Inbound marketing: converting users into customers

Most of the traditional marketing techniques are to bring the benefits of our brand to the consumer. Telephone calls, unwanted emails, flyers and advertisements in different media have something in common: they involve an invasion – more or less annoying – to the time and space of the consumer, which in many cases will not even end up interested in our proposals, or even will anger our company. Why not try to have the consumer approach us voluntarily?

That is what inbound marketing seeks, a set of non-intrusive techniques to attract users, so that they end up becoming customers. From this perspective, in contrast, the traditional invasive techniques are cataloged as outbound marketing. While outbound marketing is based on advertising content whose effectiveness depends largely on the budget used, inbound marketing seeks to captivate consumers with quality content, such as blogs, podcasts, social networks, videos, eBooks and physical products. The organic positioning in search engines is also important. As can be seen, this is a marketing model born in the Web era; precisely,

Inbound marketing strategies are based on a five-step process where mastery of content marketing , marketing automation , web design, SEO and web analytics, among several other disciplines, is critical to a good result. Many companies succeeded:

During the campaign for the 2008 presidential election in the United States, Barack Obama’s team found that on Facebook (then booming) millions of young voters were eager to raise their political concerns and concerns. As the election date drew nearer, the team was creating specific pages for certain social groups with different interests, such as African Americans, war veterans and women. That direct channel between the candidate and a properly segmented public was crucial for Obama to win his first presidency. During the 2012 campaign (where he would win again), the Obama team published four times as much content as Mitt Romney’s, and had an active presence on twice the platforms than the Republican candidate.

The company River Pools and Spas was severely damaged by the 2008 US economic crisis: how many people would buy a pool now that their living standards had fallen dramatically? The director of the company, Marcus Sheridan, decided to offer a differential: he created a blog with quality content to answer the questions of customers. Thus, it became one of the major industry references worldwide. He went from investing $ 150,000 in outbound marketing to investing $ 50,000 in inbound marketing, increasing his leads by 400%.

Although inbound marketing is a more honest approach, and generally less expensive than outbound marketing, the latter philosophy is still advisable and even necessary in many cases. The ideal is a combined strategy: to introduce new users through outbound marketing, and to keep those users captive through inbound marketing.