If you regularly monitor marketing trends, I’m sure you’ve seen it recently, ever heard of Inbound Marketing terminology?
And maybe you’re wondering what is Inbound Marketing? As a blogger, as an online earner, is an online marketing person interested in inbound marketing?
How does Inbound Marketing apply to blog work? How is a business? …
All will be answered in this post!
How to follow this article: Actually this is not a complete 100% article I wrote, the content of the article below was accidentally read on a marketing article.
BUT really after reading this article, I found that: it is an article for Blogger, article for those who are interested, doing online marketing, looking forward to converting visitors into potential customers. ability, then turn potential customers into real customers.
Especially it is for you if you want to catch up with the modern and sustainable marketing trend today. Inbound Marketing Trends!
INBOUND MARKETING AS SEEN
“Inbound Marketing” is the first concept used by Brian Halligan and Dharmesh Shah in 2005 (Halligan & Shah, 2009), then widely known for the media presentation forms. self-employment of the business.
These can be: publishing articles on blogs, publishing audio or video content (Podcast), posting video clips, e-books (e-Book), business newsletters (e-Newsletter). ), prospectus (White Paper), e-mail (Email), Expert Review, Landing Page or more are complex groups of activities to increase access to users on public Search engine (SEO) and social network (Social Media) (Caragher, 2013).
It can be said that activities of Inbound Marketing to gain users’ interest (Leary, 2012), make the company easy to find (Basu, 2011), and lead customers to the Website (Banner, 2012). ), by producing interesting content (Presscott, 2012).
In the overall picture of communication and advertising activities, Inbound Marketing is the opposite approach to the traditional perception of marketing, which is often impressed by frantic spending campaigns to buy the news. the mind of the public (Leary, 2012).
The popular paid approaches are traditionally known, including (Cold-Calling), direct mail (Direct Mail), electronic spam (Email Spam), radio, television advertising (TV), flyers, phone offers (Telemarketing), and many other traditional advertising forms. All are labeled opposite, called “Outbound Marketing”.
INBOUND MARKETING IS NOT AN OPERATION WHICH IS A METHOD OF SYSTEM
It can be said that the emergence of Inbound Marketing is an inevitable consequence in the context of the online advertising industry recovering from the Dot-com bubble (1996-2000), with the driving force of the business model boom. “Web 2.0” (The Wall Street Journal, 2006).
Organizations and individuals can now be quicker than ever, to easily build and own the entire media for themselves, which is expensive and dependent on the network of suppliers. Previous level and agent. It is a private news center (Website), a plaza for gossip (Forum), a corner of the community bulletin board (Tumblr), a newspaper (Blog), a television station (Youtube), a telephone connection station. (Facebook), …
Although most of Inbound Marketing activities today take place in online media in fact, Inbound Marketing has far surpassed the aspect of a group of deployment vehicles (Deater, 2018).
Inbound Marketing appears on the acknowledgment that “people no longer want to be interrupted by marketers or disturbed by sellers. They want to be helped (solve the problem)! ”(Halligan & Shah, 2009). This marketing method is an overall marketing strategy with the direction of data and measurement, to attract the attention of individuals to the brand, then convert them into lifelong guests (Hubspot, 2014).
Quickly after its inception, Inbound Marketing has received consensus and practical application with many different ways based on the original approach.
Leary (2012) provides a deployment definition of three steps: Found (Get found), Convert (Convert) and Analysis (Analyze).
Meanwhile, Pollitt (2011) proposed a five-step model:
- Attract access (Attracting Traffic)
- Convert visitors to opportunities (Convert visitors to leads)
- Convert opportunities into orders (Convert leads to sales)
- Turn customers into more profitable people (Turn customers into repeat higher margin customers)
- Analysis for continuous improvement (Analyze for continuous improvement)
As for Hubspot (2019), in its latest definition, the famous marketing consulting firm pointed out that Inbound Marketing is a method of Attracting, Interacting (Engaging) and Delighting. people, to develop business, by providing value and building trust. By technology transformation, Inbound Marketing leads a business direction in a humane and useful way.
Diagram of deploying Inbound Marketing of Hubspot divided step by step and specific Marketing activities. Photo source: Hubspot.com
SEO – THE OWN PRESSURE OF INBOUND MARKETING
SEM is a form of Internet Marketing responsible for promoting the Website by enhancing the display on the search results page (Search Engine Result Pages) through the search engine optimization (Search Engine Optimization) ) and advertising (on) search engine (Search Engine Advertising) (Search Engine Land, 2007).
SEO is an important part of Inbound Marketing because “found” is the first step in the long-term goal of this method. As cited above, Caragher (2013) specifies Inbound Marketing to be responsible for creating (Sharing) and sharing (Share) content. Once created, the content must be optimized with search engines and shared on social networks.
This leads, SEO is an essential part of Inbound Marketing. This method is also encouraged by the effect it brings.
The opportunity to access and the quality of potential users through SEO is extremely high because businesses can design unlimited content to “welcome” users in the context of them actively seeking useful content to help solve an existing problem.
Although SEO requires a lot of patience due to the limitations of the number of positions that show search results, SEO is increasingly open in terms of platform. Now, talking about SEO is no longer just about Google’s search engine with the Website, but also the search engines of other separate environments such as Facebook, Youtube, …
Inbound Marketing is a method with a deployment system including Content Marketing is the core, the trend of using Digital Marketing channels to ensure measurement and combine with Customer Journey to optimize content. All aim to convey useful information to reach, guide users to the Website, set up interactions to create long-term customers.
Therefore, the answer to whether a Marketing activity is considered as Inbound Marketing or not needs to satisfy three criteria:
- (1) content that is useful and personalized;
- (2) the synchronization and connection between the media in posting messages according to the purchase journey;
- (3) the process of interaction through each step of the user is measured and optimized;
(4) the message does not reach customers through disturbing forms of advertising.
Defining and defining the limits of Inbound Marketing is necessary because, in addition to an actual result, a practical skill is available, Marketing people cannot lack a foundation of reasoning. Helping the overall Marketing picture be coherent, creating the basis for expanding scope or flexibility in deployment.
How do you think about Inbound Marketing trends? Do you find bloggers a very suitable person to be inbound marketing? Please leave your comments below for us to discuss.