INBOUND MARKETING, what is it?

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Don't worry, this word has happened to all of us at some point. Inbau what? INBOUND MARKETING, ladies and gentlemen.

Inbound Marketing is a set of techniques aimed at making your client fall in love with you and avoiding the harassment that consumers have traditionally been subjected to by traditional marketing or outbound marketing.

The creators of this concept, Brian Halligan and Dharmesh Shah (co-founders of HubSpot ) developed it when they realized that companies were not adapting quickly enough to consumer habits and that had to change!

Fun fact: despite its creation in 2005, it did not become popular until a few updated diabetes mailing list years later following the publication of the book “Inbound Marketing: Get Found Using Google, Social Media and Blogs”

In short, Inbound is the new “must do it” for a company’s marketing department. And if you are the Marketing Director, you cannot afford not to know how it works, since it is a fundamental part of a good Marketing strategy. It is not the future, but the present.

This is not Inbound Marketing
I'm sure you've had your nap interrupted by a call asking you to change companies, to sell you insurance, a card or a host of other things that weren't even in your plans at that moment. Am I on the right track?
And if I'm not mistaken, I think that this call could have made you uncomfortable. At that moment it's not opportune and you don't know how to say no to the salesperson. Maybe you put yourself in their shoes because you are or have been a salesperson too and you tell them very politely that you're not interested.

And that's the "crux" of the matter: at that moment you DO NOT need that service. If you were one of these companies you could think, yes, well, as a salesperson I have to generate a need for the client, but do you really want to do it that way? Why don't you get to know the client a little better? Of course Inbound Marketing doesn't do it that way.

I can't help but show you this video by José Mota where he shows the distrust that cold calling generates and how uncomfortable the situation can be for us (Be careful, you could identify with it!)


The star phrase of this sketch: It's more deceitful than a mayor campaigning!

So let me suggest the first EsmarTip: customers have a lot of information (and I mean a lot, a lot!). If they want something, they look for it on the Internet.
We're not in the Paleolithic, and now the customer has the power to get information with a click. We're in the era of influencers, youtubers, tweeters, instagrammers, believers and especially BLOGGERS. The customer demands information, and if you're not giving it to them, you're missing a great opportunity... and you know it! After all, what are you doing now?

And here's the second EsmarTip: your business HAS TO BE present on the Internet.

Inbound Marketing is attracting your target audience (buyer persona) and helping them solve a problem they have, and this is achieved by giving them content that interests them. That way, they come to you without using the cold calling that makes everyone uncomfortable.

In short, Paleolithic Marketing methods are not Inbound Marketing. Inbound is not doing SEO or sending emails, both are part of an Inbound methodology, SEO to attract your target audience and email to communicate with them.