Aplicação da inbound marketing: uma proposta para empresas de pequeno porte

Abstract

The final undergraduate project titled Application of Inbound Marketing: A Proposal for Small Businesses designs an artifact to enable small businesses to implement the Inbound Marketing methodology, enhancing their digital presence and leveraging social media for sales. The research addresses the following problem: How to develop an artifact that allows small businesses to apply the Inbound Marketing methodology? The study adopts the Design Science Research (DSR) methodology, bridging theory and practice. Based on real challenges faced by small businesses, five problem classes were identified, each addressed with practical solutions: Research – tools like Google Trends and CRM help understand the market and customer behavior to inform marketing strategies; measurement – Instagram insights and platforms like NotJustAnalytics enable social media performance tracking and campaign adjustments; Data Storage – CRMs like HubSpot or Google Sheets organize strategic information for decision-making and goal tracking; Testing – methods like PDCA, SMART, and paid traffic evaluate content effectiveness and identify optimal strategies; Application – tools such as Canva and CapCut streamline content creation to support Inbound Marketing strategies.