Inbound Marketing, what is this communication strategy and how does it work

When we talk about marketing, a world opens up to be discovered and that surrounds our lives day after day, even when we don't realize it.

To carry out the activities in the most functional way possible, there are many strategies and studies capable of bringing benefits and improvements to the activity itself.

Today we talk about the so-called inbound marketing.

What is Inbound Marketing?

The definition was coined in 2005 by HubSpot, a US company that deals with the production of marketing software. Inbound marketing focuses on creating quality content in order to attract people to a particular brand and product.

Let's start by exposing the fundamental components of inbound marketing. We are talking about content such as blogs, videos or ebooks that intersect with search engine optimization (SEO) with analysis of keywords, topic and popularity of the website in question and with social media such as Twitter, Linkedin, Facebook, Instagram , blogs and forums.

Inbound marketing is a methodology by which a product or service is promoted to people who have already expressed their interest in those products or other very similar products. Starting with the creation of a website, which can be interesting for a possible future customer to retain and studying the possible buyer, it is possible to apply this strategy.

The possible buyer (buyer persona) is subject to content designed and created specifically to attract, to intrigue and interest him.

It is certainly not a simple strategy since it requires accurate knowledge of techniques to identify our possible target and consequently what might interest them. The target is identified by creating real identity cards of the possible buyer: one wonders how old he might be, what income bracket he is in, where he lives, what his habits are, what he does in his spare time, where he could work and its possible tastes, it is no coincidence that many digital strategists end up giving proper names to the buyer personas created.

But knowing your target audience is not enough, you need to keep in mind how much time we think the customer wants to dedicate to us, in this way we understand if the path we are taking is the right one.

It is also important to know the context in which the strategy will act, for example social networks.

The main feature of this type of strategy is precisely the fact that the focus shifts from the product to the customer around whom content is built, aiming at his trust and his future purchase of our product/service. Through the correct use of social networks it is possible to reach the target studied, but to do this it is necessary to build and model content precisely on those data that we know about our buyer persona. The contents in question must aim for quality, they must not be scanty and hasty, for this reason it is very important to have a copy-writer and content creator figure in your work team. They can be posts, videos or stories, the important thing is that they are designed for our future client.

How to make the most of inbound marketing?

As anticipated, a good website is an excellent first business card, and we are not just talking about a visually beautiful site, but a functional and customer-adapted site. For example, a prospective customer expects an organized home page, an equally organized digital catalog, and answers to their questions.

Thanks to online advertising, blogs, social networks exploited in the best way your site will acquire the appropriate visibility in order to attract visitors. In this way, attracting future customers will be much easier, faster and more satisfying when you see the number of visits increasing day by day. In this part you will have to be very careful about the words you will use: pretend you are thinking of hashtags for your favorite photo that you want to post on Instagram for which you want hundreds of likes, well, those words will be the ones that will bring the potential customer to you since the moment they type them or type similar ones, your site will be waiting for them.

You can imagine these words as a real magnet ready to attract your target.
The site visit experience is automatically linked to subsequent emails dedicated to the customer (newsletter), with messages containing what he wants and expects, it is no coincidence that they must be captivating and particular, they must not be the typical emails that end up in the trash . It's not easy, but thanks to this phase and the subsequent purchase phase, we will move on to customer loyalty who finally believes in you and in what you have to offer them.

Why choose this strategy?

If you're wondering why opt for this strategy rather than for something different, here are some ideas: inbound marketing aims to attract a targeted audience and which, consequently, can be led to purchase our products or our services; being a studied and profiled public we can use this data for subsequent studies and always improve the offer we propose so as to enhance the image of the company itself.

Thanks to all this it is possible to communicate with the customer himself, interact using the data collected, gaining trust. However, this famous trust must be earned through good content, which, as anticipated, does not stop at a site that is beautiful to look at, but must also be beautiful to explore in all its parts in order to facilitate the customer in every move, almost anticipating it.

The choice depends above all on your objectives, your ideas, your time, your budget and your target, Insight Agency can help you in this, developing an effective inbound marketing strategy, helping you both in identifying your target reference, and in the development of an effective content strategy with the organization of a real editorial plan tailored to your company and your products, capable of attracting your potential customers. Contact us for a free consultation