Inbound Marketing is the digital marketing strategy that consists of producing content such as blogs, e-books, podcasts and videos to attract consumer attention. Also known as Attraction Marketing, it reduces acquisition costs and focuses on attracting more qualified customers to the business.
You may have heard of Inbound Marketing. After all, if you are here it is because you are looking to learn more about the subject.
You are probably browsing more sites to find the best possible content. I know … you want to learn fast and without pain.
Besides, you are looking for something that is impartial and without anyone trying to sell you anything.
So, I can say that you found the right place.
The focus here is on information. It’s you. And in your learning.
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Now let’s go to practice …
What is Inbound Marketing?
Inbound Marketing or attraction marketing is a digital marketing strategy .
It consists of producing content in order to attract qualified visitors to the site and educating them to the point of purchase.
The advantage of this is that the Customer Acquisition Cost (CAC) is lower.
After all, the company no longer needs to spend so much on conventional advertising.
However, there are a number of other advantages that we will mention later in this content.
What was the Origin of Attraction Marketing?
Inbound Marketing was widely disseminated by Hubspot and its co-founder Brian Halligan.
Especially after the launch of his book ” Inbound Marketing : be found using Google, social media and blogs “.
But, this is not a new concept.
Seth Godin, one of the main marketing gurus (you should follow him), already mentioned the Inbound process in his book “Permission Marketing”.
In fact, another marketing guru, Peter Drucker, has cited the use of attraction strategy for decades.
What is the difference between Inbound Marketing and Outbound Marketing?
The difference is in the concept and an inversion of the approach to potential customers.
Perhaps the best way to explain this is to use the garden and butterflies metaphor.
Imagine two neighbors who love to collect butterflies.
The first is a hunter. Every day she goes in search of butterflies in the fields, finding and capturing them wherever they are.
The second has a garden. She takes care of the garden in her home every day so that beautiful flowers fade and attract beautiful butterflies.
Which of the people people do you think is most efficient in collecting butterflies?
If you answered the second, you got it right.
While the former spends much of its energy searching for butterflies and chasing them, the former focuses on taking care of its garden to attract butterflies.
But, realize that it doesn’t mean that the first person runs out of butterflies. However, the chances of getting an adequate amount are much less.
In addition, at some point in time, all the butterflies in the region will be in your neighbor’s garden, making it increasingly difficult to find new butterflies.
Can you understand?
So it is very worthwhile to invest in inbound marketing. That is, in attracting new potential customers to your “garden”.
How does the Inbound Marketing Process work?
Inbound Marketing is a strategy that has a methodology.
Below, we will talk about how this process evolved and gained a 2.0 version.
But, it is important that you understand this initial concept of Inbound 1.0 before we deal with the most updated methodology.
Inbound Marketing 1.0
The main focus of attraction marketing is not to interrupt the potential customer. Different from what conventional advertising does.
We are used to advertising on radio, television and today, on Youtube.
This interruption marketing has been around for hundreds of years, since the modern world began to emerge.
Attraction marketing will focus on producing quality content for people who are really interested in that topic.
Then, it will seek to support its nutrition by solving specific needs, generating greater confidence in its brand.
Finally, it will offer your product or service at the right time, to the right person, by analyzing the point of purchase.
Thus, Inbound Marketing 1.0 is divided into 5 fundamental steps:
• Attract : get quality visitors to your website;
• Convert : transform these visitors into contacts / leads;
• Relate : educate and nurture these leads about your product or service;
• Sell : approach this lead when making a decision;
• Enchanting : having great service and delivery so that this customer brings new visitors and leads by referral.
We will detail how to act in each of these stages:
Attract new qualified visitors
This is the first stage of the Inbound Marketing 1.0 journey. You need to produce relevant, quality content that attracts new qualified visitors.
Using our analogy with butterflies, you need to cultivate the garden soil in order to produce good flowers.
With quality materials, your land will be fertile and ready to produce the best flowers ever seen.
Then, the rarest butterflies will be willing to frequent your garden.
Bringing it to practice, you need to produce content.
And remember that content is everything you do for your company and that can be registered.
• Your site;
• A blog;
• Videos explaining basic concepts
• Podcasts ;
So, to attract the best customers, you need the best content on your subject.
The intention here is to “fill” the top of your marketing funnel.
Convert visitors to leads
First of all, a lead is a visitor who has decided to share contact information with you.
In this stage of Inbound Marketing 1.0 you need to turn your website visitors into contacts.
