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What is Inbound Marketing?

Attraction, conversion, relationship, and sales, this structure is part of the concept of Inbound Marketing, which is focused on obtaining daily results through the sales funnel structure existing in each company.

Moving away from the traditional concept of Advertising and Marketing, which is mostly based on interrupting the user experience, Inbound seeks to generate connection and engagement, with content and strategies in SEO, Email Marketing, Content Marketing, and Digital Strategies.

Are you ready to get a deeper understanding of a concept that has been changing the bottom line of many companies?


Reading time: 18 min

In this post we will talk about:

  • What is Inbound?

  • A estrutura Inbound.

  • Purchase Journey.

  • The benefits of Inbound.

  • How to apply Inbound in your company, to attract new clients.


What is inbound?

Digital transformation has brought about many changes, and we are not just talking about new technologies such as smartphones, electric cars, or robots. The way we communicate with our consumers has also evolved, companies are now looking for new ways to attract and keep their clients.

The concept is based on marketing strategies that seek to attract and convert customers with relevant content, in this process the company does not go after customers, but uses search engines, blogs, and social networks to relate, charm, and finally send an opportunity to the commercial sector and generate new sales.

According to RD Station (2016), the methodology is 62% cheaper than conventional marketing or Outbound Marketing.

At this point, Inbound Marketing is being applied in many companies of all sizes, turning the marketing sector into an investment center, not a cost center. Through the creation of the persona it is possible to structure your entire inbound structure and develop actions to attract, content to relate and charm, thus managing to send opportunities to the commercial area.

What makes inbound more attractive for capturing and keeping customers is its communication structure, as we will see below.

The Inbound Structure

Inbound is structured into 4 main stages, which are:

  • Attraction:

In this first step, it is interesting to keep in mind that a site without content will not attract leads and consequently there will be no sales. Thus, the whole concept of inbound ends up not working.

Therefore, it is necessary to spend energy creating proposals that generate value to the public and that spontaneously make them connect with your company. The most interesting channels to work on at this stage are blogs, social networks, podcasts that help in the strategy to generate more audience and lead education, showing that you are around to help them understand their problems.

  • Conversion:

After showing the lead that you can help him, it is time to connect your initial step with conversion, i.e. getting the lead to take the action of passing on his information, in exchange for some benefit.

One tip is to produce indirect offers that have the goal of educating and solving specific questions. Formats such as e-books, webinars, tools, and others are widely used at this stage. It is worth pointing out that in this case, educational materials are fundamental in the whole process, in addition to direct offers, which are geared toward the purchase of products or services, request for a quote, software demonstration, etc.

But we must not forget that this strategy requires a little more structuring. You need to develop capture forms, such as landing pages and forms, that can capture the information you need.

  • Relate or enchant:

We have seen that the first steps are quite structured, as they are the first points of contact with your lead. We have reached one of the most important stages, after all, it is necessary to maintain this trust structure through a good relationship. The care with the contents, which are extremely important and help in the purchase decision moment, must be carefully chosen.

Now, how does this apply on a day-to-day basis to the captured lead base?

One of the main methods used is the production of content and the use of automation tools, focusing on various problems and buying stages. Through them, it is possible to attract leads that are at various stages, working with an educational process.

Within this process, the use of E-mail Marketing or Newsletter tools is important for you to understand how much permission the lead is giving you so that you can talk more with him and ultimately trust your business to close the sale.

  • Sales

When we get to this stage, the first thing we must understand is the complexity of the product. From this, we begin to understand the sales strategy. Each sale has a different buying profile, as the user can buy through a website or with the help of a consultant.

From this point of view and understanding all the work of lead generation and lead nurturing, to generate demands and opportunities for the business, we must understand the importance of synchronizing all the actions, from the beginning of the attraction to the moment of sale, respecting the cultivation of a good relationship with your future client.

Purchase journey and sales funnel

Imagine you are looking for a tool to understand your company’s financial problems and the first thing you do is google which tools are the best. At that point, you find a site that talks about how to solve them, get to know the company, and in the end allow them to contact you.

In this example, you can see the path to the solution, can’t you? We call the Purchase Journey the path a potential customer takes until the purchase is closed, and it has four stages:

Learning and discovery: at this moment the consumer still doesn’t know what his real problem or need is, and you must help him understand by proposing content and insights that help him identify which one should be solved first.

Problem recognition: the consumer already understands a little more about the topic and notices that they have a problem or opportunity. At this point, the main action of this lead is to seek more information about the subject.

Solution Consideration: After researching and better understanding the problem, the buyer starts to map out possible solutions. In this step it is interesting that you show how valid your solution is to help him solve his problem.

Purchase decision: The lead already understands his problem and seeks to buy a solution to solve it. Show how your solution has already helped many companies, so that your potential customer understands that you are the best solution.

We must always keep in mind the stages that the consumer goes through to reach the moment of purchase, this is important because we begin to understand how to work this strategy within our sales funnel.

The benefits of inbound

As we have seen, Inbound has a structure that must be respected and worked on to bring great results for your company. The methodology, if applied and well developed, can help you reach the right audience, establishing a closer relationship and increasing the power of persuasion.

The initial attraction process is the right time to talk to your future customer. The use of rich content helps show how much you understand the subject, will be your guide in the search for answers, helps shorten the sales cycle, decreases operational costs, increases the average ticket, and is a major differentiator. Unlike offline communication (Billboard, Busdoor, printed newspaper, and others), Inbound is totally measurable.

How to apply inbound in your company, to attract new clients

The first step is to understand who your customer is and how your company can help him solve his problem. From this, you begin to develop a trail of content and channels that make it easier for the user to find your company, thus, communication becomes more assertive and direct, generating a greater connection with the consumer.

Another interesting point is to use automation tools, for e-mails, media and other strategies, this optimizes production time and helps to focus on other points, such as the production of rich content, post blogs and e-books, which are one of the key points of the Inbound concept.

So, if you already have a social network, a blog or a website, you can start thinking about what content helps you communicate with your consumer in an organic way, to walk the Inbound Marketing journey.

Ready to attract new clients?

You can see that inbound is a great strategy for companies looking to grow and connect, can’t you?

Inbound helps guide not only customers looking for a solution, but also helps the company to show the market, how valuable your product or service is, understanding the buying journey, the stages and the best strategies make your business grow quickly.

Want to put it into practice and see how your business can grow with inbound marketing?

Talk to one of our specialists!

Author

Optmy

Empresa focada em gerar resultados para empresas B2B, descomplicando sua força de vendas.

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