Inbound Marketing: The key to your company’s success

Rodrigo Silva

April 26, 2016

Attraction, integration, automation. These are the main competitive advantages that make Inbound Marketing the most effective digital marketing strategy to boost businesses.

Since 2006, when Hubspot founders created the Inbound Marketing philosophy, thousands of companies worldwide have increased sales, save costs and improve inter-company team collaboration.  

But, what is Inbound Marketing? How does it work? Is it content creation, or SEO (Search Engine Optimization), or a platform that measures conversions, or marketing automation - perhaps email marketing too? Well, it is all that and much more.

Basically, an Inbound Marketing strategy takes all elements of a digital commercial strategy and combines them into a comprehensive strategy that replaces the old-fashioned outbound tactics of traditional marketing and creates a system that seeks and goes where the clients are, studying and detecting what they want, offering to them attractive and relevant pieces of content about their needs, setting up a relationship based on trust and transparency, and finally connecting your company products and services with people that – due to the whole previous process - are ready to become your customers and, even better, become your brand ambassadors.

By integrating digital tools such as websites, blogs, landing pages, calls-to-action, content offers, marketing campaigns, metrics, and KPIs, Inbound Marketing contributes to optimizing your resources, helps you know the effects of every marketing action, and creates a permanent presence of your brand on the Internet, which does not happen in a traditional outbound marketing campaign where your company makes a huge investment in advertising and never gets to know what was the true ROI of that action.

Even better, if the Inbound Marketing process is properly and permanently nurtured and updated, the engagement between your brand and your customers will become a long-term engagement relationship. Your teams (mainly your marketing and sales teams) will work more collaboratively, improve customer service, optimize internal processes, and deliver more and better tools to follow your company’s performance.  

Inbound Marketing Benefits

  1. Increase your website traffic
  2. Data-based management
  3. Improved client engagement
  4. Coordinate and integrate your teams.

Here we have essential Inbound Marketing strengths, but we must consider flexible and customized solutions. These can vary according to the type of business you are running or the industry you work within.

Let’s see some of these benefits:

Increase your website traffic

Inbound Marketing is a marketing strategy that helps your company get more quality traffic to your website, extends your brand literally to the whole world, personalizes your messages according to different types of prospects, leads, and clients, at different stages of the buyer journey.

Data-based management

You can’t improve what you’re not measuring. Otherwise, how do you know which elements or processes your campaigns need to be revised and improved?

Every tool that Inbound Marketing offers is measurable, so you can better know and understand your buyer personas (your ideal clients), their habits, preferences, challenges, behaviors, pain points, answers, and changes. All of this data is then used to create new ways to engage with them.

Improved client engagement

Because the Inbound Marketing philosophy focuses on the clients instead of the company, the customer experience that your brand delivers is far more attractive, friendly, permanent, and responsive.

Instead of the classic outbound strategy, which is used to chase clients to offer products, services, sales, and discounts that they haven’t considered if they need it or not - Inbound Marketing starts conversations with possible clients, listening to their needs and creating interest to know more about you.

Coordinate and integrate your teams.

Marketing and sales are usually teams that don’t work in a very united manner. They speak different languages, have different goals and targets. However, with Inbound Marketing, they start to speak the same language, share the same goals, and understand that they need each other to improve internal processes, achieve the company goals, and deliver an enhanced customer experience.

Thanks to Inbound, they share information, have access to the same metrics, and follow prospects throughout the conversion process.

These 10 years of Inbound experience have proved that the system really works. First, let’s check some statistics from Hubspot:

  • Companies who post 15 or more blogs per month get 5 more times traffic to their websites.
  • 45% increase in website traffic when a company raises their blog posts from 11–20 to 21-50 per month.
  • 13 more times of possibilities to get positive ROI in companies that correctly apply a blogging strategy.
  • 61% less is the cost of leads through Inbound Marketing than leads generated through outbound marketing.

How much is your company currently spending to get new clients? Are you satisfied with the results? Can you measure the ROI? What are the main challenges your company faces in attracting new clients?  

Learn how to utilize every tool inside of your HubSpot.

Prepare your teams to take ownership of HubSpot and make the most out of your investment.
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Rodrigo Silva

Rodrigo is a journalist with over 10 year of experience in writing.

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