What is Inbound Marketing?
Inbound Marketing is a methodology that, by combining marketing and advertising techniques, aims to attract potential customers with the intention of turning them into leads through the creation of value content to satisfy their needs. This methodology contacts people who are at the beginning of the purchase process and accompanies them throughout the process. The Inbound Marketing methodology is always aware of the point of the purchase process in which the potential client is to personalize the content that is offered at all times. In this way, due to the use of the corresponding strategies and actions, client’s loyalty is finally achieved.
Inbound Marketing has multiple benefits:
- The reach to potential clients.
- The community made around the brand.
- Strengthens the brand image of the company.
- Resources are permanently saved thanks to marketing automation.
- Two-way communication is achieved thanks to interaction.
- Segmentation is possible to address the target audience.
- Companies get clients constantly, due to the Inbound Marketing methodology.
What is the Inbound Marketing methodology?
Inbound Marketing has been adapting over time as a result of changes in purchasing processes. These processes are affected by the way clients buy, the purchase decision process, the way we live and the needs we identify for the acquisition of a product or service.
With the purchase process, we refer to the current moment, to the way in which the client uses applications, search engines, the Internet and e-commerce. Companies, for their part, also benefit from the use that users give to these platforms, since, thanks to the information that is registered, they make it possible for them to disseminate content of all kinds according to the moment of the purchase process in which the client is.
The Inbound Marketing methodology used by V3rtice, a communication agency, is divided into four stages that, finally, achieve the loyalty of the potential client: recruitment, conversion, sale and loyalty.
What strategies are developed in Inbound Marketing?
V3rtice, as a digital marketing agency in Barcelona and Madrid, developes the following Inbound Marketing strategies:
We use SEO positioning strategies when Internet users search for information about a product or service. Thanks to these strategies, companies create content and position it in search engines so that the user can find it and thus get quality traffic and attract potential clients.
A social media strategy is developed to reinforce the positioning and thus ensure that client find the brands through other platforms. In this strategy, the social media in which we are going to upload our valuable content must be chosen carefully, since not all social media are the same and there are different profiles in each of them. So once the social media (or diverse social media) that we are going to use for Inbound Marketing has been chosen, the objectives, the type of content that we will be published and the frequency with which we will do it will have to be defined very well.
In addition, to carry out Inbound Marketing actions, we cannot forget about the development of a buyer persona, setting SMART objectives, planning the content that is going to be created, doing the analysis of the competition and, at the end, measuring the actions that we have carried out.
What is a buyer persona? It is a document that reflects which is the ideal client of our brand. We define on it the client’s needs and the possible solutions that we can offer them with our product or service. Having a good and clear buyer persona will help us get more leads and increase sales.
SMART objectives are measurable objectives that help us determine if the actions we will undertake are going to work or not. Therefore, when developing a strategy and thinking about the actions that will be implemented in it, we must set objectives that are measurable, specific, achievable, relevant and temporary. In this way we will be able to measure the success of the actions and if the results obtained are positive.
The competitors must be analyzed, this can help us to know what works or not, let us know where to find our target audience, what the audience wants, etc. We must not copy what our competition does, simply improve it or make it our own based on what we have seen in it.
Accions measurement is the last step of all, but it shouldn't be taken lightly. It has an important relevance because we must know if the actions we have carried out have been useful or not and thus decide whether to implement them in other strategies or modify them to achieve better results next time. For this, we must record all the actions carried out and measure their results.
If your company needs to get potential clients to increase sales and get to recommend your brand to grow your business, V3rtice communication, digital marketing and design agency is your perfect partner.
