Inbound Marketing: What Are Its Benefits?

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The concept of Inbound Marketing looks even innovative.

It is presented as something to be necessarily tied to the digital world and the concept of automation.

However, before talking about Inbound world within the digital universe, it would be interesting to understand the broader concept because to master any subject, need to understand the origin.


Benefits of Inbound Marketing

First as the word inbound  (inside), this approach takes the user to get in touch with you. Then you create an empathy with him well before the contact, through content.

By doing so openly and let the users to contact you, you can scale the digital marketing strategy , work well up there marketing funnel. To try to reach more people as possible.

Clearly must always consider a balance between the quantity and quality of your contacts.

So in Inbound you can climb the will fueling your contact base, but not always these contacts are qualified as to already buy your product and service.


Think about how many times you left your data in a newsletter?


Now think of all these inscriptions fact how many products you buy?

Well, one thing is the amount of leads, the other is the quality.

The fact is that one of the inbound marketing balconies is the ability to scale.



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right audience – Customer and Customer ideal FIT

Any project makes sense when there is a need for someone who needs to be satisfied. This one is your ideal audience. So both Inbound Marketing , as in Outbound Marketing , the first thing is to identify, from the product or service you want to offer the ideal customer who could benefit.

I know it is easier to agree with this concept than implement it.


See this mini video the difference between Marketing and Inbound Outbound Marketing



Primarily because our ideal audience is a moving target, with changing market trends, with his behavior, with the type of development of its product and also with the new opportunities that you see in the market.

Why I always suggest using techniques Lean Start-up to assess their ideal audience. Set the main characteristics of your ideal client in a brainstorming and then … test, test, test.



Lead Scoring and Lead Qualification in an Inbound Strategy

As stated in the previous paragraph is a difference enters the amount of leads and the quality of them.

In the qualification process you understand which of those contacts you entered will in fact become qualified.

This depends on the interaction that users have with their content.

So a good way to qualify your lead is through lead scoring.


See what it means to Lead Scoring


That is, you associate a note to the user, depending on the interaction he has with their content and what content too.

For example in your campaign you can send an email to their base with the post of the week blog, plus a call to the service page or another to contact and ask for a budget.

Here are the various possible behaviors for the user who received the e-mail:

  • The user or opened;
  • He opened the e-mail but did not click on anything;
  • Clicked on the blog post;
  • Clicked on the service page;
  • Clicked the contact link to request a budget.


Clearly, depending on the type of interaction, we can say that the user is more or less qualified for sale, right?

If you identify various types of ideal clients, do not try to go after them all, stay at one, maximum two of them to end test.

Here’s what will give and readjust its strategy.

As each profile responds differently to each type of approach might be a good idea to test an ideal client profile for inbound and outbound to another profile,


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SMART goal

Another thing common to all projects is the need for one or more SMART goals.

Remembering the meaning of SMART:

  • specific;
  • measurable;
  • achievable;
  • Realistic;
  • Time-bond.


If you want to prioritize efforts, what I suggest as a first thing is to quantify your objective ( measurable ).

Both the Inbound as the Outbound or any type of project is implemented, you need to quantify your current situation (how many leads per month? How much is your contact base ?, etc) and their objective situation (how many leads per month, sales, contacts at the base or reach a given date?)


And if you have not data representing the current situation?

If you have not historical fact, the first thing to do is create the data because you can not measure you can not improve.

However this first phase, you might consider adapting data from benchmarks , ie references to other competitors or other companies, who have gone the same way.





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Inbound Marketing Strategy

To define a strategy of Inbound Marketing , first you need to divide the world between Inbound:

  • Phase 1: What is out of the marketing funnel – before the user contact with the brand;
  • Phase 2: What’s in the marketing funnel, after the user has contacted the brand.

Look here, I am not considering the part of the sale itself, which would be a third level, from when the contact is qualified as an opportunity and passes the marketing team for the commercial team and is treated in CRM ( Custom Relationship Management ).



Inbound Marketing out of the funnel – before coming into contact with the brand.

Their approach is different if you want to talk to people who have contacted your brand or does not know.

If you are speaking to those who do not know your brand or have not yet decided about keeping a relationship with her, no use aim to sell directly to them.

That is, you might even have this goal but would not be of type ‘inbound marketing’, would be almost outbound because you recognize the potential customer and ‘goes after him’.

