Inbound marketing in 6 steps

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You are certainly familiar with Inbound Marketing or have at least heard that it is a digital marketing strategy used to generate sales, increase digital presence, strengthen the lead base with qualified leads, among other very specific characteristics of Inbound.

This content is a brief summary in 6 basic steps for you to start putting this strategy into practice with what you already know and have available on your computer.

Always remember that there is no magic formula for increasing sales, but there are methods and tools that can help a lot. So it's worth testing to see if what works for a lot of people can also work for you. That's our idea here, to help you with what has worked for us and our customers.

Shall we give it a try? Read on and see how you can get started with what you have on hand.



Top 6 – Basic steps to put Inbound into practice
1. Define your Personas
Before any marketing action, it is essential to understand who whatsapp names you are directing your communication to. We are talking about the persona; that is, understanding who you are going to communicate to and how to impact this person requires research. Knowing the language that generates identification, the interests that will attract this person to your website, blog, social networks and other digital channels.

One very important thing to note is that, depending on the business, it is possible to have more than one persona. In other words, more than one consumer profile. Knowing these profiles, however diverse they may be, is essential, as this is what will direct, as already mentioned, the language, channels and formats of communication.

For example, if your business sells products or services to both an audience that consumes content on Tik Tok, YouTube and Instagram and to people who are more connected with Linkedin and Facebook; but also use YouTube, you will need to differentiate your content to impact both profiles in a personalized way.

And how do you define this persona or personas?
There are basically two ways. The first is, if you already have a customer history, you can analyze these profiles to outline the main characteristics of what appears in the highest sales volume. The other is, if you are starting out and do not yet have data to analyze, to make a projection, based on the competition. Oh! Very important. Consumer profiles are volatile, so from time to time it is important to go back to your persona and reevaluate whether it is still the same or if suddenly there are other consumer profiles that are attracted to your product or service.

The fantastic persona generator is the tool from RD in partnership with Rock Content that has helped people most to create this profile. We emphasize that the use of the tool must be based on data so that the result is assertiv.

2. Objectives & Goals
After defining the persona, or personas, you need to be very clear about your objectives and set achievable goals. What is your goal?

More followers?
Capture leads?
Increase sales by 20%?
Gain digital presence?
Improve the qualification of your leads?
Increase traffic to your website?
What are your goals? Achieving your goal in 3 months? In short, you need to know exactly what you want, so you know what to do to get there.

If your goal is, for example, to capture leads or qualify leads to have a more assertive direct sale, the ideal is to work with Landing Pages. If at the moment you cannot invest in an integrated system like the one from RD Station Marketing, which has a free trial period, it is worth looking for other means, even if less automated, by “mining” social networks.

If you believe you need to increase the number of followers to gain more visibility, social media strategies are diverse, with interaction through likes and comments, “following back” and direct contact through private and personalized messages.

Gaining a digital presence and increasing website traffic requires relevant, authentic and frequent content. Even if you can afford to do it and don't have the money to invest at the moment , it is an action that requires time and dedication.

3. Understand the customer journey using the funnel
Studying the customer journey considering the funnel, both marketing and sales, is the stage that directs the actions that will be developed, whether to encourage and attract or generate promotional contact and direct sales.

For example:
Lara, 25 years old, lawyer, married, one child; searching about 'copyright', finds a text from the stage known in the marketing funnel as “discovery”; “Changes to Rouanet – law to encourage culture in Brazil.”

The headline catches her attention and she lands on the blog of a set design company. The content is relevant and has reliable sources. At the end, there is a “call” for the company’s services: “If you want to transform your event into a great cultural spectacle, be it a wedding party , birthday party, corporate fair or festival; contact us and learn about our set design options!”

The end of the text was a trigger. After content about legislation, the hook to sell a “scenario” for the company’s birthday or end-of-year party … Remember that, at this stage, Lara was not thinking about her son’s birthday or the office’s end-of-year party. But after reading and liking the content, she saved the company’s name in her favorites.

If in the example there was a conversion point with a form – “receive our newsletter” – Lara would certainly have signed up and, within a strategy, she would be nurtured with relevant content; that is, content related to legislation and culture – as the form has a “profession” field and another “subject of interest”.

This step of understanding the journey is essential to winning over and nurturing leads. But how can you do this without financial resources? “By hand”. In other words, by investing time and dedication in social networks. By conducting surveys frequently and periodically. By recording and organizing everything in a spreadsheet . Yes, there are automated systems that do this and have a great cost-benefit ratio. But if you can’t ($) now, the solution is to sleep less to have time to do what data automation would do.

4. Establish your content strategy
Before talking about the content strategy, the tip for success in this 4th step is: hire a social media manager . The most basic plan costs less than R$5 (five reais) per month; just for scheduling posts. This plan already makes you gain frequency, which is a valuable ranking metric, for example.

Content marketing brings people closer to companies as it has value and relevance. It must be done with care and based on reliable sources to generate authority and credibility . That said, let's outline some steps for you to develop your content strategy.

Have a blog – this increases your digital presence and boosts your chances of standing out on the internet
Know your persona and learn about the topics that can attract them to your website or blog
Hold an agenda meeting with your sales team – they know your customers’ pain points best
Diversify formats and use audio and video – even without major editing and vignette resources – to engage more
Know the channels that your persona or personas access. You don’t need to be on all of them. Focus on the persona!
5. Invest in SEO
SEO is the famous search engine optimization. These are techniques for ranking brands and websites in online search engines. But nowadays, posts and publications on YouTube are also optimized with the same goal: to gain visibility on the timeline and to be on the first page, respectively.

In addition to keyword research, the use of Google Analytics is two free tools that you can find on the internet and that help a lot with both content strategy and SEO optimization. In addition to practices such as readability techniques and, of course, distribution of optimized content.

To start optimizing, search for keywords and open your Google Analytics account to understand the errors and start charting new paths for your content.

6. Develop a Qualified Lead Generation Plan
Here, you will actually need a more sophisticated tool, such as RD Station Marketing, which integrates information , cross-references data and delivers qualified leads.

Still, even with the help of RD software's artificial intelligence , it will be necessary to develop an action plan to generate and qualify leads.