Home » Marketing Inbound for small businesses in 5 steps
Marketing Inbound for small businesses in 5 steps

Marketing Inbound for small businesses in 5 steps

Marketing Inbound was born to accompany the influence of the internet on people’s lives.

The web has generated a new form of consumption, in which the public is no longer interrupted to see an advertisement (as was done in the past and still happens offline).

Nowadays, the content that influences purchasing decisions is embedded in the consumer’s online activities.

Everything is done so that a sale takes place in a humanized way, without that cold image that commercial relationships have.

Marketing Inbound works to bring the brand closer to the public; in other words, to create relationships of trust.

Okay, its success is unquestionable and it is widely used by large companies.

But how can we apply Marketing Inbound to small businesses? That’s what we’re going to see next!

1. Contents

The big star of Marketing Inbound is content marketing. And this concept couldn’t be any different for small businesses.

First of all, you need to identify the persona and their pains. Once you know what your audience is looking for, it will be easier to sell your product or service as a solution.

But remember: Marketing Inbound builds relationships, not buy-sell relationships. Everything is humanized, which is why content is indispensable.

It’s content that will structure communication between you and your prospects, with the intention of turning them into leads.

The second step is to establish which communication channels are capable of generating leads for your business.

For a communication channel, the higher the ROI and the lower the cost, the better. And of course this is perfectly suited to small businesses, due to the budget issue.

Precisely for this reason, email marketing is an excellent recommendation and can be used to generate sales and/or relationships.

With the highest ROI in digital marketing (US$ 42 for every dollar invested), email marketing allows direct communication with the public, without intermediaries.

But to use email marketing correctly, you need to build a list of contacts. Shall we learn how to do that?

2. How to capture leads in the Marketing Inbound system

Creating an email database requires compliance with the LGPD – General Data Protection Act.

This is because emails sent without the user’s permission are classified as spam. And sending spam is an attack on data protection laws.

But if, by law, emails need the recipient’s permission, where do you start building a contact list?

Landing pages (also called registration forms) are designed to generate leads.

This happens when interesting content is made available to the consumer in exchange for providing their contact details. These include their email address.

When the user fills in a form to register to download an ebook, or to have access to exclusive material, they automatically allow you to send them emails.

Permission is a condition for the consumer to access the material.

In this way, the “opt-in” occurs, which is the official yes of the recipient of the emails, leading your company to act in accordance with the law.

Why verification is important

With the list of contacts generated by the registration form, you need to check whether all the emails are valid or not.

Email providers’ anti-spam filters block bases that contain at least 3% delivery failures (messages that fail to reach the inbox for various reasons and therefore end up in the spam folder).

The SafetyMails Real-Time Verification API can be installed on landing pages, applications, websites and any other lead collection service.

The tool prevents spam and any type of invalid email from entering lists by using the automatic correction feature.

In other words, if the person enters an invalid email in the registration form, the verifier corrects it on the spot, or asks the user to enter a valid address.

In this way, registration forms linked to the API generate real leads, since all the emails that enter the database are validated.

Discover SafetyMails’ real-time verification API and get 1,000 credits to test the platform!

3. Marketing Inbound and automation

You’ve built your lists with valid emails and you’re ready to communicate with them.

But how do you insert leads into the company’s commercial process? Find out more by watching the webinar given by our guest, Eduardo Rodrigues, Operations Director at Moskit.

Automation is a totally necessary process in the life of companies, since they need to manage a CRM and marketing flows.

Of course, all of this will correspond to the company’s objectives. In the case of small companies, automation services will be basic, until there is an opportunity for growth.

4. SEO is fundamental

Having a good relationship with Google is indispensable for any company, especially small ones that don’t have big budgets.

Organic positioning, achieved through content marketing, brings consistent results both in terms of the relationship with the public and in terms of sales.

That’s why it’s recommended that professionals include SEO in their strategies, since ads (both on Google and on social networks) are more often used to provoke a purchase decision.

SEO, on the other hand, helps to build a company’s identity and positioning, as well as boosting sales.

It’s important to note that SEO brings long-term results. Ads, on the other hand, are almost immediate. Ideally, small businesses should be able to invest on both fronts.

5. Marketing Inbound and digital presence

Being present on social networks is also essential, since consumers are everywhere in the online world. And it’s a very useful resource, as registration is free of charge.

Small companies can and should explore Marketing Inbound through social networks, creating links with their personas and getting closer to their leads.

Social networks are also an excellent tool for generating visibility for companies and thus solidifying their image.


What are the key elements of Marketing Inbound applied to small businesses?

Defining the persona and their pain points; drawing up the type of content that the company will work on, determining communication channels, automation strategies, SEO and digital presence.

What is the best way to generate leads?

Through a registration form ready to offer rich materials. To access these materials, the prospect gives up their contact details in return. There is the lead’s email address which, although still cold, can already receive your communications via email marketing. It’s important to remember that installing the Real-Time Verification API is essential for validating lists.

What’s best for small businesses: investing in SEO or Ads?

In principle, SEO is enough if the issue is budget constraints. But the ideal is for the company to invest on both fronts.