Inbound marketing has become over recent years the most effective method for doing business online. Conventional marketing tried to distract customers and and seduce them with flashy banners or misleading ads. Inbound marketing focuses on providing quality content that informs potential customers about the products and services they are searching for. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
With advent of the internet our means of searching for, selecting, and purchasing items or services has changes. TV and print advertising gave little useful information, focusing more on trying to shout louder than the competition and the salesman was the main source of information for a customer. Today a potential customer does most of his or her research online before deciding where and what product to purchase. By the time he or she arrives at your door 60% of the purchase decision has already been made.
Inbound marketing works like a funnel
Inbound marketing uses quality useful content to attract customers to your company website. This content can be in the form of articles, ebooks, videos, infographics, anything that provides useful information to the public. This content, when published and divulged in the right places and at the right times, may be found by your clients and used to help them to make the decision to buy from your company.
The first step is to attract people with valuable content. This content is posted in your company blog and optimized to that the search engines like Google can find it and show it to consumers when they are searching for information. It's posted in social networks so it can be shared between friends. When consumers find your content and visit your website, they are then presented with opportunities for more information, but this time in exchange for their email address. The consumer has now become a lead. The leads have given you permission to send them information about your products and services so you can now lead them through your buying cycle via a set of specially crafted emails until you perceive from their actions (a click on a link or a visit to a page on your website), that they are ready to make a purchase.
Why should your company implement Inbound Marketing?
About 80% of consumers today search online before making a purchase. Your goal is to provide the information they seek.
Inbound marketing costs 62% less on average per lead than traditional marketing, which means more bang for your marketing buck.
Companies that use blogs to publish relevant content for consumers of their products and services receive 55% more visitors than their competitors.
Companies that have invested in blogs report returns on their investment in online marketing of more than double of those without blogs.
Companies with blogs report that about 57% of new clients found their company via a publication on their blog.
Inbound marketing is precise and measurable. It allows your company to easily identify who is interested in your company and how best to find them.
A Success Story: Inspired by Autism
Inspirados pelo Autismo
Inspired by Autism is a brazilian organization that works with an interactional, educational and motivational approach and is dedicated to inspiring parents of children with autism and the professionals who work with them to help people with autism to develop their talents, overcome their difficulties and reach their full potential.