Inbound marketing It is a strategy that in England is still considered as innovative but that, outside the country (USA and Europe), has been consolidated for a long time.
In an English translation, inbound marketing means “inbound marketing” but has gained a better meaning in the country called “attraction marketing”.
The truth is that inbound marketing grows bigger with each passing day. It breaks with traditional marketing, now called outbound marketing.
The concept behind this strategy makes all the difference in a world as connected as ours.
After all, with the many possibilities that technology offers us, it would be natural for strategies to change and adapt to such demanding consumers.
In this article, we help you understand what inbound marketing is, how to apply it to your business, and how you can attract even more customers into your business.
Learn how integrating inbound and outbound marketing delivers results
Understand how active prospecting is growing and supporting Inbound Marketing
Understanding What Inbound Marketing Is
This strategy aims to gain the interest of your potential customers by getting them to come to you.
The intention here is to show that your company is a reference in what you do. That no one understands more about what you sell than your business,
Inbound marketing is intended not only to attract customers to businesses, but also to communicate with them and understand their needs.
More than that, it serves to generate value for people: you help them, show how the solution you sell makes sense to the customer’s pain and then complete the sale.
What are its characteristics?
However, for this relationship to begin, the green light is the people – not the company as it is in old marketing.
Thus, with inbound one has:
- constant communication – Customer and company are always in touch sharing experiences and talking about everything that involves the context in which they are inserted;
- constant connection – The company talks continuously and growing with people. The intention is always to evolve on the subject and generate value for potential customers;
- constant engagement – When you can establish a relationship of trust, it is easier for people to engage in what the company brings as a solution.
How does it work?
The idea is to create relevant content that talks about not only the product or service you sell, but the context in which your business is located.
But for inbound marketing to work, you need to align content with your audience – so it’s important to know your persona.
For this you can create content such as:
- blog posts;
- among others.
You then attract “strangers,” turn them into leads, relate to them, generate value, show that you understand the subject, sell it, and ensure their success using your solution.
This is to apply inbound marketing correctly.
How is it structured?
There are 4 basic pillars that structure a successful inbound marketing strategy.
- Attraction of visitor traffic;
- Conversion of visitors into leads;
- Closing leads on customers;
- Delighting customers to see brand promoters.
These 4 pillars, to work, need to have marketing automation and an organization within your CRM Online sales funnel.
4 Benefits of Inbound Marketing
The traditional marketing model, so well known to everyone and that goes after customers, has defections that do not occur in inbound.
To better understand the benefits of applying attraction marketing, we’ve broken down a few topics:
1 – Reach the right audience
More than impacting more people with the content companies generate, one of the main benefits is reaching the right audience.
This is especially due to the use of keywords that make sense for your business and SEO optimization.
This way, your content will always be available to those who really search for it – after all, the person will type the word in search and go after the solution.
So if the content you write is good, if it makes sense, the person can feel free to leave the email with you, and then you nurture that lead to become your customer.
2 – Stay close to your customers
Content marketing can also be understood as a service provided to people. After all, if what you produced is really good, you will have helped a lot of people.
And that weighs heavily and increases your brand persuasion power.
If you have helped a person, they will be much more open to consuming other things that you have produced. She will be more likely to hear what you have to say about this and other topics that interest her.
Plus, when you are in touch with your prospects, potential customers, you gain valuable insight into what else you can produce or things to fix.
3 – Reduce the sales cycle
Reducing the sales cycle is important for companies that want to sell more and better while reducing operating costs.
Sales cycle is the total lead time from the first contact with your company to the time of purchase, considering all stages of the buying journey.
Throughout your buying journey, lead through the sales funnels you have created, give them content that educates you and makes you more mature.
So by understanding how your solution works for him, the prospect feels safer, more confident and can ultimately become your customer.
4 – Reduce costs
If the sales cycle slows down, obviously costs also fall. After all, it’s less time your marketing and sales team needs to spend on nurturing and maturing this lead.
The relevant content you have already created does it for your business.
Also, when inbound is combined with marketing automation, mass actions can be taken.
So you avoid that huge job of having to manually send the same thing to multiple people.
Metrics to make inbound more productive
Analyzing metrics is critical to knowing not only which path you are going, but how it is being followed.
The inbound methodology needs attention to a few metrics, so we’ve broken down the key ones you should take care of:
7 sales metrics companies need to take care of
Return Of Investment, ROI, is the return on investment you made for your business.
This is the main metric that the marketing industry needs to look at. After all, it’s simple: Marketing needs to make a business profitable (and it does it by generating leads), not loss.
