Inbound marketing is a real discipline of web marketing that has develop in recent years. Its main purpose is to attract potential customers to your platforms, and then convert them into customers.
Two lines to say what would be everyone’s dream! In reality, inbound marketing includes a whole series of theories, strategies and methodologies, develop mostly by young marketers who have made their passion a real job.
The term inbound marketing can be trac back to a marketing software company, way back in 2005. Since then, what was an isolat idea has become a full-flg discipline, including books, teachers, and schools.
Inbound Marketing: What It Is and How It Works to Attract Users
Most companies are well aware that today being present on the web is not important, it is fundamental. Do you have a business, perhaps even well position in the center, do you do interesting promotions but do not have a website or a social channel? You do not exist.
Gone are the days when you could rely on the
Good old phone book to find a hairdresser, a metal finishing company or a veterinary clinic. Today, with just a few clicks – or rather taps – on your smartphone, you can get dozens of results.
This allows on the one hand to be found more easily, and on the other to be able to “personalize” this online presence, creating a coherent style, identity and content.
But this is not yet the definition of inbound marketing
Because we are talking about something even more specific. We are talking about a process, which follows certain steps specifically design to reach the ultimate goal of conversion.
The principle on which this discipline is bas is the reversal of classic marketing systems, that is, the active search for the customer.
Attention: this does not mean that buying pages in a newspaper, sending newsletters or information materials, posting in the center and much more are outdat methodologies. On the contrary, they should be combin with these new systems to reach a wider audience.
Imagine having to go out and stop people on the street to advertise your company. How many will stop to listen to you with interest?
This is exactly the principle of inbound marketing
Imagine, instead, hanging a sign outside your door with a catchy phrase: you will see that you will start receiving many visitors, while you sit with a cup of coffee in your hand.
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Inbound Marketing Meaning and Applications
Let’s translate the above metaphor into marketing language: what will we get?
Creating interesting content for the user, to make them look for you.
It is therefore about the constant and coherent generation of content that is personaliz according to the user’s interests.
Unlike outbound marketing, inbound marketing doesn’t have to fight for the attention of potential customers. By creating content design to address the nes and problems of your ideal consumer, you’ll build trust and cribility for your business.
In recent years, the same shift that affect inbound purchasing behavior has extend to the entire customer experience.
The good news is that this methodology continues to help businesses adapt to nes – not just through marketing, but with a more complete experience.
The philosophy on which inbound marketing is bas is not to be aggressive, not to disturb, but to let the consumer gradually develop interest in your product, and then at the right time discreetly propose the purchase. Classy marketing!
The marketing funnel
Funnel in English means funnel. This term perfectly represents the path to take users to convert them from simple visitors to customers.
It is therefore a process that, through the production of content that is interesting for users, aims to achieve a goal, be it a sale or the acquisition of contacts.
This process is divid into different phases, which aim to narrow down your audience to reach those who are potentially most interest, and it does so through a typical inbound marketing strategy, that is, the offer of content (read: the resolution of a user problem).
Closely relat to inbound marketing is funnel marketing
I will not go into the details of funnel agb directory strategies because they require a separate discussion. Suffice it to say that one of the stages of this path is the generation of leads. The lead (contact) is a precious treasure for every business, as we have seen when dealing with the topic of.
It allows you to photograph the user to build a profile, containing information of all kinds: personal details, location, interests.
This process is call profiling and is access to health care is the cornerstone of healthcare necessary for creating content that is interesting for that particular user.
Content is king
This maxim is always in fashion. Yes, because if it is true that having a page with a good layout helps a lot, what the user pays attention to is, ultimately, the content. This is why building the perfect itorial plan is so difficult. This is why it also brings results.
The first step is therefore very important, because it serves to convert the user from an occasional visitor to a loyal one.
What happens next? A process call nurturing occurs. Literally “nourishment”, it consists of pampering the user by offering content that is interesting to him, and by giving “gifts” of various types. It can range from a discount to an in-depth PDF, from a coupon to a free lesson… the possibilities are many.
However, all of them are aim – also – at conversion. Other objectives are awareness and consideration.
In fact, a relationship bas on trust is establish between the company and the user.
The means
If it is true that content is king, this message will have to pass through “containers” to reach the recipient. What are they?
In reality, there is no exhaustive list, on the one hand because the world of the web is constantly evolving, and on the other because it is often possible to use existing means in new ways.
However, the main channels through which the user finds the company are the and social mia . Therefore, having a website rich in content, constantly updat, well-built and easy to navigate is certainly the starting point for good inbound marketing .
Social mia are equally important, especially for building a relationship with users or, in this case, with the fanbase.
More and more often when
we search for information on a service, the first tap on the touch screen of our smartphone is not towards the search engine but towards Facebook. Company pages become real showcases, accompani by the same information present on the site, and sometimes even updat compar to it.
It is therefore essential to create an itorial plan for social mia too, with posts and updates on different topics, others to create interaction, others still to suggest an offer…
Websites and social mia are certainly not the exhaustive list of inbound marketing tools, but they remain the most important.
And you?
Now that you understand how important it is to build your online presence, do you think yours is adequate? Is your website updat, rich in content, adapt for mobile? Do you have an itorial plan to follow for social mia and are you constantly looking for content to propose? Do you take care of establishing a relationship with users?
If the answer is “Not yet”, know that this is our job and we can do it for you. We are experts in the world of web marketing, and our staff attends special refresher courses to always be on the crest of the wave.
