inbound marketing is the methodology of attracting new customersby tailoring content and experiences to them.
Unlike outbound marketing, which promotes products or services in a traditional way with paid campaigns, the inbound methodology allows a company to grow organically thanks to the calendaring of useful and interesting content, while also strengthening the relationship with current customers.
The goal of inbound marketing is to accompany consumers throughout their buyer journey, on that path that begins with the search for a product and ends with its purchase, through the use of marketing automation, SEO optimizationin search engines, call-to-action and landing page.
Relying on inbound marketing strategies has so many benefits, here are the main ones:
Inbound marketing involves the marketing, sales, and customer service teams,because it is concerned with:
If you can meet customer expectations at each of these stages, you will be able to create a self-sustaining cycle because they will share the positive experience, bringing other interested leads to your company.
For these reasons, the inbound methodology acts more like a sales funnel in flywheel, a flywheel.
The flywheel is a business model that helps create unique and exceptional experiences by putting customer satisfaction first, in fact it is nurtured every step of the way. The goal then is no longer just to provide a good service or product, but to deliver the best user experience possible.
To attract new customers, it is very important to experiment with new techniques and refine existing ones. During the past few years, new strategies have been developed to operate inbound by targeting blogs, local marketing, video pills, podcasts and influencer marketing.
Creating new content and organizing a rich editorial calendar on each site's blog is undoubtedly one of the main strategies related to inbound marketing.
Publishing articles, including from an SEO perspective, that relate to your industry, ranging from tutorials, offers, news and frequently asked questions.
Writing high-performing content and anticipating your users' issues helps your inbound strategies:
If you have a blog now think about the articles you usually publish, which ones are the most read? Do they answer the most frequently asked questions?
Local marketing became a need during the pandemic because it prompted many people to geolocate goods and services, but this need soon became an opportunity for every business.
How to tell people about your products and services? Especially how to be found by users who are in the vicinity?
Local marketing such as that driven by a Google My Business tab, addresses all these needs, because it promises to bring more customers to physical stores through strategies that include storytelling and geolocalized marketing activities.
Presenting special opportunities dedicated to customers visiting physical stores with posts, stories, blog articles, newsletters, offering previews, dedicated discounts, and gadgets can draw attention; while inviting customers to leave more reviews (Google My Business, TrustPilot, Facebook ...) certainly gives more visibility on search engines.
Monitoring the conversions of a campaign in physical outlets, using specific discount codes, helps measure and optimize all strategies.
Short videos are increasingly being used in inbound marketing strategies in all sectors, from tourism to retail.
This type of communication we find her social media that are in vogue today such as Instagram and TikTok. Even YouTube today allows the uploading of two types of videos, longer videos, ideal for detailed information about the features of products or services, and short videos, perfect for increasing brand awareness.
Here's why we recommend conveying your content through video to attract new customers:
Have you thought about podcasts yet? It is one of the most widely used tools for attracting new customers. Audio content is growing, in the last two years its use has increased in Italy by 15%.
According to Ipsos research in 2020, about eight million Italians say they listen to podcasts, with the average length of listening also growing. 61 percent say they listen to podcasts for the entire duration of the episode, a growth of nearly 20 percent over the previous year, this translates into a growth in the medium's ability to engage.
Podcasts are a great marketing tool, especially if they are used to "educate" the customer. According to statistics 74% of respondents say they listen to them to learn new information, so you can use this audio format to involve and increase knowledge about your products and services.
In recent years we have seen another trend, the use of influencers.
Web stars have become important to inbound marketing strategies because followers trust their judgment. A story can greatly increase a brand's visibility and awareness.
With an influencer marketing campaign you can attract quality leads and ensure a great ROI (Return of Investment), but you need to engage influencers who can represent your company values, with a community close to that of your brand.
Do you also want to invest in inbound marketing strategies? You can start by using a platform such as HubSpot to centrally manage contacts (B2B and B2C), data collection, campaign analytics, and what all your teams can use.
HubSpot provides many features. In addition to the CRM you can count on a CMS and a number of tools dedicated to user engagement through landing pages, forms, call-to-action, email marketing and workflow.
The platform provides five Hubs:
power2Cloud is a HubSpot Platinum Partner, our team can help you migrate to HubSpot or walk you through adopting a new tool for your needs.
You will find a partner who will guide you in using the platform, configuring it according to your needs, to make the tool perform well, organizing training sessions for all your teams.
We can also take care of all integrations, if you need to connect other Apps you use such as: Gmail, Aircall, Zendesk WordPress, Shopify, LinkedIn, Asana, Twitter, Facebook Messenger. If it is not in the MarketPlace, we will develop a tailored solution for you via API.
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