Inbound Marketing: how and why to implement it in your business

The science of marketing can provide several methods that increase sales, such as Inbound Marketing. Starting in 2006, Brian Halligan and Dharmesh Shah, two great entrepreneurs, created the concept that the best way out for marketing is to voluntarily attract customers around the business.

Furthermore, along with this new approach to marketing and entrepreneurship, the term ‘leads’ (potential customers, which makes acquiring customers cheaper) also emerged.

Among all other types of marketing — traditional, geomarketing, direct marketing, etc. — Inbound Marketing has become the top choice of 74% of the world’s marketers, 12 years after it was created, as shown in the 2018 report by HubSpot, a company founded by the inventors of Inbound Marketing.

The numbers may be surprising because there are some cases that show a typical sales transformation average. The Lohn Bier brewery, for example, achieved 700% growth in sales in five months of implementing Inbound Marketing in its strategies.

How to arm your business with ‘attraction marketing’? Read more and check it out!

How does Inbound Marketing work?

In short, attraction marketing discovers potential customers through features such as:

  • blogs;
  • podcasts;
  • ebooks;
  • SEO (search engine optimization);
  • Social media marketing.

All these ways to apply Inbound Marketing are based on Permission Marketing, created, in turn, by Seth Godin, in 1999, another outstanding entrepreneur. He considered all this change in the habits of consumers, who could no longer stand being interrupted with advertisements, but who wanted to actively seek out what and with whom to buy the products.

Now imagine: what is the first thing you do when you want to research a product or store that works with the product you want? ‘Google it’, right? Internet Live Stats, in 2019, noted that there are 3.5 billion searches per day. How is it possible to position your business in the midst of so much research?

Inbound Marketing specialists create these materials — ebooks, podcasts, social network posts — with relevant content, either with tips and solutions to potential customers’ problems, as well as funny, nostalgic, ultimately, emotion-generating content.

This work strengthens the brand’s relationship with its audience (which is called content marketing) and, together with other Inbound Marketing strategies, generates more conversions and sales as a result.

Why is it worth implementing Inbound Marketing in my business?

Increases the trust and credibility of your business

In Inbound Marketing, customers seek your solution and purchase it more genuinely than when they lose out to a “buy this now!” appeal. In addition, by itself, positioning the brand at a very reliable level in the market, the customers themselves start to give feedback that can also be used by attraction marketing.

Have you ever heard of brand lawyers? Within Advocates Marketing, they are the most loyal and passionate customers for the company — as we witness with Apple and Nubank. They often use strategies that celebrate the customer’s success with their products or help solve a problem, which ends up attracting more customers and, consequently, more fans.

Evolves the quality of leads

Instead of communicating all the time with people who don’t know anything about your business in order to be able to sell, wouldn’t it be smarter to have a less laborious and more objective dialogue with those who already know what it’s about? That’s having qualified leads and you can’t qualify them with ads, no matter how creative they are.

Through a good relationship of attraction strategies, you can gradually increase the quality of your leads. This makes marketing campaigns cheaper and more assertive.

Even, unlike roadshows and commercial meetings, which use more time (and also money), with inbound you position your company in the market in the same way and make it open to partnerships without any loss.

Offers ways to learn about your target audience

Once you deliver content and observe how your audience reacts to that material, you’re getting new data that are extremely useful for your business. Every like and comment sends a message and they are made because there is content for interaction.

That is, even if quizzes or interactive content are not published, long-term insight analysis can help you profile your audience, which can help you develop new solutions and improve existing ones.

Help your audience

If your customers buy from you regularly, you bill and they theoretically give something away — the value of the product. However, if you produce an effective Inbound Marketing strategy, they may even feel indebted for the help provided through the content.

Let’s take an example.

Store a sells bags and store B sells bags and teaches you how to make looks with them. If a visitor decides to put the tips into practice and finds that they work, the logic is for him to buy the item from store B, even as a sign of reciprocity and thanks for the help.

It works long term and sustainably

Instead of being limited to temporary and one-off campaigns, in Inbound Marketing, you keep your digital presence constant. Even if the store’s Instagram makes two posts a week, as long as its months at that frequency, the algorithm works in favour, because of this constancy

Also, if at some point you think you have no more tips to offer, the audience’s own reactions and suggestions to your content drive more content, meaning content marketing is a cycle that feeds on itself.

Finally, making Inbound Marketing real in your business brings unique advantages and, therefore, better sales results.