Inbound Marketing: What is it and how to implement it?
The marketing world has evolved significantly in the last few years, and one of its more effective and popular methodologies is Inbound Marketing. The core of this strategy is to create a pleasant journey for the customer by giving them helpful content, positive interactions, and a high-quality experience with the brand.
In this blog post, we will talk about the definition of Inbound Marketing, its phases, and the optimal strategies to implement at every step.
What is Inbound Marketing?
Contrary to traditional marketing, Inbound Marketing doesn’t look for customers by interfering with their activities, but attracts them with relevant content. Its focus is on creating a trusting relationship between the company and the customers, which usually means implementing very segmented long-term strategies.
What are the phases of Inbound Marketing and what strategies implement for each one?
Inbound Marketing strategies are divided into three phases that have a fundamental role in the acquisition and loyalty of customers. These phases are:
Attraction
Content marketing
Using relevant and valuable content, we manage to attract our potential clients and generate a first impression on them. This first interaction must be positive, so when the customer wants to make the purchase, they have our company as a reference. Content Marketing is not only useful to attract new customers, but also to achieve awareness, since it allows more people to know the brand and consider it a reference on the subject. Some ways to implement content marketing are blog articles, podcasts, guides or ebooks, and educational videos.
SEO (Search Engine Optimization)
SEO (Search Engine Optimization) is a strategy oriented to increase visibility and organic traffic to your website. By optimizing your website for search engines, you can improve the relevance and authority of your content, resulting in greater visibility and exposure to your target audience. Some of the techniques used are optimization of the content on the site, improvement in response speed, URL structure, and the adequate use of tags.
Interaction
Once you've caught your audience's attention, it's time to engage with them and convert them into qualified leads. At this stage it is key to offer people information and solutions according to their needs, to increase the likelihood that they will buy your products and services. The best strategies to achieve this are:
Marketing automation
It is an ideal complement to Inbound Marketing strategies, as it allows you to automate repetitive tasks and schedule actions to interact with your audience at the right time. Automating marketing funnels also allows you to maintain constant communication, promoting interest and facilitating the purchase decision.
Email Marketing
Email Marketing allows direct and personalized communication with the audience through email, generating greater commitment. Some examples of email marketing strategies are newsletters, follow-up emails, and reactivation campaigns.
Delight
This stage attempts to ensure that the customer feels satisfied, happy, and calm after making a purchase, to turn them into a loyal customer. If you can provide a positive experience, your customers will not only continue buying your products or services, but also recommend them. The fundamental strategy at this stage is:
Customer experience
An appropriate Customer Experience strategy is essential to retain your customers and improve ROAS. The key to achieving this is to segment the database to reach different profiles and personalize the communication as much as possible, taking into account the needs and preferences of the segment. Another relevant point is to provide an optimal post-purchase experience to improve the chances that the user will complete the action again and become a loyal customer. Personalized emails with exclusive offers and benefits for being a customer are an excellent retention strategy.
These are some of the most used strategies to attract, interact, and delight customers in an Inbound Marketing campaign. Are you ready to put it into practice?
