What is, after all, the inbound marketing?

What is inbound marketing all about? The term is increasingly generalised and one of the first challenges is to define it.

Opinions diverge, but the majority agrees to use "new marketing" or "attraction marketing" because both definitions can summarise well "an innovative strategy that breaks old marketing concepts and brings a new vision of work", in accordance with the idea we can find on the Hubspot's blog.
But, as we will see, there is more to it.

The answer to the old marketing

The concept is not new, even though it was generalised throughout the world only in the last decade due to the enormous success it achieved in the United States. Therefore, inbound marketing can be seen as the answer to the old marketing, the outbound marketing. A change in the paradigm which is explained by the idea that "inbound marketing seeks to attract, win the audience that really matters, putting aside the old formula of offering products and services to the audience in general".

The sentence reveals well the new methodology which inverts the process, where it is the potential client that finds your company. How? Thanks to contents published on the internet through the most varied tools, from blogs, videos to social network. The range of options is wide and turns inbound marketing in a huge challenge for companies.

In fact, the strategy is based on four essential pillars:

1. Attracting visitors' traffic;
2. Converting visits into leads;
3. Converting leads into clients;
4. Conquering and keeping clients so that they become your brand's ambassadors.

Four pillars or stages that need well defined actions and techniques, like SEO, blog, social networks, marketing, landing pages and the constant monitoring of results from a new form of marketing. A form that publishes the right and useful content in the right place for the target audience.

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This text was not written by a native English speaker, but by a language lover. However, all our language services are always provided by native speakers.

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