How do you want consumers to feel when they are served in your business?
What should the experience be like, from the approach to the acquisition of the product or service?
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Is your focus on being the best content producer in the industry?
There is no assertive communication between people and companies if there is no high level of trust. Trust is the basis of any relationship.
To do this, you need to communicate your intentions, demonstrate how you can help the consumer and make commitments to translate all of this into concrete actions.
And it is precisely at this point that the concept of Inbound Marketing can be useful.
In short, it is a set of marketing strategies that aim to attract, convert and delight consumers, which helps your company become a reference in the area.
Interesting, isn't it?
Below, you will have access to an Inbound Marketing guide that will help you plan your strategy more assertively.
Happy reading!
What is Inbound Marketing?
We can define Inbound Marketing as a series of strategies that consist of creating and sharing specific content for a specific audience that will be affected by what they search for on the internet.
Therefore, one of the bases is content marketing , which focuses on the production and dissemination of various types of quality materials, to attract the right customers for your company.
Among the most common examples of content, we can highlight:
Blog and social media posts ;
Videos ;
Infographics;
Ebook.
From there, these customers communicate with the brand, which will understand their pain, help them and delight them, making them continue purchasing and recommending their solution to others.
What is the purpose of Inbound Marketing?
In short, the objective of Inbound Marketing is to proactively capture and surprise the audience and qualified leads , whether on search engines, such as Google, or on social networks.
It is noted that the proposal is different from austria business fax list traditional marketing, which develops actions for the more general public.
Here, the focus is on attracting the right customers, which makes perfect sense, doesn’t it?
To do this, you need to align the content produced with the needs of your audience.
Which results in more leads , business, customers and the much-dreamed-of consumer loyalty.
The more complete your material is, using quality techniques, the more potential customers will reach your brand.
Is it worth the investment?
To answer this question, just think about the number of users that are online.
A large portion of your audience may be interested in your product or service.
In this context, Inbound Marketing is the most appropriate methodology for transforming strangers into customers and scaling a business's results.
After all, it is flexible according to the market situation and consumer behavior.
Want to know more? Watch:
What are the best examples of companies using Inbound Marketing?
Did you like what you saw so far? Check out some examples of companies that use Inbound Marketing!
XP Education
In this example, XP Educação brings together content relevant to its audience, which involves finance, technology, career and business.
In this way, the brand can build more engagement with its audience and, at the same time, apply Content Marketing actions, attracting and converting each user.
Blumel
Taking care of your children's education is not an easy task, especially with the spread of technology, right?
Have you ever thought about receiving guidance from an expert in the field in a relaxed and comprehensive way?
Blumel , a brand that develops specific products for your child's health, brings together in one place the best content on children's nutrition, physical activity, health and well-being, vitamins, flu symptoms and much more!
Memed
Memed is one of the market references when it comes to the relationship between doctor and patient, so it needs to position itself as such.
To ensure that the company is always in the spotlight, it invests heavily in Inbound Marketing.
An example of this is its blog, which contains relevant topics on a wide range of subjects related to patient health and the latest technologies on the market.
What is the origin of Inbound Marketing?
Shall we go back in time?
Inbound Marketing first appeared on the market in 2006. Brian Halligan and Dharmesh Shah , founders of HubSpot, a software company for marketing automation , CRM and sales, were responsible for the concept.
However, before this period, there was already movement in the virtual world, the way of acquiring products and services was changing drastically.
No one would go to a store anymore, determined to buy something without first doing their research, as we do today.
Observer Brian Halligan noticed that many startups failed in the sales process because they applied outdated techniques that did not reach the right audience. Purchased email lists and ads were no longer efficient.
It was necessary to implement new actions to reach the right audience and scale the business.
The beginning of Attraction Marketing
So Brian and Dharmesh developed inbound marketing, which proactively brings customers closer to a solution.
Even with the global crisis of 2007 and 2008 and the Covid-19 pandemic in 2020, several companies increased their revenue by investing in the strategy of producing and sharing content.
Our blog, for example, continues to grow with Inbound, especially because we understand that it is a vital strategy for a company's results and also for consumers themselves.
What is the difference between Inbound and Outbound Marketing?
Once you understand what Inbound Marketing is, you may have questions about the Outbound Marketing process. So, let's break each one down.
Inbound Marketing Concept
As we saw above, Inbound Marketing focuses its efforts on developing materials that answer the questions that the audience brings.
This generates more trust and, naturally, improves the relationship with the consumer.
Among the main characteristics of Inbound Marketing, we can highlight:
open dialogue: company and consumer engage in valuable debates and initiatives, interaction is open and frequent;
continuity: the brand's content is transmitted continuously, that is, at the most convenient time for its audience;
greater engagement: from a connection of trust created by frequent generation of value without interruptions, involvement with the company is greater.
Outbound Marketing Concept
Outbound Marketing, in turn, is the intrusive strategy of advertising a product or service to your audience.
Traditionally, it uses email lists, purchases, radio and television advertisements, websites, and printed materials.
In parallel, this strategy uses telemarketing calls, sales stands and billboards.
In short, we are talking about one-way communication, that is: the company sends its message to a more general audience, without building a dialogue.
In other words, consumers become more passive in Outbound, which is known for the following attributes:
one-way communication: lack of interaction between the brand and the audience;
constant interruption: the customer experience is paused multiple times without their permission so that content can be delivered;
lower involvement: if the solution purchased is not what the consumer needs at the right time, the advertisement will have little impact on them.
