Inbound marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing , social media marketing, search engine optimization and branding. [1] [2]


Inbound marketing provides information, information and information about the company’s customers via the company’s newsletters, blogs and social media platforms. [3] [1] [4] [2]

Marketing Strategist David Meerman Scott says that inbound marketing allows marketers to “earn their way” into a customer’s awareness rather than invading their awareness through paid advertisements.

The term “inbound marketing” was coined by HubSpot CEO Brian Halligan and is synonymous with the concept of Permission Marketing , a 1999 book by Seth Godin . [1] [2]

Compared with outbound marketing, inbound reverses the relationship between company and customer. In fact, while outbound marketing is going to push the product through various channels, inbound marketing creates awareness, attracts and helps new customers with channels like blogs, social media, and so on.


With the rise of new technologies helped by the spread of the internet, inbound marketing has become one of the most effective ways to attract new customers. Since 2006 many companies understood that to be successful,


Get found

“Get found” is the first step to start an inbound cycle. A company’s content must be visible to the right audience at the right time. This is a very long process that implies a long research and planning of contents. [5]


The second step looks at conversions of fans into prospects. It is easy but it is not easy at all. This process is long and implies energy and time for the company.


The third and final step of the inbound cycle is “analysis”. After letting the customer be aware of the product / service and the conversion of the fan into a lead / lead, the company must analyze the data to understand what they have to change in the process to improve their results.

The inbound method

To work well, inbound marketing needs many tools that help the brand to be found and help the customer to learn useful things provided by the brand. Examples of these tools include blogs, SEO / SEM, and social media.


Blogging became very popular at the beginning of the 21st century and is a very useful way for the brand to create awareness and to attract new customers. Inbound Marketers use blogs to get you started, or just create your own.

SEO (search engine optimization)

SEO is a way to boost the visibility of a website or a page that is most importantly describing the page. It is an Internet marketing strategy that considers how search engines work and what people search for, in order to identify the most important search terms. This marketing tool can be used in different ways:

Getting indexed

Leading search engines use crawlers to find pages for their algorithmic search results. SEO is a fundamental tool in order to increase the number of backlinks or inbound links. It is not an appropriate strategy for every website, there are also other factors that are important to achieve success. Pages that are linked from other search engine indexed pages. It is important to know that search engine crawlers can look at a huge number of factors when they are crawling at a site.

Improving visibility

There are many ways to improve the visibility of the site, but users can not be more effective than others. to rank higher for those

SEO is not an effective strategy, but other strategies can be more effective, but it is a factor to consider in order to boost visibility.

SEM (search engine marketing)

SEM is a form of web marketing which involves the promotion of websites by increasing their visibility in search engine results pages, principally through paid advertising. SEM is strictly connected to SEO in the search engine. [6]There are some methods and metrics to optimize websites: Keyword research and analysis which ensures the site can be indexed in search engine, finding the most frequently typed words; Presence which means how many times a webpage is indexed by search engine and how many backlinks does it get; Back end tools such as Web analytic tools and HTML validators; Whois tools that reveal the owners of various websites and provide information related to copyright and trademark. SEM objective is to boost the visibility of a page, it can be done using the so-called “sponsorship”. With the term “sponsorship” is intended for a search engine company charging fees for the inclusion of a website in their results pages.

Social media

Social media is spread over the world and is a huge opportunity for inbound marketing. They connect billions of people, who every day share different types of images, video, text and so on. [7] Social media goals are not just a way to have fun on the internet, they are a way to market information to reach the right audience! With the right and single contents, social publishing allows you to hire new prospects converting them into customers.

Inbound process

To work well, inbound needs a very precise process that, if respected, provide to marketers has a huge competitive advantage compared with outbound marketing. The process is composed by four main steps: Attract, Convert, Close and Delight . These are not random steps but they are used in the process of obtaining leads, increasing the number of leads and the number of leads.


One of the most important differences between outbound and inbound marketing is the fact that “if classical marketing is betting on those people, inbound is betting on that person”. it means that companies using inbound marketing know how to speak. They can do it through the buyer personas. The buyer is the ideal of our ideal customers. Only through them can they find their way to the world. [7]Attract does not mean attracting random people; want to attract the right people at the right time. Building a company on the buyer personas, breads, hobbies and so on. of our customer and on their basis on one’s blog, social, Youtube channel and so on. [8]


After attracting the visitor to their website, for example, a company will be ready to convert him / her into his / her contact information. Emails are the most valuable information for an inbound marketer. The inbound marketer wants to attract the right visitor, so they will exchange a tutorial video, an ebook or something valuable for the customer so he / she will be glad to give his / her e-mail in return.


Now we have the information we can stay in contact with our prospects. But now, how do we transform our prospects into customers? Some helpful tools are:

Email integrated with call-to-action

Call-to-actions are very useful to the complete customer an action that we like. With this powerful tool we can generate a positive cycle that we value both for our customer and for us. Generating Useful content and sending it to our prospect Periodically we can create awareness goal aussi build trust and make our close-customer be ready to buy something.


Customer relationship management systems [9] are one of the most useful ways to keep track of the various steps of our customer acquisition. it is possible to deliver the right message to the right time to the right person.

