Inbound Marketing Strategies in Increasing Sales to Sellers in Online Marketplaces

Purpose: This study aims to analyze sales strategies in online marketplaces using inbound marketing

Theoretical framework: Inbound marketing is a way of digital marketing by creating content to build brand awareness in consumers. It is expected to make consumers trust and then make product purchases. Businesses and marketers are also advised on how and which techniques can be successful in each process.

Design/methodology/approach: The method used in this research is a qualitative approach. The object of this research is in Malang City, and we took a sample of 5 samples of sellers or traders who always enter Top Seller on March 10, 2023. Primary data in this study were obtained from questionnaires or questionnaires and interviews with sellers in the online marketplace in Malang City. Data collection techniques are in the form of observation, interviews, and documentation. Data analysis techniques in a qualitative approach using analysis steps belonging to.

Findings: The results are that inbound marketing strategies that include the reach, act, convert, and engage stages can effectively increase sales to sellers in online marketplaces. In the reach stage, social media and high-quality content are key to attracting potential customers. The act stage involves improving the atmosphere of the online store and utilizing online marketplace features. In the convert stage, the shop follows vouchers and saving combos to convert potential customers into actual customers. Finally, the engage stage focuses on maintaining consumer relationships through seller information and repurchase strategies.

Research, Practical & Social implications: The study is expected to provide new knowledge about sales improvement strategies for all companies, especially online sales systems through inbound marketing. And this research is still possible to be developed further with a different point of view.

Originality/value: No research discusses inbound marketing strategies to increase sales in online marketplaces without paid advertising. This is the originality of this research.