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What is Inbound Marketing: Definition, Examples and Strategy in 8 steps

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What is Inbound Marketing: Definition, Examples and Strategy in 8 steps

you know what Inbound Marketing is ? If you have come this far, it is because you have heard of content and attraction marketing within digital marketing and you want to learn how to get customers to come to you instead of looking for them. For this reason, we explain step by step what Inbound Marketing or Attraction Marketing is and how to prepare a strategy that works.

Maybe you’re interested: Master in Inbound Marketing & Sales Automation
What is Inbound Ireland Business Phone List: Definition, Examples and Strategy in 8 steps – what is inbound marketing
INDEX OF CONTENTS
What is Inbound Marketing and how is it defined?
The Inbound Marketing is literally translated as internal marketing and is best known as attraction marketing . It constitutes a set of techniques that allow us to reach our clients, defined in this methodology as buyer persona , in a non-intrusive way. It is a strategy that attracts the customer with useful, relevant and valuable content. In this way, potential customers find your company through different channels such as social networks , blogs or SEO, among others. Undoubtedly, this non-intrusion is the key to the definition of inbound marketing and what provides the differential factor compared to traditional advertising ( outbound ).

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Example of how to design an Inbound Marketing strategy in 8 easy steps
Define your Smart goals well
Create a buyer persona
Draw the Buyer Journey or Customer Journey Map
Get Attract Qualified Traffic
Convert your traffic into Potential Customers
Convert your potentials into Customers or Sales
Measure results at every stage of the funnel
Loyalty and delight your client

Inbound Marketing
Stages in Inbound Marketing
Inbound Marketing is mainly based on three stages.

1. ATTRACT
First we need to generate traffic , Gulf Email List for this we need resources such as content marketing, SEO techniques, social networks, among others. It is very important to create strategic planning to achieve good results. The idea is to increase the number of visitors.

2. CONVERT
Once we have managed to attract visitors, we need them to become leads , that is, contacts with whom we can maintain a long-term relationship. For this, it is important to respond to messages, offer relevant content, among others.

3. BUILD LOYALTY
With the database created, you must manage the records . You must automate your inbound marketing so that each lead receives specific information and ends up becoming a customer. In this phase you have to keep the customer satisfied.

It may interest you: Postgraduate in Inbound Marketing & Branded Content
What is Inbound Marketing: Definition, Examples and Strategy in 8 steps – i
The Inbound marketing uses a methodology based on generating defined strategies for each stage of the funnel , following a give hints of Auna cad of them, but if you want to know more see our article What are TOFU,and Bofu in your strategy Inbound Marketing?TOP OF THE FUNNEL – TOFU
This is the high stage of any top recruitment strategy focused on bringing users to your website or app for the first time. It is also called prospecting in digital marketing. For this we use seo, content, blog , and paid media.MIDDLE OF THE FUNNEL –
It’s about getting customers back to your website. For this we mainly use email marketing and remarketing as well as conversational marketing or whatsapp marketing .BOTTON OF THE FUNNEL – BOFU
It is the final stage where we risk everything for everything. It is about converting visitors into customers and therefore we will use the offer and sales promotion through paid media -remarketing- and email marketing. We can also not forget tools such as the chatbot or push messages for this type of sale closing actions.

How to design an Attraction Marketing strategy
Now that we know what Inbound Marketing is, we are going to see the steps to follow to create and execute an effective and working Inbound Marketing strategy. steps to designing an Inbound Marketing strategy DEFINE YOUR GOALS WELL First you have to establish what your goals are . What do you want to get? Who do you want to reach? How are you going to do it? What would the ideal visit be like? And very important: clearly define your username and the funnel they must follow to become a customer.
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CREATE A PERSONAL BUYER AND A BUYER JOURNEY
The best way to develop a buyer persona is by following the steps indicated in this article :Define your
GET TO ATTRACT QUALIFIED TRAFFIC
What do we understand as qualified traffic? We can define it as those users who have the best chance of becoming potential customers and, ultimately, customers. For this we cannot settle for a web page that is only acceptable, we must pursue excellence and to achieve the attraction of our user we must take care of the following aspects.

