In this article I will explain the importance of Inbound Marketing and why your understanding of marketing has to be updated in order to improve your online presence and your return on your investments.
In Traditional Marketing techniques are used that are disruptive and intrusive, that is, they are techniques based on the act of putting messages in front of users even when they are not interested.
In Inbound Marketing, it’s precisely the other way around. It is the users who meet you as a result of the previous work done by you.
What is Inbound Marketing?
Inbound Marketing is the set of techniques in which, unlike Traditional Marketing, has the consumer in mind and the goal is not to impose our message in front of users in an intrusive way, but rather legitimately attract it to the “our world” by creating appealing and useful content that is of interest to users.
Many of us have been doing it for some time, others have also done so but without knowing very well why or the best way to do it (it may be your case).
How does Inbound Marketing work?
To implement an Inbound Marketing strategy, it is necessary to focus on creating content of value for your user, in order to attract you to your ecosystem, and then convert it into a client with other content of greater value (videos, ebooks, etc.), thus making you a satisfied customer.
It is important that this content is produced with the process of optimizing your site in mind , in order to take more advantage of the content you have produced and maximize the reach of your communication.
The more users see your message, of course the greater your impact and, consequently, your return.
What are the best contents for your case?
One of the Golden Rules of Marketing is to know exactly what people want and give them exactly that.
Many marketers and managers assume they already know everything. They’re an expanding species that I call “Enlightened Minds.“
They already know everything from what their users and customers want and seek to what they value most, which is truly extraordinary (sarcasm).
In my case and in the common of mortals, as we are not so enlightened nor have crystal magic balls, we have to find out exactly what our users / customers like and value, and for that there is no better way than, nothing less: ask them directly!
If you still think you know everything, don’t worry that soon the day will come when you will realize that it is not quite like that after all.
But then how to ask them the questions they need?
Just create a short survey and present it to your visitors. For this here you will find 5 free applications to create online questionnaires (there are dozens). These days this is so easy to do that it even annoys 🙂
I also advise you to read this article about keeping your customers loyal, where I also talk about this very important topic.
Having this point assured and having concrete and fact-based ideas of what your users/customers seek and value, it is up to you to plan the creation of content according to these themes.
The logic is to help users who are interested in their theme/themes, find content that helps them in the various stages of the search process, be it a search for more information, a search to solve some kind of problem or a search on prices / advantages, comparisons, etc.
Depending on the type of search, you should opt for one type of approach and content, but that’s another topic I’ll be talking about shortly.
Here the important thing is to understand the logic that should be the basis of content creation to get the best results in the implementation of your Inbound Marketing strategy.
I hope that the advantages of this strategy over traditional marketing have become clear.
If you have any questions, do not hesitate to leave a comment.
And your strategy is already based on Inbound Marketing?