At this stage your aim is to convince the user to establish a relationship with your brand. In terms of digital marketers: to convince him to join your database .


This phase ends when the user signs up at its base, because from now on it will be impacted by the phase 2 regarding who has come into contact with your brand.


In phase 1 , out of the funnel, you need to create an interest that can highlight your other firm offering similar solutions, at least on paper.


Here begins to be very important the role of the content. Remember that content can be:

  • Video;
  • Text;
  • Infographic;
  • podcast;
  • Everything that you think is important to stand out from your competitors.


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Content Marketing for Inbound: no use having the best content in the world without a good spread.

You think you have the best content in the world, right?

Good is in the guessing saw … lol … because only the market and users will tell whether their content is in fact a highlight to others at this time when everyone publishes content of any kind.

But let’s assume that your content is top notch.

There are three forms of macro-contact new potential leads:

  • CPC – Publicize your content via social networks . The concept is simple: you create a post that has a link to your content. Depending on whether your goal is to increase traffic on the site or the creation of lead, you can ‘force’ you to register before accessing the content. This is typical in the case of disclosure of ebooks to lead generation
  • SEO  – Organic growth – a good job of SEO will make your content start to rank in Google for the keywords chosen, this will result in an increase visibility of organic listings on Google and if your content is good as you imagine, an increase of authority, and so on.
  • Posting on third party channels – Of course here we can consider social networks, or replicate your post on Facebook, LinkedIn, etc. to generate direct links to your Blog. However, hardly it will give good results, because like it or not, social networks are cash machines in advertising. So if you do not invest in paid media directly, will be lower the chance for good visibility of your post. Unless it begins to be shared by readers of Social Networks, then yes, only in this case the algorithm will find it interesting and let him appear more often organic form. See – we are talking about shares, not likes . To order visibility no use having a lot of likes without a large number of shares.
  • Post guesting – Another way to use the 3rd platforms is through post guesting where you offer original content to another site in exchange for a link to your site. This technique, in addition to increasing the number of visits to your site will increase his authority by the presence of a ‘ backlink quality ‘ … but here we are entering the world of link building.


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Inbound Marketing Automation and Inbound Marketing

Many people confuse the two, as it began to familiarize themselves with the concept of Inbound Marketing in the Digital assuming for it needs a technology behind.

In fact the question is simpler: think of a wine shop at Alameda Lorena in São Paulo. You are the attendant. Enter the first customer, John, you ask if you need anything , and he says: “Yes, I’m looking for a Manduria Primitivo the year 2013”. You know he is interested in buying a particular product and serves showing what he seeks or an alternative.

Already comes another customer, Mary, you ask, need something, and she replies, “No, I’m just looking.” You say, “ok, feel free and let me know if you need”, knowing that if it gets too aggressive, she will not mind and leaves.

What happened here?

You simply addressed two customers in different ways according to the interest they showed. John is in the micro-moment of purchase , so need your help to buy already, but Maria is not in then buying micro-moment needs a different approach.



Now change the wine segment for the segment in which you operate and the wine shop for your business and instead of being in Alameda Lorena is on the internet. The process does not change, you need to talk differently depending on the interest shown user.

So why automation?

Just when you get to a number of users who come into contact with your brand so great power not account manually, you need an automation help.

So no point in hiring a platform automation Inbound Marketing is first you do not have a structured process to attract contacts in bulk. In terms of Digital Marketing, Inbound Marketing automation only makes sense when you have a SEO strategy and media buying well structured. So it is said that the Inbound is expensive. Not expensive in itself, it is what needs to complement other strategies.

And the best inbound management platforms will not generate leads but only manage leads arriving.

I estimate that the investment in an automation platform is expected to reach a maximum of 7% – 10% of the amount invested in Inbound Strategy. For, as said, the main bottleneck is in attracting contacts and not necessarily in their management.



We have seen that Inbound is not a unique concept of Digital Marketing. Valley in offline life both inside and outside of Marketing.

Often, we focused on the Internet, forgetting that the online world simply try to replicate and optimize the outside world.

We also saw that before choosing an automation platform, you need to make sure you have a Digital Marketing Strategy assertive and functioning.

The neck of an Inbound project is in contact attraction, that is, in a Content Marketing Strategy assertive to generate confidence in the first contact with the brand.

I would like to hear the views of those who are implementing or considering implementing an Inbound Strategy. What is your experience? Would you like to add something?


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