What is inbound marketing?

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 carried out online.

There are three main factors that have increased consumer demand:

1. 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.

2. The legacy of misleading advertising: In the past, consumers were inundated with misleading advertising, full of false or exaggerated promises and an overvaluation of the product. Today, consumers are more aware of these practices and are looking for honest and transparent advertising and marketing.

3. The power of technology: Modern technology has given consumers the power to avoid invasive marketing messages and search for information according to their needs, whenever and however 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:

• Turning potential customers into qualified leads;
• Converting leads into customers;
• Exceed customer expectations, turning them into promoters of your brand.

ASCEND's Inbound Marketing strategy is based on five fundamental pillars:

1. Content: We create content that answers the basic questions and needs of your customers;
2. Marketing life cycle: We recognise the various stages of customer interaction with your business (buying journey);
3. Personalisation and context: We personalise the messages according to the specific needs of the leads, taking into account the personas and the buying journey;
4. Multichannel presence: We approach people through different channels such as social networks, websites, blogs, computers, mobile devices, etc;
5. Integration: We make sure that all publications and analytical tools are aligned to ensure that we publish the right content, in the right place and at the right time.

ASCEND uses Inbound Marketing to help companies increase their organic traffic and attract, convert, close and delight visitors, leads and customers. We do this through a variety of channels, including social networks, website, blog, landing pages and emails.

Our strategy follows consumers through the sales funnel, from unknown visitors to leads, customers and, finally, brand promoters.

The sales funnel is made up of four phases, each with specific practices:

1. AttractionWe create posts for blogs and social networks and optimise your website to ensure good positioning on Google (SEO);
2. ConversionWe develop attractive landing pages, newsletters and calls-to-action (CTAs) to convert visitors into leads;
3. Selling: We use email marketing and CRM integration to turn leads into customers;
4. SatisfactionWe maintain and increase engagement through social networks, personalised CTAs and emails.

Although each stage of the funnel has specific practices, the actions suggested can be adapted and applied to other stages of the process.

Now that we've given you an overview of Inbound Marketing, you might want to learn more about this topic and how ASCEND can help your company thrive in the digital environment. With that in mind, we've created a free e-book, available for download, which explores this powerful marketing strategy even further.

If you'd prefer to speak to us directly, we'll be happy to help. Leave us a message or contact our team. Inbound Marketing