Guide to Inbound Marketing by Victor C Fuentes (Growth Marketing)

Guide to Inbound Marketing by Victor C Fuentes (Growth Marketing)

Inbound marketing delivers information, an increased customer experience and builds confidence by offering potential customers information these individuals value by supplier sponsored ezines, articles, and entries on social networks platforms.

Marketing and advertising strategist David Meerman Scott says that inbound marketing lets marketers to “earn their way” into a customer’s awareness instead of invading their awareness by using paid advertising campaigns.

The expression “inbound marketing” was conceived by HubSpot CEO Brian Halligan and is associated with the concept of Permission Marketing, a 1999 book by Seth Godin.

Compared with outbound marketing, inbound reverses the relationship between company and customer. As a matter of fact, although outbound marketing is going to push the goods through different channels, inbound marketing builds consciousness, attracts and helps new potential clients with communication channels just like websites, social media, direct-mail advertising etc.

Inbound marketing involves encouraging purchasers to come to your place. It’s a way of approaching them where they are and engaging with them on their terms.

This approach aims to boost the strength and quality of your leads by captivating similar potential clients. It’s a method of adjusting your marketing idea to offer value to prospects without overtly selling a product and services.

Inbound marketing has received demand over the last few years as individuals have taken much more handle over the sales experience. The fuel source for this technique is helpful, innovative, engaging content that cancels the sales pitch in favor of brand name recognition, discussion, and shareability. Good inbound marketing needs to educate, familiarize and amuse, providing true value to the readers. When used effectively, inbound marketing can be a key factor of a impressive marketing program that generates leads and sales.

Exactly who Needs to Make use Inbound Marketing?

Inbound marketing can work for a lot of B2B internet marketers as a portion of your well-balanced plan of action. Although you may not refer to it as by the same term, inbound marketing is most likely a method you presently use. Many internet entrepreneurs nowadays use a combination of different sorts of content, all through numerous channels to network with their customers at each and every status in the buying process.

Advertisers who set up search-friendly content, and promote that material through social networks, opt-in email promotions and other ways are putting into effect inbound marketing.

SEO (search engine optimization)

Search Engine Optimisation is a way to magnify the recognition of a website or a blog by structuring the webpage to rank higher in search results page for the words and terms that most accurately describe the web page. It is an online marketing solution that takes into account how search engines work and what consumers browse for, to determine the best way to set up the internet site and web pages to rank in search engines for the highest valuable search terms. This marketing tool can be put into action in several strategies:.

Getting listed

Most popular search engines make use of crawlers to discover pages for their algorithmic search results. internet marketing is a essential method if you want to boost the number of backlinks or inbound backlinks. It is not an appropriate technique for every internet site, there are as well other elements that are crucial to achieve success. Pages that are connected from various search engine indexed pages do not need to be submitted given that they are found automatically. It is important to recognize that search engine crawlers can look at a large variety of factors when they are crawling a site.

Enhancing rankings

There are several methods to greatly improve search engine visibility, but individuals can generally greatly improve recognition in one of two ways: building the website to become more carefully in lined with the terms that their users are searching for, and finding highly regarded web pages to link back to their internet-site to show up a lot higher for those precious Keywords.

online marketing is not an well-suited solution for every internet site, other marketing strategies might be more effective, but it is a factor to consider if you want to increase exposure.
SEM ( Google local marketing).

SEM is a form of on-line marketing which entails the promotion of internet sites by enhancing their visibility in search engine results pages, principally via paid advertisements. SEM is firmly connected to Search Engine Optimisation in relation to pay advertisement and get found out on the first search page. There are some solutions and metrics to improve web sites: Keyword research and analysis which secure the website might be indexed in search engine, searching for the more frequently typed keywords; Presence which means how many times a website is indexed by search engines and the number of backlinks does it get; Back end mechanisms such as Web analytic tools and HTML validators; Whois sites that show the owners of a variety of internet sites and can present information pertaining to copyright and brand. SEM objective is to enhance the recognition of a page, it can be done using the so-called “sponsorization”. With the term “sponsorization” is intended a search engine service company requiring fees for the inclusion of a business website in their results pages.

Social networks

Social media is stretched around the entire world and are a enormous advantage for inbound marketing. They connect billions of customers, who daily share many different types of contents such as photos, online video, content and more. Yet social media sites (link social media) are not only a tactic to have some recreation on-line, they are a method for online marketers to allow material be reached from the proper spectators! With the right and unique contents, social publishing allows companies to captivate new prospective customers transforming them into customers.

