Inbound-Marketing

Inbound marketing (English inbound " incoming " ) is a marketing method that is based on getting found by customers. It is in contrast to the traditional outbound marketing, where messages are sent to customers, as is common on direct mail, radio advertising, television advertising, flyers, spam, telemarketing and traditional advertising. Customers operate are increasingly the Internet to obtain information about products, and are less accessible via traditional advertising messages. Therefore, inbound marketing attempts with product information and content relevant to occur there in appearance, where customers are in their search. The focus of Inbound Marketing is the content that is published through blogs, podcasts, web videos, e -books, white papers, guest articles, etc. and made ​​the potential customers accessible via search engine optimization, social media marketing, e-newsletter, PR, to win them in the course as a customer.

The focus of Inbound Marketing is on the publication of content online, but can also be offline, for example, take place on the disclosure of guest articles in print magazines.

Entitlement

Inbound marketing is referred to as long-term cost, because it is assumed that you have your own network of intrinsically motivated readers creates the weiterpublizieren the content. In addition, it is believed that one's reputation can grow. One creates, so the idea of ​​an increasing independence of eg paid advertising space. This may be a long-term designed for small business and corporate meaningful inbound marketing. However incur costs for creating and maintaining the content.

Potential

Inbound marketing has the potential to banner ads and pay- per-click to inherit as the most used marketing tool, as it costs less and elegant potential customers responsive than outbound marketing.

Instruments

Inbound marketing includes the following sub-disciplines and tools that work in conjunction:

  • Content Marketing
  • Public Relations ( PR)
  • Social Media Marketing
  • Search Engine Optimization ( SEO)
  • Conversion Optimization

Method

Chad Pollitt proposes a method in five steps:

The inbound marketing process is divided according to the Hubspot case definition in the following successive phases:

Gain traffic

Order in inbound marketing, the number of visitors (traffic) to increase a web site, the following steps are applied:

Television advertisement Flyer (pamphlet) Social-Media-Marketing Lead generation
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