Term

What is Inbound Marketing?

3 MIN READ

Inbound Marketing

Inbound Marketing is a set of online promotion tools used to capture an audience’s attention to a product without the use of aggressive advertising.

The instrument of inbound marketing is high-quality content in emails, blogs, and social networks. 

Brian Halligan, one of the founders of HubSpot formulated and introduced the concept of inbound marketing to the general public in 2005.

There is an assumption among novice marketers that the more people learn about a product, the higher the sales will be. However, this does not work. A project can succeed only when the target audience knows about it, not any audience.

The core of the inbound marketing methodology is the analysis of the consumer’s profiles, their customer journey, identification of topics of interest at different stages of their journey, and offering the right content at the right time.

 

4 stages of inbound marketing 

 

Involvement

The first stage of inbound marketing is involvement. Your goal is to bring in those who can potentially become your consumers. Focus on their interests. The target audience will be able to find what you offer if you start spreading the word about how  they can benefit from it. At the very beginning, decide on the subject of the publications, make a content plan, and choose the sites for the distribution of your materials. Use Internet marketing tools such as search engine optimization (SEO) and social media marketing.

Conversion

The second stage is conversion. You brought the right visitors to your site. To keep them, you need to get their contacts. How can you do that? You need to offer a benefit. It can be an expert guide, an exclusive selection, a special brochure – something related to the scope of your product, which has a unique value.

 

Rapprochement 

The third stage is the rapprochement. You managed to get the contact information of your potential customers. There is a small but very responsible step left – study their behavior patterns, strengthen their trust with your company and create conditions for the first orders. This might require CRM, email marketing, and marketing automation software. 

Satisfaction 

The fourth stage is satisfaction. Now you need customers to become the agents of your brand – they must enjoy your products and talk about them everywhere. For this to happen, you can use: 

  • Surveys to learn about the strengths and weaknesses of your product and improve it
  •  Bonuses to support customer demand with special promotions and personal offers
  • Feedback monitoring and feedback analysis 
  • Analytics for general reflection, evaluation of work that has been done, and development of new ideas to improve the strategy of inbound marketing.

 

In general, Inbound marketing is an effective and inexpensive tool for attracting interested buyers and customers, which when used correctly can give very good results.

 

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