In recent years, with the use of ad blockers and the negative impression that spam has left, inbound marketing has gained much more traction. This is because it allows users to find the industry and leave their contact details. Then, it is possible to start communicating directly with them.
In this post, you will understand what inbound marketing is, what benefits it can bring to your fiberglass and vinyl pool industry, and what the cost-benefit of SEO is. Check it out!
What is inbound marketing?
It is a digital marketing strategy that, instead of interrupting users with advertisements, prefers to attract them through relevant content . Therefore, it is also called attraction marketing.
In traditional marketing, especially what we see on television and in newspapers, advertisements “interrupt” the content that people consume.
The pillars of inbound marketing are:
attract with content that answers questions;
convert into leads , opportunities and customers;
interact with consumers until the moment of purchase;
sell the products or services;
analyze the data and results.
And how does this happen? With keywords, relevant content and search engine optimization ( SEO ).
For example: your potential client wants to know how to install a vinyl pool (whether to do it themselves or hire a professional). For them, it is important to see if the installation work is worth the investment in this type of product.
So, when you want to clear up this doubt, you will do a Google search with the keyword “how to install a vinyl pool”.
The fiberglass and vinyl pool industry, which has a blog to answer this type of question, creates content using this keyword.
Remember that this content can be in text, audio or video. The important thing is that, at some point, this keyword appears in writing so that Google can find it.
This way, you can already make the first contact with your potential customer. As soon as they arrive at your blog, there is a box for the user to leave an email and subscribe to the newsletter. If they fill it out, your company can send content related to what they want to know.
What is SEO?
Basically, it is a set of optimizations to facilitate indexing by india business fax list Google robots. For example, the use of keywords in the text, the division by subtitles and the ability of the layout to adapt to different screens are some criteria that the search engine takes into account to save your page and show it in the first results.
What is the cost-benefit of SEO?
SEO is cost-effective because it will bring results over a long period of time. You can produce a text today, for example, and reap the benefits for years to come. It is important that, if necessary, it undergoes changes over time so that it does not become outdated. But the advantage is that you can update it without having to create a new one, keeping the address. This way, you do not lose previous views and you will rise in the Google rankings.
Another advantage is that Google considers the length of time your site has been in existence as one of the ranking factors for your website. Therefore, the longer your blog has been running, the more likely it is to appear in the top search results. That's why updating your content is just as important as creating it.
What are the advantages of inbound marketing for the fiberglass and vinyl pool industry?
Inbound is a strategy that, in 10 years of insertion in digital marketing, has brought great advantages to companies. See what it can do for your fiberglass and vinyl pool industry:
Pioneering spirit
There isn't much digital marketing aimed at industries , especially fiberglass and vinyl pools. In addition to appearing in a field that isn't very popular (industrial), you stand out in your own segment.
In our previous example (how to install vinyl pools), most of the results found on Google are from pool or decoration store websites.
Therefore, investing in inbound marketing means being a pioneer in the fiberglass and vinyl pool industry segment, which is still little explored.
Authority
When a user decides to ask a question and finds more than satisfactory answers on your blog or website, they realize that your industry understands what it is talking about.
So whenever they need to know more about swimming pools, it’s your page they tend to look for.
This authority extends, of course, to your product. When he’s finally ready to buy a pool, it’s your industry name that will come to mind first.
Measurement
It is possible to measure all inbound marketing actions. How many people viewed certain content, how many were converted into leads, how many opened your email, how much time on average visitors spend on each page of your blog and much more.
It is because of this ease of measurement that inbound marketing works a lot with A/B testing. In other words, when you send similar content, but with small changes (highlighted title, CTA, images, videos, descriptions), and observe which one performed better with the audience.
With this analysis, it becomes much easier to improve your campaigns and, consequently, improve your return on investment (ROI).
Relationship
Unlike traditional marketing, which works as a company's speech to the user, inbound invests in conversation.
It is possible to comment on the blog and social networks , as well as send emails to the company to ask questions or leave criticisms and compliments.
The company, of course, must respond quickly and with words focused on the user. Therefore, no standard answers.
