What is Inbound Marketing?
One of the main characteristics of Inbound Marketing is the ability to convert users into sales in a non-intrusive way. That is why it is also called attraction marketing.
There are many terms already explained in www.elblogdelseo.com: e-mail marketing, SEO, SEM, affiliate marketing, content marketing and many more. If there is a concept that can encompass all of them, it is undoubtedly Inbound marketing.
During the last few months we are beginning to hear much more strongly companies specializing in planning Inbound marketing campaigns, due to the great demand raised by brands that rely more and more on a less intrusive and more efficient type of communication. Inbound marketing is an online marketing methodology, in which the user is attracted to a website through a digital communication channel, by a surprising and attractive content in order to convert it into sales.
This methodology is based on the “non-intrusion” of commercial content to the user, as conventional advertising usually does. In this way the user will reach by himself to a content that must be able to satisfy the expectations – -Twittea- generated in the attraction to be able to convert it into a customer and later into a sale. To do this, various online marketing techniques are used for both attraction and conversion. In this way the customer captured in an Inbound marketing campaign will be much more loyal than a customer with intrusive advertising – -Twittea- or a compulsive buying customer, greatly increasing the ratios of second purchase and total profitability. But an online marketing methodology doesn’t just catch on because of hearsay. The method has to work, be simple to use and able to be implemented by anyone.
Content is the key piece
The attraction needed to get visitors to the website and be able to convert them into customers must come from the content. Therefore, to develop a good Inbound marketing methodology we must develop a good content strategy. Not only exclusive original content, but contextualized content that the user we want to attract really wants to consume.
A very successful resource today, to contextualize the content, is email marketing. To the extent that the user who opens an email can be surprised with interesting content, he will feel more or less attracted to the objectives we want to achieve.
How to create an Inbound Marketing Campaign
When we consider creating a campaign based on a strategy of attraction marketing or Inbound marketing, we must be clear about the goal we pursue for that purpose. It will be essential to define the basis of the strategy and to be able to monitor the fundamental inputs or KPI’s that will help us to measure the return on investment and the effectiveness of the strategy.
Once we have a clear objective, we must know who the customer is. Not only know their tastes, interests and concerns, but also where they are. It is essential to know our customer if we want to plan an Inbound Marketing strategy – -Twittea – properly. In addition we must also monitor the competition and know the starting point both ours and theirs. It is normal to perform, with the data obtained, a SWOT in which we discover what are the weaknesses and strengths of our competitors, and of course take advantage of opportunities and create skills.
As for the budget, it is also essential to know the resources that we will have to define this strategy based on Inbound marketing. Once we have the starting data, we already know what the competition is doing and we are clear about where we want to go and how we want to do it, it is time to create the communication support (web). It will be the support where the content will be hung to attract the target audience.
But with the simple fact of creating the communication support is not all solved, since we need to attract traffic to this support. We can’t reach our target if we don’t have the customers. That is why it is important to carry out a campaign to attract traffic to our website. You can use the necessary media (blog, rrss, seo, ebooks, e-mails, …) The ideal is to coordinate all of them to get the maximum traffic to the site.
Once we have traffic on our website, we must begin to worry about conversion. Knowing how many of those users who have been attracted have finally converted (has made any of the objectives that we have set at the beginning). One technique that can help us is the contextualization of content. Obviously it is not the same a customer who enters a website from Asturias than a customer who enters from Murcia, especially if it is raining in Asturias and it is sunny in Murcia. Today we can count on a technology capable of adapting the content of our website to a customer depending on certain inputs that we get during access to the web. This way the conversion rate is much higher than offering static content. Obviously, as in any online marketing action, we must monitor and measure all the work we have done to know in detail the conversion rates and ROI (return on investment) of an Inbound Marketing campaign. In addition, we do not have unlimited budgets, so analytics is essential to know how the results are flowing and which recruitment techniques are being more profitable than others.
In an #inboundmarketing campaign we must measure the results to adapt content – -Twittea –
The Storytelling craze
Storytelling is one of the newest traffic acquisition techniques used in Inbound Marketing campaigns. Storytelling is storytelling for marketing purposes .Storytelling is getting, through stories, provoke emotions in the user to reach the target before – -Twittea – . The really interesting thing about this technique is not only the trust it generates, but also that the stories are very easy to remember and tell, so you can get a higher volume of prescribers.
Inbound Marketing is here to stay. To the extent that we are able to interpret the tastes of users and attract them to content of interest to them, we will be able to monetize our projects with greater efficiency.