Inbound marketing: a customer-centric strategy

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In recent years, the world has witnessed the change and evolution of the consumer. Today, thanks to the Internet and the communication and feedback possibilities it provides, it is clear that consumers are the ones who really have the power to make a brand grow or disappear.

This “new” consumer has forced companies and businesses to re-evaluate and transform the way they advertise and how they target their audiences. The idea of ​​invasive marketing and advertising that disrupts consumers’ lives is a thing of the past. Today, the trend is focused on customer-centered marketing , concerned with providing valuable information and content that aims to solve audience pain points, thus ensuring that consumers are the ones who reach the brand and not the brands who chase them.

In 1999, Seth Godin predicted the need to create a new way of doing marketing how overseas chinese contribute to business in the usa and advertising in his book “Permission Marketing: Turning Strangers into Friends, and Friends into Customers” , where he already spoke of a change in consumer culture and an evolution of the consumer.

In 2005, Brian Halligan and Dharmesh Shah adopted the concept of inbound marketing through the creation of the company HubSpot, as a solution to the shortcomings in the response of companies to the evolution of consumption habits and the consumer himself. Since then, the way in which companies and customers relate to each other has changed completely, giving way to a strategy that seeks to understand the consumer in all stages of a purchasing process.

Inbound marketing has not only become popular, but it has become a highly relevant aspect in the marketing areas of companies, as it has been the key to evolving with the consumer and becoming that "friend" or "ally" that they need, placing above all the objective of providing value and not just being a simple store selling products or services.

In this article we will tell you everything you need to know about inbound marketing , so if you are interested in this topic, we invite you to continue reading because you will be able to learn what inbound marketing is , what are the stages that comprise it and how to make an effective inbound marketing campaign .

Inbound marketing: concept and benefits of implementing it
Inbound marketing is a methodology composed of a large set of marketing techniques focused on the creation and dissemination of valuable content that aims to attract the specific target audience of a company and/or brand, with the mission of generating potential clients with whom it seeks to create and promote a relationship that may lead to one or more sales.

This methodology, also known as Attraction Marketing , seeks to get customers to find and approach brands, without explicitly interrupting their environment. This “attraction” occurs through relevant and valuable content that provides information, education and/or entertainment.

Valuable content is intended to generate trust in the target audience, thus encouraging consumers to approach the brand, allowing it to present solutions to their needs, turning them into customers and potential promoters of the brand.

Benefits of implementing inbound marketing
As you can see, inbound marketing has a very clear purpose for consumers. However, in addition to strengthening the image of brands and their relationship with their customers, this methodology provides companies with a series of additional benefits that undoubtedly confirm the usefulness and importance of its implementation.

Below, we present 10 benefits of implementing inbound marketing :

Attract quality audiences: implementing inbound marketing allows you to reach a significant volume of audiences, but above all, a quality one, that is, potential clients who are really interested in the brand and what it offers, increasing the chances of conversion.
Build trust with your audience: In addition to attracting quality audiences, inbound marketing, through valuable content, allows for the creation of a relationship of trust between the consumer and the brand. Providing the audience with information that educates or guides them creates a closeness with the company, which leads to openness and acceptance of advice and recommendations on their part.
Power of persuasion: by building a relationship of trust with consumers, the brand manages to obtain or gain power of persuasion in front of potential clients, since the prior delivery of valuable information throughout the customer's journey through the different stages of inbound marketing makes the sales process develop in a more fluid and concrete way.
Faster sales processes: This is one of the benefits most highlighted by companies, since thanks to the creation and dissemination of relevant and segmented content, consumers move to the sales stage in less time, which generates an increase in conversions and a reduction in costs.
Cost reduction: the implementation of inbound marketing is a low-cost investment that represents great gains and benefits for companies, since the implementation of content strategies or SEO strategies is cheaper than traditional actions such as radio, press and TV ads or activations.
Measuring and analyzing results in real time: There is a saying that says, “what is not measured, is not controlled” , and in the implementation of inbound marketing it could not be more true. This methodology makes use of marketing techniques that provide the possibility of monitoring, controlling and, above all, optimizing the actions that are carried out, allowing to enhance what works and change or eliminate what does not give results, thus generating a better use of the investment and guaranteeing the achievement of the brand's objectives with customers.
Increased leads, sales opportunities and profitability: a well-founded inbound marketing strategy, with relevant content implemented correctly, will undoubtedly lead to a greater number of potential clients, thus increasing the possibilities of generating conversions and, with it, more and greater profitability for companies.
Improved and increased average ticket sales: A potential customer who has access to valuable information will move forward in the sales process not only faster, but more confidently, which usually means conversions and larger average tickets, meaning higher or expanded sales.
Strengthening the presence of brands or companies on the Internet: valuable content and effective customer conversion will strengthen brands on the Internet; their digital presence through different channels and with segmented content will allow them to be easily found in search engines and social networks.
Strengthening positioning: a better presence or image on the Internet will lead to a strengthening of the brand's positioning in the top of mind