Inbound Marketing

22 April 2022

Inbound Marketing includes a series of online marketing operations aimed at attracting users to corporate web pages. This methodology is proposed as a tool that responds to the need for online visibility by companies.

In Outbound Marketing, the potential customer was pursued and searched for. In Inbound Marketing, on the other hand, the goal is to encourage the interested user to find us spontaneously.

In fact, this methodology aims to offer users content based on their interests and useful to satisfy their needs.

Inbound Marketing inverts, so to speak, the flow that the company develops for the relationship with its users.

Instead of being active in communicating with its recipients, the company creates content or messages in general that are disseminated on the web or other online channels, in which the user can come across while browsing the internet and which attract him to the company website.

In practice, the contents aim to ensure that the users themselves find us.

Therefore, in addition to creating valuable content, the correct dissemination of content in all the “areas” of the web where users could find them and where they normally go to find the information and answers they are looking for is also important.

But how can this happen? By creating quality content that attracts Internet users.

Inbound Marketing is therefore a model that places the potential customer with his interests, aspirations and needs at the center of his communication plan, trying to make each of them correspond to a useful content, information bearer or suitable solutions.

Inbound Marketing is the methodology aimed at both B2C and B2B users that offers content based on their interests and useful for satisfying their needs with the aim of increasing:

  • Traffic to the website
  • Sales
  • Lead Generation
  • Customer trust

The methodology is divided into four phases and allows you to transform a stranger user into an interested contact and a probable customer through an editorial plan consistent with the interests and needs of the user at a given moment of his purchase path.

Inbound Marketing

Basics of Inbound Marketing

The basics of Inbound Marketing are:

1) The definition of one or more Buyer Person which is the semi-imaginary representation of the ideal customer, based on market research and on the data that the company has about its customers: it is defined on the basis of customer demographics, behavior models, of the reasons and according to the business objectives.

2) The definition of the Buyer’s Journey is also known as a sales funnel or conversion funnel. This is the path that a user takes before becoming an acquired customer, that is, before making the purchase. It is necessary to refer to the phase of the journey to set up an editorial plan consistent with the user’s needs at a given moment of his purchase journey:

  • Awareness;
  • Consideration;
  • Decision.

3) The creation of an Inbound Campaign that uses multiple activities and effective tools to continuously attract, convert, acquire and retain a customer.

The Inbound Marketing methodology starts from the present assumption that not all of our potential customers have the same questions or the same needs: the skill lies in trying to identify what could be of interest to our potential customer at that time and propose the appropriate content.