Inbound marketing as a new philosophy that focuses on the needs of buyers, has acquired a powerful role in recent years. Since Brian Halligan made known what this new paradigm is about in 2005 by founding Hubspot, a pioneering organization in the area, marketing agencies began to involve important aspects of this theory in their work methodologies.
From advertising to inbound marketing
For years, many advertising agencies used techniques to attract new buyers, which little by little expired. At the time, the objective was to position a brand or product, through the exercise of repetitive campaigns and messages, that is, it was believed that sales were determined by the number of times in which customers received information about a product or product. particular service.
Thanks to the advancement of information and communication technologies (or better known as ICTs), consumers have become much more demanding. To buy or acquire a service, people use the Internet and search engines to learn or research more about their next purchase.
Additionally, consumers today can block messages they do not want to receive using caller ID, spam filters, and ad blockers.
In that sense, both radio and television advertisements, as well as cold calls and emails without prior authorization, were losing relevance over time as preferred mechanisms to increase sales.
The importance of hiring an inbound marketing agency
Inbound marketing, in its search to implement new practices, has established a series of steps and methodologies that guide marketing agencies to change the old advertising scheme for one that is more assertive with new technologies and the new needs of consumers.
Therefore, there are many inbound marketing agencies that are dedicated to creating strategies based on the natural attraction of customers, through the use of web publications with a high educational component. Inbound marketing agencies’ main objective is to satisfy the needs of consumers, which in this case, are reflected in the “customers” of their clients (companies that want to transform their sales philosophy).
Consumers want to read information that is relevant to them and provides them with enriching experiences, therefore, they prefer to receive educational content rather than promotional messages. Inbound marketing agencies are responsible for understanding this entire process but at a much more personalized level. Although they operate a B2B (business-to-business) model, their objective is to create an H2H (human-to-human) relationship.
Here is the importance of hiring an inbound marketing agency that can devise dynamics of interaction with your community, which within a certain time, will allow you to build bonds of trust and transform the visitors of your website or social networks (readers of your content) into great sales opportunities.
Main benefits of hiring an inbound marketing agency
Now that we have understood the importance of inbound marketing agencies today, let’s now look at what are the greatest benefits of hiring one for your company, which guides all your steps to follow and drives your path to a successful digital marketing campaign:
Custom strategies:
Hiring an inbound marketing agency will allow you to classify your content, depending on the type of buyers you have. Buyer personas and the buyer’s journey represent two essential practices within inbound marketing, to understand in depth how the mentality of your buyers works and how to direct your content, especially to them. Of course, the type of language, the format and the themes they use come into play to connect as much as possible with the interests of your ideal audience.
Inbound marketing, as we have already mentioned, focuses largely on the needs of customers, so knowing your needs in-depth as a company in search of potential customers is vital.
In this sense, Inbound marketing agencies will create strategies not only personalized and in line with your corporate goals but also the needs of your consumers.
Customers spend 50% of their time online engaging with personalized content, allowing you to focus your key messages toward an audience best suited to you. As inbound marketing agencies create personalized strategies for you, they will help you do it with your clients.
Multidisciplinarity
Inbound marketing agencies stand out for their multidisciplinarity. With this we refer to the different professions that converge in them, to achieve a common goal. Inbound marketing agencies They offer you a wide range of services such as. graphic and web design, programming, copywriting, community management, SEO, web analysis, among others.
Hiring an organization with these qualities will allow you to have a more comprehensive vision of your digital marketing strategies. The combination of all these disciplines will be key to the proper functioning of your social networks and blogs, which today have an important weight in the attention of buyers since they represent their main informational and communication channels.
Content Monetization
The digital market has focused on only producing interactions with consumers instead of focusing on achieving transactions from them. Return on investment (or better known by its acronym as ROI) is an indicator that companies use to calculate the effectiveness of their invested capital. By hiring an inbound marketing agency with extensive experience in the area, You have a greater chance of your ROI being a positive number, that is, of making a profit.
What is the reason for this statement? 68% of buyers spend more time reading the published content of a brand or company in which they are interested. Which greatly increases the possibility of monetizing the content published on blogs. On the other hand, inbound marketing can double your website’s average conversion rate from 6% to 12%.
In this way, content monetization is more about creating sales opportunities, from strategically formulated content. The inbound marketing methodology has four stages (attract, convert, close and delight ) that guide companies – as if it were a GPS – to successfully achieve this monetization process.
Platform metrics, analysis and optimization:
Blogs, social networks and emails are digital tools that allow you to interact with your communities of followers. Through them, you can attract your potential customers and direct them to your monetary conversion platforms (virtual stores, landing pages, download pages). Inbound marketing agencies will help you not only create, but also publish, the valuable content that your followers need on these platforms.
Within this process, analyzing the impact that the content you publish has had on the purchasing decisions of your followers and/or readers comes into play. For them, inbound marketing agencies analyze the results and provide you with statistics of your progress, with the aim of evaluating how effective or not the communication strategy used was.
In this sense, the continuous analysis and optimization of your platforms is a benefit that inbound marketing agencies provide you because among their responsibilities is being constantly aware of your interactions and growth on the web. Marketing agencies will help you with your SEO and carry out web positioning strategies that will allow you to attract important visitors to your platforms.
In conclusion, an external organization that helps you strategically manage your short- and long-term goals is essential to achieve profitability over time. Digital marketing agencies are perfect allies that you cannot ignore, it is about enhancing your vision with the experience and knowledge of other people who also want to grow at your side.
