Inbound marketing

Fernando Maciá

Written by Fernando Maciá

The concept of inbound marketing was coined by the CEO of marketing automation company Hubspot, Brian Halligan, and has been translated as attraction marketing. Although some believe that it is a synonym for permission marketing or permission marketing, we believe that this is more related to strategies that rely primarily on email as a medium, while attraction marketing, or inbound marketing also includes content marketing. The use of search engine marketing, search engine marketing and user micro-segmentation to design automated flows of actions that are automatically initiated when the scenario meets certain criteria and are oriented to optimize user conversion. In this sense, inbound marketing encompasses a broader range of strategies than permission marketing.

Attraction marketing relies on customer attraction, conversion and loyalty strategies and combines marketing automation tools such as Hubspot, Marketo, Sales Force, e-Goi or Connectif with CRM and Web analytics applications to analyze all user behavior from a very broad perspective. In traditional marketing, we would assimilate these strategies to pull actions.

In general, attraction marketing is perceived by users as less intrusive than advertising, as it is better aligned with their interests and does not interrupt them during their browsing or overwhelm them with unwanted advertising emails.

The media commonly associated with inbound strategies are owned and earned media and combines strategies such as:

  • Search Engine Optimization or SEO
  • PPC or SEM
  • Permission/e-mail marketing
  • Content marketing: publications, reports, white papers, white papers, e-books…
  • Social networks
  • Viral marketing
  • Training, courses, guides…
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Fernando Maciá
Fernando Maciá
Founder and CEO of Human Level. Expert SEO consultant with more than 20 years of experience. He has been a professor at numerous universities and business schools, and director of the Master in Professional SEO and SEM and the Advanced SEO Course at KSchool. Author of a dozen books on SEO and digital marketing.