Attraction marketing versus Inbound Marketing: What are and what are the differences?

One of the best ways to understand a particular concept in depth is to compare it with another you have areas in common, but also differences. When, as with the Attraction Marketing and Inbound Marketing, it is that the first term arises with the intention of providing a translation to Spanish of the second, the thing is complicated. Especially as they have been developed, the individual meaning of both techniques has taken hold, becoming most evident their differences. Although this may seem a complicated skein, follows to untangle.
The concept of attraction Marketing was coined by Oscar of the Holy, but in order to differentiate it from a term that already existed previously, the attraction Network Marketing, opted to baptize him as attraction Marketing 2.0. In his book co-written with Daniel Álvarez, attraction Marketing 2.0 how achieve your goals online with the minimum budget, with a general and introductory approach aimed at a public non-specialist, will reveal the main foundations of digital marketing in a 2.0 environment, Social Media and a part of Inbound Marketing.
Digital marketing concept

Why Inbound Marketing and attraction Marketing does not mean the same thing?

The question has a clear answer: because the attraction Marketing is not one concept enough to explain that today, after several years of spectacular development, means and encompasses the Inbound Marketing.
The concept of attraction Marketing is interesting and partly successful because embraces the idea of attraction of users to a particular website (a website, a blog, a landing page or landing page). However, is an inadequate term because does not cover Inbound Marketing way full or complete, leaving out a very important part: the automation process.
Therefore, the difference between attraction Marketing and Inbound Marketing is in reach. While the first focuses solely on capturing users, the Inbound goes a step further: try to prepare as well as possible those users converted to records (leads) to receive a commercial offer.
Such preparation is achieved through a process of automation, divided into several phases, in order to educate the prospect that in receipt of an offer is as prepared as possible for the purchase, i.e., in the last stage of the business cycle.
In other words, attraction Marketing is actually one of the two large parties or phases that divides the Inbound Marketing: attraction and Automation. They are different concepts because, simply put, one part of a more complete and comprehensive methodology.

What is attraction Marketing?

Attract users. That is the leitmotif of attraction Marketing, concept that encompasses a series of techniques that end up generating a process of recruitment of users to a particular web or blog.
In order to expand their potential and ability, these techniques, which basically belong to the field of Internet but also used traditional channels, are used on the basis of a previous strategy based on interconnection and combination. These are the 4 major methods:
  • Content marketing
  • SEO
  • Social media marketing
  • Broadcasting

Content marketing. The central element

Crucial and absolutely basic component on which rests the whole attraction marketing are the contents. These are characterised by adding value to a particular audience: users who want to convert into customers.
By being a format very well known for the largest part of the audience, the ideal channel to publish quality content and provide value added is a blog. Any other medium online might be valid, but the majority of Internet users are comfortable with this tool, since who know that they can easily find articles of their interest in a chronological order.
On the other hand, any type of content format may be valid for a blog, but it is the combination of several: texts, graphics, graphics, artwork, podcasts, videos. What really matters is to provide information that is of interest to the user, with good quality in the substance and form, original, value-added.

SEO. The influence of factors that have nothing to do with the quality

SEO is the art of attraction Marketing all those factors other than the quality of the content, but that they have an important weight in the formula of the algorithms of Google-related. Therefore, they also influence the determination of the position of an entry after the search for the user.
Issues as the structure of the content, shape aspects of the site or how are labeled titles (SEO ON PAGE), as well as links to other websites or links (SEO OFF PAGE) are very influential in the positioning of organic or natural in any website or blog. Position on the first results of Google is absolutely essential to get many visits since, except for very specific searches, are very few users coming to click beyond the first 10 entries.

