In a world where advertising is almost obligatory when we decide to use the internet, helpful content is truly an ace. For this reason, brands are striving to establish genuine relationships with their customers using inbound marketing strategy. With that in mind, as our friendly little puppy in the image above dreams of a giant flying hydrant launched into the sky, we’ll rocket this strategy and better understand how to achieve new heights in this prosperous field.
What is Inbound Marketing?
The definition of inbound marketing involves attracting potential customers through relevant and helpful content, engaging them, and ultimately converting them into customers through various strategies such as content marketing, social media marketing, and search engine optimization.
Can you imagine being the source of engaging content online for potential customers? That’s why, to produce relevant content online, you need to understand your business persona well. Click here to read about persona and know why Will Smith and Jeff Bezos have some curious similarities.
Why is Inbound Marketing Important?
Inbound Marketing’s objective is simple: be relevant to customers. This already shows us why this strategy is so important for itself, but to clarify even more, remember that inbound marketing is about a really strong and organic brand booster.
Would you prefer to buy a product or hire a service from a company that has been building a strong sense of community through social media contents or from companies that don’t care about that?
Companies and business in general should work on inbound marketing strategies, since relevant content can lead to loyal clients from all content platforms.
Talking about brand work, we have amazing content about branding which can lead to great insights about the topic. Click here to read more about Branding and UX.
Real Cases of Inbound Marketing
Inbound Marketing can be a strategy besides B2B (business-to-business) and B2C (business-to-consumers) business, being adapted to each segment’s goals. To better understand the importance of it, we can analyze these real cases of inbound marketing which brings us nice ideas to work from it.
GoPro Inbound Marketing
While many brands focus on product features, GoPro is focused on consumer lifestyle. This strong social presence is created by content for their own users! Is a really cool way of engaging people all over the place. Even this polar bear enjoyed the play 
Huble Digital
Huble Digital helps businesses with their online marketing. They make useful content that attracts customers and generates sales leads. Their website is a great example of how their approach works. It now brings in 59% of their leads, up from 25% two years ago.
According to the founder: “I tell them that inbound allows people to be introduced to their product earlier in the sales cycle, something that builds trust and allows them to be seen as thought leaders. After that, the volume of inquiries will grow as you continue your inbound activities.”
Source: HubSpot
Advance B2B
Advance B2B is a marketing agency in Helsinki, Finland, that started in 2014. They offer different marketing services like inbound marketing, account-based marketing, and help with marketing technology for their clients.
“We created a wide range of content: webinars, ebooks, blogs – we even had our comic series. By the time we left, 70% of Snoobi’s total new sales was coming from inbound marketing leads.”
Source: HubSpot
Example of Inbound Marketing Strategy
The blog centralizer
We know there are diverse online channels to create content. With that instance, having a Blog to centralize your content is a nice way to increase your success with Inbound Marketing.
To start, conduct keyword research to identify relevant search terms and topics for your content, you can write a complete blog post covering all your content points focusing also on common questions from your target audience, leading to relevant work on SEO (Search Engine Optimization).
After that, you can now distribute content all over other platforms of interest to your potential customers. From writing scripts to YouTube videos, to well adapted TikTok short videos, your Inbound marketing is positively spread all over the internet.
Besides being in platforms your potential customers are, having frequent readers for a blog can be a nice source to build a community. Once a community is established, your efforts can lead to earning a trustable and relevant brand.
Content Workshop Strategy
Webinars and content workshops are also a nice way to spread your knowledge over the internet, working almost like a ‘free-trial’ of your services. That being known, besides having a blog, you can also incentivize your target audiences to watch special contents through webinars about a topic you domain.
For example, it’s possible that close to Black Friday sale, you cover a series of webinars presenting valious insights about areas of marketing, social media, advertising, etc.
This content presents a trustful way to share content, and indirectly, or almost directly, you are showcasing with proven experience that you’re a great professional for potential clients.
You can also share an ebook at the end of the workshops, where interested audiences can sign up their email. Then, you’ll have a source to potential clients that already are introduced to your services, for your email marketing campaigns.
Customer-generated Content Campaigns
Such as the GoPro case, many companies invest in customer-generated content that is often shared on social media platforms and can include photos, videos, reviews, testimonials, and more. Brands encourage customers to generate content as it helps to increase brand visibility, engagement, and credibility. It really has the ‘real-life’ review feeling.
If you sell products, why not create a campaign incentivizing clients to share their experience and offer a discount coupon for the next purchase? This can be adapted to various segments, whether B2C, B2B or whatsoever, focusing on true and meaningful content from the most valuable part of your business: your own clients.
Conclusion
There are diverse strategies and ideas for working on your content creation, and I believe that dedicating time to thoroughly study engaging content for your business is one of the most enjoyable tasks you can undertake. Therefore, the main point here is to understand how Inbound Marketing can truly ignite your business in a well-recognized place and lead to better results 
Who let the dogs out? Time to launch our marketing game to infinity and beyond!🐶 (Creating puppies launching rockets is my new favorite thing. I love to create, you to look at it… It’s a win-win game).
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