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Inbound marketing tactics


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Inbound marketing tactics

  1. 1. Inbound Marketing A product/service after the design is launched/released into a marketwhere the buyers and sellers meet and agree upon a contractof sale on specific price (point of sale).This is the economic function of demand and supply as affected by production factors, butto raise the sales ,marketing strategies areadopted and implemented after the segmentation of the market. Marketing is the process of planning and executing pricing, promotion and distribution of ideas, products and services to create exchanges that will satisfy the needs of the individuals and organisations. Marketing involves anticipation of changes in demand (on the basis of marketing research), promotion of the product/serviceensuring its quality, availability and price meet the needs of the market & providing after-sales-service. Marketing strategy is divided into 2 types viz: Inbound marketing & Outbound marketing Since, Janaki tech is looking for an inbound marketing officer who has to focus on managing all social media platforms for the business, create& evaluate social media strategies, write influential and persuasivearticles on a wide range of topics for the company blog, optimise the content for search engines (SEO) and lead generation, plan & devise inbound marketing strategy for the products/services and bring innovativeconcepts & campaigns for inbound marketing under the company policy, so let’s focus only on the inbound marketing . Inbound marketing of a product/servicecomes under permission marketing (focuses on those customers who arealready interested in buying the existing products of a company). Inbound marketing is a tool for promoting a company by sharing contents with the outside world. It’s typically focused on sharing and promoting blogs, podcasts, videos, e-books, e-newsletters, socialmedia marketing, whitepapersand other formsof contentmarketing which serves to bring customers closer to the brand. Inbound marketing activities bring visitors in, rather than marketers having to go out to get prospect’s attention. Inbound marketing earns the attention of the customers, makes thecompany easy to be found and draws customers to
  2. 2. the websiteby producing interesting contents. Inbound marketing methodologies are used to reach potential customers segment at various levels of the brand awareness. Inbound marketing was coined by Brain Halligan in 2005. Inbound marketing is especially effective and feasible for the SME’s/start- up/growing businesses thatdeal with high dollar values, long research cycles & knowledge-based products (Tech companies).In theseareas, prospects (customers/clients) aremore likely to get informed & are persuaded to hire someone who demonstrates expertise as their tech-solution/supportproviders as Janaki tech- incorporating the innovations. Today, plethora of inbound marketing tactics is available & used. Some of them are briefly explained below.  SEO: SEO stands for search engine optimization which was first introduced in 1997.Itis the process of affecting the visibility of a website or webpagein a search engine’s ‘natural’ or un-paid (organic) search results. In general, the earlier (or higher ranked on the search results page) and morefrequently a site appears in the results list, the more visitors it will receive fromthe search engine’s users. SEO may target different kinds of search, including image search, video search, local search, academic search, news search & industry-specific verticalsearch engines. SEO is an internet marketing strategy in which optimizing a website may involve editing its content HTML & associated coding keywords and to remove banners to the indexing activities of search engines. Promoting a site to increase the number of backlinks or inbound links is another SEO tactic. Those who provideSEO services areknown as search engine optimisers. There are 2 types of optimisers viz: White Hat SEO & Black Hat SEO.  Email: E-mail is an electronic mail systemthat acts as an electronic post to send/receive messages, applications, letters, texts, documents, files
  3. 3. and lot other stuffs instantly via internet. Itrequires a PC,ISP &User ID’s for the mail transfer process. Itis very famous and widely used application as lots of tasks aredone in seconds & minutes. Online banking, mail transfers, job applications, internet marketing, spamming, etc. are dependent on emails. Hotmail, Yahoo mail, Google mail, Rediff mail, etc. are someemail applications mostly used as in bound marketing tools.  Infographics: Information through graphics (images) is the motto of infographics. Itis the tactic of inbound marketing that aims at persuading customers or clients for the sale of products/services. Infographics arethemarvellous way of displaying data, knowledgeand analysis in a flashy bite-sized manner. They makelearning fun & easy to sharewith network. Infographics arealso great in breaking down intricate concepts such as inbound marketing and presenting them to newcomers in a friendly fashion. Thus, it acts as a great portrait of marketing. The figure shows an info graphics of a smartcity.