You can do this through other types of extremely valuable content that are offered as a bargaining chip for contacting that visitor.
Realize that you are not going to offer your product or try to sell yet.
After all, another analogy that we can use and that is well known in digital marketing is that of loving relationships.
Would you ask someone to marry you on your first date?
Probably, if you did this, you would receive a resounding “NO”.
After all, you barely know the person and he barely knows you.
When we’re talking about a potential customer’s relationship with your company, it’s the same.
Therefore, you must take it easy.
So, what would you do on the first date?
My bet is that you would try to keep in touch with her, if that person enjoyed the meeting.
So asking for that person’s phone or email might be a good idea.
And the same goes for your website visitor.
Show that quality content is just the beginning and that you have much more to offer.
Some examples of content to convert your visitor into contact are:
• In- depth ebooks ;
• Webinars ;
• Ready-to-use templates;
• Whitepapers ;
In addition, at this stage you will need more resources in order to collect and store the acquired contacts:
• Landing Pages ;
• Conversion forms;
• Contact management tools or CRMs;
Start a Relationship to Educate and Nurture Your Leads
Now that you’ve converted your visitors to contacts, you need to connect with them.
Many marketers fail at this stage.
It’s like never calling again after the first date. Not only do you miss the chance with the contact, you frustrate it.
Instead of a defender, you can win a detractor.
So be careful at this stage and continue the relationship.
Then, you can do this by continuing on the topic that your lead was interested in.
Some examples are:
• Firing of newsletters with new content from your blog;
• Sending new ebooks and more in-depth videos via Whatsapp;
• New webinars giving continuity to the subject in which the contact was interested;
To do this, you will need to master some concepts, such as:
• E-mail marketing ;
• Lead Scoring ;
The goal here is to get your lead to create a progressive profile , so that it moves from someone with a question or problem to someone who is about to make a purchase decision for something you offer.
Realize the importance of this phase.
This is where things are really going to get “serious” in your relationship.
Sell to the right customer at the right time
After educating and nurturing your lead, he will be ready for greater commitment.
There is no more doubt than he needs.
However, you are not the only option on the market.
At that point, you need to help him make the decision in a way that favors what you sell.
So, is it at that moment that you offer content that can assist you in this decision?
Why are you the best option?
Yes, you already have great chances for every relationship you have built. But, what if there is a cheaper option on the market? What if it offers something more attractive?
Some contents that can help in the decision making in your favor are:
• Successful customer case studies;
• Video and written testimonials from important clients;
• Proven results in businesses in the same sector as the lead;
• Deals pages cannot be rejected;
Some skills you will need at this stage are:
• Audiovisual production for customer videos;
• Copywriting ;
But, it’s not over yet. After selling, you need to turn your customer’s experience into something unique.
Delight your customers with value delivery
Enchantment may be the wrong word for the moment.
It sends the magic, as if something supernatural happened to the customer to adore your brand.
There is nothing magical or surreal about this phase.
What you need to do is make sure that the experience your customer has is the best that she can find within what you offer.
Show him that you deliver what you promise and, above all, go beyond.
When closing the purchase, from the first email or confirmation contact the experience needs to change.
He is now a customer and needs to feel that after accepting to pay for his product or service, the experience is different.
After all, he is definitely on another level of relationship with you.
He said “YES” at the altar.
So, make this “yes” repeat every day so that they live happily ever after.
Some examples to delight your customers are:
• Clear onboarding, showing how the relationship will be from now on;
• Have an Account Manager to take care of the client;
• Go further and deliver more than agreed. The famous overdelivery ;
At this stage, you will need the following skills and tools:
• Customer Success;
• Net Promoter Score (NPS);
• Contact management tools (CRM);
• System for opening and managing tickets;
• Personalized service;
The Enchanting the customer phase is not only meant to keep the customer with you, but also to get you to attract new potential customers like you.
After all, 74% of people mention that they would buy from a brand if it came from a friend’s referral.
This is what we call referral marketing or advocacy marketing.
How to get referrals from new customers
With a good experience when buying from you, it is possible to ask your customer to refer new customers:
• Do satisfaction surveys;
• Ask for a referral to a satisfied customer;
For that, you need some tools:
• Online forms. For research and indications;
• Email automation tools;
• Contact management tools (CRM);
To be continued…
It doesn’t end here! We will constantly update this content to talk about inbound marketing 2.0, how to create an inbound strategy in practice and indicate courses and books on the subject.