Is Inbound Marketing a new concept? In fact, this is not the case. In fact, it is a collective noun under the development of Internet marketing and the Internet era. Starting from the Web 1.0 era, in order for users to enter the website, we could only tell everyone the URL of our website through various promotional materials, and then everyone would paste the URL in the address bar and enter the website, or use other methods to enter the website. Put links or advertising banners on your website. In that era, the HTML format of email was not yet developed, so most of the traffic at this time was direct traffic or referral website traffic. The search engines of this era were dominated by directory search engines in the early 1990s. After several years of rapid development, search engines such as Google used search robots to crawl through the interconnections of the network (Crawl). And the action of indexing. Many people began to study search engine algorithms, and the earliest search engine optimization (SEO) and search engine marketing (SEM) came into being accordingly.
Continuing the development of many transmission channels in Web 1.0, user-generated content (User-generated content) such as message boards, chat rooms, forums, and blogs has become the darling of the new generation of online marketing. Compared with the content mostly provided by manufacturers in Web 1.0, the content generated by users is more easily accepted by readers. Therefore, blog (customer) marketing, word-of-mouth marketing, issue manipulation, etc. have begun to become the core of Internet marketing. Focus on goals. And at this time, due to changes in search engine algorithms and adjustments to the way search results are presented, websites with high weights will be placed in front of search results by search engines, and placement advertising in online news has also become a major marketing operation. Purpose.
With the rise of social media, many marketing strategies have begun to shift to social media exposure. This includes establishing a branded fan page, delivering messages through Twitter, and promoting the company brand on Linkedin. Leveraging the high diffusion of social media, we create a new generation of word-of-mouth marketing and community marketing. Moreover, at this time, the two leading search engines, Google and Bing, also announced that they would use links on social media as an indicator of search result rankings, making social media more important than before.
After talking so much about ancient times, not a single word "Inbound Marketing" appears. This is because: Inbound Marketing contains all the words in bold above. Inbound Marketing literally translates to inbound marketing. If we imagine the website as the lobby of an international airport, we can easily understand why it is called "Inbound". Passengers (network users) from all over the world take planes from other countries (various network exposure channels), land on different runways (Landing Page), and confirm their identity through customs, and finally incoming passengers , the Tourism Bureau will design various discounts for different tourists, on the one hand to encourage tourists to come in, and on the other hand to encourage users to spend domestically (for example: the 100,000th mainland tourist to Taiwan will receive a travel fund of US$100,000 , but must be used up in Taiwan). In fact, this series of processes is the main spirit and operation method of Inbound Marketing.
In Inbound Marketing, as I mentioned at the beginning, it is actually a collective noun for Internet marketing. The only biggest difference is that Inbound Marketing puts more emphasis on the concept of focus. We can understand what it means from a picture. Inbound Marketing:
In order to more effectively grasp the characteristics of visitors who come from various channels, unlike in the past, in Inbounding Marketing, users do not directly reach the main body of the website, but first go to the landing page (Landing Page). By adding the identity of the visitor (for adding methods, see Google Analytics: Find the keywords used by users), the webmaster can use the analysis software to find marketing copy or marketing methods that are suitable for various visitors.
Inbound Marketing is not a wait-and-see marketing strategy, but a focused and precise online marketing through various channels. Use paid media or time-invested media (Paid Media) to strengthen the spread of information, get more free information dissemination (Earned Media), and strengthen the optimization of digital assets and keyword locking to truly reach every advertisement and Only when the information is exposed and can be accurately imported to the target website, and the entire website is optimized for SEO, SMO, and UEO at the same time, can we truly do inbound marketing. Network users will not come uninvited, but you must tell them exactly how to come in! After watching a video, tell him where to get more information, this is Inbound Marketing; after watching a TV commercial, tell him what keywords to use to search for your website, this is Inbound Marketing; after watching a blog and food diary, Telling users how they can go to your restaurant or how to browse more dishes online is Inbound Marketing; creating user needs and stimulating them to search for specific keywords online is Inbound Marketing. Creating various channels for users to enter your website and developing a focus marketing strategy is called Inbound Marketing.
Article source: http://blog.ePRomotor.info/ (please indicate the source link when reprinting)