What is Inbound Marketing? Discover Attraction Marketing and develop strategies to attract and win customers – WAU
Inbound Marketing is a marketing concept focused on attracting, converting and delighting customers. Attraction Marketing, as it is also called Inbound, moves away from the traditional concept of advertising and allows the connection with the target audience through the pillars: Content Marketing, SEO and Social Networking Strategies.
To make matters worse, it was not uncommon for cases where the quality of the solutions sold left something to be desired, and the consumer could do little to avail himself of his rights. Times have changed.
Digital transformation and radical changes in consumer behavior have changed the rules of the game forever. companies needed to create new ways to win and retain their customers, and Inbound Marketing was the best of them.
Millions of companies, worldwide, use this Digital Marketing strategy that brings excellent results. Want to learn more about it and see if Inbound is for you?
So you came to the right place, since in this post you will learn:
What is Inbound Marketing
Inbound Marketing is a set of marketing strategies that is based on the idea of creating and sharing content aimed at a specific target audience, to gain the permission to communicate with your potential customer directly, creating a relationship that can be long lasting .
In other words, instead of interrupting potential customers, the idea is to attract you through relevant content.
From there, people impacted by this content tend to feel confident enough to allow the company to get closer and, little by little, build a healthy relationship that can result in the sale.
It is not for nothing that the term Inbound Marketing can be translated as Attraction Marketing.
To make the concept of attracting rather than interrupting even clearer, see below a video that we have prepared to explain what Inbound Marketing is:
In summary, the Inbound Marketing is the strategy in which customers come to your company, attracted by your message. From there it becomes easier present their solutions and turn them into customers and even brand promoters.
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Origin of Inbound Marketing
How did Inbound Marketing come about? At what point do brands understand that they shouldn’t interrupt their consumer, but rather help them and create relationships? We will explain this in this topic!
Inbound Marketing has been practiced for a long time by marketers, even unconsciously.
Marketing that focuses on content, that raises the objective of offering relevant information, of publishing something that adds value – tangible or intangible – to the potential customer, can be considered Inbound Marketing.
The term began to be used by Brian Halligan, co-founder of the company Hubspot.
However, according to the American guru Peter Druker, the principles of Inbound Marketing have been developing for decades and have their main foundation in the concept of Seth Godin, Permission Marketing, present in the book “Permission Marketing” 1999.
This book contains the main guidelines of Inbound Marketing and can be an interesting read for anyone who wants to improve in this area.
If we go deeper, we will see that the concept of Inbound Marketing comes parallel to digital marketing and the relationship between the consumer and advertising, in this case, internet user and online communication.
If before the consumer had no control over what he consumed, on the internet he can choose everything: channels, content, ways of consuming etc.
That is why, nothing better than conquering it with what he himself wants to absorb.
Hence the importance of working with intelligent strategic planning and high performance actions.
Inbound is like a magnet, which attracts the customer through the published content.
Inbound Marketing X Outbound Marketing: understand the main differences
So far, we have only taken a brush at the concept of Outbound Marketing, but it involves the practices that we are used to seeing “since always”: ads of various types, direct contact by phone, e-mail, sales stands at events, etc.
The cost of stocks is usually higher, and it is not always possible to accurately measure results on Outbound stocks.
Inbound, on the other hand, uses content to attract public attention, through channels such as blogs, social networks and e-mail. The cost is lower and the results can be measured quickly and accurately.
Main features of Inbound
Since Inbound Marketing makes use of offering content that satisfies the doubts that the public brings, there is more openness to a close relationship.
With that, you can expect:
- open communication: brand and customer engage in discussions and initiatives, interaction is open and constant;
- continuity: instead of interrupting people, the brand’s message is passed on continuously, at the most convenient moments for them;
- greater engagement: based on a relationship of trust created by the constant generation of value without interruptions, the engagement is greater.
Main features of Outbound
Among the main Outbound Marketing strategies are advertisements in print and digital publications (from newspapers and magazines to blogs and social networks), as well as TV and radio commercials.
Because of this, the main characteristics of Outbound are:
- unilateral communication: in an ad there is little or no interaction. The brand speaks and the audience listens;
- constant interruption: the consumer experience is paused (often unwillingly) so that the sales message is disseminated;
- less engagement: if the product sold is not what the person needs, at the right time, the ad will have little effect on them.
Now that we’ve seen the main differences between Inbound and traditional Marketing, let’s see the main reasons for investing in the strategy:
Benefits of Inbound Marketing
Is it worth investing in inbound marketing? We will present 8 reasons for you to understand the importance of strategy for your business.
