What is Inbound Marketing?

inbound marketing

What is Inbound Marketing?

With the development of technology, new promotion opportunities have appeared. , marketing tools, and ways to increase sales have appeared. Inbound marketing has become one of the most effective and sought-after areas.

Inbound Marketing Evolution

Since the mid-1990s, both companies and their customers began to gradually develop the Internet space. At that time, tools for creating independent publications were just appearing; the online presence of organizations on the network was just a mirror copy of their traditional marketing forms.

In practice, it looked like the distribution of advertising on media sites in the hope that it would catch the eye of potential customers. By the early 2000s, it became clear that most consumers began the buying process on search engines, rather than on the sites of periodicals. Targeted advertising in search engines turned out to be much more effective, and the cost of it was small.

Gradually, the Internet turned into a platform for creating publications, communication, content sharing. Companies are engaged in optimization, promotion in social networks, increasing the visibility of their sites. And from that began the era of inbound marketing.

Features of Inbound Sales

Inbound marketing refers to the company’s advertising activities through mailing lists and CEOs, podcasts and blocks, e-books and videos, RSS feeds and blogs, as well as other e-commerce tools.

This concept is closely related to inbound sales. – the sale of products or services to a client who calls the office or comes to the store, subscribes to a group, or joins the online community and orders demo access.

The benefits of inbound sales are:

Ability to work with incoming calls and incoming messages, sort them;
Interaction with loyal customers who have already received certain information about the product;
Separation of duties in the sales department – some employees can work with the first sales, others with regular customers;
Cost reduction – there is no need for an operator of “cold” calls, the staff works exclusively with incoming applications. In this case, you can use outsourcing ;
Automation of staff and business processes.
All of these factors contributed to the need for inbound sales. Shortening the production cycle also played a role. Plus, sales and marketing departments in such circumstances can work as a single mechanism for achieving the organization’s goals.

Inbound Marketing Benefits

A key role in the strategy of inbound marketing is given to the content distributed through social networks and blogs. Its value directly determines the success of the promotion. Such marketing allows you to:

To attract visitors , however, it is worth doing through useful, high-quality content so that visiting the site is not one-time;
Convert to calls and calls , applications and subscriptions – for starters, it’s important to decide on the way to get feedback, and then clearly monitor the conversion of visitors to leads in order to identify shortcomings and advantages;
Convert to Sales – in some areas, calls are not converted to sales immediately. Here you need to offer constantly new content that will help the reader in solving the problem, give him the necessary information;
Transfer visitors to the category of regular customers ;
Analyze the effectiveness of marketing actions , determine the reasons for the growth or decline in sales, adjust the strategy.

Inbound Marketing – Lead Generation

Lead generation
The new marketing mission is to bring qualified leads. This process is called lead generation ; its essence is to search for potential customers with certain characteristics. The essence of the method is that part of potential customers qualifies (becomes) actual customers with greater efficiency than with a different form of sales. An additional bonus of inbound marketing is that the work with the client does not end after the first transaction. Marketing programs are aimed at the formation of regular customers.

The main directions of lead generation are personal interaction in the presentation frame, online involvement and personalized mailings. In the first case, it is about organizing webinars, video conferences, in the second – about using a corporate website to attract leads, advertising in search engines, on specialized resources, forums, and social networks. The newsletter provides for sending letters of a certain subject matter that is most interesting to subscribers.

Inbound Marketing vs Traditional Marketing
Inbound marketing is significantly different from traditional. Instead of distracting the person, trying to attract his attention to the product and provoke to order, the company demonstrates its advantages at a convenient time for the potential client. Thus, the sales strategy integrates with the natural buying process, and does not work against it.

But inbound marketing does not produce instant results; it is rather a long-term strategy. It will take some time for adjustments and updates, configuration changes. Moreover, all actions are based on data on real efficiency, and not on assumptions.

For example, a non-working e-mail newsletter requires adjustment based on the number of open letters, the number of letters read and actual clicks on the landing pages of the website. Landing pages are adjusted based on the number of views and conversion rate. Accordingly, the analysis and response to any events within the framework of the Sales Funnel concept become significant stages of promotion .

Inbound Marketing and Sales
Inbound marketing works by focusing on specific segments of the audience, values ​​for potential consumers even before making a purchase. At the same time, this is a way to save money, because promotion in this way costs about 60% cheaper than a traditional marketing campaign.

Interesting and useful content attracts visitors, stimulates them to real actions – a call to the company, placing an order, making a purchase. For an organization, working with such clients provides not only an increase in sales volumes, but also many related advantages, from consumer loyalty to the possibility of an operational change in a marketing strategy based on controlled indicators in online mode.

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