Inbound process

To function correctly, inbound demands a very precise course of action that, if honored, grant to network marketers a substantial aggressive advantage ased opposed to outbound marketing and advertising. The process is made up by four major actions: Attract, Convert, Close and Delight. These are not random procedures but will have to be put to use in sequence for them to secure more visitors on internet sites, to accelerate conversions and as a final point grow the amount of leads and customers.


Among ultimate vital variations when comparing outbound and inbound marketing is the fact that “if classical advertising and marketing is betting on those consumers, inbound is depending that person”. it means that firms utilizing inbound marketing understand just perfectly which are the folks they are speaking with. They can do it through the consumer personas. The buyer personas are the identikit of our optimal clients. Only with them can a business know which is their perfect target and which channels they have to use to reach it. “Attract” does not imply luring random people; business intend to entice the right people at the correct time with the right contents. Developing a business on the buyer personas, one can determine which are the opinions, pains, hobbies etc. of our potential client and on their grounds one can design the right materials to entice visitors on one’s blog website, instagram, Youtube channel and a lot more.


After attracting the potential customer on their internet site, for example, a business will be set to convert him/her into prospective customer gathering his/her contact data. Emails are the most valuable info for an inbound marketer. The inbound marketing professional wants to entice the ideal website visitor, so they will create a short training video, an ebook or anything valuable for the potential customer so he/she will rejoice to provide his/her e-mail in return.


As soon as we have the required info we can stay in contact with our candidates. But now how to convert our prospects into clients? Some helpful tools are:.

E-mail incorporated with call-to-action

Call-to-actions are very beneficial to let customer complete an action that we desire. Using this highly effective technique, we can generate a beneficial cycle that produces value both for our consumer and for our business. Developing useful contents and forwarding it frequently to our potential customer we can create consciousness but also create trust and make our close-customer be ready to invest in something.


Client relation management systems are one of the most effective methods to keep an eye on the many different stages of our buyers acquisition.Taking track of information concerning the customer, partner companies and so forth it is feasible to deliver the right message at the right time to the right individual.

Smarketing reporting

Smarketing is the mixture of online sales and marketing. Normally, in huge organizations, they are pair of separated models but in inbound marketing, they are usually combined to obtain total and well comprehensible data between both areas. By having closed-loop studies also online sales and marketing teams identify which is the correct time to finalize a sale with the potential client and most importantly know if the potential customer is ready to be acquired.

Nurturing automation

With the technique of nurturing, companies make the customer ready to be secured.

As an example, if the visitor fills a form to obtain an e-book on a particular site, the organization realizes that their prospective customer has an interest in the subject treated in the book. As a result of compiling this information and facts, they are ready to “nurture” their future potential consumer with a set of e-mails, video presentations and a lot more connected with the topic he or she likes.


Only after enticing the fan, transforming him into a potential customer, and let him acquire a product from the company, the business must communicate with their client, continuing providing good and significant materials with the hope of doing some upselling.

The practice of consumption

Inbound marketing takes into account two fundamental elements of the 21st century’s consumption: the selectivity and the escalating media consumption. If at the start of the 20th century the words consumption began to be linked with ” gratification, enjoyment, and liberty” so that consumption came to be “an end in its own right”, throughout the end of 21st century’s 1st decade, as the consumption pattern is boosting in rapidity, overwhelming customers, these are getting to know effective ways to segregate themselves from all the marketing interference, in practice tuning out old-fashioned promotion and marketing methods and choosing the right moments and sites to connect with brands. Expenditure in this period has become selective. Indeed, through research online, consumers are beginning to make more and more well informed selections. Due to this, sticking out from the contemporary advertising Pangea and building brand loyalty has become more challenging and connecting with clients in a proper way is essential. The analysis of how consumers use media is important in relation to inbound marketing. Individuals are surfing the Net via a wide range of gadgets more than ever preferring mobile ones to the traditional computer or notebook. In addition the increasingly fast daily activity demands from the part of consumers to surf on net while performing of other things. This leads to shorter attention spans, more stimulus, more connections, and consequently more content competition for companies. Not only work or school-related pieces of information are sought online but individuals become internet surfers also, or even mainly, for amusement goals. This leads to the trend of offering helpful and amusing information on business’ websites or social media accounts.