Today everybody talks about Inbound Marketing but it’s not a new concept. Brian Halligan, co-founder of HubSpot with his business partner Dharmesh Shah and one of his advisers David Meerman Scott created the term in 2005 but doesn’t become well-known until after the publication of their book Inbound Marketing: Get Found Using Google, Social Media, and Blogs in 2007.

This is not only a methodology, but also a philosophy that determines the way in which a company manages its marketing actions.

post 2The inbound marketing is a marketing strategy that seeks to woo customers to make them look for us every day. It consists of avoiding being an intrusive monster that persecutes the customers and get them to look for us when they need us. The inbound marketing attracts consumers (pull strategy) and traditional marketing persecuted (push strategy).

In short, we could say that the inbound marketing consists of some marketing techniques aimed at increasing the number of visitors that log in a particular website, a blog or a profile on social networks in order to become leads.

The Inbound Marketing was born after the change of consumer’s behavior that has gone from being a passive subject to be active subjects who interact with brands.

Inbound Marketing is based on social networks, content marketing and SEO positioning coming together to achieve a greater reputation, reputation and brand visibility.

The objectives of Inbound Marketing are:

– Attraction of traffic: We will increase the effectiveness if we coordinate all available channels in such as blog, social networks, podcasts, webinar … in order to reach the customers. The content should attract the user so the content must be specific, personalized and multichannel.

– Marketing Automation. Once we have a database we need to study the data. The lead scoring refers to the assessment of the level of leads’ qualification to find its intent to purchase.

imagenblog1Once the scoring lead is completed, it’s time to work on the lead nurturing. This refers to a series of actions in order to get sales. So it’s essential to have some tool like HubSpot or Marketo which allows monitoring the lead.

– Get conversion of leads: This aspect includes processes and techniques used to convert the database’s leads into customers.

– Customer loyalty: Another goal of Inbound Marketing is to keep customers happy and care about the leads and exactly we said leads and not customers because even if they’re not your customers and even if they will never be, the leads can be your prescribers and they are also really important for our brand.

What is the secret formula? Attract, convert, close and woo which will turn a lead into a client or a brand prescriber.

Attract your users through valuable and useful content.

Become. Once we have the user reading our content, the next step is to turn him into a possible lead for our database.

Close. Once we have that user data, we should use different techniques like email marketing to take him throughout the buying cycle and thus give the right content at the right time.

Woo our users. We should use the personalization of the content and the messages that we’re sending to the user in order to build a customer loyalty and woo them.

Therefore, it is clear that this way of understanding marketing is no longer an option but a must choice for all companies wishing to gain customers and of course the loyalty of the existing ones.

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