Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

What is Inbound Marketing?


Inbound Marketing is based on the idea of ​​creating and sharing content focused on a target audience, to obtain permission to communicate directly with your potential client.

Inbound Marketing will help you attract your potential customer. The methodology is based on the publication of valuable content, through digital platforms.

It is letting the customer find you and, in this way, making them know about your products and services.

Topic Covered:

  • Difference between Inbound and Outbound Marketing.
  • 7 Benefits of Inbound Marketing.

  • 7 Reasons to Do Inbound Marketing in your Company.

  • The 8 Biggest Mistakes When Doing Inbound Marketing.

  • Inbound Marketing Principles.

  • Inbound Marketing Basics.

  • Inbound Marketing Methodology.

  • Types of Content for the Attract In Inbound Marketing.

  • Buyer Persona and Buyer Journey.

  • 12 Inbound Marketing Examples.

Differences between Inbound and Outbound Marketing

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

You must understand Inbound, that you also Understand Outbound; a strategy that follows very different principles.

Outbound refers to traditional marketing that uses interruption to communicate with an audience.

It is the message you find in the middle of the magazines, the commercial on television, and even a single ad in the middle of your favorite blog.

You haven't necessarily asked to see those ads and many times they weren't even created for you, but they are demanding your attention.

This way of advertising was effective at one time. Today, Outbound Marketing is not a good option. The consumer is more selective and does not accept interruptions.

Read Article: Marketing Automation: A Step-by-Step Guide For Beginners.

What this new consumer wants is quality content without interruptions and without you forcing him into action. The one who makes the purchase decision is him. His demand is for brands more open to dialogue and respect.

Now you can record a TV show and skip all the commercials, you just read more printed materials. In addition, with a single click, you can unfollow all the Internet labels that you consider invasive.

It is in this scenario, Inbound Marketing becomes a great strategy. This methodology is non-invasive and can be more respectful when trying to impact your audience with your message.

Inbound reaches the people who are really interested in that message, at that moment. It is not invasive, it is useful. Which significantly increases your chances of conversion.

In terms of costs, Outbound generally requires more investment than Inbound, since up to 62% less is spent on each lead generated than traditional marketing. Other figures have already shown that inbound conversion rates are exponentially better than outbound strategies.

This is because, in Inbound, you are only talking to the public at the right time. Another difference between the two strategies is the measurement of results. Inbound can track conversions in real-time, and if you disagree, you can completely change the message or strategy to reverse the framework. 

While in Outbound, reviewing or changing a communication is more complicated.

Read Article: What is Digital Marketing & Types of Digital Marketing?

7 Benefits of Inbound Marketing.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

1. Companies that implement the strategies through blogs with quality and relevant content tend to increase traffic more than other websites where they do not publish blogs. This shows that strategic content potentially increases the number of users who, in some way, will engage with your brand.

Read Article: What Is Content Marketing - "Complete Guide Step-by-Step".

2. Most Internet users click on organic search results instead of paid ads. These data make it clear that SEO is very important for the correct positioning of a company, product, or service on the Internet.

3. The good relationship established with the visitor through Inbound Marketing makes them become a fan of your brand and will recommend you anywhere. The reason is clear: if they perceive the quality and relevance of what you offer, they will naturally promote your brand; for a matter of trust.

4. Many companies report that more than half of their customers who bought online came from blogs

5. Currently, being present on Social Networks is essential. This is what the marketing managers say since they believe that blogging is really important to the company.

6. Inbound Marketing allows you to more accurately identify users who are interested in your products and your content. That is, it tells you who your target audience is and how to meet their needs.

7. Inbound Marketing will become indispensable (it is already happening) in a few years.

7 Reasons to Do Inbound Marketing in your Company.

1. Businesses that execute blogging strategies with quality content tend to gain 55% more traffic than websites without a blog. This shows that strategic content increases the number of users that somehow relate to your brand.

2. Approximately 70% of Internet users click on organic search results links instead of paid ads. This fact makes it clear that SEO is very important for the good positioning of a company, product, or service on the Internet.

3. The good relationship created with the visitor through Inbound makes them become a fan of the brand, spreading its strengths. The reason is clear: if he realizes the quality and relevance of what you offer, he will promote the brand as a matter of trust.

