Also called content marketing, Inbound Marketing has evolved from a mere concept to becoming one of the top marketing strategies for online business development.
Inbound Marketing is about outlining an organic way for people to take an interest in what your business has to offer, and look for your company yourself.

Thus, “decoys” are used : posts in your blog, ebooks, podcasts, social networks and more.

Using this methodology does not exclude the use of traditional marketing methods – or Outbound Marketing , which consists in putting your message “out” , seeking to get people’s attention (push strategy).

This involves actions such as buying ads, printed promotional materials, radio or TV advertisements, and other types of advertising .

So the big difference is that Inbound attracts the contacts instead of interrupting the communication process. Its main purpose is to have initial contact with the people at the beginning of the sales funnel and to follow up with them in each of the stages of the process, until the purchase and the consequent loyalty.
One great reason for you to invest in this methodology is that all your actions can be measured.

You have control of views, conversions, and purchases in each of your campaigns, optimizing your actions.

In summary , Inbound Marketing is structured in the following items:

  • Content;
  • Segmentation;
  • Automations;
  • Results analysis.

To help you achieve the following results:

  • Increase business visibility;
  • Attract contacts with potential purchase;
  • Optimize efforts in the sales process;
  • Improve the relationship with the public.

How did the Inbound Marketing come about?

The concept was created in 2005 by Brian Halligan , co-founder and CEO of HubSpot. However, it became popular in 2009 after the launch of the book “Inbound Marketing: Get Found Using Google, Social Media and Blogs” written by Halligan himself, Dharmesh Shah (also HubSpot founder) and David Meerman Scott.

Understand better how it works
The methodology of Inbound marketing originally has 4 steps: attraction, conversion, closure and satisfaction – where someone who is totally unknown is interested in your product or service and can become a big fan or supporter who will help attract even more interested people in the service or product that your company offers.

See the following image:

Functioning of inbound methodology

Case example
Our example will be a company that produces or imports plates for solar power generation. This is a new branch in Brazil and with a lot of growth and potential, a market of great demand. How inbound marketing can make a difference in this situation?

1st Stage – Attraction:
In this step you should make the definition and study of the type of audience that has the potential to become a customer . These individuals are also called buyer personas, or the “ideal clients.”

The focus is to bring close enthusiasts and interested people . So keep your pages on social networks, such as Facebook and Twitter, linking to the material your company offers, earning followers who interact with your posts.

Also prepare your site by using search optimization technologies for content such as microdata and structured data that refine the way your site content appears in search engines such as Google and Bing and streamline the use of keywords, key that bring visitors.

Learn how to optimize for free :

2nd Phase – Conversion:
This phase is the beginning of so-called “lead nutrition “, which has the function of educating , and sometimes confused with attraction .

Here, you should focus on creating content and materials, talking about the advantages of technology that your company uses, but indirectly, using successful cases. In the proposed example, you can use details of how it works to have the technology approved , advantages, news of innovation in the area, etc.

You should create hotsites, blogs and set landing pages talking about technology, putting your brand as a supporter.

You can do more: create training and empowerment events – which can be free or not – teaching how to install and assemble solar panels for example, to attract not only customers but also other stakeholders who can become business partners.

Here it is very interesting to use social monitoring tools, such as Livebuzz, to identify the lovers and haters and treat them appropriately to lead to the next step of the inbound , which is the closing. After all, as influencers, they can increase or decrease conversion.

Also remember to always have a communication entry, such as a newsletter or leads form , so that you can later build a qualified contact base and can do email marketing actions, whose ROI is well above that of social media.

3rd Phase – Closing:
This is a crucial phase of Inbound Marketing.

Here you must be careful to plan the final part of nutrition, using marketing automation mechanisms, such as conversion-oriented email series , putting your product or service as a solution and, of course, the unique advantages of it.

In the example used, one can talk about the economy in the account of light, the fact of being a clean energy, among others.

Use techniques such as lead scoring , which assigns lead qualification levels , taking into account their engagement in the campaigns. In other words, it is the lead scoring that will allow you to know the “temperature” of a contact about your intention to acquire your product or service and at the same time to know how other prospects evolve. An inbound tool that links email marketing, social media posts, marketing automation and lead scoring, for example, is MKT2Easy.

In closing, it is also interesting to integrate with CRMs such as Pipedrive or Highrise , so that you have a good control of the new leads that have entered your sales funnel.

Stage 4 – Customer Satisfaction:
This phase is often overlooked and can be your great asset to increase revenue by improving retention rates. Once someone is your customer, you can not just forget about it. You must continue to post and share content, to help you better use your product or service, and to promote your brand’s reputation.

Use well-targeted call-to-actions , spreading improvements, social media interactions, and making content rules with email marketing automation.

By enchanting your customers , you create greater sales opportunities, and the customers themselves will share their positive experiences!

Also monitor what you talk about your brand in social media and seek partnerships with evangelizers.


By Francis Fussiger and Giulia Vargas – Digital Marketing Analysts


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