  4. 4.  Social Networks: Socialnetwork refers to the web of connection established among people through internet sites like- Facebook, Twitter, Instagram, Hike, Googleplus, Orkut, Myspace, Viber, etc. Ithelps us to postLikes, Rate, Comment, Share, Upload, Download, Hash tag, Timeline, Group chat, etc. on certain topic at specific time. Ithelps us to reach to the target customers & increase the market share. Blogging can be started up in a social network and can incept a huge range of discussion, conversation, feedback, etc. Itcan also be used as an inbound marketing tool or technique for the ITbusiness firms.  Webinars: Seminar on the web or internet is webinar. Itis the technological innovation that enables us to organiseand conduct seminars in a virtual-real way through internet protocols reaching a huge quantum of people at an instance without being physically presentwith them. Today, webinars are the alternatives to organisean event without actually being present to the geographicallocation of the participants/audience for the flow of info on certain topic. Itrequires internet, computers, mobiles, cameras, tablets, PC’s etc. through e-page, e-conference, Q+A sites, etc.  Podcasting: Podcastis a digital medium consisting an episodic series of audio, video, PDF or E-pub files subscribed to & downloaded through web syndication or streamed online to a computer or mobile device. Podcasting is both a converged medium bringing together audio, the web & portable media player (PMP) and a disruptivetechnology that has caused some in the radio business to reconsider someof the established practices and preconceptions about audiences, consumption, production & distribution. This idea of disruptiveness is largely popular becauseno person owns the technology. Itis free to listen and create content which departs fromthe traditional model of ‘Gate-kept’ media and production tools. It is very much a horizontalmedia form: Producers areConsumers & Consumers becomeProducers and engage in conversation with each
  5. 5. other. Thus, Podcasting can be a fruitfultool of inbound marketing for IT business.  Type-in-Traffic: T-I-Tis a term describing the visitors landing at a website by entering a keyword or phrasein the web browser’s address bar and adding .com /.mobi or any other GTLD (generic top level domain) or CCTLD (country codetop level domain); rather than following a hyperlink fromany other webpageusing a browser bookmark. T-I-T is a formof direct navigation. E.g. If you are interested in widgets than, directly type widgets.cominstead of performing a search in any search engines. Hence, T-I-Tis a very crucial tool here in this context.  Social bookmarking: A social bookmarking serviceis a centralised online servicewhich enables users to add, annotate, edit & sharebookmarks of web documents. Many online bookmark managementservices have been launched since 1996’s. Delicious, founded in 2003, popularised the terms ‘socialbookmarking’ and ‘tagging’. Itintroduces sites to others with relevant tastes, drive traffic to your site & valuable backlinks. It’s a user-defined taxonomy systemfor bookmarks. It is a way for people to manage, store, organise& search webpages & web addresses as required. Hence, can be very a coveted means of inbound marketing.  Blogs+Blogging: A blog (a truncation of the expression weblog) is a discussion or informationalsite published on the worldwideweb and consisting of discreteentries (posts) typically displayed in reverse chronologicalorder. Recently, MAB’s (multi author blogs) have been developed with posts by large no of authors & are professionally edited. MAB’s fromnewspapers, media outlets, think tanks, advocacy groups, universities & similar institutions accountfor an increasing quantumof blog traffic. Few types of blogs are enlisted below: *Photoblogs *Artblogs *Audioblogs *Edublogs
  6. 6. *MP3blogs, etc.  Others: Besides, the abovebriefed inbound marketing tools, there are lots of other tactics/tools for raising the customers or clientele. Some are as follows: *Document sharing *Word-of-mouth *Q+A sites *SMS/MMS *Direct/referring links *Forums *Comment marketing *Mobile marketing * News/Media/Press Release, etc. Eventually, the most efficient and proper mix-up of these tactics/tools for the ITService Providers like- JanakiTech would be a windfallfor the marketing department as well as all the stakeholders of the company. And for that best contribution, I would blend up my communication skills with sound analytics & panoramic presentation backed-up by strong zeal to learn through multitasking & prioritization being an ever-growing assetof Janakitech if provided with the responsibility of the post- Inbound Marketing officer. To be continued….. Author- Niraj Thakur Type- Freestyle writing Venue- Chyasal-9, Patan Date- 13/08/20014, 6:58 pm