NEDAN INFORMATION kommer från Wikipeda: https://en.wikipedia.org/wiki/Inbound_marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing and search engine optimization.

Description

Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social mediaplatforms.

Marketing strategist David Meerman Scott says that inbound marketing allows marketers to "earn their way" into a customer's awareness rather than invading their awareness through paid advertisements.

The term "inbound marketing" was coined by HubSpot CEO Brian Halligan and is synonymous with the concept of Permission Marketing, a 1999 book by Seth Godin.

Compared with outbound marketing, inbound reverses the relationship between company and customer. In fact, while outbound marketing is going to push the product through various channels, inbound marketing creates awareness, attracts and helps new customers with channels like blogs, social media, direct mail etc.

Rise

With the rise of new technologies helped by the spreading of internet Inbound marketing became one of the most effective ways to attract new customers. Since 2006 many companies understood that to be successful, content must be connected with customers' interests. More and more creative are helpful content is going to be spread, letting the public interest being aligned with useful contents.

Cycle

Get found

"Get found" is the first step to start an inbound cycle. A company's content must be visible to the right audience at the right time. This is a very long process that implies a long research and planning of contents.

Convert

The second step regards conversions of fans into prospects. It may seem a very easy process but it is not easy at all. This process is long and implies energies and time for the company.

Analyze

The third and final step of the inbound cycle is "analyze". After letting the customer be aware of the product/service and after converting the fan into a prospect/lead, the company must analyze the data to understand what they have to change in the process to improve their results.

The inbound method

To work well, inbound marketing needs many tools that help the brand to be found and help the customer to learn useful things provided by the brand. Examples of these tools include blogs, SEO/SEM, and social media.

Blogs

Blogging became very popular at the beginning of the 21st century and is a very useful way for the brand to create awareness and to attract new customers. Inbound Marketers use blogs not just to attract new customers but also to convert brand fans into prospects or leads, by creating unique and educational content.

SEO (search engine optimization)

SEO is a way to boost the visibility of a website or a webpage by structuring the page to rank higher in search results for the words and phrases that most accurately describe the page. It is an Internet marketing strategy that considers how search engines work and what people search for, in order to identify how to position the website and webpages to rank in search engines for the most valuable search terms. This marketing tool can be used in different ways:

Getting indexed

Leading search engines use crawlers to find pages for their algorithmic search results. SEO is a fundamental tool in order to increase the number of backlinks or inbound links. It is not an appropriate strategy for every website, there are also other factors that are important to achieve success. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. It is important to know that search engine crawlers may look at a huge number of factors when they are crawling a site.

Improving visibility

There are different ways to improve search engine visibility, but users can primarily improve visibility in one of two ways: structuring the site to be more closely aligned with the terms that their customers are searching for, and getting reputable websites to link back to their site to rank higher for those valuable search terms.

SEO is not an appropriate strategy for every website, other marketing strategies can be more effective, but it is a factor to consider in order to boost visibility.

SEM (search engine marketing)

SEM is a form of web marketing which involves the promotion of websites by increasing their visibility in search engine results pages, principally through paid advertising. SEM is strictly connected to SEO in regards to pay promotion and get found out in the first search page. There are some methods and metrics to optimize websites: Keyword research and analysis which ensure the site can be indexed in search engine, finding the more frequently typed words; Presence which means how many times a web page is indexed by search engines and how many backlinks does it get; Back end tools such as Web analytic tools and HTML validators; Whois tools that reveal the owners of various websites and can provide information related to copyright and trademark. SEM objective is to boost the visibility of a page, it can be done using the so-called "sponsorization". With the term "sponsorization" is intended a search engine company charging fees for the inclusion of a website in their results pages.

Social media

Social media is spread all over the world and are a huge opportunity for inbound marketing. They connect billions of people, who every day share different types of contents such as images, video, text and so on. But social media (link social media) are not just a way to have some fun on the internet, they are a way for marketers to let information be reached from the right audience! With the right and unique contents, social publishing allows brands to engage new prospects converting them into customers.

Inbound process

To work well, inbound needs a very precise process that, if respected, provide to marketers a huge competitive advantage compared with outbound marketing. The process is composed by four main steps: Attract, Convert, Close and Delight. These are not random steps but have to be used in sequence in order to obtain more visitors on sites, to speed up conversions and finally increase the number of leads and prospects.

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