Inbound Marketing

What is inbound marketing?

If you have heard of digital strategies and want to know what inbound marketing is, this article is for you. Learn about this effective method of attracting customers and retaining them.

The traditional marketing modality (outbound marketing), which consists of going out to "fish" for clients, is increasingly obsolete. On the contrary, it has been shown that there is a effective strategy that achieves a useful connection with the client, which responds to your needs and makes you choose us again. And that is the answer to what is inbound marketing.

This method aims to attract users without forcing them, to attract them by generating value content and experiences that position the company as a leader in its field. It consists of providing potential clients with elements that allow them to achieve their goals, which tend to help them solve a problem or concern.2*

Knowledge about what inbound marketing is has become popular in recent years thanks to the explosion of new and varied spaces to disseminate content: social networks, web pages, newsletters. Access to these channels facilitated exchanges with users and, at the same time, increased competition between brands and companies.

Dealing only with the direct sale of products and services without focusing on the tastes and needs of people began to be inefficient for sellers. They could not secure the loyalty with the users nor did they have the possibility to demonstrate why that brand or company was the best option among many others.

Being clear about what inbound marketing is, this approach is reversed. It is no longer about chasing users with offers for products that we do not even know if they are interested in. With this new way of working we are going to attract the user through content, through publications that provide worth, that they teach to do something for free, that they inspire, that they solve a problem, that they make the interlocutor feel questioned.

Why opt for inbound marketing?

By choosing this methodology and through digital communication, strengthens the company's presence on the internet, because potential customers find it first when conducting a search related to your category. This gradually makes the company a benchmark in its industry. As a direct consequence, you will have greater sales opportunities and profitability.

In addition, following the guidelines of what inbound marketing is, companies start a path in which more and more clients expand the reputation of your brand, which allows reaching more people. Lasting commercial relationships are consolidated, based on trust and the maximization of the value of each client.

The result is a strong digital infrastructure, which does not depend on the changing effects of traditional advertising, but is supported by unbreakable pillars such as the reach, brand authority and content value. Inbound marketing provides security and a long term look on marketing and sales processes that can be sustained over time, in a changing and fast-paced world.

A great ally for today's challenges

Each company is different and throughout its experience it faces different advances, obstacles and changes. In any case, most have in common that their great challenge is to attract customers. The Traditional marketing strategy has found its ceiling in today's companies and knowing what inbound marketing is is an effective strategy. that solves the challenges that brands often encounter:

1) Traditional techniques such as spontaneous phone calls from companies to sell a product or service are increasingly inefficient, not only because of the finite source of contacts available, but also because they end up being a nuisance for users. Thanks to the reach of the internet and the philosophy of inbound marketing, people know the company not in an untimely way, but through the organic content that they present and that is useful and relevant.

2) The sales opportunities generated by the traditional marketing strategy are generally few and it is difficult to close deals. This represents a high cost for companies. In contrast, inbound marketing attracts the people who are most likely to buy because it is based on a definition of ideal customer profiles. These people are already looking for the products or services that the company offers, so it is much more likely that a sale will be made.

3) The results of the traditional marketing strategy are very difficult to measure and it is difficult to have the precision of the return on advertising action. Knowing what inbound Marketing is, this problem is solved because it is you can measure every interaction of the company with its users (how you got to the page, your clicks, other related websites you visited, etc.). Thus, it is possible to orient ourselves on the scope of digital communication actions.

4) It is rare for companies to have knowledge of how much it costs them to make a sale because they do not usually have a measurable process that is easy for them to optimize over time. The inbound marketing methodology allows you to know the scope at each stage of the customer purchasing process because it allows you to find the data of how much is invested in the campaign, and thus calculate the cost of getting a sale to improve it over time. In addition, digital channels such as social networks, blogs, and the web are an asset that continues to generate sales opportunities on an ongoing basis.

5) One of the pillars that we strengthen by knowing what inbound marketing is is the personalization. It is the priority that is given to paying attention to the particularities of the users and that is directly reflected in good customer service throughout the purchase process.

6) Traditional advertising dynamics do not usually have a long-term communication plan. Inbound marketing is a Comprehensive strategy that uses multiple digital tools in order to increase sales opportunities for the company and its possibility of projection.

7) Thanks to the facilities of today's digital channels, it is very practical for users to subscribe to the company pages and leave their data. Having your own contact base is key for companies to be able to Target your digital content to users already interested in the subject or who have previously contracted your service, without running the risk of being classified as junk mail or spam.

8) Another of the strong objectives that are met by knowing what inbound marketing is is the positioning in Google. This is very important because if the company's website does not receive visits, it will be very difficult for sales opportunities to be generated. Through different tools, inbound marketing positions brands at the top of the search engine through their content, which generates visits and the opportunity for more people to learn about their products or services.

