If you are interested in digital marketing, you must have heard of “Inbound Marketing”. But what does that actually mean in practice? I will explain to you:  Inbound Marketing is a very recent digital marketing strategy that has been growing more and more in recent years - it emerged in 2006 in the United States and arrived in Brazil around 2010. This strategy is basically based on relevant content generation to attract qualified leads – internet users who are interested in your content, and who are more likely to purchase your company’s product/service). So we can say that inbound marketing is any marketing strategy that aims to attract people's interest. This type of marketing is also called “attraction marketing” and/or “permission marketing”, and has three main pillars:

SEO  >  Content Marketing  >  Social Media Strategy

But to reduce it to just that is to fail in a way in the definition, because there is no limit to doing inbound marketing. Of course, except the limit of the creativity of those who make it, isn't it? Let's see some Statistics about inbound marketing:

• average cost 62% cheaper that Traditional Marketing (also called Outbound Marketing);
• With inbound marketing, companies that use blogs can 97% more links pointing to your platform;
• the average of ROI (return on investment) produced by inbound marketing is 275%;
• Average 92% of marketing professionals Americans claim that inbound marketing is essential for companies, given the current economy.

Ways to do Inbound Marketing

Unlike traditional marketing and advertising (“Outbound” or “Interruption Marketing”), inbound marketing attracts rather than interrupts. Did you understand? Therefore, its execution in some aspects is much easier compared to “old marketing” or “interruption marketing”, but in other aspects, it can be much more complex and therefore may require a specialist or a specialized team to execute it. it. At least if you want results, of course. With the focus on produce and disseminate relevant content, there are numerous ways to develop strategies for inbound marketing. Meet some:

• Publishing blog posts;
• ebooks;
• webinars;
• Podcasts;
• Video marketing;
• E-mail marketing;
• IF THE;
• Social Media Content.

How to apply Inbound Marketing in your company

You must be wondering how to do inbound marketing, or even more importantly: how to apply it in your company. Well, here we go: also called digital sales funnel, we can say that the inbound marketing is based on four steps. We will explain each step separately for you to better understand the whole process:

Attraction

The first step is to attract, where the objective is to attract the attention of the maximum number of people who have a profile that matches your company/brand. This attraction of people likely to achieve your goal occurs through the provision of relevant content.

Conversion

The second step is converter this traffic into leads (possible customers), acquiring information such as email, age, company and interests, which may be relevant to you in the future. In exchange for this information, highly relevant materials are offered (e-book, article, webinar, infographics, etc.), thus starting the process of transforming leads into consumers.

Sell

The objective of the third stage is to closing the sale, it is time for the transformation of leads into consumers, that moment when the lead buys your product or service offered.

Loyalty

The last step is enchant and loyalty, that is, not forgetting the customer who has already converted, as he is very important for new purchases and for winning over new customers, through referrals. At this stage, it is essential to continue the generation and delivery of relevant content, sending content of extreme relevance.

To make it even easier for you to understand, see the flowchart below: You can see that in this strategy we attract “strangers” who are looking – or not – for our product or service, and through content that is interesting or attracts attention, we turn these strangers into visitors to our website and our online materials, offering more and more content that they might be interested in. In this way we convert these strangers into our leads. Yea, inbound marketing it's also about cultivating the lead/customer's interest in our brand/company as well as its products and services, and doing that through relevant content. After some time of cultivation, this lead becomes our customer. When he becomes our customer, we further cultivate this relationship by offering more (always) relevant content to make him our fan. By getting him to become our fan, he will be our promoter and will do the word-of-mouth that we all love!

And then, ready to start your strategy of inbound marketing? I hope I have helped you to understand even more the nuances of this interesting and innovative way of attracting customers, results and sales to your company.

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