Internet connection is commonplace for many users today but, more than being connected to our computers, we are to our smart devices such as smartphones or tablets. This has meant that many companies not only rethink their presence on the internet but also to make themselves accessible in the different existing platforms. Digital marketing considers this and that is why it has 3 fundamental bases to make the strategies effective.

Inbound marketing

Concept created by Brian Halligan and Dharmesh Shah in 2005, consists of the advertising of our brand in a not so invasive way without neglecting the attractiveness.

Through various techniques that help position our brand, inbound marketing seeks to attract more users to our website and make them become leads, that is, leave us with information to contact them in the future.

For this, we must consider four steps:

• Attraction
• Conversion
• Education
• Loyalty

Engagement

It is about the commitment that a product or service acquires after it is consolidated among its consumers: when it is possible to create a solid and lasting relationship with a client, the engagement with them is greater.

Achieving this is not easy and requires not only patience but also a lot of time to achieve it. However, it manages to position our brand in the long term in the heads of our consumers, thus improving our image and allowing us to reach many more users. As long as there are more consumers who believe in our brand, more value will have it.

Omnicanality

As we discussed before, not only computers allow us access to the internet: smartphones and tablets too.

We must consider the presence of our company must adapt to these three platforms correctly, since the capacity of each one is different as well as the visualization. Our inbound marketing strategy must work according to this.

Of course, for all this to work we must be aware of our consumers: who are they? What do they want? That look for? Only then will we be able to find the perfect strategy with which to reach them, commit ourselves and adapt to their customs and needs.

Source: Malex.

Customer service is an element that every business must care, because our clients have opinions about our performance in base of that. Inbound marketing relates with.

Inbound marketing is a methodology where marketing and publicity combine in order to establish a first contact with the user and guide him since the beginning to the end of his buy. Using proper content in every phase, we want to make this process into a friendly one with the objective to promote loyalty in them.

Internet is a fundamental tool to buy everyday but, as business, we can take advantage of it to give our clients any type of contents.

Inbound marketing has four phases:

Attract

Using publicity, content marketing, social media, SEO and others, we attract potential clients to our web.

If we have a well-designed web with quality content, it could generate more traffic thanks the indexation to search engines and our users can help too when they share what we have.

Convert

Now we have users, we need to apply techniques and process to obtain data through formularies.

For this, we could offer contents that can be downloaded in exchange of a formulary. Some files could be ebooks, webinars, buddies videos and templates.

Educate

We have their contact, it's time to send them information. Usually, companies use lead scoring (by qualifyng leads, we can know which users are close to make a buy) and lead nurturing (via email, the client receives personalised content according to his profile).

Close & delight

This phase belongs to the buy but, in it, others process begins in order to convert out client in someone loyal to our brand, as:

• Keep them satisfied
• Offer them useful information
• Take care of the registries: even if they can’t buy, they are valuable to our company as followers

Inbound marketing allow us to stay with the client in every phase, giving him attention and guiding him and, also, increase our company value economically and in our contents, suscriptors and opinions that improves our image.

Source: Inbound Cycle.