Keys to implementing Inbound Marketing in companies of any size

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Any company, regardless of size, seeks the most efficient way to attract potential customers, convince them to make a purchase and retain them for future purchases. This is precisely the goal of inbound marketing : attracting and accompanying these prospects at all times, from the moment they discover the brand until they make a sale, creating loyalty.

Marketing is a discipline that is constantly evolving, especiallyoman b2b leads now in the digital age. It is a good time for every company, large or small, to rethink the way it has been promoting its products. Basing marketing efforts on traditional systems, in which messages are sent in an intrusive and uninteresting way to a wide range of people who are probably not interested (as in the case of television commercials, pamphlets, even Google AdWords‎) is expensive and inefficient compared to Inbound marketing techniques, which seek to reach a specific audience of potential buyers and provide valuable information, in a non-intrusive way, but rather by asking for their permission, depending on the stage of the buying process they are in.

With inbound marketing, it is possible for buyers to approach the brand of their own free will and welcome what it has to offer. Here are the keys to implementing inbound marketing that can be adapted to companies of any size.

1.- Create a content strategy
To start any strategy, it is necessary to start from the premise that, while traditional marketing pursues, inbound marketing attracts. Creating a content strategy allows the public to be the ones who come to our blog or website to consume the information we are offering.

You must establish the objectives you intend to achieve with this strategy and be very clear about who the audience will be to whom you are going to direct your efforts; think like them, understand what they want and from there create highly informative and entertaining material that motivates them to continue reading.

Implement Inbound Marketing in any company

2.- Be present on social media
Having a strong presence on social media makes you a thought leader in your sector. Gaining loyal followers who share your content with their contacts is a great way to get noticed. Share visually stimulating content such as videos, infographics or photographs and maintain constant communication. Share the content of your blog and make calls to action.



3.- Get leads
Attracting and engaging your audience's interest is just the first step to conversion. Once someone arrives at your site or blog, whether through social media, search engines, or paid ads, it's important to get them to agree to leave their information, such as name and email address, so you can continue to send more personalized, relevant information that nurtures the prospect and prepares them for the sale. The best way to get someone to leave their details is by promising some content in return: it could be an ebook, a webinar, a newsletter subscription, etc.



4.- Use lead nurturing until the sale is made
After interacting with your content, not everyone may be ready to make a purchase yet. With your leads' or prospects' contact information, you can send a series of automated emails that will be based on where each of them is in the sales funnel. With mass email platforms, you can find out the results your messages have had on your audience; whether they were opened or ignored and whether any action was taken after opening the email.

Lead nurturing is a process that educates and matures each lead by carrying out a series of automatic and personalized interactions, taking into account the degree of proximity to the brand, which can be determined through lead scoring.




Inbound marketing is a set of techniques that work together to achieve objectives that are not limited to the final sale, but also to keeping customers satisfied and interested by providing relevant information, thus generating brand presence and loyalty. In addition to being more effective than traditional marketing, it is much more cost-effective and can be adapted to small, medium or large companies.