Brian Halligan, CEO of the North American company Hubspot, is the father of so-called Inbound Marketing, also known by its translation into Spanish as attraction marketing. This methodology consists of a certain brand constantly offering quality content to its target audience with the aim of positioning itself as a specialist in the sector in which it operates, regardless of its nature.
Studies have shown that consumers prefer to buy products or hire services from companies that demonstrate solid knowledge, know their products very well and have no problem teaching how to use them. On the contrary, there is a rejection of those brands that only focus on selling at any cost.
6 steps for a good Inbound general managers mailing list Marketing strategy
Step 1: 84% of users look for valuable content and prefer to buy from brands that are specialists in their sector. Content is king when it comes to positioning on Google and is essential for creating loyal virtual communities around specific brands.
Step 2: Put the full range of offers online through optimized landing pages. Demonstrate the brand's competitive advantages in a practical and concise way. Win over potential customers by being honest and as close to them as possible.
Step 3: Create an automated flow of information through newsletters, e-mail marketing, etc. Informed users become loyal users.
Step 4: Share all your content among your contacts. Use social media, e-mail, RSS or any offline event. This function should be as natural and organic as possible.
Step 5: Take advantage of the potential of social media to promote your content. Update your blogs frequently with information that is useful for your target audience.
Step 6: It is important to keep metrics to measure the results of actions, variables, successes and the like. Tools like Google Analytics and Google Webmaster Tools.
Without a doubt, Inbound Marketing is in fashion. It is a very effective and efficient way of responding to consumers and maintaining constant interaction with them that turns into feedback. Companies that implement this methodology increase their conversion rate in an incredible way. It is much easier to transform each visit into a sale.