4. Many companies report that approximately 57% of acquired customer online contacts come from blogs.

Read Article: Buzz Marketing: A Complete Step-by-Step Guide For Beginners.

5. Today, being present on social media is essential. About 66% of marketing managers believe that blogging is, in fact, important to the business. Additionally, 83% of managers say that a Facebook presence is essential.

6. Inbound Marketing allows you to more accurately identify who is interested in your products and your content. That is, who is the target audience and how to satisfy it.

7. Inbound Marketing will become essential in a few years, since the evolution of society, and automatically from Marketing, shows that it is necessary to communicate directly with the client.

The 8 Biggest Mistakes When Doing Inbound Marketing.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

1. Hide information.

Inbound Marketing is based on the exchange of content. So if you hide the information from your audience, you are misusing the methodology.

Don't be afraid to share knowledge with your audience, even if you think you're giving them more than is necessary.

In fact, when your company goes one step further and shows that the personal growth of your customers is more important than your own profit, that is when your campaigns will give more return and become more successful.

2. Badly done CTAs (Call - To - Action).

Without a quality CTA, there is no conversion. Many marketing teams think of the CTA as a "button." However, a poorly done CTA can throw your strategy overboard. This is because without a compelling and provocative conversion point your efforts are going nowhere.

3. Not defining clear KPI's (key performance indicators).

Ignoring KPI analysis is a beginner's mistake to avoid.

KPIs help your company to know if your investment in Inbound or any other marketing effort is giving you the expected return, that is if your ROI is positive.

4. Not optimizing the strategy with the measured data.

The numbers are not only useful for filling in spreadsheets, but they are sources of knowledge and ideas to improve what is working and fix what is not.

Strategy optimization is a very important point in Inbound Marketing. Concepts and theories are always being updated, so it's important to keep your content up to date with market trends.

But this data is also important for campaigns, whether by email, Google Adwords, or Facebook Ads, it is necessary to put into practice the ideas that your KPIs have provided and optimize your Inbound strategy.

5. Wanting to do everything at once.

Organization and planning are an active part of a successful strategy.

Before writing the first blog post or creating the first email marketing campaign that you need to do inbound and content planning for the business, think about:

What channels will I use? Who is my audience? How much can I invest? How many people do I need for my team?

There are many things to do, many means that you are going to manage and many KPIs to follow. So breathe.

6. Not setting realistic goals.

What do you expect with Inbound Marketing?

The objectives that you hope to achieve with your strategy must be consistent with the future of your company and the structure it has available, otherwise, you will only get the frustration.

A good way to establish goals and objectives is through the history of the company and a benchmark of your industry (average data of the segment in which your company operates).

7. Try to inbound without a blog.

Inbound Marketing requires a blog and you cannot change that. 

Creating relevant content for the public is the lifeblood of the Inbound methodology and trying to do it without a blog is impossible.

Where are you going to put this content? How are you going to attract visitors through Google searches? And generate leads?

The blog is one of the main tools of Inbound because it is the means of doing almost everything important to your strategy.

Although it is also important to share on social networks and create subsistence flows, you need to have a relevant information center that you own.

That is the blog: a marketing asset of your company.

8. Not organizing the sales funnel.

The sales funnel is not just a weapon of the sales team.

 According to how prepared you are to make a purchase. Therefore, different content is created for different stages. And not only with different formats, but also with different themes.

Inbound Marketing Principles.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

1. Content Marketing.

Produce quality content for the right people. Research to define the people, the audience that is going to buy from you is very important, as well as knowing what type of content is best absorbed.

2. Buying cycle.

For your visitors to become active customers, you must understand each stage of the process. At this stage, the well-known conversion funnel enters a kind of step by step until the sale.

3. Personalization.

The more you know about your potential customers, the more dynamic the process becomes. Being aware of the flaws when launching content makes the difference if you want to work with Inbound Marketing. Always look to personalize your posts.

5. Multi-channel strategy. 

Communication with your potential customers can flow from multiple channels, so you should study where they are. Learn about: if you spend a lot of time on Facebook, or do more Google searches, read messages about you, etc.

6. Interaction.

The interaction must be precise. All published content must be carefully measured, so that the strategy is, in fact, efficient.

Inbound Marketing Basics.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

1. Lead.

A lead is a person or organization interested in what you sell.

