Inbound Marketing – Definition, Fundamentals, Examples, and More
Table of Contents
Inbound Marketing Definition
Inbound marketing creates content or experiences specifically tailored to your audience or the audience you would like to attract. This helps you connect with them more naturally.
The Five Fundamentals of Inbound Marketing
To better understand inbound marketing, it is vital to know the five fundamentals of inbound marketing:
1. Attracting Traffic
The first step is to appeal to users of the brand’s website. However, in its place of seeking to generate visits in a colossal way, focus on delivering quality users to the website who compete with your ideal client profile.
This can achieve through a variety of techniques such as:
SEO: if you work on aligning your website within the first spots of significant search engines, it will respond to the user’s wants at the right time.
Content Marketing: offering users valuable gratifications at the moment they need it will reinforce the process.
Social networks: using them as dispersal channels to assist your content reach users.
Once a user has touched your website, you want them to permission their data, thereby becoming a lead and receiving data from you.
To change users into potential customers, the classic plan is to provide them with valuable content to leave their data in a form. But there are many other selections, such as offering test demonstrations, meetings, or interrelating with them finished a phone call or chat. In any case, the objective will continuously be to get their data and add their info to your database.
3. Marketing Automation
This pillar of inbound marketing base on systematizing how you communicate with your leads until they become customers. For this, you can use methods such as:
Lead scoring. A technique based on designing an assessment system allows you to objectively assess the likelihood of a lead becoming a client.
Lead nurturing. Based on the score obtained and the features of the principal, you design a series of automatic flows to direct relevant information to your contacts according to their needs.
The process does not end when you achieve to convert a lead into a client. The next step is to get this customer to stay with you for as long as possible due to loyalty strategies, such as newsletters, offers, and incentives.
Designing an effective loyalty strategy is very helpful since maintaining a client is much less expensive than acquiring a new client from scratch.
No inbound marketing strategy is whole if you do not plan to measure and analyze the results. For this, you will have to prudently define the KPIs (key performance indicators), which are the most relevant metrics to measure whether your strategy is succeeding or not.
It is also necessary to find periodic controls to examine the results and adjust previously established actions if needed. This will recover your inbound strategy.
The Inbound Marketing Conversion Funnel
Inbound marketing base on accompanying users throughout the process from when they meet you until they become loyal customers. Therefore, it is crucial to know how this process works and which suitable strategies are for each stage.
The conversion funnel is a vital instrument to comprehend this process. It is a graphic picture of the different stages of the customer’s journey. Its funnel form is due to the number of users lessening in each step. If we want to achieve X changes, the number of users we have to attract to the website will be greater than X.
Within the conversion funnel, we can differentiate three main stages:
TOFU (top of the funnel or first interaction). In this phase, workers have just noticed they have a need that they attempt to address. Therefore, in this phase, we must have gratified that replies broadly to the different needs of users, such as ebooks, infographics, or tutorials. We can also use display advertising, video movements on social networks, and native publicity.
MOFU (middle of the funnel, when the operator is assessing different options). After the early investigation, the user considers various alternatives that could potentially satisfy their need. Here, it is necessary to offer gratified with a higher degree of specialization, such as meetings with experts, detailed leaders, references, or videos that show your creation. Among the most suitable advertising strategies are email marketing, social advertisements, and retargeting.
BOFU (lowest of the funnel or closing the auction). Here, the user is almost ready to convert. To inspire them, we can offer free trials, launch offers, and specialized facilities. And also, SEM and social ads can be obliging here.
Benefits of Inbound Marketing
The benefits of inbound marketing say for themselves. According to the education “The results of inbound marketing,” this practice enables you to:
- Firstly, Generate qualified leads and around 12 registrations for 370 visits.
- Double a company’s qualified marketing contacts by two in one year and by seven in two years.
- Multiply the sales opportunities by five in one year and by 14 in two years.
- Increase visits to your site. The first year can be multiplied by 4 and the second by 12.
- The efficient market for companies in all sectors. B2B has more conversions from a registration visit, but B2C sees a more significant increase in accumulated visits.
- However, the numbers do not do everything. It would help if you remembered that inbound marketing is a long-term investment that multiplies your business’s strengths. Through inbound marketing, we can achieve the following results.
- Clean content that positions the company as an industry expert and pays off for years.
Own channels for attracting organic and direct customers, regardless of the means of payment.
- And also, a file of qualified contacts that will grow over time.
- Greater reach and community around the brand.
- We strengthen your company’s brand, thanks to a more significant number of visits and interactions.
- And also, a sequence of marketing automation processes that result in ongoing resource savings.
- We hope you found all this helpful information to organize your ideas and learn a little more about inbound marketing. If you want to continue learning, we endorse that you check out these articles.
The benefits of search engine optimization (SEO) in inbound marketing and how it can help you drive qualified traffic to your website.
Content strategy is an essential part of inbound marketing. And also, discover the keys to creating relevant and valuable content to attract more visitors.
Social networks are virtual distribution channels within your inbound marketing strategy. Find out how to take advantage of organic and paid options.
4. Lead Generation
The goal of any inbound strategy is to create quality leads regularly.
5. Inbound vs. Outbound Marketing
And also, inbound and outbound calls can help you achieve your goals. Here you can discover the differences between them and how to syndicate them in your strategy.
6. Don’t Forget the Most Critical Step
Start your inbound marketing strategy! If you are looking for habits to attract new clients and retain them long-term, we would love to help you achieve this and become part of your team. We can help you attract companies to your website, accompany them in the conversion process and automate your communication to make your life easier.
Inbound marketing is a strategy that uses many forms of pull marketing (content marketing, blogging, events, search engine optimization (SEO), social media, etc.). Building brand awareness and attracting new business through inbound marketing is all organic leads, so it’s all about the brain rather than the budget.
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