{"id":62909,"date":"2017-06-06T14:03:47","date_gmt":"2017-06-06T12:03:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=62909"},"modified":"2017-06-06T14:03:47","modified_gmt":"2017-06-06T12:03:47","slug":"revistas-de-marketing-articulos-inbound-marketing","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=62909","title":{"rendered":"El inbound marketing en cinco pasos"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/06\/revistas-de-marketing-art\u00edculo-inbound-marketing.jpg\" alt=\"revistas-de-marketing-art\u00edculo-inbound-marketing\" width=\"690\" height=\"281\" class=\"aligncenter size-full wp-image-62910\" \/><strong>Las<a href=\"https:\/\/ipmark.com\/\"> revistas de marketing<\/a> dedican mucho tiempo y espacio a hablar sobre el inbound marketing. \u00bfPero saben los lectores en qu\u00e9 consiste esta metodolog\u00eda de trabajo dise\u00f1ada especialmente para el entorno digital?<\/strong><\/p>\n<p>El concepto tiene su origen en el <strong>Permission Marketing de Seth Godin<\/strong> (1999), que incorporaba varios principios b\u00e1sicos del marketing relacional. Pero fue <strong>Brian Halligan<\/strong>, socio fundador de Hubspot, el que acu\u00f1\u00f3 el t\u00e9rmino en 2005. Cuando cuatro a\u00f1os m\u00e1s tarde public\u00f3 el libro \u201cInbound marketing: Get Get Found Using Google, Social Media, and Blogs, junto a su socio Dharmesh Shah, las revistas de marketing fueron las encargadas de popularizarlo.<\/p>\n<p>Frente al bombardeo del marketing tradicional en pro de la compra, esta t\u00e9cnica se basa en la <strong>atracci\u00f3n previa<\/strong>. A trav\u00e9s de una buena imagen de la marca o empresa, se busca impulsar al consumidor para que sea este el que de forma voluntaria y sin interacci\u00f3n previa por parte de la compa\u00f1\u00eda, decida establecer una relaci\u00f3n.<\/p>\n<p>Las herramientas m\u00e1s utilizadas por los expertos en inbound marketing son siempre no intrusivas. Para sus fines se sirven del <strong>marketing de contenidos<\/strong>, el <strong>SEO<\/strong> o las <strong>redes sociales<\/strong>. A trav\u00e9s de ellos se acercan a los intereses del consumidor y lo acompa\u00f1an durante todo el proceso de compra, envi\u00e1ndoles mensajes personalizados para fidelizarle como un cliente fiel, s\u00ed, pero tambi\u00e9n como un embajador de la marca.<\/p>\n<p><strong>LOS CINCO PASOS DEL \u00c9XITO EN INBOUND MARKETING<\/strong><\/p>\n<p>Los expertos de la agencia de marketing digital Make han detectado cinco pasos cr\u00edticos en toda estrategia de inbound marketing:<\/p>\n<p>1.\t<b>Contenido<\/b>. Interesante, relevante y \u00fatil para los potenciales compradores. Requiere un conocimiento profundo el perfil, intereses y necesidades del cliente.<\/p>\n<p>2.\t<b>Ciclo de compra<\/b>. Tambi\u00e9n es necesario saber c\u00f3mo es el proceso de compra de la marca y cu\u00e1les son las necesidades de los compradores en cada punto de ese proceso.<\/p>\n<p>3.\t<b>Personalizaci\u00f3n<\/b>. Cuanto m\u00e1s avance el consumidor en el proceso de compra\/embudo de conversi\u00f3n m\u00e1s informaci\u00f3n podremos recopilar sobre su comportamiento, sus necesidades o sus gustos. Todos esos datos permitir\u00e1n adaptar los mensajes de manera m\u00e1s eficaz. <\/p>\n<p>4.\t<b>Multicanalidad<\/b>.  Smartphones y las redes sociales ha provocado que casi todos los consumidores utilicen de dos o tres dispositivos distintitos para acceder a canales variados (buscadores, medios de comunicaci\u00f3n, RRSSS) a lo largo del d\u00eda. <\/p>\n<p>5.\t<b>Integraci\u00f3n<\/b>. Aunar todas las herramientas para lograr la eficacia m\u00e1xima y ofrecer la mejor experiencia a los clientes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las revistas de marketing dedican mucho tiempo y espacio a hablar sobre el inbound marketing. \u00bfPero saben los lectores en<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-62909","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Revistas de marketing. \u00bfQu\u00e9 es inbound marketing?-IPMARK<\/title>\n<meta name=\"description\" content=\"Las revistas de marketing producen mucho contenido sobre inbound marketing. 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