Inbound Marketing can be defined as a series of measures and techniques that companies use to get people to reach them. Unlike Outbound Marketing, where there is a movement towards the target audience, here occurs the creation of spontaneous consumer movement in relation to the brand. The benefits of Inbound Marketing are due to this.
Understanding this shift in communication is critical to understanding Inbound and therefore its benefits. Continue reading our post and learn more about this strategy.
HOW DOES INBOUND MARKETING WORK?
In practice, Inbound relies on a methodology in which the customer goes through a series of steps in an induced way. Each one of them has fundamental importance in the strategy. These are:
At this stage, the company creates something relevant to the public. The goal is to conquer through quality content enhanced by SEO techniques and sponsored links on blogs and social networks. An example here is the creation of articles talking about the product universe.
At the time of conversion, you must turn the visitor into a lead. This can be done by creating offers so that this person spontaneously gives out your personal information, for example by making an e-book available in exchange for filling out a form.
Here, the company identifies the stage where the customer is to accelerate the process of buying the product. It's time to work with strategies to position the lead in the process and make it easier to advance on the journey. This can be done by sending promotional emails, for example.
In it, the lead is configured in a real possibility of business. Work with tools to integrate the sales team into Inbound, setting goals and objectives in common with the entire team, and improving integration. Consider features like the Service Level Agreement (SLA), for example.
The last step is the analysis, when the company evaluates its results and verifies if there was a return on investments. You can monitor actions that occur on sites with features like Web Analytics.
WHAT ARE THE BENEFITS OF INBOUND MARKETING?
1. GREATER CHANCES OF CONTEMPLATING THE TARGET AUDIENCE
In the Inbound, the one who comes to your company is the customer. In Outbound, investments are usually more expensive and less controlled, requiring much greater efficiency to justify the expenses incurred.
2. CAC MORE SUITABLE TO THE NEEDS OF THE COMPANY
The cost of acquiring customers in Inbound reflects the savings the company makes.
3. OPTIMIZED ROI
Due to the control that can be made of the campaign, Inbound allows more precise adjustments so that it is always compatible with the expected results. This allows, for example, the investment ROI to be optimized.
It is possible to increase the visibility of the company in an online environment with Inbound. In this way, the institution can become a real reference in the web segment, improving its reputation.
5. HIGHER SALES CHANCES
As a result of the step-by-step process that follows Inbound, your company will have the optimized sales process. The shopping journey will allow you to concentrate your efforts more accurately while avoiding early closing attempts.
Posted on May 28, 2018 at 01:29 PM