Here we tell you everything you need to know about inbound marketing: what is it?, how does it work?, and above all, how to attract qualified leads?
What is inbound marketing?
Advantages of inbound marketing
How does inbound marketing methodology work?
Identify the buyer persona
Inbound marketing cycle: what is it and how does it work?
Lead generation
Strategies to get more leads
Generation of qualified leads
Customer retention
What is inbound marketing?
Inbound marketing is a methodology focused on creating a comprehensive and non-intrusive strategy through which to attract people, interact with them and delight them, in such a way that they drive brand growth.
In this way, it seeks to create value and establish finance and banking email list lasting connections with the distribution of relevant and useful content.
The way we shop, inform ourselves and interact with companies has changed. People now look to organisations that offer value and generate trust, and not just try to sell a product or service.
On the other hand, web platforms have made it possible for consumers to compare quality and price, as well as receive recommendations from other people before making a purchase decision.
Marketing specialist analyzing an inbound marketing strategy to attract customers
Advantages of inbound marketing
In addition to solving our consumers' doubts and providing a complete experience at each stage, there are multiple benefits to following an inbound methodology:
You build trust and credibility. No one knows your brand better than you. Only you know what the main problems are that your customer may face.
In addition to having the opportunity to establish that you are the expert, you give the idea that you help people solve their problems through your products or services.
Likewise, by showing interest in satisfying their information needs, you demonstrate the commitment you have to your customers, which will create people loyal to your brand and your business.
You reduce your time and money costs. In this highly digitalized world, a traditional marketing or outbound marketing campaign can be much more expensive, and it also involves reaching only a certain type of audience.
In this sense, an inbound marketing campaign ensures that you reach a more focused audience with a greater potential to become a customer.
You get qualified traffic. A lot of traffic can come to your site, so you should focus only on those who are interested in your product or service. How can you tell who is just an ordinary reader and who is a potential customer?
To achieve this, there are different strategies for interacting with all the readers who come to your page. As they interact with your content, they are selected and filtered until they find potential clients.
How does inbound marketing methodology work?
In Mexico there are more than 90 million people who use the Internet, according to the latest National Survey on Availability and Use of Information Technologies in Homes (ENDUTIH), prepared by Inegi . This represents 78.6% of the population.
In this entire universe of connected people, inbound marketing is the best way to attract more and better qualified leads for your company, unlike, for example, traditional marketing or outbound marketing, whose customer acquisition strategy is massive and often attracts users who are not exactly ideal for the business.
In inbound, the buyer is at the center of the entire strategy, so the first step is to understand the buyer's journey and create engaging content for each of those stages. For example:
Comparative table of contents for each stage of the buyer journey
The goal is to convert people who come to your site through this content into potential customers and brand promoters. In the long run, this will build credibility and loyal customers.
Additionally, by answering your potential customers' questions and concerns, you can demonstrate that you really care about them, that you know their needs or problems, and that you know how to solve or satisfy them.
Identify the buyer persona
The buyer persona is a representation of your company's potential client. To build their profile, you need to know what the person you want to target is like, what characteristics they have, their age, and what their main interests and concerns are.
Having a fully described buyer persona will allow us to optimally guide any content marketing strategy and the type of communication we want to use with them.
To identify your buyer persona, you can search within the company's database and identify the trends and characteristics of the customers you already have.
Forms or surveys can also be used to collect specific information such as the type of work they do, their position, their responsibilities and their goals. Other relevant information includes their educational level, age, marital status and their purchasing preferences.
Finally, you can also conduct interviews with some of your current clients to further identify your buyer persona.
It’s important to keep your buyer persona profiles up to date. Conduct regular reviews and adjust your marketing strategies as needed to ensure they remain relevant and effective.
