Inbound Marketing is the set of strategies that uses the production of relevant content on a particular subject, to attract a company's target audience. The goal is that in the future this audience become a customer.
The key point of Inbound Marketing is to produce relevant content, so that people are attracted to your brand organically (without paying to read, view or listen to this content).
This attraction is made through content that answers questions, solves problems, and fulfills the desire of a certain target audience (a certain group of people).
Furthermore, Inbound Marketing has the goal of not only attracting, but making people come to the content, brand engagement. In other words, they relate and get something positive out of it.
In Inbound Marketing, companies create strategies for people to seek their brand to know something or buy something, and not the other way around.
This strategy is linked to the creation of a brand's authority, that is, the recognition that that brand effectively responds to needs.
Difference between Inbound Marketing and Outbound Marketing
Outbound Marketing, or Traditional Marketing, is known as Interruption Marketing.
Sponsored posts on social media, ads on websites or even advertisements during your favorite TV programming, are examples of Outbound Marketing.
Unlike Outbound Marketing, Inbound Marketing is known for delivering your message organically, that is, without interruptions or aggressive paid media. Not intended to interrupt the customer on your content.
In Inbound Marketing, the customer wants to buy from the brand, and in Outbound Marketing, the brand seeks the customer to sell.
Outbound Marketing is based on three main pillars: inform, persuade and remember.
Inbound Marketing is based on three different pillars: demonstrate, involve and empower. These pillars are the idea that customers want to be, in addition to being persuaded, enchanted and have their pain, doubts and feelings recognized by a certain brand.
Inbound Marketing and Content Marketing
The concepts of Inbound Marketing and Content Marketing are generally seen as equal. Both seek to generate relevant content to attract, engage, delight and create a connection with the customer.
But beyond that, Inbound Marketing creates specific strategies for people to buy a company's product or service and become loyal to it.
Inbound Marketing seeks to relate to these potential customers through content, with the objective of selling more, with less cost for the company itself.
This is only possible when the brand produces valuable content for a certain group of people interested in the subject.
Content Marketing is a strategy that works more generally, focusing on the brand context. He creates content focused on relationships with people and customer service.
That is, we can say that Inboud Marketing is a more technical strategy than Content Marketing.
See too:
- What is Marketing?
- What is Neuromarketing?
- What is Digital Marketing?
- What is Trade Marketing?