Interest is expressed by sharing contact information, such as an email ID, a phone number, or even a social media profile.

2. Buyer Persona.

It is the imaginary representation of the ideal person or ideal consumer you want to reach.

Certain data such as demographics, socioeconomic, behaviors, interests, etc. are necessary.

3. Marketing Qualified Lead (MQL).

Marketing Qualified Lead, refers to that lead or potential client who meets a certain profile and conduct. 

4. Sales Accepted Lead (SAL).

Sales Accepted Lead, is a potential customer that has been validated by the sales team. This means that in addition to having manifested certain profile and behavior characteristics, these were validated.

5. Sales Qualified Lead (SQL).

Sales Qualified Lead or Qualified Lead for Sales. It is a SAL that has also been validated that you have an interest in a product or service of our company and that you can also pay for it (you have the budget). It is a sales opportunity.

6. Landing Page.

In digital marketing, a landing page is an independent web page, created specifically for an advertising or marketing campaign.

It is where a visitor "lands" when he clicks on a Google AdWords ad for example.

7. Call To Action (CTA).

Call To Action,  means «call to action», and refers to that button or phrase that invites a lead to take the next action, such as «buy now before they are sold out! ».

8. Conversion.

It is the point at which a lead captures a message and has the desire to take an action. This action depends on the objectives of the campaign and can be, for example, completing a form or making a purchase.

9. Customer Lifetime Value (LTV).

Customer Lifetime Value or is the sum of the profits that a customer provides to the company during the entire time he is a customer. For E.g. If a client buys an average of $ 200 per month for 6 months and the company obtains a 50% margin, the LTV of that client is $ 600 ($ 200 * 6 * 50%).

10. Buyer Journey.

It is the process that a potential client performs until it ends in a specific purchase.

Inbound Marketing Methodology.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

Inbound Marketing is based on different phases, each of them is focused on placing the content that your customers are looking for, in the most relevant digital channels and thus being able to be there when they are deciding what they need.

From the beginning you must attract strangers to your website, to convert them into visitors. Once they have agreed to read the information that you propose, give them something in return so that they give you their email.

This "payment" in exchange for your email comes in the form of content offers such as eBooks, White Papers, tip sheets, or any interesting and valuable information for your prospects.

This, to stay in touch and be able to begin to create a connection with them, understand what their needs are and how your product can help them satisfy them.

The Inbound Marketing Methodology is divided into four phases: Attract, Convert, Close and Delight. In the following image you can see how the process is:

As you can see, in each of the stages you must use one or more attraction techniques. Remember that just because someone is already a frequent customer doesn't mean you should forget about them.

Companies that continue to delight their customers make them happy promoters of their products and services because they love them.

Below you will learn what you should do in each of the stages of Inbound Marketing :

1. Attract.

To generate traffic you must use different resources such as Content Marketing, SEO techniques, Social Networks, PPC, etc. You must do it according to strategic planning so that you get good results.

2. Convert.

At this point, you must apply all the necessary techniques, to convert the traffic (visits) into a database so that your Inbound actions are effective. The landing pages, the calls to action, and the forms can be very useful.

3. Close.

Once you have your database, manage the records and integrate them with a CRM or with automation and lead nurturing tools, to create an automated content flow adapted to the user's purchase cycle; related to Lead Scoring, and determine the right time to convert it into a customer.

4. Delight.

When you've already grown customers, you need to keep them. In this phase, you must keep them satisfied, offer them useful and interesting information and take care of your potential prescribers to turn sales into recommendations.

Types of Content for the Attract In Inbound Marketing.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

1. Blogs.

A properly thought out blog is the best tool for Content Marketing: you need good planning so that you offer valuable information to your buyer personas.

You can offer different types of information. For example, the steps of the purchase process, instructions to solve problems related to the product you offer.

Do not forget to try to create relationships with your audience through the content you provide on your blog, so they will feel identified with your brand.

2. SEO.

A good SEO practice will obviously help you attract leads, since not only is it enough to have a blog that provides great content, it needs to be seen.

Search engines take into account several things that only good SEO practices can fix.

Appearing on the first pages of Google will give you the credibility you need to attract your audience and give authority to your brand or what you offer.

