Inbound marketing essentials

One of the main goals of an inbound marketing campaign is to generate traffic and customer channels that doesn’t depend on external platforms. This channels, owned by the company in question, represent a valuable asset since it’s basically an investment on the customers’ visiting increase, leads and subscriptions on your site. Any strategy of this nature revolves around creating quality content that meets a need, focused on your ideal buyer profile.

Inbound marketing fases


1. Attraction of traffic

– Through blogs
Don’t underestimate the power of blogs, because meaningful quality content attract viewers & followers to all kinds of web sites. Sometimes blogs are not valued in all their magnitude and are understood only as a tool to publish news of the company. However, well done posts with additional content related to your site, can be a powerful tool to position the company, as it provides useful material and captures traffic to your website through SEO, social networks, external page links, PPC and direct traffic.

– Through SEO
SEO is the traffic capture channel that you shouldn’t left out in your marketing strategy. It basically involves positioning your articles in the search engines for keywords that your potential buyers may be looking for. Start creating optimized posts for SEO in various fields and topics such as education, news, culture, politics, etc.

– Through social media
In order to spread your content widely among your audience, it is necessary to go where they spend most of their time: social networks. The attraction phase of an inbound marketing project through social media is not mainly focused on managing customer service, but getting your content spread as much as possible. It is important that it carries as many visual elements as possible, and that is easy to share social networks.

– Through referrals
Another good way to make yourself known is through other referrals of the sector, which may be other blogs, corporate pages, infographics, etc. These pages will not only generate traffic but also help you get links, which are one of the main ingredients to position yourself well on search engines.

– Through PPC Campaigns
Ppc campaigns are excellent to accelerate visits to your blog and see results quickly. The Pay Per Clicks allow you to position your content in the first results of Google and other search engines quickly.


2. Lead Generation

Once you have created enough traffic onto your site, it’s time to get those visitors to become part of your own database and keep in touch actively with them through their email accounts.

But that’s the tricky part, how do we get their emails in the first place?

– Through call-to-actions
It is a creative & catchy text or button, that encourages users to do a particular action. In inbound marketing, CTAs are usually used to offer downloadable contents to the visitors of the web or blog, aiming to bring users to a landing landing page, external window or pop-up.

– Through landing pages
The landing pages are those internal sites in which users can download the content offered through the CTA. They include a form where users must leave their email addresses and basic information if they want to receive the content. This allows you to obtain that email database to follow them by sending content in the following phases.


3. Marketing automation

Once you have developed your database, you must start building a long lasting relationship with your users & potential customers, so they get to know you and your product/service a little better and feel they’re being attended. You can achieve this by sending additional content automatically to all members of your database, which could either offer solutions to common doubts, send follow ups on previous works, among others, without pressuring or bothering in anyway.


4. Web analytics

Finally, there is a very important phase to guarantee constant improvement, that can not be left out: the analysis of the results.

You should constantly measure the evolution of visits, leads, qualified leads and customers generated on your site, and consider the conversion ratios of each of each of your channels. Take into account that each sector is different, and what serves in some is not equally useful in others. It is crucial to try new actions and see its impact on traffic capture, lead generation, and sales on your business.

Remember to trace down the results you want to achieve in the short & long term, and adjust your strategy based on that.

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