In a digital world where consumers are looking for more personal experiences, connecting with them is key to any business’s success. Inbound Marketing allows you to attract, retain and convert customers without being intrusive. In this article you will learn how to increase your visibility, generate quality leads and strengthen your brand with content.
What is inbound marketing
If you have ever wondered what inbound marketing is, the answer is simple: it’s not being a desperate salesman, what you do is attract people naturally, give them what they really want at the right time.
Think about this: instead of interrupting your customers with annoying ads, you accompany them on their journey, give them useful information, valuable content and solutions to their problems. It’s like being that friend who always has the perfect advice when you need it.
And why does it work? Easy: basically, if you help your clients achieve their goals, they will trust you… and if they win, so do you. Win-win.
Benefits of Inbound Marketing
You create a brand that people trust and consider reliable
When you buy something, you probably look at how reliable the brand is. You’re not going to choose just anyone, are you? Well, the same thing happens to your clients.
That’s where Inbound Marketing. Instead of just selling for the sake of selling, it helps you build a solid and reliable brand image. How? Through useful and relevant content, which shows that you know what you’re talking about and that you can really help your audience.
Plus, since it’s a non-invasive strategy, the customer doesn’t feel like they’re being pushed to buy, but rather has the information they need to make their own decision. The result? More trust, more sales and better positioning on Google.
No space or time limits
With traditional advertising, you’re limited: a few seconds ad, a small space and a certain time. As soon as you stop paying, you disappear.
Here you have your own space, a channel where you share useful and relevant content without depending on third parties. The best part is that it’s available 24/7, ready for anyone interested in what you offer to access whenever they want. This not only gives you more visibility, but also more sales opportunities without the pressure of “time is running out”.* You get more qualified leads
It’s not about throwing messages into the air and seeing who bites. The idea is to attract people who are really interested in what you offer, those who are most likely to become customers.
To achieve this, it all starts from knowing your buyer persona (that is, your ideal customer) and understand what stage of the purchasing process they are in. This way, instead of wasting time on people who are just browsing, you can focus on those who are actually considering your product or service.
You create a continuous flow of potential clients
With traditional advertising, it all depends on how much you pay and for how long. As soon as you stop investing, goodbye visibility, goodbye potential clients.
Inbound Marketing on the other hand, it’s like planting a tree: it takes time at first, but once it grows, it continues to bear fruit without you having to water it all the time. The content you create today can still attract customers months or even years from now, without needing to constantly pay for ads. This gives you a stable flow of sales opportunities and, in the long run, better results without depending on an infinite advertising budget.
You make the sales team’s job much easier
It makes marketing and sales stop working separately and start rowing in the same direction.
Before the sales team takes action, marketing has already done the hard part: attracting potential customers, educating them about the product or service, and giving them the information they need to make a decision.
This means sales people don’t waste time chasing people who have no real interest. Instead, they focus on those who have already shown clear signs that they might buy. The result? More conversions and much more efficient use of resources.
You optimize processes and get a higher ROI
One of the biggest benefits of Inbound Marketing it saves you time and headaches. Thanks to automation, you can let technology do the heavy lifting while you focus on what really matters.
With marketing automation tools, you manage everything from one place, without going crazy jumping from one platform to another. Plus, you can measure each step of your strategies and see what’s working and what needs adjustment.
The result? More efficient marketing, better decisions and a much higher ROI. Basically, you work less and get more. Now you can use our SEO ROI calculator to see the potential of SEO.In summary, Inbound Marketing not only brings you more customers, but does so in a strategic, efficient and sustainable way over time. It’s a safe bet to strengthen your brand and your results.
How to create an inbound marketing strategy
The strategy is based on the inbound marketing funnel.
If you’ve ever heard of this and made a face *“What are you talking about? “*Don’t worry, you’re not the only one. Basically, it’s the path that a user follows from the moment they discover you until they finally decide to buy from you. It’s like the hero’s journey, but in a marketing version.
And this is where TOFU, MOFU y BOFU come into play. No, they are not Japanese dog names or a Harry Potter spell. They are the three stages of the sales funnel, and understanding them well can make the difference between having a great marketing strategy or simply shouting into the void hoping someone will listen to you. Let’s go in parts:
TOFU (Top of the Funnel): First impression matters
At this stage, people have no idea you exist, and your mission is to get their attention without looking like an insurance salesman. Here it is about attracting qualified traffic to your website using SEO, blog content, social networks and some digital advertising. It’s time to tell the world: “Hey, look at me! I have something that might interest you”.
MOFU (Middle of the Funnel): Keep interest alive
You already managed to get them to see you, now it’s time for them to come back. Because yes, attracting them once is good, but if they forget about you in five minutes, it’s no use. This is where email marketing, remarketing and conversational strategies come into play (WhatsApp, chatbots, etc.). Think of this as the “I saw you, I liked you, but I still don’t know if I want something serious with you.” You have to keep nurturing the relationship.
BOFU (Bottom of the Funnel): Time to close the deal
Now it’s your turn. The user is already interested, but you still have to give them the final reason to take action. It’s time to make irresistible offers, use remarketing, strategic email marketing and, if necessary, even a chatbot that reminds them why they should choose you. If everything goes well, you get a customer. If not, go with the competition.
Now, for all this to work and not just be “good intentions”, you need a plan with a face and eyes. And no, it’s not enough to cross your fingers and hope for the best. Here are the key steps so that your marketing is not chaos:
Set goals with your head
Saying “I want more clients” is like wishing on a shooting star: pretty, but unhelpful. Use the methodology SMART (specific, measurable, achievable, relevant and time-bound). Something like “Increase leads by 20% in three months”. That already sounds more serious.
