Inbound Marketing: Introduction and Methodology

What is Inbound Marketing and what benefits does it have for our company? Today we would like to introduce a concept that is totally new to many people: Inbound Marketing . Nowadays, it is very important that all our marketing and sales actions are 100% focused on people and are based on personalized contact that really provides value to users. These new techniques make the purchase process close naturally and recurrently. But… what if, in addition, there was the possibility that it was your audience who wanted to contact you without you having to go looking for them? Sounds good, right?

This is what Inbound Marketing is all about, but let’s take it one step at a time… What topics will we cover in this article?

What is Inbound Marketing?

We could define Inbound Marketing  as a methodology that combines non-intrusive Marketing and Advertising techniques  that aims to contact the user at the beginning of the purchasing process and accompany them at all times until the final transaction.

The combination of different non-intrusive techniques aims to increase the number of web visitors and ensure that these visitors new zealand whatsapp number data leads for our company; that is,  “contacts” with whom we can maintain a long-term relationship . From here we generate our own list of subscribers with which we can  automate all our marketing actions and do so in a personalized way.  We ensure that each contact receives specific information according to their profile, interests and the stage they are at. We accompany them at all times to make them evolve and become a client.

Until a few years ago, sales efforts, like certain strategies, were directed at a list of people without discrimination. Nowadays, and fortunately, this is no longer the case. Think about how important and necessary it is for companies to have a quality database of people who are really interested in our brand, qualified contacts that we can classify and “mature” throughout the conversion funnel so that they end up making a purchase.

What is the Inbound approach?

Before we get into it, we think it’s interesting for you to know that the “fathers” of Inbound Marketing were Brian Halligan and Dharmesh Shah, both this solution is suitable for both small and medium-sized businesses  of the company HubSpot , who, together with David Meerman Scott, created in 2005 a methodology never seen before, and which today is the pillar on which the market and the new advertising models are based. They called it Inbound Marketing .

Before this stage, we talked about Outbound Marketing or those marketing and sales techniques focused on the brand and the product that were characterized by “interrupting” the user at a certain moment. This made the relationship with the user somewhat cold and impersonal since what we did was to get the person’s attention “at all costs.” What was really important was sales and the strategies were based on a purely commercial approach. Does that sound familiar?

As user behavior was studied and different techniques were analyzed, it was concluded that the key was to treat users as what they were: people who feel, who have problems and who need solutions… but above all, who demand to be treated as something more than a commercial contact.

Thus, the Inbound Marketing methodology focuses on the user and the potential client to gain their attention, attract them naturally, interact with them, learn about their tastes and opinions and, finally, delight them. In this way, the client finds the value they are looking for and we generate trust, fundamental aspects for the growth of the company.

The “Inbound” approach is a more human and useful way of doing business. The person becomes the central point of our strategy. 

What are the Phases of Inbound Marketing?

To describe the stages of burkina faso leads Marketing. It is essential to understand that in our marketing strategy, the most important thing is to be at the forefront. To know the needs of the client , their concerns and to pay special attention to their opinions. We will work with a prepared and qualified target audience that is really interested in our services or products. Which we define as a buyer persona or ideal client prototype. So all our efforts will be focused on satisfying their needs at all times.

HubSpot, the company that created Inbound Marketing. Provides us with a world-renowned diagram where we can observe the 4 phases of Inbound. Which also reflects the essence of the Buyer Journey  (which we discuss in greater depth in. The Purchasing Process: What it is and how it works” ) and which specifies the path that the consume. Takes from the moment the need arises and they begin the process of actively searching for their problem on the Internet. The moment they are interested in a service or product. Until they make the decision to acquire or buy it and become a customer. This model allows us to understand and monitor user behavior. The needs that arise and the problems they encounter in the purchasing process .