Inbound marketing

What is the inbound marketing methodology?

Understanding what inbound marketing is and implementing it allows companies to build relationships significant and lasting with customers, giving feedback. This means incorporating contributing to the success of users is contributing to the success of the company, even when the user has not yet made any purchase or contracted any service. Contact between both parties is already a fact, and the important thing is to strengthen that link from the beginning of the journey.

Capturing the attention of the right people, that is, those who meet the characteristics of potential buyers of the services or products in question, is possible if we generate publications and conversations that strengthen the position of the company as a reference on a topic of interest.

Offer information, solutions and tools Taking into account the needs and objectives of those who approach our content makes a difference and increases the chances of sales. Don't forget that exceptional care is measured from the start, from the first impression of the possible client when entering our sites.

To achieve all this, it is also essential to show the personality of the company in publications and in personalized contact lines with users. It is essential to know the tone and philosophy of the brand so that the content and conversations are consistent with what the company wishes to convey, generating a unique and easily recognizable identity. And that's also part of what inbound marketing is. 

How to identify valuable content?

We stopped to understand what inbound marketing is and its application methodology. We already know that we should not focus only on direct sales, that we must offer something more to those who find us on the internet. We internalize that we must generate valuable content, that draws the attention of our target audience and that help you meet your goals But what does it mean?.

In this digital age, there are so many active users on the Internet that it is essential to avoid contributing to "noise" and offer clarity, professionalism and authenticity in the channels, so that it is later reflected in sales. The only way to achieve this is by publishing content that distinguish to the company or brand that offers that particularity that all companies have and what makes them unique. That imprint, that experience that supports the brand as a market leader is what attracts the audience and what is achieved by understanding what inbound marketing is.

This is done, for example, by provide knowledge on a specific subject of the field, demonstrating that the company has the professionalism and technical knowledge to respond to the needs of the client. Another option is tell the story of the company and of those who are part of the work team, generating closeness and empathy with the public. In this way, people can feel identified and understand that this brand, service or product is related to their life experiences.

On the other hand, you can publish photos and characteristics of the products that the company sells with tips and hacks to optimize its use. Thus, it is feasible that a problem or doubt is resolved for a user and attract new customers. Also, they are useful the tutorials or tips about the products, to strengthen the link between the brand and the customer even when the sale has already been completed.

All these strategies will make the audience connect with the company and trust their knowledge and experience, and that is much more powerful than any direct advertising. Trust generates action. He content As stated, it is the basis of inbound marketing and the only tool to carry it out successfully.

The four stages of inbound marketing

We already know what inbound marketing is and why it is the strategy of the present and the future. But it is important to keep in mind that this modality is not only based on generating good content to connect with potential customers.. The quality of the link between the company and the users must be maintained after the sale of the product or the contracting of the service have been carried out. The professionalism and confidence of the company governs all phases of the client's journey, and for this, communication is essential.  

The four stages of inbound marketing are:

1) Attraction: Consists in attract users to digital spaces of the company In this instance, the most efficient tools are social networks, blog content and web pages, through SEO strategies. This traction implies, among other things, that the relevant content was shown to the right person or that the user searched for a topic they were interested in using the same words that were placed on the company's blog or site.

This way, the user who did not know the company begins to be in contact with it, reading the content, following her on the networks, leaving her email or phone, etc. Even if the user does not generate any of these specific actions and only consumes the content passively, the important thing is to know that in this instance a first barrier has already been overcome: the company enters the radar of someone totally new.

2) Conversion: In this instance of inbound marketing, it is based on the premise that if the user visited the digital space of the company and followed it on the networks or left their contact, it is because some of what it has to offer is of interest to you. From there, it is time to get in touch in a personalized way according to the channel in question. Always keeping in mind that the strategy is not about forcing the link and transforming ourselves into spam, if not of genuinely connect with people.

3) Closing: If the user has already gone through the conversion stage, they are very close to making a sale. There are different tools to work in this instance: email marketing, for example, is a great ally because allows us a more personalized conversation, to understand what serves or interests the potential client. In this case, it is ideal to follow up, to record which are the focuses of interest, the businesses that are closing and the opportunities for improvement in the content.

4) Loyalty: At this stage, the sales objective has already been met, but the marketing strategy should not end here. It is necessary to work on customer loyalty and seek their recommendation. To achieve this, you can resort, for example, to satisfaction surveys in exchange for a small discount or benefit, you can send exclusive promotions of products of your interest, and other strategies that show that the business relationship with the customer is important to the company. A loyal customer is the first to make the brand shine and It's the most efficient advertising we can get. We must not miss the opportunity.

Knowing what inbound marketing is, it becomes clear why it is the digital strategy that all companies that wish to offer a good experience to their customers, provide value, achieve authority in the market and boost the sale of their services and products should apply.



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