Inbound Marketing is a methodology that consists of 4 shares, which have in each, pillars and tools that provide results to companies.
The purpose of Inbound Marketing is the person to find the mark from the process Awareness (knowledge) and continue the same throughout the buying process until it becomes a client.
The concept, as known today was coined in 2005 by Brian Halligan, co-founder and CEO of HubSpot. Although it was not until 2009 that became popular due to the book: Inbound Marketing: get found, using Google, Social Media and Blogs.
The methodology (as mentioned) has 4 actions and relies on advertising and marketing techniques like SEO, social media, content marketing, search engine advertising, etc.
To understand the Inbound methodology is necessary to know three basic terms:
Fact! In a typical strategy Inbound Marketing, an average of 198 visits are needed to generate 11 entries (leads) and 1 lead qualified marketing ( marketing qualified lead) . (Source: InboundCycle)
According to the results of Inbound Marketing 2017 :
Together let ‘s make is the name of a drug strategy carried out with Inbound Marketing difficult to introduce a product on the market for a complex segment.
The pharmaceutical sought to position a drug. However, there were barriers to communicate the benefits of the product and educate segment to which it was addressed.
The objectives were to communicate to solve the drug problem, generate traffic to the same site and generate contacts interested.
After trying traditional media, it was decided to create a strategy of Inbound Marketing, creating and distributing educational content using SEO techniques and directing the segment to schedule an appointment with a specialist doctor to generate through that means more conversions.
Created content related to the problem by pointing the drug, it was distributed through blogging and social networking. landing pages were implemented to deliver more value and content on the site forms are positioned and calls to action aimed at directing users to schedule an appointment with a doctor.
Even before starting Inbound Marketing there was no digital strategy raised only had shares in traditional media that had not worked.
The initial goals of the strategy had been 5,000 visits per month to 5 100 sales leads. After two months the results were:
Learn more about this success story of Inbound Marketing. Success Story Let ‘s do it together.
In the Inbound Marketing methodology, the social networks are an essential channel for achieving results. The role of the media in marketing is synthesized in turn, visualize, provide customer support and enhance the reputation and image of the brand.
The success of social networking involves bringing the human need to socialize, build communities and be connected to the world today being; digital and internet.
Currently there are plenty of social networks, but the most popular are Facebook, Instagram and Twitter.
Social networks are critical in different actions of the methodology of Inbound Marketing.
70% of active Internet users use some kind of social network according to the latest report by consultancy Gartner. It is undoubtedly a cornerstone and an essential tool.
Traffic that exists in social networks can attract users and interact in a more friendly and humane way to leads and customers , allowing us to create long – term relationships with our customers through dialogue person to person. By doing this you can get powerful, better open rate, a direct conversation, personal and bi-directional.
Did you know that 77% of consumers did not buy online if they have the ability to chat with someone? (FirstPerson). Through social networks can provide instant communication. The average response is 42 seconds according Zen Desk.
The combination of a methodology for Inbound Marketing and Social Networks lets you create conversations that build lasting relationships. But to do so it needs creativity and knowledge, as well as community management tools, such as CRM, design, analytics, etc.
HubSpot, for example, gives a series of guidelines for integrating Inbound Marketing to Social Networks :
At all stages of the methodology of Inbound Marketing can be integrated social networks to move them at every stage and have buyers or users back.
Blog, mailing or SEO is not enough, but there is a social networking integration to the Inbound strategy. It is the medium that allows diffusion and improves search engine rankings. The more content, better quality and more interactivity, better results.
Inbound Marketing and social networks are an inseparable friendship, and that is why we must walk together under a plan and a vision, leading companies to take off. Digital marketing today recommend it, but the public is who sets the pace and demands.
About the Author
Sophia Valenzuela is copywriter in MAS Digital . It is Mercadologa and economist, likes the social, is interested in neuromarketing, entrepreneurship and finance.