inbound essentials

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Inbound Marketing

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introducere in metodologia de Inbound Marketing si SEO

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Page 1: Inbound essentials

Inbound Marketing

Page 2: Inbound essentials

www.stateofinboundmarketing.com

Page 3: Inbound essentials

Evolutia procesului de achizitie (Controlul Informatiei)

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Astazi, consumatorii controleaza informatia

The Age of the Consumer

61% din oameni cerceteaza online un produs inainte de a-l cumpara (sursa Interconnected World: Shopping and Personal Finance, 2012)

Page 5: Inbound essentials

● Abundenta Informatiilor

● Consumul fragmentat al informatiilor

● Lipsa atentiei depline a consumatorului

Schimbarea modului in care abordam informatia

Buyer Empowerment -> New Landscape

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Tehnicile intruzive de marketing nu mai functioneaza

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Alternativa : Inbound MarketingInbound marketingul este o filosofie relativ noua, care a aparut in 2005 (fiind un termen folosit prima data de catre Hubspot, in America) ca o alternativa la tehnicile traditionale de marketing care nu mai tineau cont de evolutia procesului de achizitie al consumatorului si de noile medii pe care acesta le foloseste pentru a lua o decizie. Inbound Marketingul a aparut ca un raspuns la tehnicile disruptive de marketing care nu mai produceau rezultate.

IM = marketing that people loveIM = marketing in the age of the consumer

● Inbound marketingul foloseste o serie de tactici pentru a atrage consumatorul catre produs in loc sa impinga produsul catre consumator (Pull vs. Push Marketing)

● Prin IM incercam sa castigam atentia consumatorului in loc sa o cumparam (comunicarea in jurul produsului -> comunicarea pornind de la nevoile consumatorului)

● IM foloseste continutul pentru a atrage si converti consumatorii in leaduri si clienti (content marketing)

● IM se bazeaza pe educarea consumatorilor si pe crearea de relatii de durata cu acesta

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Inbound marketingul este despre continut...

Consumatori Leaduri

ClientiAmbasadori de brand

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...Si context

Consumatori

Ambasadori de brand

Publicand continutul potrivit, la locul si momentul potrivit, marketingul devine relevant si ajuta consumatorii sa isi rezolve problemele, nu ii intrerupe.

Inbound marketing = marketingul pe care consumatorii si-l doresc

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Metodologia de Inbound marketing : 4 Faze

Consumatori Leaduri

ClientiAmbasadori de brand

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Inbound Marketing Funnel

Atrage consumatorii prin blogging, SEM, SEO, social media, PRweb

Converteste consumatorii in leaduri prin oferte de continut, landing pages, formulare

Inchide leadurile in clienti prin lead nurturing, marketing automation, workflows, continut personalizat

Transforma clientii in ambasadori de brand prin client nurturing, social media si continut personalizat

Page 12: Inbound essentials

9 puncte esentiale pentru a obtine mai multi vizitatori organici

SEO (Search Engine Optimization)

Page 13: Inbound essentials

5 Componente esentiale in SEO

Consumatori

Ambasadori de brand

Factori Blocanti Optimizari On-page Continut textual

Optimizari Off Site Entitatea de brand

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1. Landing Page-uri si Mini Siteuri de Campanie

Consumatori

Ambasadori de brand

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2. Gestionarea produselor care nu sunt in stoc

Consumatori

Ambasadori de brand

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3. Tab-uri in Javascript

Consumatori

Ambasadori de brand

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3. Meniu in Javascript

Consumatori

Ambasadori de brand

Ce vede un utilizator

Ce vede Google

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4. Migrare site fara redirectionari

Consumatori

Ambasadori de brand

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5. Content

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5. Content

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5. Content

Pre lansareSarbatori si zile speciale

Tendinte Orase, locuri speciale

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6. Continut duplicat -> UTM Tracking

Consumatori

Ambasadori de brand

Canonical Tag

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6. Continut duplicat -> filtre si sortari

Consumatori

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7. Imbinarea activitatii de SEO & PR

Consumatori

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8. Microdata & Knowledge Graph

Consumatori

Schema.og

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9. SEO -> Branding

Social Media

Co-occurences

Links

Back rate Brand Searches User Experience

Click Through Rate

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THANK YOU !

Andreea MoisaManaging Director @ Beans United

Contact :[email protected]/in/andreeapirsan0724 571 033