Inbound marketing consists of a set of techniques that make the user see your content and feel attracted to it. It is a methodology that, through non-invasive actions, attracts the user voluntarily until they become a customer. It is the opposite of traditional marketing and is based on building a relationship with the consumer instead of just filling them with advertising and interruptions. The main actions that confirm this technique are SEO positioning, content marketing, dissemination on social networks and analysis of the results obtained.
One of the most important aspects of this methodology is that you define your buyer persona very well. It is key that you know who you are targeting and do not perform actions on the fly. Basic data such as gender or socio-cultural level is not enough. You must explore more and use in-depth surveys if necessary in order to obtain data such as purchasing habits and behaviour, interests, hobbies, desires, wishes, values, ideals, philosophy of life, as well as the things they really dislike.
Differences between inbound marketing and traditional marketing
Before getting to know the objectives of inbound marketing, we want to show you some differences between traditional marketing and inbound marketing so that you don't make mistakes when implementing your inbound strategy.
- In traditional marketing, the audience is interrupted without knowing whether or not they are interested in the product or service; however, in inbound marketing, the most important thing is the customer and the aim is to attract them with valuable content that satisfies their needs.
- The objective of traditional marketing is to sell, sell and sell, whereas inbound marketing seeks to satisfy the consumer's information needs in order to attract their attention with innovative content, leaving it up to them to decide whether or not to purchase the product or service.
- In traditional marketing strategies are aimed at a large audience and the company-customer relationship is cold and impersonal. However, in inbound marketing the target audience is much more segmented, i.e. the messages reach a smaller number of people who are interested in the product or service.
- Communication with the target audience in traditional marketing is unidirectional and their opinion does not matter. In contrast, communication in inbound marketing focuses on establishing a relationship of trust with leads or potential customers. Likewise, in the inbound methodology, the aim is to let the customer know that their opinion matters.
- The most commonly used tools in traditional marketing are the typical call centre calls, mass emails, pop ups and banners when entering a website, among others. However, blogs, social networks and websites are the most commonly used tools in the inbound methodology. In other words, inbound marketing seeks to convince without attacking or invading.
Objectives of inbound marketing
Increase visibility
If you don't appear on the internet, you don't exist. Your brand's presence on the internet has to be seen by your target audience. Your audience has to know about your existence so that they can get to know you and who you are and what you offer. Thanks to search engine optimisation or SEO, which is one of the tools used in the inbound methodology, you can create valuable content that will attract more traffic to your website. To increase visibility, inbound marketing is based on content marketing, the famous SEO and social media marketing. That is, it is based on the creation of valuable content that meets the needs of your customers, the definition of your keywords to position your brand in search engines through your website or blog and your presence on social networks that will serve as a showcase for your brand.
Capture Leads and traffic to the website
Another of the objectives of inbound marketing has to do with the following: The more leads you have, the more sales opportunities you will create for your business. Once you have attracted a good number of leads, it is important to take them by the hand throughout the purchase decision process. We recommend offering them quality content such as e-books, articles, downloadable material, free courses, among others, to give something in return for the information they will give you. That is, when creating your forms, also create valuable content that they can receive in exchange for filling it with their data. The leads allow to carry out strategies such as lead scoring that helps to classify the leads and identify those who are more prepared to buy. We recommend that your website has an attractive and friendly design, and that you can offer visitors the content they need. Here then resort to paid Google campaigns through the networks.
Nurture your potential customers and retain your current customers:
Once you have your leads or potential customers, nurture them with content frequently so that they end up becoming customers. And do not leave behind those who are buying and who are already your customers. On the contrary, offer them new quality content to make them loyal. Once you capture them, do not let them go. Seek to know their opinion about your product or service once purchased so you can nourish yourself with the opinion of your customers and so you can improve your services. Also, implement personalized email marketing campaigns to reach the needs of each user by providing real value. Do not forget the lead nuturing that consists of sending personalized email chains in order to accompany a user throughout the process of buying a product or service.
Put this methodology into practice and achieve the objectives of inbound marketing. Do not leave your customers aside. Follow up to convert them into sales opportunities and do not stop interacting with them through social networks. Now that you know more about the objectives of inbound marketing, do not hesitate to use this technique so that your brand or business grows without measure.
