Understand the importance of Inbound Marketing strategies for the growth and development of your business
The challenge for all companies is to conquer a space in the market and stand out from the competition. Bearing in mind that today the world is dominated by the internet, those companies that do not adapt to technology and the new way of doing business end up being left behind.
In order for this not to happen, it is extremely necessary to adapt to the market so that business can be done quickly and assertively.
In the past, the most common way to get referrals was through word of mouth. Regardless of your need, there was always a friend, neighbor or family member who recommended products and services for what you needed at that moment.
Today, most people choose to search the web and find the best solutions for what they are looking for.
Given this, it is necessary to know that in order to stand out and be able to draw the attention of these people according to their field of activity, there are several strategies to generate credibility, visibility, authority and trust of users with their services.
These strategies are based on the Digital Marketing universe and one of the main ones is Inbound Marketing. Following it, the process of attracting and attracting customers becomes easier, but it is necessary to keep in mind that this is an investment in the medium and long term.
If you are one of the companies that want to stand out in the market and increase revenue, this content was made for you!
Understand a little more about what Inbound Marketing is and how the strategy is of paramount importance for your business.
What is Inbound Marketing?
Also known as Attraction Marketing, Inbound Marketing is one of the strategies within Digital Marketing and has the main objective of attracting and retaining customers.
The strategy itself is divided into four stages, namely: attraction, conversion, closing and loyalty.
Digital Marketing tools are based on the principle of attracting the right users, that is, those who have already shown interest in some way in the type of product/service that you and your company offer.
It is clear that it is quite different from Traditional Marketing strategies, isn’t it? Where campaigns and advertisements are made in open channels of communication, in order to attract a greater number of people.
This is because it becomes much more assertive for you and your business to attract the right people, that is, potential customers. Thus, the chance of loyalty and conversion into sales are much higher.
Given this, it is necessary to understand the behaviors, tastes and desires of these people. Thus, it is possible to create a segmented strategy for this internet group.
As mentioned earlier, today, the main way people look for solutions, solve doubts and queries is through the internet.
Therefore, those well-positioned companies, with attractive and informative content on subjects related to their niche, end up gaining authority on the subject from the user’s point of view.
Through the Inbound strategy, it is possible to connect the internet user’s problem/need with the services and solutions offered by companies.
A person wants to hire a dental insurance service but has no idea where to start. When searching on Google, several domains will appear positioned, according to the relevance index for the search in question.
This user enters a domain specialized in the sale of dental insurance . However, in addition to selling plans, the domain in question also offers informative and explanatory content regarding various aspects of Dentistry, in order to provide a better experience to the potential customer.
In this way, this user is faced with various contents about dental plan benefits , oral health and food, aesthetic procedures that the dental plan usually covers, among many others.
After analyzing, this internet user will see that domain with authority in the field of activity, bringing confidence so that he closes business with the company.
Benefits of investing in Inbound Marketing
As stated earlier, the Inbound Marketing strategy is based on the principle of attracting, converting, closing and retaining customers.
However, in the midst of this planning there are several benefits for those companies that decide to invest and undertake in these tools. Among the main ones we can mention:
- Cost benefit
Digital Marketing strategies have a much higher cost benefit when compared to Traditional Marketing strategies.
However, betting on quality content that is relevant to the doubts and questions of Internet users is extremely important. This is the only way to gain authority over the competition and higher visibility rates on the site.
By segmenting the public, it is possible to achieve more assertive results.
That’s because campaigns and ads are targeted to those users who really feel interested in the product or service you offer.
That is, even though the reach is smaller, the chances of these customers’ loyalty are greater.
- Ease of measuring data
It’s no use investing in strategies without knowing if the results are having an effect, right? Through Inbound Marketing it is possible to measure data in a facilitating way, helping in this whole process.
This is because there are several platforms and software available that generate this data automatically, such as Google Analytics.
Thus, it is possible to see the email open rate, conversion number, reach of social media posts, website views and many others.
In this way, you can analyze which strategies are providing the most results and benefits for the development of your business.
- brand authority
The market prioritizes companies that have authority according to the field of activity.
That said, a good Inbound Marketing strategy is able to direct the necessary efforts so that the objectives are achieved.
You qualify the way you present content to your target audience, educate the market and present complete solutions according to user demands.
Thus, it is possible to stand out from the competition, gaining authority and providing good results for the company.
- Automation of the sales process
It is important to always keep in mind that the virtual consumer seeks practical and assertive solutions. In this way, those companies that are able to offer these demands consistently, will come out ahead of the competition in the market.
With the combination of Inbound Marketing strategies, it is possible to capture, retain and convert leads in real time. Even outside of office hours.
This is because all internet tools are driving forces for a consistent relationship with the customer, always seeking to offer the best user experience.
Now that we’ve seen in an exemplified way the importance of Inbound strategies and their main advantages, let’s go step by step to apply them in business!
Step by step
And now, where to start?
For the good development of Inbound Marketing strategies, first, it is necessary to know who your potential customer is, that is, your persona.
Remember when we quoted above about behaviors, likes and desires? So, these are some questions you will need to ask yourself to understand the way your potential customer interacts on the internet.
That is, where he is, what content he would like to see, what is relevant to him and what is not.
Keep reading this content to understand a little more about your business persona!
The buyer persona of a business is the fictitious profile of your ideal customer. That is, the main characteristics and aspects of that audience and from there, how you can best reach them.
As said before, there is no point in reaching a large number of users if not the right people.
A good tip for designing your persona profile is to create it based on existing customer data.
To define your persona, just answer a few questions:
- Name :
- Marital status:
- Buying behavior:
With that in hand, it’s time to work out the path these users will take until they become customers!
Inbound Marketing Journey
Inbound Marketing is based on a strategy known as the Sales Funnel . The funnel that will define and align which path this potential customer will go and which techniques will be used to convince him to close a deal with the company.
Before we talk about the Funnel journey, it is important to keep in mind that proper strategic planning is essential for the success and good development of the strategy. Only then will you be able to see what your main goals are and the best ways to achieve them in the medium and long term.
The Funnel is divided into three layers. Each one of them corresponds to a moment of the user’s decision on the site until his/her loyalty. See below:
top of funnel
The top of the funnel stage has a high number of traffic, however, a low conversion rate.
That’s because at that moment, the potential customer has a doubt or question but still doesn’t understand what the necessary solution is. He chooses to enter the domain more as a form of “research”.
In this way, the contents of the site need to be designed in a way that is informative, clarifying and solving doubts of that Internet user.
A nutrition website chooses to work with content focused on “The importance of nutritional monitoring in your routine” or “Ways to re-educate your diet” so that it can attract potential customers to close business with nutritionists.
middle of the funnel
At this stage, the user already better understands what their needs are and then begins to evaluate their options.
Based on the example above, Internet users already realize the importance of nutritional monitoring to improve their well-being and quality of life.
This layer has a small number of traffic because it is the last step before the potential customer converts into a lead for the business. However, it is the one with the highest number of conversions.
Those users who have reached this stage of the funnel are really interested in closing with the company in question. At this point, don’t be afraid! It’s time to talk about your benefits, plans, discounts, present customer testimonials and so on.
Thus, it is possible to bring confidence to the user to retain the purchase, making him feel comfortable in closing a deal with the company.
Invest in Inbound Marketing
In this content you have seen what it is and how to take the first steps to implement this strategy in your business and what are the advantages of investing in Inbound Marketing.
Always remember that your main goal should be the customer experience. This is the only way to increase your chances of attracting and retaining the same.
A good strategy is not only the one that can attract potential customers, but the one that can keep them!