During these last two decades, consumer behavior has evolved in response to the ever-changing digital environment. The way we live and, subsequently, the way we buy, has changed alongside this new digital landscape.

This is the reason why every business must change the way it communicates with people in order to increase sales and profits. In this article, we will explain how the most effective way to get leads is through inbound marketing.

But, what exactly is inbound marketing? And what is an inbound marketing strategy?

Many digital experts, like Neoattack agency, agree that the definition of an inbound marketing strategy is a large number of techniques to attract customers using relevant and helpful content. Potential customers can find companies through different channels like blogs, eBooks, how-to guides, press releases, and social media marketing.

One of the most important benefits of having an inbound marketing strategy is the increase of sales in online business. Let´s talk about why inbound marketing strategies are so important and how those strategies can help you earn more money.

The difference between Inbound and Outbound marketing

Basically, we can say that inbound marketing is used for attracting customers to our website in a new way and outbound marketing is everything that can be considered "traditional advertising methods." Some examples of outbound marketing are print advertising, direct mail, radio advertisements, television commercials, or telemarketing.

The lines between inbound marketing and outbound marketing can sometimes appear blurred, but that doesn't mean that inbound marketing techniques and outbound marketing techniques are identical.

Inbound marketing strategies can be used as the first step in any marketing campaign in order to get lead data, while outbound marketing can be used to nurture and educate those prospects (leads) in order to make them purchase products/services. Both disciplines must be joined in any marketing plan. An effective inbound marketing strategy consists of the combination of four actions and steps:

  1. Attract strangers

  2. Convert Visitors

  3. Close leads

  4. Delight customers

All those actions are essential if you want to increase sales in your e-Commerce. Furthermore, you need to combine three elements to create the perfect inbound marketing campaign: website optimization, quality content, and social media leverage. These three elements can make up successful inbound marketing strategies to improve brand awareness.

Inbound Marketing Funnel

Steps of Inbound Marketing Campaigns

As we mentioned before, there are four crucial steps you must follow when you are seeking positive results with your inbound marketing strategy.

Attract potential ideal customers

The first step is to always attract people to a place where they can find everything they need in order to make a decision before a purchase. For this, people must know your company.

There are many ways that you can promote your e-Commerce: buyer personas, keyword research, blogging, and social media.

1. Identify "buyer personas": Knowing exactly who your ideal customer is can help you to connect emotionally with potential ideal customers. Your buyer personas will address pain points, challenges, objections, and demographic information. That means your buyer personas will be like your target audience.

It´s very important to take time to identify or create your buyer persona. Conduct interviews with current clients and get to know what they love and what they hate. The more you know your buyer personas, the better your inbound marketing strategy will be.

2. Keyword research: Conducting keyword research will help you understand what your ideal customers are looking for. Many experts in digital marketing affirm that keyword research consists of finding and analyzing actual search terms that people use in their queries. This means that keywords are a tool for turning strangers into customers. When you know all those keywords you can create a blog with posts where you can include the most relevant, well-performing keywords for your industry.

3. Blogging to catch customer’s attention: A blog can be the best way to attract visitors to your website, but you need to publish educational and interesting content that can answer your visitors´ questions and needs.

Furthermore, blogs are the best way to demonstrate your commitment to an enrichment-based marketing program. It means that your blog must serve and enrich instead of promoting products or services. Also, you can do guest blogging, which is to publish in other blogs similar to yours in order to gain more influence and reputation.

4. Social Media to connect and engage potential customers: Maybe you have a huge list of social media followers or subscribers to your newsletters that they don't know the existence of your blog. It's a good idea to post all of your articles on social media. Your content on social media (images, posts, etc.) must be always charming, attractive, and useful.

Convert website visitors into leads

Once you have attracted potential customers to your website, you can convert them into leads. There is only one way to successfully do that: get to know them better. You need to collect your visitors' contact information in order to stay in touch with them by using these tips:

1. Create a lead magnet: this content permits you to convert visitors into leads through an exchange of their contact information. There are many examples of lead magnets, such as white papers, guides, assessments, eBooks, and forms.

2. Use CTAs: Calls To Action are graphical images with links that push your visitors to take action on your website. Examples of CTA could be "Download this eBook" or “Get your free gift now!”

3. Landing pages: If visitors click a CTA they must be driven to a landing page where they can enter information about themselves. Your landing pages should be direct and clear.

