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INBOUND MARKETING

¿Es necesario el marketing para escalar mi negocio?

Where and when should money be spent in order to grow a business? Should more salespeople be added to the team? Should new technology be implemented so that additional work can be handled? The answer is often controversial with a mixed response from stakeholders. For this reason, it is common to wonder, “Do I need to use marketing services to grow my business?”

“Today, digital marketing is an art form- a science of sorts. Marketers use their time to creatively devise inbound marketing strategies, analyzing results, using complex technologies to automate and personalize experiences and techniques.” 


For years, I have had a countless number of people tell me that it is the face-to-face relationship that really counts– that it is the salesperson who does the work to cultivate and close the deal– that “advertising” is a waste of money.

I once had a CFO look at me and one other potential hire straight in the face and rank the internal departments by what he thought to be its level of value to the company. He put “marketing” last. I was dumbfounded that someone in his position would ever say something like that to a marketer (talk about taking the wind out of someone’s sail). But, as the head of finance, he did not like “marketing” for a few reasons: One, marketing requires a budget for intelligent people, technology, and sometimes advertising; Two, because he did not understand that today’s marketing team does a lot more than just buy stuff. Today, digital marketing is an art form- a science of sorts. Marketers use their time to creatively devise inbound marketing strategies, analyzing results, using complex technologies to automate and personalize experiences and techniques. 

¿Qué es el inbound marketing?

Mercadotecnia interna es "una técnica para atraer clientes a productos y servicios a través de marketing de contenidosmarketing de medios socialesposicionamiento en buscadores y marca. ”Básicamente, el inbound marketing es una táctica utilizada por las organizaciones para atraer nuevos negocios en lugar de llamar en frío o visitar lugares (ir" salientes ") para obtener nuevos clientes potenciales y generar negocios repetidos. La mayor parte del inbound marketing es gratuito, con la excepción de la tecnología de automatización necesaria para que funcione más los gastos generales de los empleados.

¿Por qué los especialistas en marketing necesitan software de automatización de marketing?

Imagine por un momento que solo puede contratar a un empleado para promocionar la marca, sus productos o servicios. Sharpspring define automatización de marketing como,

"... [las] plataformas de software que ayudan a las empresas a automatizar sus procesos de marketing y compromiso de ventas para generar más clientes potenciales, convertir más clientes potenciales en ventas y optimizar el ROI. La automatización del marketing permite a los especialistas en marketing automatizar tareas repetitivas como enviar correos electrónicos, mantener las redes sociales, rastrear las interacciones del sitio web y administrar otras tareas. La automatización del marketing centraliza todas las características y funciones que conforman el papel del vendedor en una organización ... "

Aunque la automatización es "automática", se necesita tiempo y conocimiento técnico de un técnico de marketing inteligente para administrarla bien.

Wiki señala el hecho de que, con automatización de marketing, “Marketing …employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, …increas[ing] efficiency and reduc[ing] human error.” So, not only does marketing automation automate tasks through a set of rule criteria, get work done more quickly, and require less time to manage campaigns, but it also reduces human error and stores the history and results of those actions for the improvement of work.

Marketing gratuito

Thinking that “advertising” spend has anything to do with the value a marketing team brings to an organization is utter blindness. A good writer will have an audience that wants to come back and read more; A good marketer will put the writer on the map– and the better they are at this, the less a company will need to pay for advertising to grow their audience. A company needs both areas of expertise in the same way it may need a software engineer to write a program, a mechanical engineer to develop the machine, and possibly a third party to make sure they are working together without bias for the overarching strategy of the global organization. For an inbound marketer, paid placements

are only one of many channels that may require any spend. In fact, most of a well-rounded marketing team’s responsibility is in setting up programming rules, writing code, and using (a lot of) technology to be able to send free messages via email, creating sales templates, posting blogs, planning and implementing organic (free) marketing strategy (which is an ongoing process) so that the company will not need to spend as much for additional staff, to rank for keywords, and attract attention, online. Here is a funny video for you to watch this:

Estrategia orgánica

El contenido del sitio web está vivo una vez publicado, pero no siempre está bien; Se necesita investigación metódica, planificación y estrategia digital para tener éxito con el tiempo. Los robots de búsqueda ejecutan fórmulas (algoritmos) para determinar dónde debe estar un sitio en comparación con los listados de páginas con palabras clave de la competencia, pero incluso con una página bien pensada, esto no sucede de la noche a la mañana. Jayson Demyers en INC, dice que se necesita "1-2 years before [seeing] results from organic strategy.” Each web page and blog post should rank for differing keywords and content should remain fresh. These are just two of hundreds of other ranking factors in a ranking algorithm. When done right, intelligent, optimized, and consistently published content will influence how well a website and it’s individual pages will rank over time. And when a brand needs immediate exposure, paid online advertising is critical to compete with well-established sites that are already ranking for similar keywords.

Delivering intelligent digital content is a requirement in today’s B2B marketing world. Published digital content is continuously crawled by search bots to update a page’s rank.  A search bots main duty is to determine where a brand’s website and the individual page(s) should appear in search results– first on the first results page, fifteenth, or even a hundred pages back.  When done right, posted news, blogs, and other content will appear on the first page. Therefore, smart marketing is essential to growing a business in today’s world. Lastly, a marketing team is capable of driving incredible value, but not without great leadership.

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