Agencies that use inbound marketing are becoming more and more, sincethis marketing strategy has becomeoneofthemostused and oneofthemost positive results. In additiontoitsrelativelylowcostswhencomparedtotraditionaladvertising.
Theterminbound marketing wasborn a fewyearsago, in paralleltotheexpansionofthe digital era. Itis a methodopposedtotraditionaltechniques: farfromintrusiveadvertising, itseekstoreachthecustomer in a natural way as sayagencia Inbound MarketingDigitalmind:
Thedefinitionofinbound marketing involvesattractingdesiredcustomersthroughvaluablecontentthatisofinteresttothem, followedby a combinationof marketing actionsuntiltheybecomebuyers.
Theultimategoalistocreateaninterestedcommunitywithuseful, high-valuecontentthatmakesthemfindwhatthey are lookingfor, whentheyneedit, and ultimatelysolve a tailoredneed.
What do inbound marketing agencies do?
Theworkofinbound marketing agencies consistsofdevelopingefficientattractionstrategies and optimizing online contenttoreachthedesiredtarget and thusgeneratelong-termassetsthroughachievablegoals and objectives.
There are agencies thatofferonlyinbound marketing servicesindependentofother digital strategies. However, there are alsoadvertising and branding agencies thatoffer full service digital strategies.
Allactionsthatencompassinbound marketing are nottheworkofoneperson; itusuallyrequires a teamconsistingof a community manager, a copywriter, a programmer and a designer, who are specificallyresponsibleformanagingthe digital communicationofthebrand. Amongtheteam’sresponsibilities are thefollowing:
Content creation: Qualitycontentthatrespondstotheclient’sneeds.
Personalization: Creationofspecificactionstodifferent marketing segmentsforeachstage in theprocessofinteractionwiththebrand.
Viralization: Leveragethe use ofnetworkstomakeusersrelatedtothecontentfindit and spread it.
Web analytics: At theendofitallyouhavetoclosewith a conversion.
This series oftechniquesputsthebrandonthemapofpotentialbuyers and youwill be abletofollow up ontheirpurchaseprocess. Whateverstagethebuyeris in, more thanachieving a purchase, thegoalistobuildcustomerloyalty.
Whatservices do youoffer?
Withintheactionsinvolved in aninbound marketing plan, specializedtechniques are appliedtoeachstageofthe sales funnel:
Toattractthetargetaudience and makethemfindwhatthey are lookingfor, thefollowingis done:
Content Marketing
Website
SEO
Blogging
Landing Pages
Ads
Toconvert leads intocustomers, theseactions are taken:
Emailing
CallstoAction
Landing Pages
Marketing Automation
Tomeasure ROI, methodssuch as:
Web Analytics
TotalReach
CTR
Theconversionfunnelwillallowustoknowwhattheuserneedstoadvancethroughthestages and become a brandambassador.
Theinbound marketing methodology
Thedifferentstagesthatthebuyergoesthrough in thepurchasecycledemanddifferentactionsthatcannot be overlooked.
Stranger: Theaimistoattractorattract a strangerthroughrelevantcontentthat captures theirattention and makesthemsay “I’minterested in this”.
Visitor: At thisstage, theyalreadyconsiderthebrand and are beginningtobuild trust.
Lead: At thisstagethey are alreadyinterested and willingtomovetothenextlevel.
Customer: Once thecustomerisacquired, theprocessdoesnotend: it has to be sustained.
Ambassador: recommendsthebrandtoeveryone, usingtheirexperiencetocontributetotheinboundprocess.
inbound-marketing methodology
Whatisinbound marketing for?
Inbound marketing agencies worktoimprovebrandvisibility in digital media, whichwillhaveanimpacton online reputation and positioning.
Inbound marketing is a long-terminvestmentthatwillreturn in assetsforanycompany.
Benefits can be achievedsuch as:
Position thecompany as anexpert in the sector withvaluablecontent, becomingprofitableovertheyears.
Attractingcustomersthroughorganic and directchannels, independentofpaid media.
Build a databaseofqualifiedcontactsthatwillgrowover time.
Greaterreach and communityaroundthebrand.
Reinforcementof branding and presencethanksto a greaternumberofvisits and interactions.
Resourcesavingsthrough marketing automationprocesses.
How can youhelpmeetgoals?
Shoppers are lookingforsmartbrandsthatdon’tseethem as a purchasetargetonly and understandtheneedsthey are goingthrough. Makingthatconnectionwiththecustomerisaboutcreating a true bond.
It’snotaboutwho has thebroadestportfoliobutwhoknowshowtoleveragetheirbudget.
3 Examplesofbrandswithsuccessfulinbound marketing strategies
Iberia
Thisairlinefound a perfectinbound marketing strategy in blogging. Thiscontentspecializes in travel and offersinformationabouttheflyingexperience as well as userconcerns.
The blog topicscovertopicssuch as thebest places tovacation, as well as highquality videos and photos.
As you can see, thestrategies are gearedtowardssatisfyingthecuriosity and needsofthecustomer, whichwillultimatelygeneratequalitytraffic.
GoPro
Thetypeofstrategyusedbythisintrepidhigh-definition camera companyisfoundonits YouTube channel.
The audiovisual material that GoPro shares onitschannelconsistsofamazing videos ofpeopleusingthe camera whiledoingactivities, travelingor extreme sports.
Thetypeofcustomerrangesfromathletestopeopleinterested in photography and audiovisual materials. Besidesjustenjoyingwatchingthe videos, they are alsomotivatedtomaketheirown videos and share them.
Spotify
Thisplatform has knownhowto do email marketing as partoftheir digital strategies.
Thepersonalizationofits emails makestheuserexperience more natural and direct, sinceitsends emails accordingtotheirpreferences and tastes whilealertingthemabout new content.
Itworkstoensureuserloyalty and makesthemfeelappreciated.
In conclusion: inbound marketing strategies are a new wayof marketing, designedspecificallyfor digital nativeuserswho are “vaccinated” againsttheeffectsoftraditionaladvertising. Itrevolvesaround a strategybasedonthecreationofvaluablecontentthat, insteadofforcingitself in thefaceofpotentialcustomers, attractsthembasedonwhatthey are trulylookingfor.