Smarketing reporting

Smarketing is the mix of sales and marketing. They are generally separated, but they are commonly separated from each other. With close-loop reports and sales departments, which is the right time to close a deal with the customer.

Nurturing automation

Through the process of nurturing, companies make the customer ready to be acquired.

For example, if the visitor fills a form to download an ebook on a certain site, the company knows that their prospect is interested in the subject treated in the ebook. After collecting this information, they are ready to “nurture” their future probable customer with a series of emails, videos etc. connected with the subject he / she is interested in. [10]


After attracting the fan, the company contacts the customer, the company has to keep in touch with their customer, and provides them with the hope of doing some upselling.

The concept of consumption

Inbound marketing takes into account two aspects of the 21st century’s consumption and the increasing media consumption. If at the beginning of the 20th century the terms consumption started with “pleasure, enjoyment, and freedom” so that consumption became “an end in its own right”, [11]During the last decade of the 21st century, the audience is growing up, they are learning how to isolate themselves with brands. Consumption in this era has become selective. Indeed, through research online, consumers are starting to make more and more informed decisions. Pangea and building brand loyalty is becoming more challenging and getting in touch with consumers. The analysis of how consumers use media is crucial in relation to inbound marketing. Users are surfing the Internet through multiple devices more than ever preferring mobile ones to the traditional computer or laptop. In addition to the daily routine of the internet, you need to make a number of other things. This leads to shorter attention spans, more stimulus, more interactions, and more Not only does it work, but also mainly for entertainment purposes. This leads to the trend of being useful and amusing information on websites or social media accounts. This leads to shorter attention spans, more stimulus, more interactions, and more Not only does it work, but also mainly for entertainment purposes. This leads to the trend of being useful and amusing information on websites or social media accounts. This leads to shorter attention spans, more stimulus, more interactions, and more Not only does it work, but also mainly for entertainment purposes. This leads to the trend of being useful and amusing information on websites or social media accounts.

Pushing factors

In a relatively little timespan, the postmodern society (mainly the western society) has become more difficult to distinguish. [12] Approaching the 2020 the production of content is no longer exclusive competence of media or companies. A user-produced or at least led content scenario is more realistic. It is an environment where the user is a contributor, an environment characterized by forms of citizen journalism and content creation by the user. This involves the creation and construction of a knowledge-intensive environment and is both productive and productive and involves both users and producers of knowledge at the same time.[13]These means for sure more competition between contents. It is in this respect that the identification of online influencers and establishing a relationship is one of the key points of inbound marketing to make the best of the world and deploy better its opportunities. The participation of consumers in the creation of media is not the only pushing factor. The inclination of consumers can be recognized as another lever for inbound marketing. Consumers are hungry for knowledge and are willing to look for them through the possible way. This is due to the fact that consumers in the 2010s are more likely to pay attention to their purchase. Moreover, a feeling of mistrust in advertising is common among today ‘ s consumers making them searching for information by themselves. Inbound marketing has made this new trend and puts lots of emphasis in the effort of making information available on the market.

The consumer choice and the inbound marketing perspective

In the late 19th century and through the 20th century the productivity capacity visually grew, accompanied by an increase in intensity of consumption. It was in this moment that the consumer started to be considered to be able to make decisions and to exercise market share. [14] In a “society of individualized consumers”, consumer choice was associated with freedom. [15] But it must be pointed out that consumers exercise their decisional power on the market subject to a variety of influences, such as, among other things, marketing strategies. [16] [12]The range of things in the world of consumer goods and services is much more important than being available to consumers. [12]This is a fundamental assumption of inbound marketing, which is one of the most important factors in enabling companies and companies. The development and deployment of information technology has enabled consumers to exercise a certain degree of influence. In this context, it is important to understand the market. However, this is not a radical change of the economic system’s logic. In fact, this is a development that can still be described as “the need for continuing to innovate in a competitive economic marketplace, reduce staffing costs, and raise turnover”. [17]Approaching the end of the 20th century, the position of the market leader. They are not autonomous, and they are not autonomous, but they are not autonomous [18] and are “frequently conditioned at several levels by shared group dynamics and experiences”. [19] In the 21st century, “as consumers have grown accustomed to the employment of familiar designs, layouts, and display techniques”, [20]trying to catch their attention and subsequently arousing their interest in advertising and marketing have become more challenging. This requires new marketing methods to be found and developed. 2010s’ consumer has radically changed from one of them, and what was effective and influential in a relative recent past is not necessary so today. Today’s consumer is more easily influenced by social networks and shared experiences than by an aggressive advertising campaign. The consumer of the 21st century is informed, time-compressed, and difficult to impress. Consumers “do not want to have their products pushed”, but are willing to search for if they are enabled to. “[21] Inbound marketing recognizes this feeling. Consumers feel the need for more information and more information. Websites, social media, blogs, etc. are making the purchasing process more The consumer no longer follows or trusts the information shown in an ad. Indeed, consumers trust their peers ‘comments, friends’ opinions, and experiences. Starting a conversation with them is becoming important in this scenario. Traditional marketing services are being redefined through the action of the marketplace and the market.[22]


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