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. 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. 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.  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. 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. *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