Inbound Marketing: Does this concept still work for companies?

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Inbound Marketing, a strategy that attracts and engages customers through relevant content, can still bring good results, but you need to know how to use it in the current scenario.

When it comes to digital marketing, the question “Does Inbound Marketing still work?” comes up frequently. With so many strategies being developed over time, each with its own objectives and results, it is important to understand the continued relevance of this practice, especially in the midst of technological and behavioral transformations.

First seen in the United States in the book “Inbound cyprus phone number data Marketing: Get Found Using Google, Social Media, and Blogging” by Brian Halligan and Dharmesh Shah, this concept has established itself as a core methodology for many companies.

The Inbound Marketing Methodology
Inbound Marketing is a strategy focused on attracting customers with quality and relevant content, instead of resorting to Outbound Marketing, which involves more intrusive approaches, such as advertisements and calls.

The strength of Inbound Marketing lies in its well-defined methodology, which follows five main steps: attract, convert, relate, sell and analyze.

Attract – In the first phase, the objective is to attract qualified visitors to the website through relevant and SEO-optimized content, blogs, social networks and other channels.
Convert – Once attracted, it is necessary to transform these visitors into leads, using CTAs (Call-to-Action), landing pages and optimized forms.
Relate – With the leads in hand, the next step is to nurture and engage these contacts, maintaining a solid relationship through personalized emails, SMS and even WhatsApp.
Sell: With an established relationship, it is easier to guide leads through the sales funnel until the final conversion into customers.
Analyze: Analyzing and measuring each step of the process is important to understand what is working and what needs to be adjusted.
Inbound Marketing Today
With rapid changes in consumer trends, consumer behavior and technologies, Inbound Marketing continues to be one of the most widely used adaptable strategies by 91% of professionals, according to the 2023 Marketing Panorama carried out by RD Station.

This high percentage is due to Inbound Marketing’s ability to integrate with new platforms and communication channels, creating personalized content. Companies are focused on offering personalized experiences , adapting to the specific interests and behaviors of each customer.

With this approach, the creation of purchasing journeys becomes more effective and satisfactory, increasing the conversion rate and loyalty. In addition, the methodology has been used on social media, with the use of new formats of highly engaging content, which allow for more direct and humanized communication with the public.

Since we are talking about the current communication scenario, we cannot fail to mention the use of artificial intelligence and automation , which make campaigns more precise and efficient. After all, some tools help manage and nurture leads, sending personalized messages at the right time.