Close leads

After you have gotten your ideal customers and you converted them into leads, it’s time to close the deal. This action is called lead nurturing and it allows you to be a top-of-mind valuable website resource for your customers.

When you create follow–up workflows, you are able to keep your ideal customers equipped with the right information at the perfect time. Many platforms for mailing will help you to create and send email marketing funnels tailored to the sales stage of each of your leads.

On the other hand, lead scoring always allows you to maximize sales team by working with what are called "hot leads." When you use email platforms you can know specific behaviors and send targeted content to your ideal customers.

Delight customers

After your customers bought your products or services, you need to keep their interest and instill brand loyalty.

Every interaction that customers have with your brand feeds into their overall experience and impression of your company as a whole. The better that experience is, the happier your customers are with your brand. When customers are happy, they are more likely to tell their relatives and friends how great your company is.

When you are providing and accumulating positive interactions with customers, you are standing out from your competitors.

How to define inbound marketing strategies for e-Commerce

There are many different inbound marketing strategies for e-Commerce that can help you increase sales. All of them have the following aspects:

1. Defining Your Goals

The first step is always to answer these three difficult questions about your e-Commerce: what do you have, what do you want, and to whom are you going to market?

It doesn’t matter the order in which you answer these questions, but you must have a clear idea of your products/services, ideal customers (marketing personas), and revenue goals.

Product

You must define your product offering in a simple, clear, and straightforward way. You need to show that your products and services are completely different from your competitors. Try to sell tangible or intangible benefits.

Personas

As we mentioned before, buyer personas are the process of developing a combination of your ideal customer needs. You must know what your buyer personas want, need, like, hate, love, and what their habits are.

Revenue

You always need a budget to keep your costs in check. It’s important to outline all your product costs, profit margins, and everything else that can give you a positive return on your investment.

2. Design, Data Collection, and Analysis

This part of the process in any inbound marketing strategy is time-consuming. You just need to keep this end goal in mind: to get and measure enough conversions to improve your product offering, personas, and revenue.

Inbound Marketing Sales Funnel

Website

If you want to sell online you need a good website to sell from. Obviously, you can sell from a marketplace but the big drawback is that you won’t be able to track your conversions and collect data.

You must remember to use Google Analytics in order to track any kind of online results. Furthermore, it is vital to create enough high quality focused pages to increase sales. So, in addition to your Home page, Privacy page, and About page, you need to create landing pages. More specifically, that means that you need to offer pages where visitors can land on and make a purchase.

Depending on your customer, you need to create three different types of content according to the inbound marketing sales funnel:

Content for the top of the funnel (TOFU): The main objective is to attract a much larger audience of potential leads. The best way to do it is using blog articles with keywords and SEO techniques.

TOFU content must be useful to educate your audience on a specific question, need or pain point that they are looking to address.

Content for the middle of the funnel (MOFU): The middle of the sales funnel is the most complex stage because there is a broad diversity of leads that have yet to be qualified. This content must show your company as the solution to the lead´s needs and challenges. You need to use eBooks, podcasts, white papers, case studies, quizzes, and videos.

Content for the bottom of the funnel (BOFU): When you have attracted leads with your TOFU content and engage them with your MOFU content, then comes the BOFU stage where content must be concise and relevant. Landing pages must give information about special offers, promotions, and discounts in order to encourage sales.

How to get traffic with inbound marketing strategies

Getting traffic is the most important element if you want to increase your sales, but also it requires time. Not all marketing channels operate at the same speed. The most effective ways to get traffic at the beginning of your inbound marketing plan are: direct outreach and paid traffic with Adwords.

Direct outreach consists of emailing and Facebook messaging people that have a good chance of conversion. You can send them to your landing pages to subscribe to an email list or buy your products/services. On the other hand, if you spend money in Adwords you can get traffic and a lot of data. When you have your new traffic through Adwords you can do the following:

  • Identify what keywords are driving sales (using Adwords).

  • Look at what landing pages are driving sales.

  • Find the right messaging.

  • Optimize your landing pages.

  • Test actions like free shipping and other choices.

  • Set up retargeting campaigns.

  • Improve your ad campaigns.

  • Creating lead nurturing campaigns.

Final conclusion

As you can see, inbound marketing strategies are very complex. We hope you´ve enjoyed this article about inbound marketing and you’ve found it useful to increase sales in your e-Commerce.