Inbound marketing and content marketing

O inbound marketing é a estratégia mais completa de marketing digital e engloba desde a atração e geração de tráfego, até a conversão do visitante em lead, com avaliações e análises constantes, sempre de olho nos objetivos do cliente. Sendo assim, de tão importante, a geração de conteúdo de alta qualidade para blogs, sites e redes sociais está presente no DNA da agência. O inbound marketing está dividido nas seguintes etapas: Atração, Retenção, Conversão, Nutrição/Relacionamento, Venda, Encantamento e Análise.

Attraction

Inbound marketing starts with generating traffic to your website. This traffic is generated in different ways, both organically, using SEO (search engine optimization) techniques, and email marketing campaigns, sponsored link actions, content generation on social media and also on blogs. This way, the idea is to be able to generate an audience for your website, according to the target audience.

Retention

There's no point in a website having an audience if they leave. One of the phases within inbound marketing is retention. Therefore, maintaining visitor interest in your content, whether on the pages of your website or on your blog, is a very important task and also takes into account the user experience within your website.

Conversion

Lead generation is the foundation of inbound marketing. Creating materials that are relevant to your audience, such as whitepapers, ebooks, infographics and also through events and webinars is a way of asking people to fill out forms to generate registrations, or leads. This way, your website's audience moves down the marketing funnel, transforming from a visitor into a lead.

Nutrition/Relationship

Once this lead has registered, a relationship begins, with the aim of turning this lead into a customer. Here we work in different ways. Whether with qualified content or lead nurturing, resulting in a symbiotic cycle between marketing and sales. Therefore, the marketing funnel turns into a sales funnel. And so, we have CRM integration and constant daily work with the sales team.

Sale

You've built a relationship with your lead and now it's time to make them a customer. Knowing exactly what he needs and matching it with what you are offering is essential at this point. It's time to demonstrate your product/service and use other resources to finalize the sale.

Enchantment

It is much cheaper to sell to the same customer again than to acquire new customers. Furthermore, a customer recommendation helps to close many more deals. After selling, the idea is to further improve this relationship, offering quality support, exclusive content and increasing loyalty.

Analysis

Meu lema é “Avaliar e Evoluir” #avaliarevoluir. Esse lema diz tudo quando falamos sobre mensuração. Portanto, definir métricas apropriadas para cada tipo de cliente é uma das tarefas que faz do inbound marketing a estratégia mais assertiva que o marketing atual pode oferecer. Assim, definir quais são os principais KPIs e saber otimizá-los ao máximo para melhorar os resultados é o final do ciclo do inbound marketing.

And manage all of this? It is a task that is in the DNA of Vero Contents, which has experience in using the main marketing automation tools.

About inbound marketing in Brazil

According to Hubspot research, the main priorities for marketing and sales in Brazil are:

1. 1. Increased organic presence/SEO (64%)
  2. Blog Content Creation (55%)
  3. Interactive Content Creation (48%)
  4. Marketing Automation (45%)
  5. Content distribution/extension (44%).

Speak to an expert and see how inbound marketing can help your company grow.