Thanks to the benefits of inbound marketing, many companies have positioned themselves in people’s mind and achieved solid customer loyalty.
The inbound marketing methodology seeks to accompany the customer from the beginning of their sales process or approach to the brand and make them a promoter of the company.
To ensure that the customer will have a comfortable and harmonious purchasing experience, it is essential to implement effective and attractive inbound marketing techniques.
How is that accomplished? With useful, relevant and valuable content, you will be able to attract customers through different channels such as blogs, social networks and browsers.
Before starting, it is important to clarify that inbound marketing is not the same as traditional marketing. In this case, the aim is not to impact customers with flashy and intrusive advertising; the objective is to be able to add value to people’s lives through relevant content and guide them, with the help of strategies, to become customers and, eventually, brand promoters.
There are four stages of inbound marketing. By following them, you will make the consumer feel that your purpose is not to achieve sales but to add value to their life through the brand.
In this stage, also known as “lead attraction”, you are looking to involve people in your company. The goal is that visitors reach your page through content they find interesting on Internet platforms. To see how they reached you, it is advisable to have a tracking tool such as Google Analytics for websites and Hootsuite for social media.
In this stage, you will start to differentiate leads from visitors. Therefore, we will seek to serve those who want more information.
This is one of the most anticipated stages since the team will have direct contact with the potential customers. One way to finish convincing them is through effective communication. This must be previously defined in the inbound marketing strategy.
Once a relationship or contract is established, the attention must continue. The service and benefits should be maintained or increased to ensure that final customers are happy with the brand and ultimately are promoters of it and attract more people.
By implementing an effective strategy and completing the four stages mentioned above, your business will begin to enjoy the results of inbound marketing. According to Milca Peguero, marketer and digital marketing consultant, several of the benefits you can get from digital marketing are the following:
• Increases brand visibility and recognition
In the digital environment, if you are not constantly updating content, it is as if you do not exist. Once the buyer’s journey is completed, customers will be able to share your content if they like it, which will make you reach more people and be seen as a legitimate source.
- Educate your target audience about the digital world in which they live
People invest more than 50% of their online time in content, and another 30% in social media where content is shared. (AOL & Nielsen) Before making a purchase, the customer will most likely research as much as possible about the product and brand. With the help of tools and research you can know where your target audience is and strategically distribute your content.
- Generate quality traffic and leads
According to News Cred Magazine, active blogs generate 67% more leads. By creating quality content and focusing on the needs of the public, there will be more traffic to your page. From that arrival of leads, you must guide them and subtly turn them into clients and promoters.
- It is more profitable
By making content for a target audience rather than trying to reach all the general public, it is easier to allocate effective resources. The resources you use will be used because they are aimed at customers who are interested and willing to consume your product or service. Finally, according to HubSpot, companies that invest more on inbound marketing than outbound save an average of $20,000.
Inbound marketing is not a myth but a proven methodology used by major international brands. Their success stories are a proof that with the right strategy and a careful eye for details, you can create a loyal customer base.
One important example is from Starbucks, a company focused on service and experience. Their social networks are active and in general, they do not seek to sell but to transmit emotions and create a community characterized by their love of coffee and peaceful moments. In addition, its campaigns and content are visually attractive and it bets on the consumption of coffee as the perfect ingredient for productive mornings.
Another great example of inbound marketing and making content in the right way is from Herschel Supply Co, a company dedicated to selling travel goods. The brilliant ideas of the brand can be seen on its Instagram account where the company shares travel photos that come directly from the audience.
Fortunately, companies have discovered that if they interact in their social media in a humane way, they will reach more people. Taco Bell’s Twitter account is proof of this. They have managed to gain more than a million followers based on clever copywriting, gifs and jokes, guaranteeing fun among users and creating an attachment to the brand.
Everything seems to indicate that inbound marketing is gaining more and more strength and can probably produce more benefits than traditional marketing. The way people consume and share information has changed so much that the last thing users want is to be full of advertising that doesn’t interest them.
Thanks to inbound marketing, the approach to potential customers has changed. And thanks to this, brands have the opportunity to show their most human and understanding side to others.