Inbound marketing is a strategy that in Brazil is still considered innovative but that, outside the country (US and Europe), has been consolidated for a long time.
In a translation from English, inbound marketing is understood as “inbound marketing”, but it gained a better meaning in the country, called “attraction marketing”.
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The truth is, inbound marketing grows bigger with each passing day. It breaks away from traditional marketing, now called outbound marketing.
The concept behind this strategy makes all the difference in a world as connected as ours.
After all, with the countless possibilities that technology provides us, it would be natural for strategies to change and adapt to such demanding consumers.
In this article, we help you understand what inbound marketing is, how to apply it to your business and how you can attract even more customers into your company.
Know what Inbound Marketing is and how the strategy can help you gain new customers.
Understanding what inbound marketing is
This strategy aims to gain the interest of your potential customers, making them come to you.
The intention here is to show that your company is a reference in what it does. That no one understands more about the issues surrounding what you sell than your company,
Inbound marketing is intended not only to attract customers to companies but also to communicate with them and understand their needs.
More than that, it serves to generate value for people: you help them, show how the solution you sell makes sense for the customer’s pain and then conclude the sale.
What are its characteristics?
Inbound marketing techniques are characterized by a close relationship with your ideal customer profile.
However, for this relationship to begin, who gives the “green light” are the people – and not the company as it is in old marketing.
Thus, with inbound, you have:
- constant communication – customer and company are always in contact, sharing experiences and talking about everything that involves the context in which they are inserted;
- Constant connection – the company speaks continuously and increasingly with people. The intention is always to evolve on the subject and generate value for potential customers;
- Constant engagement – when you manage to establish a relationship of trust, it becomes easier for people to engage in whatever the company brings as a solution.
How does it work?
The main way to do attraction marketing is through what is called content marketing.
The idea is to create relevant content that talks about not only the product or service you sell, but the context in which your company is inserted.
But for inbound marketing to work, you need to align content with your target audience – so it’s important to know your persona.
For this, you can create content such as:
- texts in the blog ;
- Between others.
You then attract “unknowns”, turn them into leads, relate to them, generate value, show that you understand the subject, sell and guarantee their success using your solution.
This is to apply inbound marketing correctly.
How is it structured?
There are 4 basic pillars that structure a successful inbound marketing strategy.
- Attracting visitor traffic;
- Converting visitors into leads;
- Closing customer leads;
- Enchanting customers to become brand promoters.
These 4 pillars, for them to work, need to have marketing automation and an organization within the sales funnel of your CRM Online.
Discover the advantages of applying inbound marketing in your company.
4 benefits of inbound marketing
The traditional marketing model, so known to everyone and that goes after customers, has defects that do not occur in inbound.
To better understand the benefits of applying attraction marketing, we have separated some topics:
1 – Reach the right audience
More than impacting a greater number of people with the content that companies generate, one of the main benefits is reaching the right audience.
This is especially due to the use of keywords that make sense for your business and SEO optimization.
In this way, your content will always be available to those who are really looking for it – after all, the person will type the word in the search and go after a solution.
So, if the content you’ve written is good, if it makes sense, the person can feel free to leave the email with you and, from there, you start nurturing that lead to become your customer.
2 – Stay close to your customers
Content marketing can also be understood as a service provided to people. After all, if what you produced is really good, you will have helped a lot of people.
And that weighs heavily and increases your brand’s persuasiveness.
If you’ve helped someone, they’ll be much more open to consuming other things you’ve produced. She will be more likely to hear what you have to say about this and other topics that interest her.
Also, when you are in contact with your prospects, your potential customers, you gain valuable insights about what else you can produce or things to fix.
3 – Reduce the sales cycle
Shortening the sales cycle is important for companies that want to sell more and better while reducing operating costs.
Sales cycle is the total time the lead took from the first contact with your company to the act of purchase, considering all stages of the purchase journey.
Inbound helps reduce this time with developed content. If there is some complexity to understanding your product or service, why not produce materials that make it clearer?
Along the purchase journey, the lead’s passage through the sales funnels you created, delivers content that educates him and makes him more mature.
Thus, by understanding how your solution works for them, the prospect feels more secure, confident and can finally become your customer.
4 – Reduce costs
If the sales cycle decreases, obviously the costs also fall. After all, it’s less time your marketing and sales team needs to spend nurturing and maturing this lead.
The relevant content you’ve already created does that for your business.
Furthermore, when inbound is combined with marketing automation, massive actions can be taken.
This way, you avoid that huge work of having to manually send the same thing to several people.
Know the metrics that are critical to inbound marketing success
Metrics to make inbound more productive
Analyzing metrics is essential to know not only which path is being taken, but how it is being followed.
The inbound methodology needs attention to some metrics and, therefore, we have separated the main ones that you should take care of:
7 Sales Metrics Companies Need to Watch
Return of Investment, ROI, is the return on investment you have made for your business.
