Guide to Inbound Marketing by Victor C Fuentes (Chief Search Engine Optimisation Expert)

Guide to Inbound Marketing by Victor C Fuentes (Chief Search Engine Optimisation Expert)

Inbound marketing provides data, an improved customer experience and builds assurance by allowing potential customers facts these people value with company sponsored e-newsletters, weblogs, and entries on social media channels.

Marketing and advertising strategist David Meerman Scott says that inbound marketing empowers marketing experts to ” make their way” into a customer’s consciousness rather than intruding on their attention through paid advertising campaigns.

The phrase “inbound marketing” was molded by HubSpot Chief Executive Officer Brian Halligan and is associated with the principle of Permission Marketing, a 1999 book by Seth Godin.

Compared with outbound marketing, inbound reverses the relationship between company and client. In fact, while at the same time outbound marketing is intending to push the products or services through multiple communication channels, inbound marketing builds consciousness, attracts and helps new potential clients with communication channels including blog sites, social networking sites, direct mail etc.

Inbound marketing involves enticing shoppers to come to your place. It’s a technique of approaching all of them precisely where they are and engaging with them on their terms.

This plan of action aims to boost the volume and quality of your leads by drawing in like-minded potential buyers. It’s a method of adjusting your marketing idea to offer value to users without openly selling a product and services.

Inbound marketing has received popularity in recent years as shoppers have taken much more control over the sales process. The nourishment for this solution is helpful, creative, stimulating content that voids the sales pitch in favor of brand recognition, conversation, and shareability. Good inbound marketing should really empower, educate and captivate, giving true value to the viewers. When used effectively, inbound marketing can be a key element of a impressive marketing campaign that drives leads and conversions.

Exactly who Should Use Inbound Marketing?

Inbound marketing can work for a lot of B2B internet entrepreneurs as a section of your well-thought-out approach. Although you may not refer to it as by the exact same alias, inbound marketing is probable a method you currently use. Many online advertisers these days implement a mix of diverse types of web content, all through several platforms to get in touch with their customers at every phase in the buying cycle.

Advertisers who design search-friendly material, and promote that web content through social networks, opt-in email promotions and other methods are practicing inbound marketing.

S.E.O (search engine optimization)

online marketing is a technique to boost the recognition of a site or a blog by building the website to rank higher in search engine results page for the words and terminologies that most effectively illustrate the site. It is an Marketing technique that takes into consideration how online search engine work and what customers browse for, to determine how to set up the web page and blog to rank in search engines for the highest valuable search keywords. This marketing tool could be put to use in diverse strategies:.

Getting listed

Major search engines use crawlers to look for webpages for their algorithmic search engine result. SEO is a fundamental resource if you want to boost the number of back links or inbound web links. It is not an ideal technique for every site, there are as well other elements that are vital to achieve success. Pages that are linked from other search engine indexed pages do not need to be submitted because they are spotted automatically. It is important to understand that search engine crawlers can look at a huge variety of aspects when they are crawling a web page.

Improving rankings

There are many different techniques to greatly improve search engine presence, but end users can mainly greatly improve presence in a couple of ways: building the web-site to become more carefully aligned with the terms that their users are looking for, and getting established web pages to link back to their webpage to show up much higher for those important search terms.

internet marketing is not an appropriate solution for every single online resource, other marketing tactics could be more successful, and yet it is a factor to think about if you want to increase awareness.
SEM (search engine advertising and marketing).

SEM is a type of online marketing which entails the marketing of online sites by maximizing their presence in online search engine results sites, primarily through paid advertising and marketing. SEM is strictly connected to SEO in regards to pay advertisement and get identified on the first search page. There are some approaches and metrics to optimize web pages: Key words research and analysis which ensure the internet site can be indexed in google, looking for the more frequently typed keywords; Presence which means the amount of times a websites is indexed by google search engine and the number of back links does it get; Back end solutions which includes Web analytic tools and HTML validators; Whois tools that show the owners of a variety of web sites and can present information and facts related to copyright and trademark. SEM intention is to increase the exposure of a web page, it could be done making use of the commonly named “sponsorization”. With the phrase “sponsorization” is intended a search engine service company requiring fees for the addition of a web page in their results webpages.