Social media marketing

He is not put in doubt that the blog is the key space to generate or publish content, but when you give them a greater output and visibility social networks also play a leading role. This type of marketing is configured for all those methods that allow to achieve a viralization of content through social networks with the aim of generating more traffic.
These strategies have so much influence the actions carried out by professionals in marketing (active actions), as the exercised by the users themselves that, once reached a post in a blog through search engines, if they find him attractive just sharing it with your contacts through their networks. It is what is known as passive actions.

Broadcasting. The merger of the media online with the traditional

In achieving the highest level of dissemination of certain contents any technique is valid, regardless of whether campaigns on line or off line.
Based on traditional public relations strategies can be effective for making large audience and influence, media such as newspapers or magazines on paper and even chains of radio or television, echo of our most powerful content projects. Another line of very interesting work is the promotion of content in events such as conferences or seminars.
In the 2.0 environment works very well sending press releases and the syndication of users via RSS readers or newsletters by email. The secret is to impact the user in his first visit, that we find the interesting enough to subscribe to our blog, and thus generate recurrent traffic and a possible feedback through social networks.
Although some experts see payment (SEM, paid media ads) advertising as something completely contrary or opposed to the attraction Marketing. We consider that they are valid media which can operate adequately complement content, especially in the case of the SEM strategy, because it continues to be a type of advertising which, although payment is based on searches and positioning.

Marketing Automation: the second part of the Inbound

As we have said, from the core of Inbound Marketing there are two branches: the first would be the attraction, of which we have already spoken, and the second Automation, which would be the conversion of that user in a register (lead) and their preparation to receive an offer of a commercial nature.

The stages of the process of automation

Let a process of abstraction and think that, through the contents of our blog, we have managed to attract a good number of users. And now what? Little will be useful to our business objectives but we got two things: first of all, your personal contact with him , then prepare them, educate them, and make that they ripen so be more receptive when they receive an offer or business proposal.
This process, which has a highly technological and automation through tools like Hubspot, is based on 5 strategies:
  • Conversion
  • Behavior monitoring
  • Lead Scoring
  • Lead Nurturing
  • CRM

Conversion: the lead user

To avoid that the user that we have managed to attract with our content is not more than an anonymous Netizen, with which it is impossible to establish contact, it is necessary to turn it into a record or lead.
To achieve this goal frequently used forms that the user reaches through a landing page (landing page), which produces a barter of personal data in Exchange for content with a higher quality level: guides, ebooks, graphics, comparative products, etc.

Behavior monitoring. The espionage of the user

There are powerful marketing software that completely automatically, can provide us all kinds of data from the behaviour of the user in relation to a website: where has entered, time of visit, most consulted links, abandonment, etc. Automatic applications such tasks are not limited to a thorough monitoring of the users, but they also perform analysis, tracking, reports and other useful tasks.

Lead scoring. Knowing the value of each record

It is an automatic system of assessment of the quality of the users (leads) which takes as a basis the monitoring of behavior and crosses them with a compilation of those data considered more appropriate and interesting. The result is a matrix for the classification of leads in our database that identifies those who are more likely to become actual customers of products or services.

Lead nurturing. The final push

After the user monitoring and effected once the automated scoring comes through the personalized sending of emails and other techniques, mature lead, prepare and, to the extent possible, push it towards the purchase.

CRM. The power of the sales force

In Advanced sales cycle stages, call by phone of a commercial may be the ultimate strategic action. In this last stage is where come into play Tools CRM (Customer Relationship Management), which sometimes overlap with the automation tools. In any case, the CRM is not focused on marketing but on the sales team or sales force, since it's strategies that take place in a stadium very close to final sale confirmation or commercial transaction.
Conclusion should emphasize that would be a big mistake to consider the attraction Marketing and Inbound Marketing as contrasting techniques. Indeed, it has been the spectacular growth of the complexity, scope and sophistication of the Inbound Marketing that has become a part of the Inbound to attraction strategies. Development that does nothing but confirm the enormous importance and strategic impact that is taking the Inbound Marketing for companies and its extraordinary potential for growth in the near future.
Published for educational purposes