What is inbound marketing?

All professionals involved in advertising today face a harsh reality: traditional advertising no longer yields the same results as before. Advertisements are a constant disruption of users’ activities, who are bombarded with banners, commercials, and ads every time they consult Google, read articles, or watch videos.

Advertisements are an element that can annoy users, resulting in a counterproductive outcome for the company relying on these promotional tools.
In response to this reality, a new type of marketing has emerged: Inbound Marketing. It is an activity that, instead of interrupting content consumption, focuses on creating valuable content, a "content marketing" strategy designed to attract, convert, and retain customers.

We are talking about a type of marketing born from the need to find new strategies to promote sales: instead of proposing one-way communication that attempts to generate new needs, it creates content that responds to the informational and entertainment needs of the audience. The goal of Inbound Marketing is to establish a conversational relationship with the target audience, which not only makes them more likely to purchase but also turns them into brand promoters.
The goal of the Inbound Marketing strategy is therefore to create content that guides potential customers through the buying cycle, selecting the best content and channels each time.

Doing Inbound Marketing means having a broad view of the sales process, which does not end with the purchase cycle but consists of a sequence of events where closing a sale represents just one phase. In the Inbound Marketing flow, called the "funnel," unknowns become visitors, then leads, later customers, and finally promoters, following the four fundamental phases: attract, convert, close, and delight.

How to create an effective Inbound Marketing strategy?

To create an effective Inbound Marketing strategy, you need to consider the three key steps: Attract, Engage, and Delight. For each of these steps, objectives and tools must be defined in advance.

- Step 1: Attract
In the attraction phase, you identify your target, define buyer personas, and create a strategy to transform unknown individuals into visitors to your site or landing page. In this phase, promotional tools like SEO and targeted, non-invasive advertising, such as Google search network ads, can help.
- Step 2: Engage
The engagement phase can be broken down into two key actions: conversion (conversion), which turns website visitors into leads, and closure (close), which converts leads into customers.
It is during the conversion phase that content comes into play. In exchange for access to tutorials, guides, e-books, events, webinars, podcasts, infographics, and other high-value tools, known as "lead magnets", users provide their data and allow the brand to contact them.
At this point, the closure phase begins, and traditional promotional content, such as catalogs and brochures, is used to turn the lead into a customer.
- Step 3: Delight
The final phase, also called "customer delight", is the one that turns customers into promoters. After the purchase, it is important to:

Develop and maintain a positive relationship with the customer, through an efficient customer service;
Keep customer interest and satisfaction high by offering deals, free services, customer satisfaction surveys, and other initiatives that increase the chances of the customer becoming a brand ambassador.

The tools to use in this phase include:

Social networks, always active communication channels that make it easier to connect with your audience and stimulate the creation of UGC (user-generated content);
Direct email marketing, a tool that allows for a unique relationship with each customer, even through the use of automated emails (marketing automation) targeting specific segments.

What are the advantages of Inbound Marketing?

With Inbound Marketing, you can:

- Increase your brand visibility and authority;
- Generate new leads aligned with your target audience;
- Increase sales.

What is a creative concept?

At the core of any effective promotional campaign, regardless of its marketing objective, lies the concept, or the creative idea.
The creative concept, also known as the marketing concept, is the idea around which a specific communication project is developed. It is a well-defined creative idea to be expressed across multiple communication channels to achieve a marketing goal.

To achieve this goal, the creative concept must meet several characteristics: it should be relevant to the message being conveyed, the brand identity, and the target audience. Above all, it must be anchored to a strong creative idea that stands out from the ordinary and, because of its uniqueness, attracts the attention of a distracted audience immersed in a constant overload of information.

An effective concept is the foundation of any successful communication campaign. Investing in the right idea will allow you to optimize the budget for promotional initiatives and achieve a more satisfying RoI (Return on Investment). Selecting the best idea to convey your message is not an easy task: it requires intuition, creativity, and a deep understanding of the target audience. We can help find the strongest idea for your campaign and present it in a visually appealing and persuasive way through stunning visuals and slogans.

What are the elements of a concept?

Every creative concept proposal presented at the end of the creative process consists of a slogan, a catchy phrase, and a visual, an illustration or photograph that makes the message clearer. Based on these two elements, textual and visual, we can have three types of concepts:

- A creative concept where the slogan predominates, and the visual simply supports the message;
- A creative concept where the visual predominates, and the slogan is just there to clarify it. In these concepts, the slogan might even be absent;
- A creative concept where both the slogan and the visual equally contribute to defining the message, which emerges from the relationship between these two elements.

What characteristics should a creative concept have?

To create an effective promotional campaign, a concept should be:

- Simple and understandable. Whether highlighting your product’s unique features, adding value to your brand, or spreading a promotional initiative, the message must be clear and easy to understand, avoiding any confusion.
- Creative. To capture attention, your message must break the rules, surprise, and amaze.
- Adaptable across multiple channels. The concept forms the basis of a communication strategy. It should be usable across one or more promotional channels, both online and offline, without losing its effectiveness.

How do we work to create your concept for a promotional campaign?

An effective creative concept can increase the effectiveness of any promotional initiative and improve the return on your advertising investments. Here’s how we work to create it:

- Research and inspiration. An idea can come from anywhere: standing in line at the supermarket or watching a sunset on the beach. However, we don’t like to leave it to chance; we guide the creative process. Researching and finding inspiration is something we do every day, as we look around and make new, innovative connections.
- Creative development. Shaping the creative process to make it productive is not easy. However, with tools like brainstorming and mind maps, we can channel creative energy and put it to work for concrete business goals.
- Idea selection. In this phase, we select only the ideas that convince us 100%.
- Creation of slogans and visuals.

	Standard Inbound Marketing	Premium Inbound Marketing	Enterprise Inbound Marketing
Initial briefing
Initial briefing
Industry sector analysis
Industry sector analysis
Competitor analysis
Competitor analysis
Strategy definition
Strategy definition
Creative concept development
Creative concept development
Promotional campaign development
Promotional campaign development
Landing page layout programming
Landing page layout programming
Social media campaign
Social media campaign
SEO on landing page
SEO on landing page
Google Ads
Google Ads
Value content optimization
Value content optimization
Mail alert sending from contact form
Mail alert sending from contact form
Mailing list update and cleaning
Mailing list update and cleaning
Contact archiving on DMbox
Contact archiving on DMbox
Monitoring report creation
Monitoring report creation
Value content creation
Value content creation
Marketing Automation lead nurturing
Marketing Automation lead nurturing		2 sends	4 sends
Results monitoring
Results monitoring	2 months	4 months	6 months
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Inbound Marketing Service