Useful, convenient and targeted marketing is gaining more and more ground. The main focus is no longer on ads placed in highly visible locations and to as many people as possible — regardless of their interests.
The strategy today is to appear to the right people, at the right time and in the right way, and this is one of the main objectives of Inbound Marketing — attraction marketing.
In Inbound Marketing, the company cultivates a relationship with its target audience at different times (before and after the purchase) and mainly uses content and Digital Marketing channels to engage them and turn them into loyal customers — and the benefits of investing in this are numerous! Do you already know what they are?
1. Building credibility
When a company starts producing relevant content about its field, it becomes a reference. Just imagine a cosmetics manufacturer that, on its blog and social networks, talks about beauty, makeup, fashion, among other topics of interest to its target audience.
Soon, people will start accessing the company’s channels in search of information on all these subjects. Consequently, they will be in contact with the brand and will end up building a relationship of trust with it!
Quality content informs, educates and entertains. This strengthens ties, reinforces your image and increases the value of your brand — and best of all: in a way that is convenient for the public.
2. Increased visibility in the market
Quality content attracts interest, arouses desire and is shared, reaching even further. Little by little, the company can conquer new markets in a solid way — once the credibility I mentioned earlier has been built.
Therefore, working with good content production in Inbound Marketing can generate more visibility for your brand, mainly through two ways:
- Improved algorithm response, ensuring your content is delivered to more people;
- Sharing this content among people.
On a blog, for example, investing in relevant content that is well optimized for search engines (SEO) makes Google rank your content better and you appear to more people more often, increasing your brand’s recognition and visibility.
In a very similar way, content on social media is also delivered to more people when algorithms perceive that there is quality and a great deal of interest in it.
Additionally, good content encourages people to share it with others, further increasing your brand’s reach.
3. Assertive communication
Another benefit of Inbound Marketing is that it makes your communication more assertive and attractive.
By working on the interests of your target audience along with the stages of the sales funnel, you will be able to gain more attention through the production of personalized content.
After all, if you try to sell your solution to someone who is still in the discovery phase, the likelihood of you being successful is very low!
Inbound Marketing allows you to communicate with your potential customer according to their level of awareness, and guide them through the customer journey.
This way, you will be able to distribute your Inbound Marketing actions more strategically across any communication channel, educating on topics related to your business and attracting more people to your funnel.
In fact, depending on the communication channel, Inbound Marketing also allows you to work on the level of awareness of your potential customers in different ways!
For example: the way you communicate on your blog may not be the same as how you communicate on Instagram and, even within Instagram, communication may vary according to the content format to better fit each context within the social network.
While videos on Reels are faster and more dynamic, making them great for attracting more people, an Instagram live should be used to deepen knowledge and connect even more with those people who have been following your profile for a while.
This makes your content even more personalized and, of course, your communication more assertive!
4. Segmentation of actions
Let’s say you have a company that sells shampoo and conditioner bars. These products have a higher commercial value when compared to their more traditional competitors and, even though they offer several benefits to the consumer and the environment, one of your biggest challenges will be to overcome this price comparison.
After all, consumers who are at the beginning of their journey still have a low level of awareness of these benefits, and the price will have a big impact on their decision!
In this sense, Inbound Marketing allows you to visualize and organize these people into a “lead base”, classifying those who are likely to already know the benefits of the product and have overcome the objection due to the price.
In addition to the many other benefits that this provides, it will help to develop specific and more efficient actions for each group (even commercial proposals!).
5. CAC Reduction
One of the main benefits of Inbound Marketing is the reduction of Customer Acquisition Cost (CAC). Attracting people interested in your content, as I explained above, reduces the sales cycle. Since there is interest, the purchase is closer and this means less effort and, consequently, less expenses for the company.
6. Continuous results
With Inbound Marketing, your investments can bring returns for a long time!
If you have content that ranks organically on the first page of Google, for example, it may continue to receive visits even after months or years have passed .
By also producing rich materials for generating leads, you will have the opportunity to communicate directly and strengthen your relationship with them — who are no longer anonymous visitors, after all, they provided their contact information in exchange for material.
And, until the moment of purchase arrives, your investment in Inbound Marketing will be diluted, generating continuous results!
7. Measuring results
As it is a Digital Marketing strategy, another great benefit of Inbound Marketing is the possibility of measuring results in a more concrete and precise way.
The use of digital tools to attract, generate leads and engage with them ensures that Inbound Marketing provides a clear view of the results, guaranteeing a strategic advantage for your brand.
For example: knowing which blog content has the most hits and conversions allows you to better understand your audience’s interests and invest more in communication linked to specific topics.
Therefore, measuring results and learning to interpret them correctly is essential to obtain even better results, readjusting your strategy whenever necessary.
8. Customer delight and loyalty
With Inbound Marketing, the company maintains a relationship with the customer even after the purchase, ensuring satisfaction and demonstrating that it really cares about them through constant value generation:
- Educational and personalized content (according to this stage of the sales funnel);
- Special offers and launches;
- Tributes on commemorative dates;
- Request for feedback, satisfaction surveys, etc.
Building customer loyalty and turning them into promoters of your brand not only brings more visibility, but also reduces company costs and has several other benefits.
Think about it: in addition to sharing his experience with the company and recommending it to acquaintances, convincing this customer — who is delighted — to buy other products or hire new services is easier (and cheaper)!
9. Sales optimization
Finally, the greatest benefit of Inbound Marketing is that, through investing in quality content, you will give your company’s voice unlimited reach 24 hours a day, 365 days a year, without geographical restrictions!
However, to ensure the production of good content and the success of the strategy, it is essential to have the help of those who have been in the market for years, such as Enjoy Minder.
Here at Enjoy Minder, we are experts in Inbound Marketing and we provide much more than positioning: we transform visibility into conversion!
If you want to transform your Digital Marketing strategy into a true lead and sales generation machine, then you need to take Enjoy Minder’s free Digital Marketing diagnosis right now.
We have helped a wide range of companies and are always updating ourselves to offer our clients the most advanced Inbound Marketing solutions. We can certainly help yours too!