Know your buyer persona
Think about your ideal client: What problems does he or she have? What are you looking for? Where do you hang out online? The better you know him, the easier it will be to speak to him in his language and offer him what he needs.
Draw the customer path
Not all users are ready to buy immediately. Some need to inform themselves, others need to compare options… You have to know where everyone is and what type of content to offer them at each stage.
Attract qualified traffic (not just anyone passing by)
Here it is not about getting a lot of people to your website, but rather the right people. Use optimized content, SEO, social networks and well-segmented campaigns to ensure that those who can really become customers find you.
Convert visitors into leads
A user who leaves their email is pure gold. But of course, he’s not going to give it that way just because. Give him something of value in return (e-books, webinars, discounts) and use well-designed forms to make the process as simple as possible.
Convert leads into customers
This is where well-structured emails, automation and strategic tracking come in. It’s not about overwhelming, but about nurturing those leads with relevant information until they are ready to take the step.1. Measure everything (because if not, how do you know if it works?)
You can’t improve what you don’t measure. So check key metrics: traffic, conversion rate, bounce, time on the web… Adjust what doesn’t work and reinforce what does..
Build loyalty and make them love you
A happy customer not only comes back, but also recommends you. Email marketing, exclusive content and impeccable customer service can make that customer not only stay, but bring you more people.
So now you know, Inbound Marketing is not magic, but with a good strategy you can make your local business grow without having to chase customers.
Phases of inbound marketing
Phase 1: Attract
The first thing you need is make people know that you exist. Because yes, your company can be the eighth wonder of the world, but if no one finds it, it doesn’t matter.
Here the trick is attract people to your website from different channels. You can do it with social networks, publishing useful and entertaining content that not only talks about your business, but also answer questions and solve problems. Basically, when someone has a question about your sector, you are the one who has the best answer (and not your competition).
You can also bet on the SEO and content marketing, which is like the “job well done” strategy: it takes longer to bear fruit, but when it does, it is much more solid. Come on, like planting a tree instead of buying plastic flowers. Over time, if you optimize your content well, users They will find you.
Besides, if you have a physical business, you can also attract new users through your Google My Business listing with the advice of our local SEO agency
In short: make noise, but smartly. Let people come to you because you contribute something to them, not because you harass them.
Phase 2 Convert
Ok, you already got people to your website. Now it’s time to they give you their information without them running away. Because yes, asking someone for their email or phone number without giving anything in return is like wanting them to lend you money without explaining why.This is where celebrities come into play. lead magnets. And no, it is not black magic, it simply means that you offer something useful in exchange for their contact. It can be an ebook, a discount, a webinar, a template… whatever, but one that really interests you.
Of course, not anything is worth it. If you sell sneakers and offer a PDF about the history of footwear in Ancient Rome, you will still be applauded as a cult, but you won’t get many leads. The key is that your offer is relevant and tempting, something that makes the user think: “Okay, yes, I want this, take my email” rather “Ugh, this smells like spam, I better go”.
So now you know, if you want to convert visitors into future customers, give them a good reason to trust you. And please, no forms with 20 questions. Make it easy and fast.
Phase 3 Sell
Here it is not about how many leads you have, but about how many end up getting the card. Because yes, having a database full of emails sounds nice, but if no one buys, it’s basically like having a garden and only weeds grow.
Inbound Marketing is like an evolution of marketing traditional, but it also has a touch of gardening: you plant the seed, water it, give it sun… and then you wait for it to grow. It’s a process of patience and care, where every step counts to make your efforts bear fruit. But be careful, it is not enough to look at the pot and hope that everything goes as planned. If you water too much, you drown the plant. If you don’t water enough, it dries out. The same thing happens with your leads: if you bombard them with emails, they send you straight to the spam folder. If you forget about them, they will leave with the competition.
Here comes into play Email Marketing well done. It is not about sending messages for the sake of sending, but about doing so at the right time and with the right content. Quality > quantity.
Your best ally so that this is not chaos? A good CRM. It will help you know who is ready to buy and who needs a little more TLC before taking the plunge. Because, in the end, the important thing is not how many seeds you plant, but how many truly bloom.
Phase 4 Loyalty
It’s like that forgotten stage of the inbound marketing methodology and the truth is that it takes its toll. The main consequence is that marketing costs never go down. If you only focus on attracting new customers and not maintaining the ones you already have, you will end up spending a fortune without seeing the results.
The good thing about inbound marketing is that, when you reach the loyalty phase, you create brand ambassadors. Those customers who are so happy with your product or service, they become your invisible sellers. Basically, they are the ones who never tire of recommending you to everyone.
The key to retaining your customers? Monitor social networks. If you are aware of what is happening in them, you will be able to find perfect moments to connect with your customers. Did they win an award? Congratulations! Did they hire a new employee? Maybe it’s time to offer them more of what they like.
Of course, all this is of no use if your products or services are not good. Because for a customer to recommend you, it is not enough to like you; you must be 100% satisfied. Inbound marketing is like a strategy to multiply the benefits of businesses that already have a solid foundation. And as they always say: giving visibility to a bad product does not make it good. First, take care of what you offer, and then, put the marketing on top of it!
What do we recommend?
CRM: HubSpot
The lifesaver of any marketer. It has it all, from customer management to automation.
Keyword search engines: Ahrefs, Semrush or Google Keyword Planner
If you want to find the words that really matter to your audience, go for Ahrefs, SEMrush or the classic Google Keyword Planner. They are like compasses that tell you where your content strategy should go.
Email marketing: HubSpot or Mailchimp
So you don’t forget to send those emails you love (or not, but you still have to do it right).
Measure results Google Analytics
To know if your magic is working, you need Google Analytics 4.
