Why is the Inbound Marketing methodology effective?
These are the main reasons why every digital project should incorporate Inbound Marketing into its lead acquisition and retention strategy:
It focuses on personalizing content based on the phase in which prospects are through personalized messages.
It generates greater engagement than any other methodology.
Attracting customers through the design and implementation of a non-intrusive content strategy.
Increase customer trust due to increased visibility in search engines.
It allows the capture of qualified hospitals email list traffic thanks to the research of the conversion funnel of the prospects.
It allows the use of different marketing media and techniques.
It helps to monitor and control the results obtained and develop immediate corrective actions.
Simplify the work of the marketing and sales department.
Consider the Lead Scoring technique to evaluate prospects and find out which contacts are closest to making a purchase.
Allows the incorporation of automation software.
It helps to generate your own database to capture new opportunities.
Increase brand reputation by generating educational content, not just brand content.
In short, it takes into account the entire user purchasing cycle .
Marketing techniques in Inbound Marketing
One of the main keys to B2B Inbound Marketing is that it coordinates different marketing techniques with the same objective. Today we will talk about some techniques and an example of how they can be incorporated into the phases of the Inbound Marketing methodology .
5 techniques used in Inbound Marketing
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Organic web positioning is usually very important in the early stages of an Inbound strategy, although it will be part of all the phases of the Inbound methodology (discovery, consideration and decision), since by coordinating web optimization within an Inbound strategy you can show users different pages focused on each of the phases. That is, by positioning the pages of a website in the first results of search engines, you can gain visibility with the search intentions of users.
For example, you are marketing a festival and you create a listing for each band that attends. If a user is looking for information about the band, by positioning the band's listing in search engine results, the user will be able to discover your website (discovery phase) with information of interest to them and subsequently consider the option of attending the festival (consideration phase) or buying a ticket (decision).
Content Marketing
It involves creating interesting content for your buyer persona on a blog, on the website, on a landing page, in a video, etc. This technique is also often used in all phases of the Inbound methodology, as it allows you to adapt your content to the phase the user is in.
For example, with a blog you can create quality informative articles for the discovery phase, so that you are providing useful information for your buyer persona related to your final objective indirectly.
Continuing with the previous example, for the discovery phase we would create an article on the best festivals in 2021.
Social networks
Social media is a good tool for Inbound Marketing actions to have greater visibility and impact. They are channels where you can communicate directly with your community, interact and learn about their needs. In this way, you can obtain greater traffic and qualified leads. They will serve as a means of disseminating the different actions carried out.
Email marketing
Email marketing is a tool that allows us to communicate directly with our users. One of the advantages of this tool is that these users want to receive information and are interested in our service/product by subscribing to our website or blog. In addition, it allows us to segment the buyer persona and automate actions.
Users expect personalized content tailored to their needs, which answers their questions and meets their objectives. That is why, within Inbound Marketing, the mailing strategy plays a very important role, since by automating communications we can ensure that our lead receives the information they expect, and we facilitate the passage to the next phase towards the sale.
For example, we have sent an email to our database to inform them about our festival (consideration phase). To the people who opened the email, clicked to see the information on our website, but did not buy, we send another email with information about the festival and their favorite bands that are going to attend (consideration phase).
Paid advertising:
With online advertising we can segment our ads to the different purchasing phases of our buyer persona. On the other hand, it is a channel where we can also promote content and information that is useful to users, increasing the reach of actions and attracting more traffic. Therefore, it can be implemented in all phases of the strategy.
It is usually used when you want to accelerate results, since Inbound Marketing is a medium and long-term methodology.
These are some types of advertising focused on Inbound marketing:
Content Ads
Not only do we need to think about advertising to promote ourselves to those who are looking to buy our product, but also to the target audience that we know may be interested, but is not actively looking for it. This is where the content we have created for the discovery and consideration phases comes into play. An effective way to use Inbound Marketing to reach our target audience is by promoting sponsored posts on portals related to the topic discussed.
Platforms like Taboola and Outbrain provide alternatives to this type of advertising, where your post is inserted as a related post in content related to yours and your buyer persona.
Remarketing
Using remarketing as an alternative to re-engage users who have previously read our blog works very well to get leads to advance in the purchasing process, inviting them to read a new post or download free content (e-book, video, template, tool, checklist, etc.).
We may use platforms such as Google Ads, Bing Ads, Facebook Ads, Instagram Ads, Twitter Ads for this purpose.
Continuing with the same example, with PPC you can promote the article about the best festivals in 2021 on social media.
