What is Inbound Marketing?

By Scott Max

Inbound Marketing basically consists of making the user find you instead of going looking for you.

This video will help you understand the subject:

Although inbound marketing has been with us for many years, it is still one of the biggest trends in digital marketing. And it is for no other reason than the great change we are experiencing in the ecosystem of brands and consumers.

Brands are desperate to connect with their users, and users, in turn, escape from them. It's no coincidence that figures from studies such as Meaningful Brands have been emphasizing the plummeting perception of brands by users for years.

Users wouldn't care if 77% of brands disappeared tomorrow Tweet this

Although this video is super old, I love it as a reflection and summary of everything that is happening between advertisers and consumers:

One of the disciplines that is benefiting from this whole panorama is Inbound Marketing, which tries to put the value of help and love for the user above all else.

We will try to explain it in the simplest way possible:

Inbound Marketing in a nutshell?

  • It is a philosophy because the user buys and behaves radically different today than 10 years ago.
  • It is a methodology because we use very specific processes.
  • And it is a toolbox because we have at our disposal different tools to do it: SEO, Social Media, Content, PR, Social Ads, etc.

Inbound Marketing consists mainly of content that is disseminated through different channels with the aim of achieving the lowest possible user acquisition cost and that the user gets a clear value in the content found, instead of pressuring him to agree to buy our product/service directly.

This is a process, in the medium to long term, that allows us to know the user better, give them valuable content, help them understand their needs better and therefore, finally make them prescribers of our product/service.

Because, in the end, what this is all about is helping your users, not interrupting them. And when you help, the result is always good (sooner or later).

How does Inbound Marketing work?

Considering that the main thing in an Inbound Marketing strategy is the content, we are not going to talk about anything that we don't know or haven't seen a thousand times around, like developing a BIG content marketing strategy.

Buyer Journey

The two most important pillars of the inbound are the buyer people and the purchase cycle.

1. Design your buyers persona

We talked to you some time ago about the usefulness of people in online marketing. These fictitious figures will be of great help when preparing any strategy, whether it be content, social media or any other discipline.

This work tool will allow you to know your consumer better and to understand their needs better in order to give them just the right content at every moment.

For example, if we know that our user is a trainee and is looking for training, we will give him actionable tips that will allow him to learn and put into practice what he is reading. If we know that the user is a social media manager in an agency, what we will give him will be the latest market trends and how to apply them.

2. Consider the buyer's journey

It is key to understand that our user goes through different states since he visits us for the first time and how to convince him (don't get me wrong: the "trick" of Inbound Marketing is to convince himself) to reach the end of the process. You have to understand this in order to understand that depending on the moment he is, he is going to need a different type, format and density of content.

As the user progresses, we must give him more difficult content. Let him understand that the value is increasing and, therefore, that we continue to educate him.

But beyond these two pillars, it is impossible to understand the inbound without looking at the attraction, the lead qualification and the analytics, which are key at all times.

Lead Scoring and Lead Nurturing

All this of taking the user through the entire purchase cycle is nothing more than giving him the right content at the right time.

How is it done? Thanks to automation and inbound tools such as Hubspot or even small ones like Mailchimp, which allow us to do automation without having a large suite.

The important thing here is to understand how the process works and never betray the user. We will only bother you if you do what we want you to do during the process. For example, never send him an invitation to a webinar if he has not previously told you that he is interested.

Analytics

If it's no use making great content if no one reads it, it's no use making great content if we don't know what we're doing it for. Inbound Marketing analysis will be present throughout the process and will help us understand profitability, which campaigns work best and what we can do to help our users most.

The two key metrics you should never lose sight of are CAC (customer acquisition cost) and LTV (customer lifetime value). You can measure a thousand things but if you don't keep an eye on these two metrics, you won't really know the return you are generating.

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