In the following video there is a synthesis of the difference between Inbound Marketing and Marketing Automation
The concepts of Inbound Marketing and Automation Marketing are often interchangeable.
However, in practice, Inbound is still associated with email marketing.
If you think about the number of Inbound Marketing in the market and growing revenue, could estimate an incredible volume of companies investing in Inbound Marketing.
However, a Inbound Marketing that Brings Benefits to Your Business, requires a solidity and investment to mount that few of the companies that use inbound tools can afford.
That's why most of them end up using Inbound platforms for email firing.
I would say that 80% of the companies that use these platforms, in fact only do shooting.
Origin of Inbound Marketing Platforms
Inbound marketing is much more than email marketing.
Some inbound platforms come from a development of email marketing platforms, after having seen the opportunity of the Inbound market.
These platforms end up having the limitation of not getting much out of an email marketing project.
Other platforms have been developed on the basis of American benchmarks (top line of Inbound Marketing is Hubspot, which even existing in Brazil has a value far beyond the other competitors).
In the fashion of design thinking, all SaaS platforms are still released in beta, MVP (Minimum Viable Product), because what counts is not the final product, but the answer to the customer's need (design thinking).
That's why there is no SaaS platform on the market that delivers everything it promises (this goes from Google, Facebook, to national platforms).
This is no different for the Inbound world where disclosure of the need for automation in blogs and social networks, prevaricates the objective need, which should go through a cost benefit analysis, time to solve bugs platforms, etc.).
When do we need to automate the process of Inbound Marketing?
Inbound marketing does not necessarily involve a complex strategy of Digital marketing.
One of the questions in our business process for qualifying a potential customer is if he has already made inbound and if he did not, what was the reason.
Often the answer is that it did not because it is expensive.
Other times because it brings long-term results.
At the same time, the same contact responds that he has already done actions of:
- Google Ads;
- SEO, etc.
So this is not inbound.
Returning to the basic concept of Inbound.
Inbound is all that makes your potential client come to you.
This includes Facebook, Adwords, SEO, etc.
But in the most common understanding, inbound is the use of inbound automation platforms, which determines a higher cost, in addition to investing in other tools.
All this, in fact, makes sense only in case of a complete digital marketing strategy.
The staff at RD Station told me that an Inbound platform makes sense if the investment in it is about 15% of all Digital Marketing.
I'd say even less, coming back from 7% -10%.
Fact is that without a complete strategy there is no justification for a digital marketing automation platform.
Exactly, I prefer to talk about Digital Marketing Automation, more than Inbound Marketing Automation. In addition, a well-configured automation platform can even be integrated with an outbound marketing process managed by other software.
So, we better not do Inbound without a complete strategy?
Inbound market practice provides for a planning period of 3 months before beginning any effective prospecting action.
I like to put myself in the customer's place, because I'm an entrepreneur and investor, so would I 'buy' something that promises me actions only after 3 months of marketing?
My answer is no.
Planning without action is purely theoretical, even more so in the digital world where everything passes through A / B testing.
In the first 3 months of a project, you can start collecting historical data so that you can then build a strategy based on your data and not just the market data that does not necessarily talk to your story.
The approach I like to take is to start an inbound strategy, from the bottom of the funnel, by saturating all steps of the funnel from the bottom up.
The principle is this: if you have a product to sell, before disclosing it to anyone who might be interested more ahead, try to find out if there are any who are already looking for it already.
That's why I like to start with separate actions from Google, Facebook, etc., and go sense when we need to integrate everything.
This way in 3 months we will have a planning based on historical data and A / B tests and most probably some leads or even sales for having worked the bottom of the funnel.
I suggest having this approach until 'saturating the bottom of the funnel', that is, until the possibilities of searching for the service or product that you sell is exhausted.
How to do this? Just go on Google Ads and set up campaigns focused on 2-3 keywords that convert, reach the optimum cost per lead and increase the investment until Google no longer shows the 'limited budget'. This way you will have saturated the bottom of the funnel.
When we need to integrate everything, it will be because we will not be able to handle manually, so it goes into automation.
However I like to call marketing automation, not inbound because, as I said, in the market the concept of inbound platform is associated with the trigger of email marketing.
In short, inbound is all you do to attract your potential customers to your brand and then maintain an engagement until they buy. Automation platforms are the tools that allow you to do this in an automated way optimizing your time.
If you are using an automation platform to do the triggering, for everything, now, and review your strategy because you are wasting time and money around and automating what you do not need to automate.