Inbound Marketing em pequenas empresas: estratégias para conquistar, fidelizar e brilhar no Mercado Regional

Abstract

This article presents a study on the role of inbound marketing as a strategy for small businesses in Amazonas to attract and retain customers. The research followed a qualitative, applied, and exploratory approach, using semi-structured interviews with five small entrepreneurs in the city of Manaus-AM. Data analysis was conducted through content analysis, allowing the identification of key digital marketing practices, challenges in customer acquisition and retention, and perceptions of inbound marketing. The results indicate that small businesses strive to establish their brand but face several difficulties in attracting and retaining customers, which creates an opportunity for the implementation of inbound marketing — a digital marketing strategy focused on attracting, converting, and delighting customers through useful content, offering an accessible option for small businesses with limited resources. Moreover, techniques such as producing relevant content, leveraging social media, using automation, and building personalized relationships strongly contribute to brand growth and visibility, customer engagement, and the strengthening of long-term connections. Inbound marketing proved to be both effective and accessible, capable of consolidating a digital presence and promoting sustainable growth for small businesses.