This is the main metric that the marketing industry needs to look at. After all, it’s simple: marketing needs to make a profit for the company (and it does this by generating leads) and not a loss.
We have an article that teaches you how to add ROI in companies.
When we talk about marketing, it’s not just the number of sales that counts. Take into account the sales cycle (did the content help slow it down?), new buys by active customers and of course number of leads generated.
CAC and LTV
CAC refers to the Cost of Acquisition of Customers – how much was spent at the end of the lead’s purchase journey for him to become a customer of your company?
Knowing how much your company spends to get each customer is essential to fine-tune these processes. After all, selling more while spending less is the scenario that any company seeks.
CAC and LTV need to be far apart. The Life Time Value, which refers to the value (in cash) that the customer left for your company while he consumed your products and/or services.
When LTV is much larger than CAC, managers need to stop immediately and rethink the customer acquisition strategy completely.
ARTICLE: How content marketing can reduce CAC
Yours are the conversions that must be observed.
The first is the classic answer to the questions: how many visits turned into leads and how many leads turned into customers?
It’s also important to analyze conversions at each stage of the sales funnel. This is to identify if any of these steps have a problem that prevents the prospect from going further.
NPS – Net Promoter Score
It’s about asking the customer in a simple and direct way: “From 0 to 10, what is the chance of you recommending the company to other people?”
With the responses you receive, you will understand if your company really helps customers and how, as well as identify areas where you can improve. And that goes from the content created, through the way of talking with the lead to the sales pitch.
Check out our tips for optimizing lead generation in inbound marketing.
How to attract customers with inbound marketing techniques? Check out 6 tips
For users of pages with a professional profile, receiving visits and likes is a great way to assess whether your business is working.
However, when we talk about digital marketing, having only visitors is not that interesting. It’s also important to generate leads!
Leads, as we have seen, are people interested primarily in the items you approach online, but also in the services and products you are offering on the market.
That is, this audience is no longer a mere anonymous visitor and becomes an effective potential customer.
To learn how to increase lead generation with inbound marketing and keep them in your network, check out the following tips:
1 – Invest in interactive tools
There are tools through which your visitors can subscribe in order to learn more about your business or receive news from you.
The simplest is the form. In it, the person can enter their data to receive some material that you have to offer or answer an evaluation survey, for example.
In fact, there are already inbound marketing platforms on the market that help you easily structure the ways to enter these leads.
Thus, the visitor becomes a lead for having been simply attracted by your news and care that your product site presents.
2 – Offer more attractive videos
Videos have become a great tool to attract leads. Sometimes a well done audiovisual tutorial can sell more than any other medium. It is also worth investing in educational videos, with a didactic nature, to answer questions about a product or service.
And bet on webinars, in order to create a great sales intelligence process.
3 – Analyze commented reports
Annotated reports are a great way to know if your content marketing is doing enough for your clientele — who are in the current lead position.
There is specific software to measure your website metrics. It is very important to keep track of references related to lead formation, such as the number of visits and how long people stay on your site, for example.
4 – Optimize and use templates
Having rich articles, good e-books or blog with updated SEO strategy are great differentials. However, using templates that can optimize this type of content is even better.
Its objective is nothing more than placing differentiated content about the company so that the lead knows about its material, in front of the displayed template.
When formulating this type of content, pay attention to the persona that will be the target of what you intend to expose.
Be specific and provide your own language, but above all, be frequent, as generating results with inbound marketing is a long, laborious process, but fantastic and profitable!
5 – Feed your relationships on social media
People spend many hours on social networks. For this reason, it is vital to your business that you pay attention to your relationships within these channels. The purpose? Reach certain audiences.
Questions asked on social networks must be answered promptly. And if Facebook shares and likes are highlighted, your company’s posts will be on the rise.
Therefore, it is worth investing in this practice with a professional who has the know-how to leverage your contacts and visibility on social networks.
6 – Learn more techniques for converting visitors into leads
Segmented language is one of the keys to success for visitors to become leads. However, your target audience can change over time. So, pay attention.
Thoroughly analyze your context and modify, if necessary, your tactics and methods of dissemination and relationship.
It is possible to use techniques already used for several years such as CCS and SPIN selling. However, they must also vary or be complemented, according to market demands.
So, stay tuned, have well-defined metrics and daily monitoring.
It is essential to always be in search of knowledge to better understand what your visitors want to see in your company and web addresses, and thus sell more and gain their loyalty.
With these tips, you can implement inbound marketing in your company, generate leads and sell more and better.
So, how can we help you?
If you have any questions about the marketing or sales process, speak to a consultant today.
Learn more about what CRM is and how it helps businesses, and also about lead generation on Facebook Lead Ads integrated with CRM.