Inbound marketing: The best strategy for sustained business growth

Learn about the latest market trend, attraction marketing, its methodology, the benefits it brings to your business and the main differences with traditional marketing.

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Index

Inbound marketing is a way of doing marketing, a methodology that aims to attract customers by creating valuable content seeking to form useful connections to help them solve their problems.

The inbound philosophy seeks the growth of organizations by generating meaningful and lasting relationships with consumers, prospects and clients. Wanted provide them with content that provides insights and tools in your industry at each stage of the buyer's journey.

The buyer's journey (or buyer's journey in Spanish) detailed in the inbound methodology, is the process through which a customer goes from discovering your product or service until they finally make the purchase. The stages are: discovery, consideration and decision and each one requires different efforts by the digital marketing team.

It is important to note that for a company to have a 100% inbound strategy it is necessary to integrate the efforts of Marketing, sales and customer service in a single CRM platform.

Inbound methodology: Stages

The first stage of the inbound methodology consists of attracting potential customers to generate traffic through content marketing, SEO techniques and social networks, among others. The aim is to make every effort to attract only those who are most likely to become leads, prospects and, ultimately, satisfied customers. The aim is not to attract just any audience, but rather those who are interested in what your company has to offer.

The second instance is the interaction part to convert those web visitors into leads. It is achieved by generating actions that best adapt to the needs of users, providing them with relevant, valuable and useful content in order to establish a lasting relationship. For example, when a lead leaves their contact information through a web form.

The last stage within the inbound strategy is based on the delight of the customer to retain them. The purpose here is for them to become a promoter of your brand, to recommend your products or services to their acquaintances and friends. Likewise, it also tries to turn your business into a benchmark within its field.

Finally, you must bear in mind that, to achieve sales through content marketing, internal coordination is essential, so all your Teams (sales, customer service and marketing) must be perfectly in tune and aligned.

Gráfico de la rueda de la metodología Flywheel de Inbound Marketing.

Inbound technique: Main benefits

Once you have defined what inbound marketing is and what its main stages are, it remains to be mentioned why you should opt for this methodology. Let's see what are the main benefits of the inbound philosophy:

Captación de leads: Con el marketing de atracción a largo plazo lograrás mayor visibilidad en los buscadores, tráfico orgánico de manera continua en tu sitio o blog y atraer a tus clientes potenciales sin depender de una estrategia paga.

Generación de base de datos: A través de diversas acciones dentro de una estrategia inbound, harás que los visitantes compartan sus datos contigo mediante un formulario de registro y podrás segmentar correctamente tu base para luego ir nutriéndolos a medida que avancen en su recorrido.

Marketing automation process: Automatic database segmentation is one of the pillars of inbound marketing. It consists of the classification of leads (among other things) as "Sales qualified lead" (SQL), "Marketing qualified lead" (MQL), "opportunity" or "other", depending on the stage in which they are.

Attracting loyal customers: Loyalty marketing aims to build a long-term and real relationship with your customers to turn them into promoters of your brand.

The inbound technique within the universe of digital marketing has endless benefits for organizations and, among them, it is also worth highlighting: greater brand recognition, generation of greater trust and credibility, greater business profitability and differentiation from the competition.

Inbound marketing vs. outbound marketing

Outbound is one of the most traditional methods of marketing and is based on advertising actions. Advertisements on television and radio, telemarketing actions, sending promotional newsletters and banners on websites are some of the most widely used outbound practices today.  
 
and disrupts your activity (whether you're watching a television show, listening to the radio, or browsing a website, that's where advertising bursts in). and disrupts your activity (whether you're watching a television show, listening to the radio, or browsing a website, that's where advertising bursts in).  
 
On the contrary, marketing no intrusivo o non-intrusive or inbound marketing does not seek to interrupt the potential client, but rather offers them relevant and useful content to solve their problems only when they are looking for it. Here it is prioritized that the user goes out to find what he needs and is accompanied through the different stages of the lifecycle stage.  

While outbound marketing breaks in directly by presenting content to the public that is not always wanted or designed for them in inbound marketing useful connections are formed so that the customer can solve their real problems.

In other words, while the outbound content is based on an advertisement, content marketing includes valuable content such as: blog posts and articles, videos, pillar pages, checklists, infographics, guides, e-books, webinars , success stories, testimonials, free trials, demos, etc.

Ilustración que muestra diferencias entre inbound marketing y outbound marketing.

Main differences between both practices

  • Outbound focuses on the product or service and content marketing on the customer.
  • The inbound strategy focuses on digital channels (social networks, web ads, blog content, videos, etc.) while the outbound uses more traditional media (radio, TV, billboards, etc.).
  • An inbound philosophy implies providing content for each stage of the buyer's journey, whereas traditional marketing wants to reach the entire audience at the same time with the same message.
  • In traditional marketing there is no possibility of interacting with the public in real time. With the inbound technique, two-way interaction and communication is prioritized.

There are tools on the market like Hubspot, Lander and Booker to coordinate your inbound strategies and transform your business. In short, an inbound practice within an organization must include a specific mentality and the first step is to design your ideal client and share it with all areas of your company.