What is inbound marketing
The inbound marketing strategy is fundamentally non-intrusive: it seeks to engage users with valuable content that educates and solves their problems throughout their research or «consumer journey».
This journey is called the «Buyer Journey», where we had three stages: «awareness» or discovery, «consideration» or consideration among several options, and «decision» or the moment of purchase decision.
For each of these phases, the inbound marketing methodology contemplates, in turn, some stages with specific tactics that allow the user to move from one phase to another in a fluid, interactive and educational way.
«Jeff Bezos knew: Amazon never talks about the word funnel. Growth is best represented by the metaphor of the flywheel, a wheel that feeds back» Brian Halligan, CEO of Hubspot.
Inbound Marketing is mainly composed of content that is disseminated through different channels with the aim of achieving the lowest possible user acquisition cost and that the user obtains a clear value in the content found, rather than pressuring them to buy our product/service directly.
This is a medium to long term process that allows us to get to know the user better, provide him with valuable content, help him to better understand his needs and therefore, finally convert him into a prescriber of our product/service.
Taking into account that the main thing in an Inbound Marketing strategy is the content, we are not going to talk about anything that we do not know or have not seen a thousand times here, how to develop a GREAT content marketing strategy.
We already talked to you some time ago about the usefulness of personas in online marketing. These fictitious figures will be of great help when preparing any strategy, be it content, social media or any other discipline.
inbound marketing examples
Inbound is a methodology designed to grow, build and generate long-term benefits. Once the effort to get started has been made, it creates its own inertia through a series of inbound marketing assets that make our work easier and easier.
Audiovisual formats generate higher retention and better engagement than written content. If this is so, we should not miss the opportunity to use this format in our inbound content strategy.
How can we achieve this? Through downloadable content or content to which your visitors have to subscribe. This way your anonymous traffic, if they are interested in what you offer, will have to leave you their data and they will become leads (contacts potentially interested in our products or services, to whom we can send marketing communications). Some examples are:
Two elements to pay close attention to are: the form and the call-to-action button. The form should give you all the information you need to qualify a lead, so think carefully about the questions you will ask. And the call-to-action button must be eye-catching and generate an action.
Inbound marketing is a methodology that allows your potential customers to find you more easily on the Internet, getting to know your brand, products and services through valuable content specially oriented to their questions, doubts and needs.
Although it is based on techniques used by other methodologies, the value of inbound marketing lies, on the one hand, in how it manages them, from a software tool that facilitates working with all of them in an integrated way; and on the other hand, in a philosophy that values the customer and puts him at the center of the whole process.
Inbound was born in 2005 by Brian Halligan and Dharmesh Shah. They founded Hubspot and created the software platform that allows the methodology to be deployed more efficiently, facilitating the management of the different tools and the analysis of results.
The «inbound methodology» is divided into four major stages: attract, convert, close and delight. The emphasis is on each of the stages of the buying cycle of your prospects (discovery, consideration, decision), plus a fourth stage that takes into account the post-sale. This is because, for inbound marketing, loyalty is very important in the consolidation of a business.