Inbound marketing is an effective methodology if time and resources are invested in creating quality content. These are its main benefits for companies that implement it:
- Generate quality leads : Offering useful and relevant information helps capture the attention of specific segments of your target audience that may be most interested in your company.
- Promote loyalty : Quality content and interaction with prospects will be incentives for them to maintain relationships. In digital marketing, it is estimated that retaining a customer is between 5 and 7 times cheaper than acquiring a new one.
- Improves brand reputation : Creating valuable content consolidates the company as a benchmark in its sector, which generates trust among users.
- Provides data : All inbound marketing strategies gambling data hong kong provide measurable data and, therefore, useful information about the target audience and their interests. This is very useful for marketing and sales teams.
What is a buyer persona ?
A buyer persona is a representation of a company’s ideal customer profile . Although it is a fictional profile, it is based on real data extracted from market research. It is a complete representation that includes demographic and behavioral data such as:
- Gender and age
- Job occupation
- Daily routines
- Motivations and objectives
- Media they use to get information, etc.
Buyer personas are used as a basis for guiding digital marketing strategies. In inbound marketing, content creation should be geared to respond to their concerns and needs.
How do you measure the success of an inbound marketing strategy?
All of the inbound marketing examples presented in the previous section have measurable results using key performance indicators (KPIs) . For example, two basic email marketing KPIs are the open rate and the click rate. These indicators allow you to assess the audience’s level of interest in the content sent.
In general, it is advisable to establish KPIs for the different phases of the sales funnel , such as the following:
- Volume of initial content impacts, such as the number of website visitors or emails opened.
- Proportion of these impacts that become leads.
- How many of those prospects ultimately become customers (conversion rate).
- Finally, the return on investment (ROI) generated by the strategy.
This data allows us to determine which type of content key points in marketing strategy generates the most results in each segment of the target audience. However, when evaluating them, it is important to remember that the inbound methodology generates results in the medium and long term . If more immediate results are needed, it is advisable to combine inbound marketing with other strategies such as paid advertising.
Can different inbound marketing strategies be combined?
Not only can you combine different inbound marketing strategies, but it is also advisable to do so in order to optimize results. Inbound strategies work very well if they are integrated with the stages of the sales funnel in which the potential recipient is located. For example:
- Lead generation stage: Use social media posts and generate organic traffic through SEO to attract new visitors.
- Qualification stage: Offer webinars or create customized ee leads landing pages to provide useful information to prospects.
- Conversion Stage: Feature customer testimonials or provide personalized discounts to encourage purchase.
- Loyalty stage: Send satisfaction surveys or personalized email marketing campaigns to maintain the relationship with the customer and encourage loyalty.
