Inbound Marketing

Inbound Marketing

A new marketing strategy manages to reach potential customers and lead them to your business, offering them value through useful and unique content in the form of videos, articles, social media posts, infographics, etc. Content is “the lure” that attracts them by offering them something of value and giving them useful information on various topics that may be of interest to them. At the same time, however, it brings them closer to your brand and services.

The goal of inbound marketing, however, is not only to turn ordinary users into customers of your business. , but also keep them in the long run, so they buy again and again your services or products and, being satisfied, recommend you to other potential customers.

inbound marketing tries to make it easier for customers who are already interested in the products or services of a business and are already looking for them on the internet or at least something similar. How?  It offers them useful information relevant to what they are looking for.

The main canals for inbound marketing are social media, or Google, email marketing and content creation such as videos, articles, social media posts, infographics, newsletters, etc.

Inbound marketing aims to develop relationships of trust and through it to attract new potential customers. This kind of marketing brings more positive results because potential customers don’t get tired or feel like they’re trying to sell them something hard. The content of inbound marketing can be educational, offer fun or update.

At the same time, inbound marketing contributes to the growth of your audience on social media, the recognition of the business, the enhancement of the brand name and the optimization of its position in search engines.

inbound offers at a lower cost long-term benefits as the marketing action lasts long enough, as long as it remains in search engines and social media indefinitely. This way it can re-reproduce traffic leading to new leads for a long time after its creation.

As a conclusion, inbound marketing connects your business with people who really care about your services and products. a great advantage of inbound marketing is that the former is based on organic users and potential customers and its budget is formed according to these users.

What does an inbound marketing strategy involve?

Inbound marketing includes SEO, social media marketing,  content marketing, photos, infographics, videos, e-books and email marketing. It is based on less traditional marketing techniques and content is disseminated through platforms such as Facebook, Instagram, twitter, YouTube and various blogging websites that offer free registration and use services. SEO helps catalytically to positively evaluate your website and to display its content high in search engines (as in Google) per word or phrase, so that users who search for similar topics, information, services or products can find it. 

What are the stages of an inbound marketing strategy

·        To create and publish content – such as articles, social media posts, videos and more, that add value to your business and attract the audience that is really interested in your products or services. To attract an audience even more easily through inbound marketing, customize all this content with an SEO strategy

·        When it comes to attracting an audience make sure you’re targeting the right audience who wants to build long-term relationships with your business. Old customers are very likely to re-buy from you and send you new customers if they are happy.

·        Good relationship with the business should exist after the “sale”, as there is still a customer relationship and after it (customer retention).

What are the 4 main pillars of inbound marketing that you need to know

1.    Your buyer personas

Properly design your “ideal buyer” type to attract them as much as you can to practice. Consider who are the ideal buyers – customers for you, how they usually get the service or product you sell and from what medium. Learn about their demographic characteristics, such as age, city, profession, and more, by focusing on what helps you achieve your goals.

2.    Your contacts

Build and update at regular intervals the lists of your potential customers’ or real customers’ details (which you have obtained legally with their full consent). Their names and e-mail addresses are a valuable resource for you to do marketing emails and send them the appropriate newsletters without disturbing them.

3.    Quality content

Create quality content that adds value to the potential customer and answers key questions. The content should vary. Experiment with new and different types of content and come up with what works and brings about the desired goal. Give it time until you come to your conclusions.

Here’s what content will be distributed across the different viewing channels, if you’ve understood which ones will help you get your message across better and which audience segment each one will be.

4.    Your goals

Determine what your business’s goals are. What do you want to achieve? More brand awareness (disclosure of the name of your business) ? Increase your business’s sales? Increase the traffic of your website or  e-shop?  Once you answer this question you are ready to start an inbound marketing strategy.

Benefits of inbound marketing

With inbound marketing customers feel that they find you and not you customers. What does that mean? That the targeted effort to create and display the appropriate content in the selected marketing channels, brings it in front of the audience that interests you and that is interested in your content. Thus, they choose whether to see, read or interact with your content and your business.