The inbound marketing is the promotion of a company through blogs, podcasts, videos, e-books, e-newsletters, technical documents, SEO, physical products, social media marketing and other forms of content marketing that serve to attract customers through the different stages of the purchase funnel.
A simple definition could be the process of attracting the attention of potential customers, through content creation, before they are ready to buy. It is considered one of the best and most profitable ways to turn strangers into customers and promoters of a business.
Inbound marketing vs. outbound marketing
It has its counterpart in outbound marketing, which includes systems such as telemarketing and advertising considered traditional. Inbound marketing does not aim to unseat the internal system, but both must collaborate to complement and improve each other.
Inbound marketing refers to marketing strategies that attract visitors, rather than marketers having to go out to get attention. This system attracts the attention of customers, makes the company easy to find and attracts customers to the website by producing interesting content.
Objective of inbound marketing
Inbound marketing is primarily focused on creating quality content that pushes people toward the business and brand. The goal is to have content that speaks directly to the public during each phase of the purchase process in order to capture potential customers who are interested in the product offered.
At present, many companies are realizing that their technical documentation, often considered as a “necessary evil”, generates an authority and trust that can later be the most effective inbound marketing channel of a company, which translates into a very relevant acquisition of traffic and leads.