Inbound Marketing basically consists of developing strategies focused on generating content that's useful and relevant to your target audience, which work as magnets to capture leads, winning over your customers through attraction.
According to HubSpot, considered by many to be the creator of the concept, Inbound Marketing can be defined as follows: “Any marketing tactic that relies on earning people's interest instead of buying it.”
The stages of Inbound Marketing
A good Inbound Marketing strategy follows these stages:
- Stage 01: Attraction
In the first stage, attraction, the idea is to generate qualified traffic to the desired channels, using relevant content published on blogs, social media, and optimized landing pages, for example.
- Stage 02: Conversion
In the conversion stage, we use techniques to turn visitors into leads, such as imperative phrases to encourage them to make certain decisions and forms on landing pages to capture more precise user information.
- Stage 03: Sale
This is the stage where we turn leads into customers by nurturing them—that is, through closer contact between the company and its potential consumers via personalized email, CRM integration, or targeted contact on social media.
- Stage 04: Delight
In the fourth and final stage, delight, is where many companies miss the opportunity to build customer loyalty and turn them into brand promoters. It's much more expensive to attract a new consumer than to keep one you've already won, and through a close, ongoing relationship, it's possible to achieve that goal.
Why do Inbound Marketing?
Consumers are changing—reading more, researching before making a purchase, comparing one company to its competitors, asking questions and getting advice from friends on social media. So a shift is needed in the way companies do digital marketing, in how they relate to their consumers.
Brands need to break away from the ordinary and get closer to people who are truly potential customers—people with buying potential, with the potential to actually become customers.
How can On help your company?
With well-planned actions focused on inbound marketing, Agência On immerses itself in the environment of its clients' customers in order to get to know them thoroughly. This makes it possible to produce targeted, interesting content (in the form of text, images, videos, podcasts, or ebooks, for example) and publish it through a blog, a search-engine-optimized landing page, and social media. The goal is to attract qualified prospects, who are then turned into leads, nurtured, and converted into customers—who may even become brand promoters.
By publishing the right content in the right place and at the right time, brands become relevant and useful to their prospects and customers, without being invasive or annoying. Inbound Marketing is the marketing people love! 😉
