Inbound Marketing Basics

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To further expand your knowledge about Inbound Marketing, and be prepared to work together with your digital marketing agency, it is important that you have some basic definitions clear:

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

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

Buyer Persona
It is the fictional representation of the ideal person or ideal consumer you want to reach.

Certain data such as demographics, socioeconomics, behaviors, interests, etc. are required .

MQL
Marketing Qualified Lead refers to a lead or person interested in what you sell who is a visitor to your website and, due to their engagement levels, is quite likely to become a current customer.

SQL
Sales Qualified Lead is a potential customer that has been researched and vetted , first by an organization's marketing department and then by its sales team, and is deemed ready for the next stage in the sales process.

Landing Page
In digital marketing, a landing page is a stand-alone web page created specifically for an advertising or marketing campaign.

This is where a visitor “lands” when they click on a Google AdWords or similar ad.

CTA
Call To Action refers to a button or phrase that invites a lead to take the next action, such as “buy now before they sell out!”

Conversion
This is the point at which a lead understands a message and has the desire to take action. This action depends on the company's objectives, but is usually a purchase.

Customer Lifetime Value
Customer Lifetime Value or CLTV is the present value of future cash flows or the value of the business attributed to the customer throughout their relationship with the company.

Buyer Journey
It is a framework that recognizes the buyer's progression through a research and decision process that ultimately culminates in a purchase.

Origins of Inbound Marketing
Origin of Inbound Marketing

Now, I will share with you a little history: Seth Godin in his book ¨Permission Marketing: Turning Strangers into Friends, and Friends into Customers¨, published in 1999, predicted the change in consumer culture.

“Consumers will only give a company permission to communicate with them if they know what they will gain in return. The advertiser has to compensate users, explicitly or implicitly, for paying attention to its messages.”

According to Godin, consumers no longer want brands to interrupt their lives with messages that do not interest them. That is why Inbound Marketing was born.

In 2005, Brian Halligan and Dharmesh Shah noticed that most companies were falling behind in the face of evolving customer consumption habits, and that's when they decided to create Hubspot.

Halligan and Shah create a strategy that allows the user to have the best shopping experience without spam advertising, interruptive TV commercials, print advertising, cold calls, etc.

With Inbound Marketing they provided solutions to clients' problems through the creation of blogs, e-books, and white papers with content that potential clients might like.

“#InboundMarketing is completely changing the way we do business in today’s world.”

In short, the idea of ​​Inbound is to try to create an experience where the user considers that he is the one who has the power to choose what he needs and it is not a need generated by the brand. Thus creating the best shopping experience for the user .

Inbound Marketing Principles
Content Marketing: You need to produce quality content for the right people. Research is necessary to define the personas , the audience that will buy from you is very important, as well as knowing what type of content is best absorbed.
Purchasing cycle: To turn your visitors into active customers, it is essential that you understand each stage of the process. This is where the well-known conversion funnel comes in, a kind of step-by-step process leading to the sale.
Personalization: The more you know 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 try to personalize your posts.
Multi-channel strategy: Communication with your potential customers can flow from multiple channels, so you need to study where they are. Get information about: if they spend a lot of time on Facebook, or do more searches on Google, read messages about you, etc.
Engagement: Engagement must be precise. All published content must be carefully measured so that the strategy is, in fact, efficient.