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Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.

What is inbound methodology ?

The inbound methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you.

The inbound methodology can be applied in three ways:

  • Attract: drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.
  • Engage: presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you. 
  • Delight: providing help and support to empower your customers to find success with their purchase. 

Main characteristics of Inbound Marketing:

  • Define the buyer: The content of the brand, perfect timing, advertising campaigns will revolve around the customer, to their necessities.
  • Understand the customer journey and purchases cycles: Establish the main phases of your potential customer and their principal touch points.
  • Establish your potential customer.
  • Build customer loyalty: It is more expensive to catch new customer, it is recommendable to keep the ones you already have
  • Use CRM
  • Content management

Attract

You don’t want just anyone coming to your website. You want people who are most likely to become leads and, ultimately, happy customers. How do you get them there? You attract more of the right customers with relevant content at the right time.

Use the content strategy tool to build your authority in search and rank for the topics that matter the most to your prospects. Publish your blog post or video content across social networks using social media tools. Create ads to increase awareness of your brand with your target audience. Throughout each stage, you’ll be reporting on and analyzing these efforts to stay informed on what’s working and where you need to improve.

Engage

Use Conversations to create lasting relationships with prospects on the channels they prefer — through email, bots, live chat, or messaging apps. Use the conversion tools — CTAs, forms, and lead flows — to capture the information of prospects visiting your site. 

Use all the prospect and customer information in the CRM to personalize the website experience using smart content, and the entire buyer’s journey using email and workflows. Create brand loyalty by targeting specific audiences with your social content or ads.

Delight

Use email and marketing automation in conjunction to deliver the right information to the right person at the right time, every time. Use the Conversations inbox to align with your sales and service team members to create contextual conversations with the people you do business with. Create memorable content your prospects can share with their friends and family by using a variety of content formats — like video — that your prospects prefer.  

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