First you have to create optimized landing pages (or landing pages ). A landing page is the page on which we arrive by clicking on a link. The ideal strategy? Have an optimized page for each theme.

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You may also be interested in: Inbound Marketing vs Outbound Marketing. The 4 key differences

Now that we have our thematically segmented pages, the next step in Inbound Marketing is to attract qualified traffic to these pages. First of all, we will have to position our content in search engines either through natural SEO positioning or SEM paid positioning. For this, the key is to create quality, attractive content that adds value to our users. And finally… Promote this content on social media !

CONVERT YOUR TRAFFIC INTO LEADS
Now that we have achieved a large volume of visits prone to converting into potential customers, we have to encourage this conversion. Traffic by itself is of little use, remember that our ultimate goal is to make a profit. In this phase we have to convert as many visits as possible into potential customers , that is, get leads. To do this, we must obtain the contact details of our clients by filling in a form.

CONVERT YOUR LEADS INTO CUSTOMERS OR SALES
We have reached the part that interested us: we have achieved traffic and we have managed to convert them into potential clients. The next step of Inbound Marketing is to get the sale. How can we encourage it? For this we will launch an e-mail marketing campaign . Also in any sale, the buy button should be highlighted, create attractive shopping carts and make the web usable. We must also highlight our star product, include testimonials, offer security, convey a sense of urgency, that is, that the product is about to run out. And, above all, you have to simplify the purchase as much as possible.

MEASURE THE RESULT OF THE ENTIRE INBOUND MARKETING CAMPAIGN
We have made a huge effort in all the previous stages. However, we must identify which actions are working and which are not . Only then can we prepare improvements to optimize the overall process. What indicators may interest us?

Regarding traffic we have to look at key metrics such as:

Global volume of visits.
Total number of unique visits.
Bounce rate (that is, users who have left as soon as they enter our content). This percentage will help us determine the quality of the content.
Average visit time, which will also serve as a quality indicator.
Regarding our SEO actions, we would be interested in measuring the following in inbound Marketing:

Number of organic traffic achieved.
Number of strategic keywords positioned and their position in SEO search rankings.
Rest of keywords that we have positioned and their position.
Inbound links that we have achieved.
Regarding our SEM positioning campaigns we will have to obtain the following indicators:

CTR or Click Trough Rate , that is, the percentage of clicks on the number of impressions.
Total volume of traffic achieved
Average positions achieved.
Cost per click.
Total cost.
Regarding our actions on social networks, we will be interested in measuring:

Increase in the number of followers.
Number of user interactions with our content (likes, number of shares, comments, etc.) as an indicator of quality.
Volume of traffic achieved thanks to social networks.
And, finally, of our email marketing campaigns we will be interested to know:

The number of registered users.
The opening percentage of the email.
The percentage of conversions achieved.
The number of users who have unsubscribed from the newsletter (as a quality indicator).
AND FINALLY … LOYALTY AND DELIGHT YOUR CLIENT!
Despite having reached the sale we cannot settle for it. We must be able to establish stable and lasting relationships with our clients and show them that we remember them. It can be achieved with details such as Christmas greetings, sending free samples, interacting on social networks, among others.

Now that you know the steps, you cannot forget to apply the most advanced automation tools to be able to work more quickly and effectively. For this we recommend the article on Inbound Marketing tools , such as Hubspot, where you will discover how easy it can be to generate leads thanks to the automation of your work.

Maybe you’re interested : Postgraduate in Inbound Marketing & Branded Content

Inbound Marketing Practical Examples
In this section we are going to tell you two examples of inbound marketing based on the IEBS strategy.

In the Inbound Cycle Blog, IEBS academic partner, you can find out about IEBS’s inbound marketing success story .

And in this webinar we explain in detail how IEBS’s content and attraction marketing strategy is articulated.

Has this post helped you understand what Inbound Marketing is and how our strategy has to be? If you need to train in this specialty, at IEBS we have the Postgraduate Degree in Inbound Marketing & Branded Content where you will learn the essential skills of recruitment in Digital Marketing.

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