What is Inbound Marketing and what is it for?

Companies and brands have changed their way of reaching customers, paying considerable attention to digital marketing actions. New strategies have appeared that try to take advantage of all the features offered by the Internet to reach the maximum number of people who can later become customers.

Are you familiar with Inbound Marketing? In this post we will focus on it, explaining what this strategy consists of and the benefits it has over other methodologies.

How does Inbound Marketing work?

Inbound Marketing is a methodology that is based on non-invasive marketing, that is, the way to get customers comes through attraction and not through sales.

Therefore, its main objective is that it is the users themselves who come to you and not the company that makes itself known through unsolicited advertising.

Therefore, an important part of the strategy will be the creation of the buyer persona, which is an ideal customer profile on which the bases of the methodology will be based, managing to qualify the traffic that enters our website to convert it into a lead and finally into a customer.

Phases of Inbound Marketing

Once we have seen what this methodology consists of, let’s get to know the four fundamental phases into which it is divided, each of them having a specific purpose:

• Attract

This is the first step and consists of providing the potential customer with the right content, in the right place and at the right time. This requires search engine optimisation (SEO) and social media marketing.

• Convert

Once visitors have been attracted to the site the goal is to convert them into leads by obtaining their contact details and providing them with the information they are looking for in return.

• Close

This is the stage in which the potential users that have been captured in the previous phases are definitively transformed into customers. To achieve this, tools such as marketing automation, lead nurturing and social network monitoring are used.

• Loyalty

Unlike other strategies, Inbound Marketing focuses on both potential users and current customers in order to build loyalty and thus get them to become promoters of the business itself.

What are the benefits for my company?

• Increased trust in the potential user and in the closing of the deal.

As a result of the better positioning and the appearance in the first search results, a greater trust is generated in the user, which, together with the quality content, places us as experts in the sector.

• Positive online reputation

Thanks to the generation of quality content offered and consumed by the user in the process, we are positioned as a reference in the sector.

• Long-term relationship with the client

One of the main benefits of Inbound Marketing is the strong relationship established between the company and the customer, who becomes a prescriber of the brand.

• Greater willingness to buy/contract

By making the user the one who comes looking for us, their predisposition is totally different to if we carry out an aggressive marketing strategy. Therefore, customers captured with this methodology have a greater tendency to buy, because they are being helped to respond to a need.