Nowadays, the Inbound Marketing is the discipline that joins the Digital Marketing as a trend based on the study of the behavior patterns and consumption habits that the technology that is growing at an enormous pace takes us.
The term was created in 2005 by Brian Halligan and Dharmesh Shah.
Marketing Inbound is a series of actions through digital strategies, using the most important ones, such as SEO, Google Advertising, Social Network Advertising, Social Network Management, public relations and all of them greatly assisted by a large range of tools from which our agency uses the best results for our clients.
It has been proven that a digital marketing strategy offers drastically better results than a conventional marketing plan.
Triple the number of opportunities it generates by investing the same amount in advertising.
Inbound marketing is different due to two key elements:
1.- Push change “push” to pull “pull”: the term “push” refers to invasive advertising actions, such as television advertising, magazines or pop-up windows. In recent decades, all advertising has focused on these types of actions. However, in recent years it has been discovered that they are becoming less effective due to the change in consumer information about products and services. Because of this, attractive strategies or advertising actions of attraction were created. These, instead of invading, capture the audience by offering valuable content.
2.- Methodology with focus on results: an inbound marketing strategy has actions and methodology that has been proven by thousands of companies around the world.
1.- Attraction (Attract)
This is achieved by using different techniques of digital marketing and advertising, such as content marketing, unique content on social networks, SEO Organic SEO, Events and others where the visitor is attracted and goes to a destination with information relevant to the user that convinces and introduces the conversion by understanding the use and benefits of the created need.
It generates excellent results in a 360 strategy.
2.- Conversion (Convert)
This process is the action and conversion, once received the traffic is the time to convert them into prospects and/or consumers via records and database that are generated with the previous actions of the attraction.
The correct use of this strategy accelerates traffic and significantly converts visitors into consumers if the content and/or offer is of value, attractive, relevant and of quality because it generates a greater scope with reference traffic via the share.
This process is very important, this is where the effectiveness of the strategy and the materials is measured since it is the moment where we can convert those customers with our materials in exchange for their data that give us the data to be able to segment the audience. created with:
3.- Education (Educate)
After having achieved those user conversions, they will begin to receive via email, valuable and relevant information about your brand but above all, how can you help improve your wishes linked to your business or product with contents that read, share, fill and / or pay through 2 widely used forms, which is the lead scoring (measures the degree of interest of a contact with respect to your purchase intention) and lead nurturing (delivery of personalized content by email and can automate depending on the degree of closure that each of the leads is going according to their behavior).
If you have ever asked yourself why brands follow you wherever you browse, it is because they are using the Remarketing strategy that is integrated into this stage, seeking to make users close the purchase process.
4. Closing y Fidelize (Close & Delight)
Here we come to Inbound Sales, which is nothing more than closing the process in the purchase.
But the inbound marketing is not only aimed at getting final customers, who feel satisfied in the shopping experience, who will be faithful requesting to be in a newsletter, news or other material that allows being in contact with the brand information in order to maintain happy customers
In this process, it is very important to not only close a sale, but the user becomes recurrent and we can sell again, this will be achieved by implementing, analyzing and measuring the strategies correctly to achieve loyalty