3. Sponsored links.

Although many think that paying for advertising on the Internet goes against the philosophy of Inbound Marketing, the truth is that it is also done for a segmentation issue.

A more specific segmentation can be quite beneficial for your business since you can be more assertive with the strategy you implement.

There are three ways to advertise on the Internet following the Inbound Marketing methodology.
  • Advertisements.
You can make ads with Facebook Adwords and share the link to the site you want, be seen.
But you must make sure you have the correct keywords and that the content you are linking to is really attractive.
  • Banners.
You can use banners or advertising displays in the Google content network and select certain channels, websites, blogs, among others so that the content is seen.
  • Social media.
Social networks have reached a point where, if you are not in them, you do not exist. So take advantage of these communication channels and creatively share your content.

Create a closer relationship by interacting with your users and offering them valuable content in their daily lives. It is the best way to become part of their lives.

Buyer Persona and Buyer Journey.

Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

Before writing any content, you should know who you are writing to. 

For example, imagine that you have a company that sells technology equipment, including smartphones.

Now, a potential client named X lost his phone, which means that X has a problem.

What are the common questions this character can ask? You can start by looking for "how to dry a smartphone" so you can fix it, but you try everything and the phone still won't turn on.

Next, X begins to look for other solutions, what solutions can your business bring to X at this time of his problem?

Knowing that X is not going to search your store by the exact name yet, but he could start by searching for “waterproof smartphone” or “the 10 best phones of 2016”.

There you can find out that you have all those phones in your store and that you can also make your purchase without getting up from your PC.

But how do you get to know who X is? and why is it instead of searching: 'how to dry a smartphone? ", did not search" I dropped the phone in the water, what should I do?

This is achieved by creating your Buyer Persona because you simply cannot write any blog entry, you have to write the correct entries for your potential customer to find you.

A Buyer Persona is the semi-fictional representation of your ideal customer based on research and surveys that have been conducted with real customers, about demographics, behavior patterns, motivations, goals, and challenges.

Knowing your buyer in this way will make it easier for you to understand how they communicate and what language they use in their search.

  • But here it is not all, when we go to do a search through the Internet we do it for different reasons
  • Because we have a problem but we don't know what it is or how to solve it
  • We already know the problem. We are looking for the solution to that problem that we already identified.

This is what is called Buyer Journey or Buyer's Journey, and it is nothing more than understanding that Inbound Marketing is Content + Context

At what point do I have to talk about my business? What are the problems my client has? How can I entertain my prospect with the content that I post on my blog? These questions are answered by studying the three stages of the buyer:

1. The stage of awareness or discovery.

It is when the perspective is to experience and express the symptoms of a problem or opportunity. They are doing the research to more clearly understand and name their problem.

2. The consideration stage.

When a prospect has something clearly defined and has given their problem or opportunity a name. They are committed to researching and understanding all available methods and means to solve the defined problem or opportunity.

3. The decision stage.

It's when a prospect has decided on their solution strategy, method, or approach.

And the analysis? This is the most important part and it is not found in a single stage, but in all of them, because as you develop your Inbound Marketing strategy, you have to measure and analyze the scope of those efforts.

To run a truly successful campaign you need to know what works, what doesn't, and how to implement new solutions and improve in the most efficient way possible. And, again, the only way to do this is by taking the time to analyze your work.

12 Inbound Marketing Examples.

1. Starbucks.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

This renowned franchise brand, specialized in coffee, has known how to make its customers fall in love, taking advantage of social networks to be part of their daily lives.

It has used social networks to appeal to the emotions, feelings, and peace of its users. Far from selling, he has created a great community around the enjoyment of life. Also, bet on the imagination.

It makes its users see that good coffee, consumed at any time, can improve their day.

Another strategy Starbucks has used is to put consumers' names on their cups. This has been key for many people to share photographs of the brand on their social networks.

More than selling coffee, Starbucks sells a life experience that invites you to enjoy it and share it with friends.

2. GoPro.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

The renowned American company dedicated to the production of high-definition personal cameras has a really impressive YouTube channel. 

Probably, your clients are people interested in photography and audiovisual materials.

That is why GoPro shares amazing videos of people doing extreme sports with landscapes that will leave you in shock.

The brand does good Inbound Marketing since it is not rude advertising, but it does share content that its customers will enjoy very much.

