How Inbound Marketing? The technique behind the results

Inbound Marketing is one of the trends of the moment in the world of marketing. And reasons for this not missing, since has emerged as one of the most effective systems to make branding, give visibility to the brands on the Internet, attracting potential customers in a non-aggressive way, loyalty to the users and, ultimately, create a channel of recruitment for each company.
Now, we know exactly what is, what are its characteristics and how it can help organizations increase their sales? In the lines that follow, we will try to answer these questions.
The key elements of Inbound Marketing
Inbound marketing concept was coined in 2006 by the American company of HubSpotsoftware. The term arose around a methodology focused on the creation and Internet publication of contents of quality with a very specific objective: generate a process of attraction of users oriented to generate new business for companies. Twittealo!
In practice, the inbound marketing is made up of three essential elements:

  1. Content of interest. On the one hand, requires the creation of interesting content (and if possible quality) for that hearing surfer that want to attract, and which will form the basis for the subsequent actions.
  2. Attraction of traffic to our web site or blog. Secondly, the inbound marketing is composed of different combined online marketing tactics, which are those that end up generating the effect of attraction to capture a posteriori the personal data of these Internet users. The combined use of different Marketing techniques to attract traffic to a website called Attraction Marketing.
  3. Marketing automation. Finally, is to educate and assist Internet users through different automatic interactions based on their profile and their behavior throughout their buying process until they adopt (or not) the purchase decision.

The construction of a hearing or a channel for attracting potential customers

Any company that wants to build a brand - either strengthen it - has at its disposal a market of advertising channels that allow you to make themselves known. From Google, passing through a newspaper and ending at a television network, companies can rent advertising space in which are grouped the hearings that interest them.
Although this has traditionally been the main method through which the vast majority of companies has operated to give visibility to their brands, the truth is that this formula generates a heavy dependence on these advertising media. As competition increases, prices go up and margins are eroded, or else, if an economic crisis erupts, occurs a decrease in demand, what makes to advertise prices fall sharply.
However, some years there is an alternative to dependence on the traditional advertising channels: the possibility of constructing a hearing or a channel's own potential client catchment. A circumstance which is due to several factors:
  • first of all, to the birth of the Internet;
  • Secondly, the irruption of the search engines online,
  • and, finally, to the emergence of social networks.
Of those companies that have been able to create web pages with a large number of visits, or that have a large number of followers on your social channels, we could say that they have chosen to rebel against the advertising medium rental. In other words, it is possible to affirm that they have managed to a channel that belongs to them and that may end up giving them an effective independence with respect to the non-pay channels.
Though to be very attractive for companies, it is not easy to achieve this purpose. Without going any further, the secrecy that surrounds this type of construction is, precisely, the main stumbling block.
Here is where comes in the inbound marketing. In fact, this is the first systematic methodology that allows the construction of a hearing or a channel of attraction of potential business opportunities.

How to build an audience or a channel for attracting potential customers?

To set up an inbound marketing strategy, we need two factors: on the one hand, of a methodology that combines the use of a series of online marketing techniques, and on the other hand, the support of certain technology.
In relation to this last factor, this is the technology that requires the inbound:
  • A blog or similar
  • All-in-one marketing software (for example, HubSpot, Marketo, Eloqua, or Act-on), and that it brings together at least the following tools:
    • keyword search
    • Agile creation of forms
    • management of CTA (calls to action)
    • creation of lists of users, static and dynamic segmentation
    • Agile creation of landing pages or landing pages
    • monitoring of the behaviour of navigation of the users through cookies
    • configuration of score or scorings for database systems
    • lead nurturing string configuration
    • management and monitoring of social networks
    • analytical data to source all the mentioned tools and Google Analytics
  • The alternative to an all-in-one tool is to use all the tools mentioned separately. However, if we opt for this route, the management of campaigns is enormously complicated and every tool data crossing it is uncomfortable and requires an extra effort in terms of time.
Published for educational purposes

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