The term Inbound Marketing is now more and more widespread and increasingly used. However, it brings with it a number of complex and multifacete notions that will not be know to everyone.
In this article, we aim to provide you with the basic smattering of this new marketing methodology . We will understand: what is it , what are the objectives and how to develop it .
Definition of Inbound Marketing
Inbound Marketing can be defined as a marketing strategy or as a business philosophy, which is radically opposite 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 wide audience in order to identify within it, potential customers for a specific product or service.
If Outbound Marketing were an object, it will therefore be a sort of megaphone through which specific messages could be announce to a general audience. However, these messages will physiologically be listen to only by a part of it.
On the contrary, Inbound Marketing is not base on a concept of interruption but rather of attraction , like that of a magnet . The final goal is not so much to attract the attention of a vast and generalize audience of users, but rather to provide answers and solutions to a target audience which, in a completely autonomous way, will be attract to our brand in this way. This is why at the base of any Inbound Marketing project there is always a series of informative , engaging and objectively interesting contents, which can be declined in the most diverse formats and with a very varied series of media.
Inbound Marketing is therefore a form of so- call ” attractive ” marketing .
How Inbound Marketing works
The purchasing process in Inbound Marketing is represent by a funnel , a sort of ” funnel ” made up of different phases, aim at solving the problems that a user may have, communicating solutions , offering support and, finally, promoting the commercial proposal and hence the sale .
Typically, an Inbound Marketing project develops according to four specific phases:
- Attraction : At this stage of the funnel, our audience is still make up of strangers. Through blog posts, SEO-oriented content and Social Media Management activities, to mention 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 contents we offer. .
- Conversion : strangers, who have now become visitors, will be ask to shorten the distance with the brand through specific calls to action, dedicate landing pages and specially structure forms. In this phase of the funnel, the brand will be orient to skim its users and acquire the availability of that slice that is potentially interest in its commercial proposal.
- Closing : visitors are now leads and, through the integration between CRM and email marketing, they can be channel into a virtuous workflow that will allow them to be “warm up” until the moment of the actual commercial approach. At the same time, valuable contents will be study specifically on this type of target.
- Loyalty : leads who turn into customers because they have respond positively to a sales action will now be make loyal to the brand, which will not forget them but will keep them strongly engage with new valuable content. Among these are social interactions, questionnaires, premium content. Through an appropriate loyalty action, a simple customer will become a satisfiy 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 turned out to be 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 personalization to increase the level of user / customer. experience, and a very strong dose of empathy – the first quality necessary to have a clear long-term vision.