The most available product on the internet is information (content), whether in written, audiovisual, interactive, or simply a photographic record. You probably came to this page because you were looking for some information, or you clicked on a link from another website or social network. This is all Inbound Marketing , and realize, it all worked very well, after all, my content attracted you to my website.
One of the most efficient ways to attract customers on the internet is to pay for advertisements (Sponsored Links, Social Ads, Banners, Media Kits, etc.). However, this demands high costs and constant maintenance. Paid advertisements are effective and should be used, but the problem is that when you stop paying, your views automatically stop arriving too. This is where Inbound Marketing comes in, a methodology that aims to create a permanent base of visits, through the content that you can generate yourself, from your own knowledge, and from your own experience with your business.
Outbound vs Inbound Marketing
The essence of Inbound Marketing is the costumer’s interest, which naturally leads to an attraction for the content he/she is already looking for. On the other hand, Outbound Marketing is any initiative by the vendor to attract the attention of any possible buyer, usually by some form of intrusion, which often generates repulsion .
In fact, the idea of attracting customers with content is not so new, pharmacy almanacs (or pharmacia ) have had this function for a long time. Another successful example is the Guide Michelin which, since 1900, has been promoting tourism to motivate the use of cars in Europe. Most of the printed almanacs and guides are no longer published, but some have managed to survive time and migrate to the online, such as the Michelin Guide . It is also worth visiting a digital edition of the Almanaque Sadol , which has been distributed in pharmacies since 1945.
How to attract more clients online
The concept of Inbound Marketing is exactly to attract visitors to your pages from the searches they do on search engines. In this way we are presenting answers to the questions that are actually being asked, and not simply presenting a solution and hoping that someone has the problem. But how do you find out what people are looking for in their online searches?
In order to know your target audience online, it is not necessary to hire a market research. Your site’s visit reports (eg Analytics ) already provide a number of important information, for example, the search keywords that brought your visitors. With these keywords you can now start planning new pages / posts that answer these questions, and a sufficient number of pages / posts on a given subject can place you as an authority on this subject.
Once your pages are attracting more visitors, and bringing you new contacts (leads), your relationship with them will allow you to know your needs and present real and personalized solutions. This process generates trust and new referrals, which will exponentially increase your number of visits, leads, relationships and sales.
The Inbound Marketing methodology is simple, logical and efficient, and in practice it requires a little bit of initial work, until you get into the habit of writing frequently. Once you know who you’re writing to and what your main questions are, you can attract a lot more visitors who are looking for questions you can answer. And don’t worry if you don’t have writing skills (most of us don’t), remember there are always partners who can help you every step of the way.
It is important to mention that quality content is the most important to attract your visitors, but good positioning results ( ranking ) will only be achieved with an attractive look that inspires confidence within a website properly built on Web design standards (SEO).
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