Rodrigo Silva

Inbound Marketing: The key to your company’s success

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Inbound Marketing: The key to your company’s success

Attraction, integration, automation. These are the main competitive advantages that make Inbound Marketing the most effect digital marketing strategy to boost businesses.

Since 2006, when the Inbound Marketing philosophy was created by Hubspot founders, thousands of companies around the world have been able to increase sales, save costs and improve intercompany team collaboration.  

But, what is Inbound Marketing? How does it work? Is it content creation, or SEO (Search Engine Optimization) or a platform that measures conversions, or marketing automation - perhaps email marketing too? Well, it is all that and much more.

Basically, an Inbound Marketing strategy takes all elements of a digital commercial strategy and combines them into a comprehensive strategy that replaces the old-fashioned outbound tactics of traditional marketing, and creates a system that seeks and goes where the clients are, studying and detecting what they want, offering to them attractive and relevant pieces of content about their needs, setting up a relationship based on trust and transparency, and finally connecting your company products and services with people that – due to the whole previous process - are ready to become your customers and, even better, become your brand ambassadors.

By integrating digital tools such as web sites, blogs, landing pages, calls-to-action, content offers, marketing campaigns, metrics and KPIs, Inbound Marketing contributes to optimize your resources, helps you know the effects of every marketing action, and creates a permanent presence of your brand on the Internet, which does not happen in a traditional outbound marketing campaign where your company makes a huge investment in advertising and never gets to know what was the true ROI of that action.

Even better, if the Inbound Marketing process is properly and permanently nurtured and updated, the engagement between your brand and your customers will become a long-term engagement relationship, and your teams (mainly your marketing and sales teams) will work in a more collaborative way, improving customer service, optimizing internal processes and delivering more and better tools to follow your company’s performance.  

Basic Inbound Marketing Benefits

Here we have essential Inbound Marketing strengths, but we must consider that these are a flexible and customized solution, so these can vary according to the type of business you are running, or the kind of industry work within.

Let’s see some of these benefits:

Increase your web site traffic. Inbound Marketing is a marketing strategy that helps your company get more quality traffic to your web site, extends your brand literally to the whole world, personalizes your messages according to different types of prospects, leads, and clients, at different stages of the buyer journey.

Data-based management. You can’t improve what you’re not measuring. Otherwise, how do you know which elements or processes of your campaigns need be revised and improved. Every tool that is offered by Inbound Marketing is measurable, so you are able to better know and understand your buyer personas (your ideal clients), their habits, preferences, challenges, behaviors, pain points, answers and changes. All of this data is then used to create new ways to engage with them.

Improved client engagement. Because the Inbound Marketing philosophy focuses on the clients, instead of the company, the customer experience that your brand delivers is far more attractive, friendly, permanent and responsive.

Instead of the classic outbound strategy, which used to chase clients to offer products, services, sales, and discounts that they haven’t considered if they need it or not - Inbound Marketing starts conversations with possible clients, listening to their needs and creating interest to know more about you.

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Coordinate and integrate your teams. Marketing and sales are usually teams that don’t work in a very united manner. They speak different languages, have different goals and targets. However, with Inbound Marketing they start to speak the same language, share the same goals, and begin to understand that they need each other in order to improve internal processes, acheive the company goals, and deliver an ehanced customer experience.

Thanks to Inbound, they start to share information, have access to the same metrics, and follow prospects throughout the conversion process.

These 10 years of Inbound experience have proved that the system really works. Let’s check some statistics from Hubspot:

  • Companies who post 15 or more blogs per month get 5 more time traffic to their web sites.
  • 45% increase in web site traffic when a company raises their blog posts from 11–20 to 21-50 per month.
  • 13 more times of possibilities to get positive ROI in companies that correctly apply a blogging strategy.
  • 61% less is the cost of leads through Inbound Marketing, in comparison with leads generated through outbound marketing.

How much is your company currently spending to get new clients? Are you satisfied with the results? Can you measure the ROI? What are the main challenges your company faces in attract new clients?  We invite you to leave a comment.

Rodrigo Silva

Rodrigo Silva

Rodrigo is a journalist with over 10 year of experience in writing.

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