I. WHAT IS INBOUND MARKETING?
Inbound Marketing is a term created by HubSpot and has become a new concept in the modern marketing era. It is the way to reach customers through quality and useful content. By building content (articles, videos, images, …) that capture the right mindset of customers, businesses can attract true “prospective” readers and convert them into customers in the future. . In Inbound Marketing, potential customers will search for your business through channels such as social networks, blogs, websites, search engines, …
II. INBOUND MARKETING PROCESS
The image above includes 4 activities of Inbound Marketing, including Attract – Attract, Convert – Convert, Close – Close, Delight – Satisfied. Below the image is a hint of useful tools to help achieve Inbound Marketing‘s operational goals (Note: These tools can be used many times in different stages, not just once. only).
III. BENEFITS OF INBOUND MARKETING
Inbound Marketing brings a lot of benefits to businesses, especially SMEs with a limited budgets and human resources. Here are some of the benefits that cannot be ignored of Inbound Marketing:
# 1 Low cost, high efficiency
Cost savings, increased efficiency are the “ultimate” benefits that businesses get when implementing Inbound Marketing. The statistics below will prove it all:
Inbound Marketing helps businesses reduce costs up to 61% compared to traditional marketing.
According to HubSpot, regardless of B2B or B2C business, Inbound Marketing strategy also helps companies increase ROI (ROI = Return On Investment: Measure of return on investment) 3 times higher than Outbound Marketing.
The average cost for a lead of Inbound Marketing is about $ 134, much lower than the cost of receiving an Outbound Marketing Lead (about $ 332).
Inbound Marketing saves about 12% cost per lead and about 5% cost per customer.
In 2013, Hubspot surveyed that 58% of marketers used inbound marketing. More importantly, 34% of leads are generated through inbound. Meanwhile, only 22% of leads are generated from Outbound Marketing.
# 2 Sustainable benefits over time
The main goal of Inbound Marketing is to create and nurture strong relationships between businesses and customers. Customers from Inbound Marketing are not only temporary, but they are really “faithful” and believe in your business.
For example, when you produce a post with good and useful content on Facebook, users will automatically like, share, and tag their friends’ names. As a result, businesses can reach thousands of potential customers NATURAL and FREE of charge. Not only stopping at a post, these “passionate fans” will continue to follow your activities for a long time if the content on the page is really attractive.
# 3 Build trust – build brand awareness
Costs and revenue aren’t the only long-term goals marketers want to aim for. Brand new is the decisive factor to the “survival” of a company.
Inbound Marketing is a perfect plan to help you build brand reputation, improve corporate identity. Through infographics, videos, images, … with your brand logo attached, people will easily identify your business. The useful content you provide will make readers more trust, which in turn has a very positive impact on future business.
You can use video such as How Brands Use Video to Boost Awareness
# 4 Provide complete and detailed information to customers
According to a Gallup survey, customer interest in a product increases by 47% when product information is presented in a detailed and specific way. If information becomes more intuitive with instructional and interactive video formats, this number will increase to 62%.
But traditional marketing is built on a one-way engagement platform with limited information resources. Customers are not satisfied “curiosity” with what the business offers. Because of the cost, it is difficult for businesses to answer all questions of customers. Inbound Marketing is a radical solution to this problem. With Inbound Marketing, information can be updated in detail, completely and quickly through social networks without spending too much budget. From there, customers’ interest in the product will also increase, making it easier and simpler to convert leads into customers.
# 5 Hit the right target audience
For Outbound Marketing, the people who read your product ad content will be a lot, but the customers who really need it are very few. The way to “lure” consumers from when approaching advertising content to deciding to close the sale is very long.
For example, a person happens to watch TV and comes across an advertisement for a dairy product of brand A. Then (if he still remembers that ad and brand name), he searches Google for more. information of the product. But even if the content about the product is really good, trustworthy, this user may not buy because this is not what he really wants.
Meanwhile, Inbound Marketing is a “shortcut” to bring businesses and potential customers closer together. The target audience of Inbound Marketing is the users who really need to find a solution to their problem. Therefore, the ability to convert and close sales when implementing Inbound Marketing will also be higher than Outbound Marketing.
For better understanding let’s continue with an example of Inbound Marketing: A person has a bone problem. The person will search Google to find a way to limit his or her osteoporosis. Through keywords, that person finds your website. Finally, after reading the relevant content and feeling confident, this guest will decide to buy your product because it really solves the customer’s problems.
That is an ideal scenario and not always true, but it can still happen through Inbound Marketing.
Here is a great article you should read about target audience 7 Tactics to Write Quality Content Your Audience Will Love
In short, Inbound Marketing is the trend of modern marketing, helping you to change the approach of customers, improve the level of awareness, and nurture the trust of customers with the brand. But to implement an effective Inbound Marketing strategy, you need to invest time, effort, and patience.