The 5 fundamentals of Inbound Marketing

Written by

Carlos Miñana

INBOUND MARKETING · 21 / 11 / 2018

Throughout this post we are going to find out what The 5 fundamental pillars of inbound Marketing, one of the most important methodologies that has gained in recent years.  

No wonder, since what we get with this is to offer at all times what our user is looking for, or rather, Buyer persona. I mean, putting us on the skin of this.

But I don’t want to move forward, so, let’s go for parts.

Essence of Inbound Marketing

It has already rained since in the year 2005 Brian hallign, Dharmesh Shah and David Meerman began to popularize this term in his book The New Rules of Marketing and PR.

It gave a turn of 180 º to the established model, since, we were chasing the user with constant messages – advertising impacts – to offer relevant content at every moment of the Buyer Journey, which caused a constant relationship between branding and consuming.

For us to get an idea, imagine that Google is made 4 trillion of daily searches, without Bing (with 30% market share in countries as important as the U.S.), Yandex or Baidu. We’re just focusing on Google.

Of which, if you analyze the Key words So that we want to position and generate content for the attraction, you get a search spectrum of about 15 million of results, can you imagine the possibility of going from a 0.5% that we would have at present to 10% in SEO Optimization? Wouldn’t the business possibilities be much higher?

Well, that’s exactly where the Inbound Marketing, from the initial moment of the call of attention to the user, the conscience or Awareness, Going through consideration or Consideration To end in the decision or fallo.

A methodology that offers great advantages, some of which are:

  • Advertising savings. Speaking in terms of costs, mainly in traditional advertising. Obviously companies will have to continue investing in payment campaigns, such as the PPC campaigns in the digital medium since it is one of indispensable channels in the inbound Marketing, but in the most traditions the disbursement is less.

  • Measure results. Within the digital frame we have the great advantage of being able to measure everything. From the Inbound marketing Agency And thanks to the Services offered by Google, we have it all synchronized with Data Studio to analyze in detail all the relevant data of our clients.

  • Know your users.From the beginning, as you develop your buyer person and you generate that relationship of trust, the knowledge on this is greater.

  • New prescribers. By means of the attraction, in the different means used for the capture of traffic, one obtains a considerable mass of new prescribers with which to increase our database.

  • Professionalize your company. Since it is necessary to digitize this to make a good methodology in the inbound Marketing, as well as the involvement of the whole company for its correct start-up.

  • New interested users. Through the previously commented phase and thanks to the relevant and interesting content that is offered to you, users contact your company. That is to say, at no time do you “persecute” but you offer a solution for your consultation.

  • Improve ROI. By means of this established relationship and the repetition of purchase, the ROI increases.

  • Increased visibility and brand recognition. Inbound Marketing gives more visibility to your brand, by the media used and therefore allows your brand to be recognized. The greater the brand recognition, the decision making will be simpler for our buyer person.

  • Educate the target audience and generate a healthy and profitable DDBB. The known as Lead Nurturing, which is neither more nor less than educating the client through the content, in the different phases of the funnel to drive it to the final sale.  

The fundamental pillars of inbound Marketing

Inbound marketing Pillars

Seeing the essence of inbound Marketing and the benefits it offers to organizations, let’s look at the pillars on which this methodology is molded.

1.-Buyer persona

The buyer person can define it as the ideal representation of our client, but we do not rely on a single profile, but you have to select a series of profiles focused on detecting the need for each segment.

That is to say, the buyer person goes far beyond what would be the age, the sex, profession or social status. The buyer person takes advantage of several segments of public that share the same need.

In the inbound Marketing, one of the maxims, is To know our ideal customer conscientiously, the buyer person.

2.- Content Marketing

The second pillar of inbound Marketing is the content, but not any content but one that attacks directly the Pain Points o point of Pain, which are the needs, worries, problems, desires or wishes that your ideal client has.

But we must keep in mind that the content should be adapted to each of the phases, it is not the same to be in the phase of consideration than in decision. The content varies and a lot.

3.-Segmentation

One of the most important parts for your Workflows to work properly. By means of the user interactions based on the content molded to each of the phases, we will lead you towards the final decision making, the purchase.

4.- Automation Marketing

Today we have great tools for automation in digital marketing, for this we use computer software that allows us to automatically send the information in each of the phases and, above all, depending on the interactions that have made the buyer person.

In this way we educate it (nurturing) to lead it to the final objective that is pursued.

To do this, it is very important in advance to develop the work process or workflow in which the lead will be integrated.

From Digital Menta , the ones we use are Mautic, an open source software or a market leader, Pardot of Sales Force.

5.-Analysis

When working in the digital ecosystem, it is much easier to measure all the behaviors of the users, so we have the possibility to enter a continuous improvement cycle.

One of the essential pieces that we use to analyze and improve our campaigns is Google analytics linked to Data Studio.

Last words on the pillars of inbound Marketing

Inbound Marketing is a perfect methodology to grow your business and achieve goals you never imagined.

I hope this chapter on the fundamental pillars of inbound Marketing has been interesting and if you have any questions or have a company which is weighing the possibility of implementing it, do not hesitate to contact us.

What do you think of inbound Marketing? Did you know this methodology? Do you think it will be useful for your company?

Carlos Miñana

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