The 5 phases of Inbound Marketing:
Posted: Thu Dec 26, 2024 4:06 am
In recent years, the concept of “Inbound Marketing” has gained ground and has become the definitive technique of Digital Marketing. Inbound Marketing is based on taking care of the customer from the moment we contact them until the end of the purchase process. Although it seems logical and simple for any company, it is difficult to get a person interested in my brand to naturally become a consumer. We are going to explain the techniques that you can implement in your marketing department and thus increase your sales and your branding .
In Spanish, Inbound Marketing is known as "Attraction Marketing" and consists of a series of marketing techniques to increase the number of visits to a website or blog with the aim of converting users into leads , people who provide their contact information.
In other words, it's about attracting customers by "seducing" them naturally with good content and special treatment, not with advertising or other traditional methods of acquisition.
The concept first appeared in 2005 and was introduced by Brian Halligan, co-founder and CEO of HubSpot . Some time later, the same author popularized it, causing many companies to implement it in their marketing departments.
Inbound Marketing
Traffic attraction : generating quality content through different online media such as blogs, list of mexico cell phone numbers podcasts or infographics, coordinated with a social media strategy to promote them. In this way, we direct users to a specific website to find out their needs and what we can offer them.
Conversion : transforming the traffic obtained into a customer database. The user is directed to a landing page , where the person provides their contact information through a form in exchange for more extensive content. This could be the download of ebooks, for example.
Marketing automation : two techniques are used to work with the information obtained. First, lead scoring is applied, which rates each customer according to their intention to buy a product/service. This is what is called `contact temperature´. With the data obtained, secondly, lead nurturing is implemented, which consists of contacting these potential users (`hot users´) with personalized information so that they complete their purchase process. Normally, a personalized email is used with exclusive content according to their interests, with discounts, for example.
Loyalty : taking actions to keep customers satisfied by offering them useful information, inviting them to events, etc. Loyalty involves other actions that our customers will perform automatically, that is, without us asking them to. They will share our content, recommend us, and come back to us.
Synchronization : organize well all the techniques and actions that I have been mentioning (blogging, SEO , Social Media...) so that Inbound Marketing works .
As you can see, “Inbound marketing” seeks to make potential users and clients of a company know about it on the Internet and consult its products and services. It goes from the traditional pursuit of the consumer to seduction. Both techniques are complementary.
They say a picture is worth a thousand words, so to explain how this marketing technique works, here is a video by Pau Valdés, CEO and Co-Founder of InboundCycle .
According to a study by InboundCycle, 91% of companies in Spain practice it and 92% of them claim to have had greater profitability after its application. That is why, today, Inbound Marketing is one of the most valued aspects by search engines and social networks to position you. In other words, Google prioritizes that the content of your website or blog matches your keywords and is of quality for the user. Through different techniques, the crawler can identify those quality websites and position them when a user does a search.
Inbound marketing
What advantages does it have for a company to invest in Inbound Marketing?
Saving costs: actions generated with talent and creativity by the company itself and not by an external one.
Expand the company's database with people committed to the brand (loyalty).
Gain quality traffic to your website.
Generate sales opportunities: three times more than traditional marketing.
Doing “ Branding ”: brand image.
Achieve dynamic profiles on social networks and, with this, gain followers and visibility.
In Spanish, Inbound Marketing is known as "Attraction Marketing" and consists of a series of marketing techniques to increase the number of visits to a website or blog with the aim of converting users into leads , people who provide their contact information.
In other words, it's about attracting customers by "seducing" them naturally with good content and special treatment, not with advertising or other traditional methods of acquisition.
The concept first appeared in 2005 and was introduced by Brian Halligan, co-founder and CEO of HubSpot . Some time later, the same author popularized it, causing many companies to implement it in their marketing departments.
Inbound Marketing
Traffic attraction : generating quality content through different online media such as blogs, list of mexico cell phone numbers podcasts or infographics, coordinated with a social media strategy to promote them. In this way, we direct users to a specific website to find out their needs and what we can offer them.
Conversion : transforming the traffic obtained into a customer database. The user is directed to a landing page , where the person provides their contact information through a form in exchange for more extensive content. This could be the download of ebooks, for example.
Marketing automation : two techniques are used to work with the information obtained. First, lead scoring is applied, which rates each customer according to their intention to buy a product/service. This is what is called `contact temperature´. With the data obtained, secondly, lead nurturing is implemented, which consists of contacting these potential users (`hot users´) with personalized information so that they complete their purchase process. Normally, a personalized email is used with exclusive content according to their interests, with discounts, for example.
Loyalty : taking actions to keep customers satisfied by offering them useful information, inviting them to events, etc. Loyalty involves other actions that our customers will perform automatically, that is, without us asking them to. They will share our content, recommend us, and come back to us.
Synchronization : organize well all the techniques and actions that I have been mentioning (blogging, SEO , Social Media...) so that Inbound Marketing works .
As you can see, “Inbound marketing” seeks to make potential users and clients of a company know about it on the Internet and consult its products and services. It goes from the traditional pursuit of the consumer to seduction. Both techniques are complementary.
They say a picture is worth a thousand words, so to explain how this marketing technique works, here is a video by Pau Valdés, CEO and Co-Founder of InboundCycle .
According to a study by InboundCycle, 91% of companies in Spain practice it and 92% of them claim to have had greater profitability after its application. That is why, today, Inbound Marketing is one of the most valued aspects by search engines and social networks to position you. In other words, Google prioritizes that the content of your website or blog matches your keywords and is of quality for the user. Through different techniques, the crawler can identify those quality websites and position them when a user does a search.
Inbound marketing
What advantages does it have for a company to invest in Inbound Marketing?
Saving costs: actions generated with talent and creativity by the company itself and not by an external one.
Expand the company's database with people committed to the brand (loyalty).
Gain quality traffic to your website.
Generate sales opportunities: three times more than traditional marketing.
Doing “ Branding ”: brand image.
Achieve dynamic profiles on social networks and, with this, gain followers and visibility.