When we’re talking about Inbound Marketing, we’re talking about a strategy focused on attracting customers through content and interactions with a helpful and not interruptive way. Though that strategy, potential customers will approach you through blogs, search engines and social media.
Through the content you release, you are focusing on solutions for problems and needs your ideal customers might be facing. That way, you build trust and credibility for your business, while attracting qualified prospects. You don’t have to fight for potential customers attention, like you’d do in an outbound marketing strategy.
While inbound marketing was considered something not necessary to work on, times have changed. It is now an effective way to achieve brand awareness, especially for the past decade or so.
By creating and implementing an Inbound Marketing process and stack of tools, you can leverage the incoming traffic on your online properties, and efficiently guide your potential customers from prospects to all the way down to customers.
The Theory Behind Inbound Marketing
Inbound Marketing involves a full set of technological choices and features
– Figuring out the existing user flows
– Creating a Marketing funnel (from unknown user -> MQL -> SQL)
– Designing the different customer paths that support the Marketing funnel
– Putting together a list of necessary tools to support the Inbound process
– Setting up the user flows on the tools & implement the Inbound strategy
– Integrating the Inbound tools on all available online properties (website, blog, app, etc.)