And, in addition to enjoying it, they are motivated, so they use the product to make their own videos and share them on the channel. This is another excellent example of Inbound Marketing to attract customers.

3. Spotify.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

This digital music service, which gives you access to millions of songs, has known how to make a good email marketing campaign.

The personalization of your emails is really appreciated by your audience.

The music platform only sends emails if the content of these really is of interest to its users.

In addition, Spotify, to make its customers feel rewarded, sends exclusive emails, according to their preferences and tastes, in which they are notified about new content.

This is a good Inbound Marketing practice, as it ensures loyalty. Users know that the brand recognizes them and is aware of their tastes and interests, which increases their trust in the platform.

4. Netflix.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

This American commercial entertainment company, which is dedicated to the transmission of series and movies through Streaming Multimedia, has also done a good job being inspired by the philosophy of Inbound Marketing.

If you have seen the famous series "Narcos" you will know what I mean. Netflix partnered with "The Wall Street Journal Custom Studios" to create a unique piece of advertising they called "Cocainenomics."

Cocainenomics is a combination of incredible graphics, professional reports, and multimedia features that tells the story of the cocaine business. A journalism work that promotes this original series through the content of unique value.

5. IKEA.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

IKEA is characterized by launching campaigns through traditional media, but t also rests on the web with spots to promote solidarity causes.

This type of campaign is ideal for attracting millennials. These users feel identified with the brands that support solidarity causes. So it is a good way to create loyalty in this target.

IKEA, with its Inbound Marketing strategy, in addition to getting leads with its spots, takes the opportunity to provide an image of social responsibility and that it is a company sensitive to solidarity causes.

6. American Express.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

OPEN Forum is the American Express blog that aims to go beyond just offering content. In addition to valuable content, this blog provides a completely personalized user experience, and therefore an interactive community has been created.

On this platform, you will be able to obtain valuable and, above all, original information, aimed at SMEs. Its structure is made to show the content that the user is really interested in, making your forum something unique and of your preference.

As you can see, in this example of Inbound Marketing, American Express has segmented its target audience. This is a good marketing strategy.

7. Nestlé.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

Pinterest is one of the most engaging platforms. However, many brands do not pay due attention to it and turn to other networks such as Facebook or Instagram.

That is not the case with the leading food company, which has an interesting board full of original infographics, with which they engage and teach their users.

We all know the power of infographics as a content format in Inbound Marketing but few of us take the time to exploit it within our strategies.

8. Adidas.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

This example is a classic, but it is still a case study from which you can learn to develop your Inbound Marketing strategy.

It is a mobile application developed by Adidas to have a personal coach within reach of your cell phone during your workouts, regardless of the time or place where you are.

Strategically directed to its target, it offers a variety of training, a blog, and of course a very timely product list to create a solid community through common activities.

9. Airbnb.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

The accommodation rental company for travelers found its perfect Inbound Marketing strategy in e-mailing.

Once you have done a search on Airbnb and have registered, the company will provide you with personalized content via email, with relevant information according to your tourist destinations of interest.

In addition to the personalization of its newsletters, Airbnb has also made efforts to offer quality photographic content.

For this, he uses his profiles on social networks, where he has created a community that shares his own images and is seduced by those shared by others.

10. Microsoft.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

Microsoft Stories was made to impress you.

His images are not presented in the traditional way that we are used to in other blogs, since each post is personalized with scrolling and many animated graphics.

Even the typography is fun! With top-notch journalism, the Microsoft blog gives us a personal touch with the storytelling of its products.

11. Apple and its photographic users.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

This campaign arose for the launch of Apple's iPhone 6. The idea seems simple but the truth is that it is also powerful.

The technology company decided to open a world gallery to display the photos that its users will take with the iPhone.

It is around the campaign because it draws attention to one of the strengths of the product (the iPhone camera). Furthermore, it is based on participation (User Generated Content) and is global in scope.

12. Pepsi.
Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

Speaking of examples in which users are attracted to the brand and become propagators of its messages, comes this example of  Inbound Marketing.

Pepsi is a global brand with enough budget to bring special effects to the daily lives of its consumers.

This bus stop, in London, showed parallel realities that caused different reactions in the public, all-powerful enough to be shared thousands of times on Social Media, and Pepsi will gain a good dose of engagement.

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