The term Inbound Marketing is now increasingly widespread and increasingly used. However, it brings with it a number of complex and multifaceted notions that may not be known to everyone.
In this article, we aim to provide you with the basic smattering of this new marketing methodology. We will understand: what it is, what are the objectives and methods of development.
Definition of Inbound Marketing
Inbound Marketing can be defined as a marketing strategy or as a business philosophy, which is radically opposed to traditional Outbound Marketing. In this sense, the dichotomy is in fact very strong: Outbound marketing, used for a long time in both offline and online strategies, is in fact based on so-called “interruption ” techniques aimed at hitting a very large audience in order to identify within it, potential customers for a specific product or service.
If Outbound Marketing were an object, it would therefore be a sort of megaphone through which to announce specific messages to a general audience. However, these messages will only be physiologically heard from a part of it.
On the contrary, Inbound Marketing is not based on a concept of interruption but rather of attraction, such as that of a magnet. The ultimate goal is not so much to attract the attention of a vast and generalized audience of users, but rather to provide answers and solutions to a target audience that, in a completely autonomous way, will be attracted to our brand in this way. That’s why at the basis of any Inbound Marketing project there is always a series of informative, engaging and objectively interesting contents, which can be declined in the most different formats and with a very varied series of media.
Inbound Marketing is therefore a form of so-called “attractive ” marketing.
How Inbound Marketing works
The purchase process in Inbound Marketing is represented by a funnel , a sort of ” funnel ” composed of different phases, aimed at solving the problems that a user may have, communicating solutions , offering support and, finally, promoting the commercial proposal and therefore the sale .
Typically, an Inbound Marketing project develops according to four specific phases:
Attraction: at this stage of the funnel, our audience is still made up of strangers. Through blog posts, SEO-oriented content and Social Media Management activities, to cite some typical methodologies, the goal will be to attract the attention of our users and invite them to get to know us, read what we have to tell, enjoy the content we offer .
Conversion: strangers, now become visitors, will be called to shorten distances with the brand through specific call to action, dedicated landing pages and specially structured forms. In this phase of the funnel, the brand will be oriented to skim its users and acquire the availability of that slice that is potentially interested in its commercial proposal.
Closing: visitors are now leads and, through the integration between CRM, email marketing, they can be channeled into a virtuous workflow that will allow them to “warm up” up to the moment of the actual commercial approach. At the same time, valuable content will be specifically studied on this type of target.
Loyalty: leads that turn into customers because they have responded positively to a sales action will now be loyal to the brand, which will not forget them but will keep them strongly engaged with new valuable content. These include interactions on social networks, questionnaires, content premiums. Through an adequate loyalty action, a simple customer will become a satisfied customer and potentially a brand promoter.
Inbound Marketing: A philosophy Based On Empathy
In conclusion, therefore, compared to an Outbound Marketing that interrupted the normal activities of the public and whose investment hardly proved positive in terms of redemption, the Inbound Marketing process is completely virtuous and formulated to never be intrusive for the target.
On the contrary, it will provide for a standardization and coherence of image for the brand, a contextualization of its contents so as to propose itself as a relevant interlocutor, an optimization to guarantee ever greater clarity, an increasingly advanced customization to increase the level of user / customer. Experience, and a very strong dose of empathy – the first quality necessary to have a clear vision in the long run.
Author Bio: Lisa Ray is a content writer, she has a 6 years of experienced writing in different niche especially in digital marketing & technology. In a meantime she also love to do photography and worked with a top photography company in Dubai. She also love to travel around the world to explore the beauty of the nature.