We have an article that teaches you how to add ROI in companies.
When we talk about marketing, not only the number of sales counts. Take into account the sales cycle (did content help slow it down?), New purchases by active customers, and of course the number of leads generated.
CAC and LTV
CAC refers to Customer Acquisition Cost – how much was spent at the end of the lead buying journey to become a customer of your company?
Knowing how much your company spends to get each customer is essential to fine-tune these processes. After all, selling more for less is the scenario any business seeks.
CAC and LTV need to be very far apart. Life Time Value, which refers to the value (in cash) the customer has left to your business while consuming your products and / or services.
When LTV is much larger than CAC, managers need to stop immediately and rethink their customer acquisition strategy altogether.
ARTICLE: How content marketing can reduce CAC
It’s your conversions to watch out for.
The first is the classic answer to the questions: How many visits became leads and how many leads became customers?
It is also important to analyze conversions at each stage of the sales funnel. This is to identify if in any of these steps there are any problems that prevent the prospect from going further.
NPS – Net Promoter Score
It’s about asking the customer simply and straightforwardly, “From 0 to 10, what is the chance you can recommend the company to others?”
With the answers you receive, you’ll understand if your business really helps customers and how, and identify points you can improve on. And it goes from the content created, through the way you talk to the lead to the sales pitch.
How to attract customers with inbound marketing techniques? Check out 6 tips
For users of professional profile pages, receiving visits and likes is a great way to gauge if your business is working.
But when it comes to digital marketing, just having visitors is not that interesting. It is also important to generate leads!
Leads, as we have seen, are people interested primarily in the items you address online, but also in the services and products you are offering in the marketplace.
That is, such an audience ceases to be a mere anonymous visitor and becomes an actual potential customer.
To learn how to increase lead generation with inbound marketing and keep them in your network, check out the following tips:
1 – Invest in interactive tools
There are tools through which your visitors can subscribe to get more insight into your business or to hear from you.
The simplest is the form. In it, the person can enter your data to receive some material you have to offer or answer an evaluation survey, for example.
Also, there are already inbound marketing platforms in the market that help you easily structure the ways in which these leads are entered.
Thus, the visitor becomes a lead by simply being attracted by your news and care that your product site presents.
2 – Offer more engaging videos
Videos have become a great tool for attracting leads. Sometimes a well done audiovisual tutorial can sell more than any other media. It is also worth investing in educational videos, with didactic nature, to answer questions about any product or service.
And bet on webinars to create a great sales intelligence process.
3 – Review Commented Reports
Commented reports are a great way to tell if your content marketing is being sufficient for your customers – who are in the current lead position.
There is specific software to measure your website metrics. It is very important to keep track of lead-related benchmarks, such as the number of visits and how long people stay on your site, for example.
4 – Optimize and use templates
Having rich articles, good e-books or blog with updated SEO strategy are great differentiators. However, using templates that can optimize this type of content is even better.
Its purpose is nothing more than to place differentiated content about the company so that the lead knows about its material, in front of the displayed template.
When formulating this type of content, pay attention to the persona that will be targeted by what you intend to expose.
Be specific and provide your own language, but most of all, be frequent, as generating results with inbound marketing is a long, laborious but fantastic and profitable process!
5 – Feed your relationships on social networks
People spend many hours on social networks. For this reason, it is vital to your business that you be aware of your relationships within these channels. The purpose? Reach certain audiences.
One must answer the questions formulated in social networks immediately. And if Facebook shares and likes are featured, your company’s posts will be on the rise.
Therefore, it is worth investing in this practice with a professional who has the know-how to leverage your contacts and visibility in social networks.
6 – Learn more techniques for converting visitors into leads.
Targeted language is one of the keys to success for visitors to become leads. However, your audience may change over time. So, attention.
Analyze your context well and modify your outreach and relationship tactics and methods if necessary.
It is possible to use techniques already used for several years as CCS and SPIN selling. However, they must also vary or be complemented according to market demands.
So be aware, have well-defined metrics and daily tracking.
It is essential to always be on the lookout for knowledge to better understand what your visitors want to see in your business and web addresses, thereby selling more and gaining their loyalty.
With these tips, you can implement inbound marketing in your business, generate leads, and sell more and better.
So how can we help you?
If you have any questions about the marketing or sales process, talk to a consultant today.
Learn more about what CRM is and how it helps businesses, as well as lead generation on Facebook Lead Ads integrated with CRM.
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