What is inbound marketing?

The inbound marketing is a market strategy capable of attracting new potential customers through the use of various channels.

Inbound marketing is often associated with digital marketing.

Indeed, this marketing strategy relies on the use of digital communication channels to draw users to company websites and social media pages.

The phases of inbound marketing and the acquisition funnel

The goal of inbound marketing is to attract users who will become leads. These leads will then become customers, and these customers will ultimately become promoters of the company.

SCOPE rules for drafting an inbound marketing strategy

For the implementation of an inbound marketing strategy, there is a rule called SCOPE that can assist in its creation:

• S, consistency and standardization of content;
• C, contextualization to create relevance, make it personal;
• O, optimization clear ideas specific concepts;
• P, as mentioned, create unique content, create a unique communication, leverage your unique selling proposition;
• E, empathy resonate with potential clients, engage them and draw them to you.

The phases that determine a correct inbound marketing strategy are mainly three:

• User attraction: to attract visitors to one's website and on social media, it will suffice to create interesting content and, especially in social management, invest in ad campaigns to promote them. Through a strategy of creating interesting content strategically studied, blog posts can be created in a company blog that will generate many strong search queries. This strategy is based """ Translate the following text into 'English' while keeping the HTML tags unchanged: """on search engine optimization. Creating interesting content through a blog is an excellent tool for implementing an inbound marketing strategy without investing money in ads. This strategy increases one's brand awareness and visitors' trust in the brand. Users will start to get to know your brand through these articles, which will, therefore, add value to your trademark;
• Engaging potential customers: visitors are enjoying social media posts (often sponsored) and begin to see your brand on Google through posts strategically designed to appear on specific keywords. Once the user lands on the post or social media page, it is crucial to have them leave their data (name, email, and phone number) to convert them into leads. This can be achieved by creating landing pages linked to social media or posts that redirect to this page. Also, forms on the website's page and calls to action are excellent elements for turning visitors into leads;
• Visitor Loyalty Targeting: at this point, we will have data from interested individuals. Visitors begin to engage with the topics and trust in the brand. Now, to turn leads into potential customers and actual clients, we rely on other strategies such as e-mail marketing and various automations that are generated and activated by leads. These technologies are incorporated into what is called lead nurturing.

Once the customer is loyal, who may have already purchased from you, they should become a promoter and, through word of mouth, will talk about you to an external network of potential customers.

At this point, the cycle is completed with techniques of up-selling and Here is the translation of your text into English, with HTML tags preserved: """cross-selling to build customer loyalty and turn them into a returning customer, who will be happy to purchase from you again.