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What Is Inbound Marketing?

Andrés Angulo

CEO & Co-Founder

WHAT IS INBOUND MARKETING?

What is Inbound Marketing? A digital marketing strategy. SEO, SEM, Content Marketing, Social Media, Email Marketing. More Information Here.

There are countless articles out there that beautifully explain the wonders and benefits that Inbound marketing can have for your business, so why write one more? Yes, our goal is to inform about Inbound Marketing, but in the context of Congruent Marketing Strategies. With what we call, Congruent Marketing Strategies, all of your Inbound efforts are directly linked to a cohesive strategy that ensures that all of your digital objectives are met through complementary strategies that support each other. As a fellow Marketer said: “Inbound marketing works by earning someone’s attention, rather than buying it.” How is this?

First, let’s dissect a little further what tools or services are typically used in an Inbound Marketing Strategy. These are:

  • Web Development and Design

  • SEO (Search Engine Optimization)

  • SEM (Search Engine Marketing)

  • Content Marketing

  • SMM (Social Media Marketing)

  • Email Marketing

  • Marketing Automation

Once you recognize the importance to invest in these tools and services, what should you do?

What is Inbound Marketing? A digital marketing strategy. SEO, SEM, Content Marketing, Social Media, Email Marketing. More Information Here.

It is important to elaborate a comprehensive and congruent strategy taking into consideration your target audience. This strategy will be matched by a content strategy that will create the right content, to the right persona, at the right time. Through the different distribution channels, such as: Social Networks, Company’s Website and Google Adwords, that outstanding content will be strategically promoted to attract and convert prospects and include them in your own data base to later follow through Email Marketing and Social Media.

In a nutshell, Inbound is a Marketing methodology that promotes great content with the objective to offer value to possible clients to eventually convert them into leads that your sales team can close. Or according to Hubspot, “Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive.”

INBOUND METHODOLOGY

What is Inbound Marketing? A digital marketing strategy. SEO, SEM, Content Marketing, Social Media, Email Marketing. More Information Here.

Inbound Marketing uses a unique methodology to provide results to its proponents. To comprehend this methodology, we must first clarify certain Inbound essentials. The first and most important step for the success of any marketing campaign is to clearly define who your target is, in Inbound, we call it your 'Buyer Persona'.

Your Buyer Persona is a fictional character which represent the demographics of one of your ideal customers. Depending on your business niche, you could have several different buyer personas. This is fundamental, since all content must be created and promoted having in mind your target. Without the proper context, content can be irrelevant!

What is Inbound Marketing? A digital marketing strategy. SEO, SEM, Content Marketing, Social Media, Email Marketing. More Information Here.
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However, not every possible customer is ready to purchase your product or services. That is why it is very important to also consider the buyer’s lifecycle. Normally, before any purchase, possible clients do research on the products, their benefits and competition. For example, if someone wants to remodel their home, they must go through a cycle of Awareness, Consideration and Decision.

  1. Awareness: Acknowledging an opportunity or need (in this case: remodeling a home). Content in this stage must be principally educative, and must refrain itself from offering the services, since the person is just aware that he desires to remodel the home. At this point, he is not ready to make a purchasing decision. This content must give value to the potential client and gear him towards considering your business. In this stage, you want your content to present your company as an authority in its industry and as a helpful resource.
  2. Consideration: The opportunity or need has been accepted by the potential client and has moved on to consider how to better go about it (Home Remodeling Project). The prospect will now be researching different options for an efficient project within budget. If he is going to remodel a kitchen, he will probably be considering different types of cabinets, which are the most appealing, what type of techniques will ensure a more durable project, etc. At this point you want to offer content that displays that you are knowledgeable of the different options the potential client has. You may want to offer free material that can even teach your possible client how to do it himself.
  3. Decision: At this stage, the potential client is ready to make a purchasing decision, and therefore needs more specific information about pricing, methods, guarantees, etc. This content will be geared towards preparing the prospect for a direct call with your sales team. This content is also great to better segment the interests of your future client so that your sales team may be aware of what has interested this particular person throughout his own buyer’s lifecycle. A great tool in this stage are intelligent forms!

Now that this is clearer, let’s move on to the methodology. This methodology has 4 concise objectives that must be met.

  1. Attract

    - Uses blogs, Social Media, Search Engine Optimization and Payed Ads to bring more qualified traffic to your website.
  2. Convert

    - Uses landing pages, E-books, Intelligent Forms, Payed Ads and Calls-to-Action to retrieve potential client’s information to add into a data base and nurture through Content Marketing.
  3. Close

    - Uses CRM, Marketing Softwares, Workflows and Email Marketing to do Marketing Automation and follow up. Essential to provide Sales Qualified Leads to your sales team.
  4. Delight

    - Uses Social Monitoring, Surveys and Smart Content to build customer loyalty.

The objective of this methodology is to attract strangers to your site and as they become visitors convert them into leads that will eventually be customers and promoters of your business.

What is Inbound Marketing? A digital marketing strategy. SEO, SEM, Content Marketing, Social Media, Email Marketing. More Information Here.

Inbound Marketing has proven to be very effective and cost-friendly since it reduces the cost per lead and per customer acquisition, and the conversion rate is 760% higher than through traditional or disruptive marketing methods. No wonder this is considered intelligent marketing, it is more precise, more effective and less expensive. Are you ready to see the fruits of inbound marketing?

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