flow.

Today, more and more marketers are using automation platforms. This allows strategic decisions to be made and the creation of specific preconditions and appropriate tariffs.

Create valuable content that you need to convert. Send newsletters with personalized news for each user. The more you personalize your emails, the more likely you are to get responses and generate leads.

2 – The importance of SEO

The importance of SEO
In inbound marketing strategy, SEO is increasingly important. Quality content with good engine rankings will help you rank organically. It will allow you to be found and discovered thanks to the engines, indexing your contents with precision.

Focus your SEO efforts on technical and content updates. If your site is not performing as well as you would like it to be and your content is not meeting your goal, your SEO will suffer, making it harder to generate traffic.

3 – The power of retargeting

The power of retargeting
Your goal should be to have an impact on the users who have interacted with the brand.

The goal of retargeting is to remind users interested in your products that you are still there and that you can have a great deal for them, while keeping the memory alive.

Retargeting works through cookies that are installed on the user’s browser once they visit a particular site. When you navigate to subsequent sites that accept advertisements from third-party campaigns, advertisements for previously viewed products are displayed.

You should target your efforts to users who are already familiar with your brand, as the likelihood of conversion is higher.

So you will increase the CTR, increase the conversion and get the undecided users back.

Invite users to come back to your site for a conversion.

4 – Influencing marketing

Influencing Marketing
As social media replaces traditional advertising, more and more brands are focusing on user-generated and influencer content to win over skeptical users. But instead of bombarding all social media, choose to invest only in channels that you’ve verified to work.

In fact, using influencers can drive 6x more traffic and 2x more conversions for any brand.

Base your strategy on every action, retweet, and new followers you get until they become loyal.

5 – Blogs: not just words

Blogs: not just words
Blogs are used to improve your ranking by improving your presence in relevant keyword research and providing content for your email campaigns.

Businesses with blogs generate more sales opportunities with new content. Create interesting and updated content, only then will you get the traffic you are looking for.

Create your buyer persona

Your inbound marketing strategy won’t do you any good if you don’t have a complete view of your customers. Most marketers make the mistake of creating content and campaigns around potential buyers instead of actual site visitors. But the people who consume your content aren’t necessarily the ones who will buy.

Target ultra-specific users using the data you already have:

  • Who buys your products?
  • Who influences purchasing decisions?
  • What are the interests of your main readers or users?
  • Who really takes action in the buying process?

Keep in mind that each of these users is unique and requires personalized content.

Interactivity as a service

How do you get people to interact with and trust your brand? It must be a central part of inbound marketing.

You need interactive content to connect with consumers. The important thing is to innovate, to be creative and to solve problems.

You can do this by hosting live webinars, contests and real-time chats, marketing events. You can also create games, contests, etc. Engage your users. The more you try, the more lead data you’ll get and the more shared your content will be.

6 – Video: content that converts

Video: content that converts
Video marketing has become a very important content marketing channel. It’s proven to drive conversions, quality leads, and engaged brand advocates.

You need to create product videos on landing pages and on social media to engage with users. In the near future, you may need to create augmented and virtual reality videos even though these are marketing initiatives to experiment with.

The number of businesses using video in their campaigns approach 100% and visitors are 95% involved. To spread your message and attract new customers, video is the way to go.

Ads to support organic strategies

How do you get the best data to create your ads? Thanks to those who landed on your site organically. Investments in paid media on social networks increased by 61% in 2017 and with more than 2,300 million users with smartphones.

Ads complement your organic efforts. They will give the brand the boost it needs to get the right message across to the right audience.

With AdWords, you can push keywords and you will have a better chance of generating potential customers. You can also use social networks to improve the visibility of your content. And you will get more readers and conversions.
Although, ads shouldn’t replace an organic strategy. They should be used to ensure the best range.


The success of your strategy cannot be measured only if you follow through properly. Use the data as a starting point. Review the performance of your content, analyze the data, and modify your strategy accordingly. Data and content go hand in hand because if something doesn’t work, you can change it.

Custom reports, goal tracking, campaigns, and Google Analytics segmentation will let you keep your team informed about performance and the way forward.

If you find a more effective conversion tactic, apply it. Need help creating less intrusive and more personalized direct communication? In Antevenio can help you develop Effective digital marketing strategies based on tailored communities.

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