What Is Inbound Marketing?

The concept of Inbound Marketing may seem new or little known by companies. Still, within digital marketing, it is a fundamental strategy to reach customers non-intrusively and, after a series of actions, achieve their loyalty.

This article explains what Inbound Marketing is and its advantages to companies implementing this digital strategy.

What Is Inbound Marketing?

The marketing attracts your potential customers, convinces your prospects, and makes your customers fall in love with quality content.

It is a non-intrusive digital marketing strategy based on the natural attraction of users to your website, where they can obtain information about your products or your business.

Publishing quality content at the right time and place makes the user advance in their purchase process until they become customers or promoters of your products.

The personalization or adaptation of the content to the user and the moment of the purchase process is the tool that facilitates the conversion of an unknown user into a loyal customer.

What Is Outbound Marketing?

Outbound Marketing includes marketing techniques for the company to look for the client. In the Inbound, it is the customer who goes to the company.

Example :

Invasive banner ads that the user does not want to see.
The acquisition of databases or email lists.
The indiscriminate sending of SPAM emails.
Prospecting for cold-door customers in industrial estates.
What are the critical concepts of Inbound Marketing?

The Content

The pieces of content are responsible for promoting users’ progress in their purchase cycle, so they must be helpful to content of an educational (non-commercial) nature. They will be adjusted to what users require at all times.

The Potential Client Or Buyer Person

The Buyer persona is the user you are targeting.

Having information about who your potential customer is and what they are like will allow you to focus your marketing actions and be more effective.

If you know the challenges and “pain points” of your buyer persona, you can create content that offers them the solutions they need.

The Purchase Process

One of the keys to inbound success is knowing what phase of the purchase cycle the user is targeting to align the content to their needs or take the most appropriate action at that moment.

The needs of a user looking for preliminary information differ from those who already know they are about to make a purchase decision.

The transformation from an anonymous user to a loyal customer is a process, so it is necessary to know what action causes such a transformation to consistently apply the most appropriate one.

The main objectives pursued by Inbound Marketing are:

Attract users to your business through relevant content.
Facilitate natural communication with your users without unwanted interruptions.
Establish lasting relationships with your customers.

What Are The Advantages Of Inbound Marketing?

Now that you know what Inbound Marketing is and how it works, we will discuss the advantages of implementing this methodology in companies.

The advantages of Inbound Marketing for companies are the following:

Improves the reputation of companies, making them benchmarks in the sector.
Increase organic traffic- the traffic that comes naturally to your website.
Increase the number of loyal customers or prescribers of your brand.
Create an infrastructure of your channels for content distribution: the corporate Blog, the company’s social profiles, etc.
Results improve due to qualifying leads and aligned work between the Marketing and Sales departments.
Decreases the Cost Per Lead.
The users of the companies that use Inbound Marketing are happy because they access personalized and valuable content for them.