Inbound Marketing: the whole set of techniques used on a website to get the customer to enter it.
Compared with other disciplines, in Inbound Marketing the actions used must not be intrusive, but focused on providing value to the user. Along these lines, SEO, content marketing and social media marketing join forces to build a new concept of communication on the Net.
Inbound Marketing or Attraction Marketing uses all possible tools and content to attract the target audience both from Google and from social networks and social media.
To achieve this, the professional specialized in this revolutionary concept of current marketing needs constant content creation, hard SEO ranking work for that content on the Net, its active promotion on social networks and the study of conversion and measurement of those actions.
What is Inbound Marketing based on?
Customer identification
Each customer has certain preferences and searches. Before creating any type of website or online project, it's convenient to analyze them by conducting a market study, to know if we can really succeed. This also includes studying the competition, knowing what Inbound Marketing strategy they're using and, thus, knowing how to act. It's important to follow appropriate strategies to manage to focus the customer directly towards our business.
Content creation and optimization
Search engines like Google are able to identify the content one is trying to find. To achieve this, it classifies it based on its relevance and quality.
In this section, we have to rely on two important factors:
- How the search engine interprets our content: to facilitate its classification, in the SEO writing and optimization of that content, keywords with high search volume are used. Google will analyze them and make the website climb positions thanks to its optimization. In this case, you have to avoid over-optimization and those keywords that, although important, have nothing to do with the content they're integrated in, since these actions will detract from the relevance of the assessment of that content.
- Suitable content for the user: Google may consider some content as having quality, but the user themselves may not. That's why it's convenient to write thinking both about the search engine and about the users.
In Inbound Marketing content creation has a transcendental weight. Disciplines like content marketing rise with more force than ever combining SEO and usability criteria. Only this way, the elaborated content will obtain greater visibility on the Net while adjusting to our users' demands and interests.
Likewise, Attraction Marketing is synonymous with multi-format content. Copy, ebooks, videos, infographics or presentations are just some of the formats online content must adopt to reach our audience.
Viral articles
The viral concept tends to be related to Inbound Marketing. An article is considered viral when it has special, relevant content, written with a pleasant style close to the audience, which makes people want to interact with it and share it on social networks.
An Inbound Marketing strategy in which the virality of content acts, achieves the customer's interaction (either by sharing content, getting a "Like" or making a retweet). These small actions will multiply the reach, reaching new users who'll end up landing on our website.
Action promotion
Attraction Marketing aims to reach a wide number of the target audience with a minimum budget. In the current Information Technology era, an online marketing strategy makes no sense without betting on social networks. For this reason, any action that wants to obtain more reach requires an active presence on social media, because that's where the conversation about our products or services takes place.
Only this active listening and participation will allow communities to be built around brands, increasingly human and transparent and interested in giving their audience what they demand. How? In the form of multi-format content that responds to their interests, needs and desires, leaving advertising impositions aside.
Analysis
This whole process is long and requires constant effort but it has its results. Thanks to the measurement of conversion goals, we'll know if the applied Inbound Marketing strategy is bearing fruit. At this point, web analytics tools will be crucial to measure our website's growth, and the errors that must be corrected.
The idea is to analyze traffic in a segmented way and note all those strategies that may have been useful. The final goal is to achieve some kind of economic benefit (whether by offering own articles, advertising or redirecting traffic to another website), so the only ways to measure success will be from result analysis.
In short, the approach of Inbound Marketing is based on determining techniques to increase the success of our business on the net with the lowest possible economic investment but thinking maximally about the user.
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