In the previous delivery we saw the generalities of Content Marketing. But that was only the start.
According to Joe Pulizzi, content marketing is “a marketing technique for the creation and distribution of relevant and valuable content to attract, acquire and attract the attention of a well-defined target audience, with the aim of encouraging them to be future customers.”
Content is a fundamental piece of inbound marketing that is the basis of digital marketing strategies.
Inbound marketing consists of a series of non-intrusive techniques that help you:
Attract traffic to your website, increasing the number of visitors.
Make these visitors become leads, that is, contacts with whom you can maintain a long-term relationship.
Automate your marketing so that each lead receives specific information about your company and ends up becoming a customer.
Inbound Marketing can be summed up in four words: create, optimize, energize and convert.
4 keys of Inbound Marketing
- Content creation: Optimized content that responds to basic customer questions and needs. By content not only must understand the text itself but optimized landings, videos, etc.
- Personalization: it is necessary to keep in mind that people go through different stages as they interact with your company. Each stage requires different marketing actions.
- Viralization: social networks are an ideal place to practice Inbound Marketing. We must take advantage of the momentum of social networks to ensure that users related to our content, who have been interested in it before, value positively and even share that content in other channels.
- Analytical: how do we get that interested user and turn it into a customer? The answer to this question is in web analytics. Once we thoroughly analyze the traffic, very valuable information is obtained that will help us to elucidate the profitability of the products, identify which campaigns are working better, etc. This well-analyzed and parameterized data will help us to make a series of reports that will allow us to increase conversions.
The phases of the Inbound Marketing methodology
They are based on different phases corresponding to the stages of a user’s purchase process:
- Visibility phase: Where to turn the unknown user into a visitor to the site How to do it? Through a set of techniques such as social networks, SEO and content marketing attracts and directs the user to the web with valuable content to meet their needs.
- Recruitment phase: Part of the visitors become leads (contacts or business opportunities) and a portion of these become customers. How do you get it? Offering the user who visits your website personalized content in exchange for those who are willing to fill out a form with their data.
- Loyalty phase: Loyalty can be understood from the point of view of attribution, such as the acquisition of new products by current customers and from there get them to stay with us as long as possible thanks to loyalty strategies such as Newsletter and incentives.
Inbound marketing benefits
Inbound marketing is a long-term investment that multiplies your company’s assets.
We can get the following benefits:
- Contents that position the company as an expert in the sector and that can be profitable for years.
- Channels for attracting organic and direct customers, that is, independent of the means of payment.
- A database of qualified contacts that will grow over time.
- Greater reach and community around the brand.
- Branding reinforcement or brand image of the company, thanks to the greater number of visits and interactions achieved.
- A series of marketing automation processes that result in permanent resource savings.
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