Online media

Social network is spread out around the entire world and are a tremendous opportunity for inbound marketing. They connect billions of professionals, who on a daily basis share numerous kinds of contents just like photos, video footage, text message and more. However social networks (link social media) are not only a tactic to have some fun on the net, they are a strategy for marketers to let data be reached from the right spectators! With the right and unique elements, social distributing allows companies to engage new potential customers converting them into customers.

Inbound process

To function effectively, inbound demands a very specific approach that, if complied with, offer to internet marketers a large aggressive edge ased opposed to outbound marketing and advertising. The technique is made up by four major actions: Attract, Convert, Close and Delight. All of these are not casual actions but have to be employed in sequence if you want to secure more prospects on online sites, to accelerate conversion process and ultimately boost the amount of leads and customers.


One of ultimate essential variations between outbound and inbound marketing and advertising is that “if classical marketing is relying on those individuals, inbound is depending that person”. it implies that providers applying inbound marketing know perfectly which are the folks they are speaking with. They can do it through the buyer personas. The buyer personas are the identikit of our most suitable prospects. Only with them can a firm know which is their ideal target and which channels they have to use to reach it. “Attract” does not imply attracting random people; companies want to attract the right consumers at the correct time with the right elements. Developing a company on the buyer personas, one can define which are the ideas, sufferings, passions etc. of our consumer and on their grounds one can develop the right contents to attract website visitors on one’s blog, facebook, Youtube channel and a lot more.


After attracting the visitor on their web page, for example, a company will be set to convert him/her into prospect gathering his/her contact data. E-mails are one of the most valuable information for an inbound marketer. The inbound online marketer prefers to attract the ideal prospect, so these individuals will exchange a short training video, an ebook or something valuable for the client so he/she will be glad to provide his/her e-mail in return.


Since we have the desired data we can remain in contact with our candidates. And now how you can transform our prospective customers into customers? Some helpful tools are:.

Email combined with call-to-action

Call-to-actions are very beneficial to let customer execute an action that we desire. Having this effective technique, we can produce a positive cycle that generates value both for our potential client and for our business. Developing useful contents and sending it frequently to our customer we can create consciousness but also build trust and make our close-customer prepared to invest in something.


Client relation management systems are among the best useful ways to keep track of the numerous steps of our customer acquisition.Taking track of data regarding the client, partner companies and so forth it is possible to supply the right message at the right time to the ideal person.

Smarketing reporting

Smarketing is the combination of online sales and marketing. Commonly, in huge companies, they are a couple of separated models but in inbound marketing, they are usually mixed up to obtain total and well understandable information among the two areas. By having closed-loop studies also online sales and marketing work groups know which is the correct time to close a deal with the consumer and primarily know if the potential client is ready to be secured.

Nurturing automation

Through the process of nurturing, business make the potential customer ready to be secured.

As an example, if the visitor to your site completes a questionnaire to download an ebook on a particular online site, the business realizes that their prospective customer has an interest in the subject treated in the book. Immediately after compiling this information, they are ready to “nurture” their future potential client with a set of emails, videos and so forth associated with the topic he/she is interested in.


Only after attracting the enthusiast, transforming him into a prospect, and let him purchase an item from the company, the service provider has to interact with their customer, continuing supplying reliable and significant contents with the expectation of doing some upselling.

The practice of consumption

Inbound marketing takes into consideration two major components of the 21st century’s consumption: the selectivity and the increasing media consumption. If at the start of the 20th century the terms consumption started to be linked with ” comfort, amusement, and independence” meaning consumption became “an end in its own right”, throughout the end of 21st century’s first decade, as the consumption pattern is increasing in rapidity, overwhelming customers, these are mastering the best ways to segregate themselves from all the advertising noise, in practice tuning out traditional marketing tactics and picking the right moments and locations to connect with brands. Consumption in this period has become frugal. Certainly, through research on the net, consumers are starting to make more and more informed choices. For this reason, emerging from the modern advertising Pangea and establishing brand commitment has become more challenging and getting in touch with clients in a relevant way is important. The analysis of how individuals use media is essential in relation to inbound marketing. Visitors are surfing the Web via multiple instruments more than ever preferring mobile ones to the standard pc or laptop. On top of that the increasingly fast everyday routine demands from the part of potential customers to surf on net while doing a number of other things. This leads to shorter attention spans, more stimulus, more connections, and subsequently more content competition for local business. Not only work or school-related pieces of information are sought online but clients become internet users also, or even mainly, for entertainment goals. This leads to the trend of providing useful and amusing information and facts on business’ sites or social media profiles.