We, as customers, have changed a lot in the last decades. Nowadays, we can easily check if a brand’s speech is true or not, we can quickly find other brands that offer the same product at a lower price, and traditional advertising is no longer effective on us.
Brands need to be different to win consumers attention.
Here is where Inbound Marketing joins the game.
As HubSpot says, Inbound marketing is focused on attracting customers through relevant and helpful content strategy, adding value on every stage in your customer’s buying journey. With Inbound marketing, potential customers find you through channels like blogs, search engines, and social media.
Unlike outbound marketing, in Inbound marketing you don’t need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
Inbound marketing is about making your customers find you, instead of you finding them. Because the aim of inbound strategy is to help users, not to interrupt them. And when you help someone, good things always happen.
HOW TO PUT IT INTO PRACTICE?
Hubspot introduces this four steps:
It’s important to have an Inbound marketing strategy, specially on the first two steps.
Attract and Convert:
You want to attract people who are most likely to become leads, offering relevant content at the right time – when they’re looking for it. To achieve this, it’s important to have a great content strategy, a good social media managing, and a blog.
When you succeed on getting customers to know you and they enter your website, you need to turn them into leads. You have to contact them through forms, mails, or meetings. Once you reach them, you have to help them, offering more relevant content for their business.
Close and Delight:
Once the lead turns into customer, it’s the moment to make them fall in love with you. You have to give them a quality service and meet their expectations. Besides, it’s advisable to keep on using your Inbound strategy, giving them more useful content, different from the one you gave them in early steps, making them feel special.
A happy customer will recommend you, and it will probably help you landing future sales.
You can have great content, but if no one can see it, it’s useless. It’s always necessary to complement your inbound strategy with a good broadcasting, in order to get traffic to your website.
We will succeed when we understand what our target is looking for, and what they really need.