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The role of Inbound Marketing  
26 de May de 2022, Redacción

The role of Inbound Marketing  

We can define the role Inbound Marketing as the set of strategies aiming to attract consumers to a company’s website on a voluntary basis. How? By creating valuable content that is in line with the needs of the company’s target audience, and with the ultimate goal of creating long-term relationships.  

At first glance, it may seem that the goals of inbound marketing and traditional marketing are the same: satisfying a customer’s need, and that’s true. The difference lies in the way this is done: inbound marketing is based on producing high quality content that the target audience actually interacts with. It is not enough to show your brand to the customer, but to provide them precisely with what they need at each stage of the relation with our company. While outbound marketing seeks customers, inbound marketing brings customers to you.  

The ambition of inbound marketing is to get engaged audiences. It could be said that this type of marketing does not generally result in sales, but in brand reputation. The goal is not for the consumer to buy, but for them to be satisfied thanks to the help we offer, so we gain their trust.   

Among the inbound marketing tools we can find blog posts, infographics, videos, e-books, whitepapers, webinars, news, research, slides… in short, any material that in one way or another satisfies the customer’s interests. The nature of these elements should be educational or entertaining, so that the customer does not feel our aim to sell something. We must be subtle.   

 

The main benefits of inbound marketing are 3:  

  • Increases Marketing Qualified Leads (MQL) 
  • Increase registrations (leads)  
  • Increase the number of visits to the website (online traffic) 

Inbound marketing is based on 4 phases that correspond to the stages of the user’s buying journey:  

  1. Attract: consists of getting a user to our website. Converting the potential customer from a stranger to a visitor of our site. In this phase we are interested in attracting a quality audience, those who are really interested in our product or service.   

  At this stage, we use tools such as:  

  • Organic positioning or SEO: in the organic results of users’ searches in search engines.  
  • Social Networks: create content to generate interaction  
  • Content marketing: quality content aligned with what potential customers are looking for.  
  • CPC (cost per click) networks such as Google Ads, Facebook Ads or Linkedin Ads.  
  1. Convert: once we have the user on our website, we must get them to convert, that is, to provide us with some relevant data that will allow us to keep in touch with them, such as their name and email address. How? By offering them something in exchange: a guide, an infographic, a video, a post… that provides information about the need you are trying to satisfy.  When we get the user’s email address, we will generate the so-called “lead”.

In this phase we can use tools such as:  

  • CTAs (call to action) and data capture forms.  
  • Web pages  
  • Specific Landing Pages to capture leads  
  • Remarketing: retargeting with advertising to those users who visited our website but did not convert.  
  • User experience: improve the usability of the website. 

 

  1. Close: now that the user is part of your database, we must carry out two processes: lead nurturing and lead scoring. Both serve to mature the lead. In the nurturing phase we will be providing valuable information to the user while collecting more data from him/her. We will be able to qualify them depending on how “mature” they are on their buying process. The objective at this stage is to take advantage of the information we have to convert the lead into a customer.

In this phase we can use tools such as:  

  • Email marketing: interact with leads via email.   
  • Automation flows or workflows: automation of marketing tasks.  
  • CRM: software to manage the relationship with potential customers.  
  • Lead nurturing   
  • Lead scoring 
  1. Delight: it is not enough to get the customer to buy, but it is essential to maintain an ongoing relationship with him or her, so that they repeat the purchase or, better yet, recommends us to other customers.

In this phase we can use tools such as:  

  • Social networks  
  • Email marketing  
  • Automation flows  
  • Lead nurturing  
  • Lead scoring 

Once you understand the potencial of inbound marketing, it’s time to put it into practice. How will you do it you dare? 

 

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