Inbound Marketing refers to the set of strategies whose objective is to attract customers through the creation of relevant content. For this reason, content marketing is one of the pillars of this strategy.

The main difference between Inbound Marketing and Traditional Marketing (also known as Outbound Marketing), lies in the fact that while in the traditional approach brands/companies actively seek out customers, in Inbound Marketing those who carry out this search are the clients. In other words, Inbound Marketing is based on a customer attraction strategy.

Inbound Methodology
According to Hubspot, the Inbound methodology is based on 4 main actions:

1 - Attract traffic
By creating and sharing the right content, you are making yourself relevant to your target audience.
By this way, you end up drawing the attention of potential customers, leading them to your website.

2 - Convert visitors into leads
In order to convert these mere visitors into leads, it is necessary to produce incentives in order to make them move forward in the sales funnel.
These incentives can include building landing pages suited to your goals, e-mail marketing campaigns or the production of content such as e-books.

3 - Turn leads into customers
To turn leads into customers, it is important to identify which stage of the funnel the customer is - in this case, at the bottom of the funnel.
These efforts can include actions such as sending emails to customers with abandoned carts.

4 - Delight
The last action is to delight customers.
Here, the focus in on actions that aim to accompany the customer after the purchase process, such as sending newsletters or personalized discounts (such as customer birthday campaigns), with the aim of retaining the customer.

How to build an Inbound Marketing Strategy?

Define your persona
As with any marketing strategy, it is important that you define and know your persona well.
By tracing a detailed profile of your ideal customer, it becomes easier to identify what type of content they are looking for and the best way to communicate them.

Content Marketing
As mentioned in the beggining of this article, content marketing is one of the pillars of Inbound Marketing.
This strategy involves providing useful and relevant content to the target audience throughour the sales funnel.
Through content marketing, you can position your brande in the consumer's mind as a reference in the market where your brand operates.

SEO
In Inbound Marketing, SEO is key.
By paying attention to optimizing your website to improve organic positioning, you are increasing the likelihood that your content will appear in Google's first results, and be more easily found by a potential customer.

Inbound Marketing Resources

• Social media
• Blogs
• E-mail marketing
• Videos
• ...
  

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