Inbound Marketing

Inbound Marketing, or what many know as “new marketing”, is a relatively recent methodology and way of thinking and doing business. This methodology is focused on attracting potential customers, gaining their trust and establishing a relationship that directs them to the moment of purchase .

Its main focus, in contrast to Outbound Marketing or “old marketing”, is to develop a potential customer’s purchase journey, from attraction to retention, respecting, building and understanding the ideal time to close a deal.

Inbound Marketing progressively thinks about the relationship with the potential customer. Instead of “pushing” a service or product, the main objective is to create value for your business. For this reason, many also call it attraction marketing.

Unlike traditional advertising practices, Inbound Marketing allows you to reach the public in a sure and measurable way.
To achieve success, different digital marketing actions (SEO, email campaigns, content production and others) are needed, which must be well connected with each other.

But what has changed from Outbound to Inbound?

Outbound Marketing

  1. Use of communication as the company’s exclusive process
  2. The company seeks the customer 
  3. Content / campaigns focused only on selling the product 
  4. Without generating real brand value 
  5. Sales by insistence

Inbound Marketing

  1. Uses of communication as a bilateral process between company and customer
  2. The customer comes to the company
  3. Offering relevant content to the client
  4. The market sees value in its service
  5. The sale occurs by generating interest in the product / service

What happened before was that people did not have access to relevant knowledge and information about a particular product / service, making the sale almost 100% dependent on the salesperson’s approach. However, today, that reality has changed: There is a world of accessible content, an extensive exchange of information between consumers, reviews of products and services, forums, etc. You can know EVERYTHING about a product before you even talk to a salesperson.

Now people decide what and when they want to buy something. Therefore, the focus of Digital Marketing needs to be generating interest.

And why is there so much talk about Content Marketing in this context?

One of the pillars of Inbound Marketing is precisely the production of excellent content that understands the steps above and offers all the information that the consumer needs to absorb to walk this journey and be ready to make a purchase or be served by a seller. Thus, marketing actions make you more prepared for this approach and substantially increase the chances of closing new business.

The idea of ​​Inbound Marketing is to attract, convert, relate, sell and retain customers, and for each stage, we have a specific strategy and specific tools to achieve the success of each action.

The idea of ​​Inbound Marketing is to attract, convert, relate, sell and retain customers, and for each stage, we have a specific strategy and specific tools to achieve the success of each action.

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