What is Inbound Marketing?
Inbound Marketing is more than just a strategy - it is a digital revolution that aims to attract potential customers to your business through relevant and engaging content. It is an effective and complementary approach to conventional methods such as advertising on Google, acquiring email databases and making cold calls.
ASCEND, your trusted digital marketing agency in Portugal, works with Inbound Marketing to create content that conquers and guides your audience through each stage of the buying journey. With Inbound Marketing, we turn your business into a magnetic force that attracts customers to you!
The Target Audience of Inbound Marketing: the Consumer
Nowadays, consumers have access to a vast amount of information and do extensive research before deciding to make a purchase. This is especially true when the research is conducted online.
There are three main factors that have increased consumer demand:
The proliferation of the media: The wide range of magazines, TV channels, radio stations and websites specialising in each area of interest has resulted in an exponential increase in the volume of information available.
The legacy of misleading advertising: In the past, consumers have been inundated with misleading advertising, full of false or exaggerated promises and overvaluing of the product. Today, consumers are more aware of these practices and are looking for honest and transparent advertising and marketing.
The power of technology: Modern technology has given consumers the power to avoid intrusive marketing messages and search for information according to their needs, when and how they want.
To satisfy these demanding consumers, ASCEND provides high-quality content that aligns with the interests of its audience. In doing so, ASCEND has the opportunity to:
- Turn potential customers into qualified leads;
- Convert leads into customers;
- Exceed customer expectations by turning them into promoters of your brand.
The Pillars of Inbound Marketing
ASCEND's Inbound Marketing strategy is based on five key pillars:
- Content: We create content that answers the basic questions and needs of your customers;
- Marketing life cycle: We recognise the various stages of customer interaction with your business (buying journey);
- Personalisation and context: We personalise messages according to the specific needs of leads, taking into account personas and the buying journey;
- Multi-channel presence: We approach people through different channels such as social media, website, blog, computers, mobile devices, etc;
- Integration: We ensure that all publishing and analytics tools are aligned to ensure that we publish the right content, in the right place and at the right time.
How Inbound Marketing Works: A Customer-Centred Approach
ASCEND uses Inbound Marketing to help businesses increase their organic traffic and attract, convert, close and delight visitors, leads and customers. We do this through a variety of channels, including social networkss, website, blog, landing pages and emails.
Our strategy follows the journey of consumers through the sales funnel, from unknown visitors to leads, customers and finally brand advocates.
The sales funnel consists of four phases, each with specific practices:
- AttractionWe create blog and social media posts and optimise your website to ensure good positioning on Google (SEO);
- ConversionWe develop attractive landing pages, newsletters and calls-to-action (CTAs) to convert visitors into leads;
- Sale: We use email marketing and CRM integration to turn leads into customers;
- SatisfactionWe maintain and increase engagement through social media, personalised CTAs and emails.
While each stage of the funnel has specific practices, the suggested actions can be adapted and applied at other stages of the process.
Deepen Your Knowledge of Inbound Marketing with ASCEND
Now that we've given you an overview of Inbound Marketing, you may want to learn more about this topic and how ASCEND can help your business thrive in the digital environment. With that in mind, we have created a free e-book, available for download, that explores this powerful marketing strategy even further.
If you prefer to speak to us directly, we are at your disposal. Leave us a message or get in touch with our team. Inbound Marketing is our speciality and we will be happy to help you achieve success in the digital world.