Attracting potential customers through relevant content brings several benefits to your business, be it large or small, B2B or B2C.
The traditional marketing model has some shortcomings that do not exist in Inbound. In turn, this method has everything it takes to build a strong brand and increase sales.
As in the video above, Inbound is the marketing that people love, and now you can see what some of the results of that love are:
Reach the right audience
We could even say that one of the advantages is reaching a larger audience, and it would be true. A well-designed Inbound strategy has everything to greatly increase the audience that comes into contact with your message through content.
According to Content Trends 2017, companies that adopt content marketing achieve 2.2 times more visits compared to those that do not use it.
Instead of simply attracting traffic from people who are not in the least able to buy from you, the content will only attract the attention of those who show potential for future purchase.
Those that produce a greater amount of content (more than 13 pieces per month) get 4.2 times more visits.
But the main thing is not the quantity, but the quality of the audience reached. The good news is that Inbound also stands out in this respect, as the highly targeted content allows it to reach the right audience. As well?
Proof of this is that the same research showed that companies that use content marketing can also generate 3.2 times more leads than companies without a similar strategy.
The name “attraction marketing” was not given for nothing. By offering content that helps the persona in practice, instead of simply trying to “push” any product into it, a relationship of trust is created.
From there, your audience will be more open to hearing your recommendations and tips than you would be without a content strategy focused on their needs.
According to HubSpot, one of the largest Inbound Marketing companies in the world, while only 29% of people want to know more about a product with a seller, 62% do such searches using search engines.
In addition, Inbound Marketing is based entirely on open communication and constant interaction. Knowing the opinion and tracking the persona’s reaction to what you create is the best possible source of feedback.
Greater power of persuasion
Persuasion is one of the most important elements in closing sales. It is much more difficult to sell to those who are in doubt, and when this happens, the after-sales relationship is not usually the best.
Inbound Marketing gives greater convincing power because it is an argument based on solid information, and that is built over time, not all at once.
Throughout the Inbound process, the persona receives exactly the type of content they need, which gives them enough time to convince themselves and continue researching.
And when the time comes to sit down with the leads to talk, specifically, about how your product or service is best for them, the whole history comes into play.
That is why 51% of companies that use social media said that one of the main benefits is to increase sales and the number of customers (Social Media Trends, 2018).
In short, the relationship you worked so hard to build will make all the difference at the most decisive moment of the buying journey.
Shorter sales cycle
Sales cycle is the time that your company spends from the initial contact to the closing of the sale, considering all stages of the journey.
The longer it takes to convert leads into customers, the longer the cycle, which also means a higher acquisition cost. Thus, it makes sense to consider what effect your marketing strategies have on the sales cycle.
One of the many uses of Inbound is to reduce the time it takes to get someone to buy.
This happens because of the highly relevant and personalized content, which accelerates the movement of leads through the sales funnel and places them earlier in the decision to purchase stage.
According to the Martech 2017 survey, 50.4% of technology companies that adopt Inbound Marketing have a cycle of less than 30 days. Only 29.5% of those using Outbound methods have this performance.
Among the results of having a shorter sales cycle are, mainly, the increase in sales and the decrease in costs, the next benefit we will talk about.
We will go into more detail about the cost of acquiring customers later in this article, but you already know that when we talk about “costs” the ideal is always the minimum possible, right?
In addition to lowering acquisition costs, Inbound is also relatively cheaper than traditional solutions, such as advertisements and brand activations.
The best thing is that this cost reduction does not cause the business to suffer from the loss of quality or the decrease in results. On the contrary, it is just a more efficient investment.
With less wasted resources you have a larger budget to apply to tactics that really work, and to continue scaling your Inbound Marketing strategy.
Measurement of results in real time
Successful marketing is always results oriented, and it is essential to monitor the data in real time to know precisely and quickly what is working and what is not.
With good reason, HubSpot reported that 72% of organizations that calculate return on investment (one of the most important metrics) say their marketing strategy is effective.
Here at WAU, we’ve already made several changes and optimizations based on the information we found measuring our own performance.
If it weren’t for the ease with which it is possible to do this in Inbound Marketing, we would hardly have reached R $ 20 million in recurring revenue in just 4 years.
It is important to closely monitor the results of each of your strategies, such as content marketing, social media and SEO, but also to keep an eye on the general context of your marketing planning.
Higher average ticket
Qualified and well-informed leads during the sales process feel more confident to buy and, as a result,