Along the times, marketing has been a key factor in the sales and business growing process of every organization and the orientation for doing it has changed as times change. From the production orientation, to the product orientation and the selling orientation in the midst of 1900 to the traditional marketing orientation since the last 3 decades of the XX century (and still used by many organizations) where a firm would employ market research to measure consumer desires, use R&D to develop a product in tune with the revealed information, and then utilize promotion techniques to ensure that the market knows about the new product.
In this 21st century the approach has evolved to consider that marketing is a very complex activity where everything matters and the development, design and implementation of all marketing programs must come from a broad and integrated perspective. With times, strategies have included Relationship Marketing focusing in the consumer, Business Marketing focusing on the organization and Social Marketing based in the two above focusing on the promise of the social benefits of the product or service.
As the Internet has evolved and turned into an internet where user interaction and content are key factors of success, combined with the changes in Google’s algorithms where top rated websites are most likely those that are back-linked from other third party websites because they constantly deliver fresh unique content of value to the visitors, the sole and simple concept of having a website is history. The game now is not about having a website; the game is about having a website that works for you! And a website works as long as it meets four key characteristics:
- Be a good website (not necessarily the most beautiful one);
- Have traffic to that website (coming from all different sources available and suitable for each particular case);
- Deliver unique fresh content of value to that traffic and
- Achieve the three above at a very low cost.
That’s why the way you market your service or product through your website is key to your success.
A recent tendency is the Internet Marketing which has different variants and names such as Digital Marketing, Personalized Marketing, One-to-one Marketing, etc. One of these tendencies is the Inbound Marketing which is the one we will focus on starting today and for a series of upcoming deliveries. The term Inbound Marketing was coined by HubSpot’s Brian Halligan in 2005.
The idea behind Inbound Marketing is contrary to traditional “outbound marketing” such as telemarketing and cold-calling, direct snail mail and flyers, advertising in radio and TV, email marketing (including spam), etc. It is about publishing right relevant content in the right place at the right time to help your customers.
As seen in the graph above from Hubspot(R), The Inbound Marketing Methodology involves a set of four actions taken using several online marketing tools to attract strangers into visitors of your website, then convert those visitors into leads, then close them into customers to finally delight them in such a way that you convert them into promoters of your brand and product. The tools are used under the concept of aligning the content you publish with the interest of your customers for each stage of the path.
In following deliveries of this blog, we will be discussing each of the four actions that will lead us into having a website that works! Stay tuned!