{"id":42014,"date":"2017-07-11T16:24:46","date_gmt":"2017-07-11T14:24:46","guid":{"rendered":"https:\/\/www.emagister.com\/blog\/?p=41442"},"modified":"2021-04-27T10:25:56","modified_gmt":"2021-04-27T08:25:56","slug":"inbound-marketing-beneficioso-empresa","status":"publish","type":"post","link":"https:\/\/www.emagister.com\/blog\/inbound-marketing-beneficioso-empresa\/","title":{"rendered":"Inbound marketing, \u00bfqu\u00e9 es y por qu\u00e9 es beneficioso para tu empresa?"},"content":{"rendered":"<p style=\"text-align: justify;\">\u00bfCu\u00e1les son los pilares fundamentales de una estrategia de inbound marketing?, \u00bfpor qu\u00e9 puede ofrecernos resultados positivos?, \u00bfqu\u00e9 trabajo exige implantarla en una empresa? Estas y otras preguntas son las que nos planteamos cuando queremos llevar a cabo una\u00a0<strong>estrategia de inbound marketing<\/strong>\u00a0y no tenemos claros cu\u00e1les son sus beneficios y c\u00f3mo ponerla en pr\u00e1ctica.<!--more--><\/p>\n<p>Para ayudarte a resolver estas cuestiones, lo mejor es\u00a0explicar qu\u00e9 es el inbound marketing, cu\u00e1les son los pilares fundamentales de una estrategia de inbound marketing y qu\u00e9 beneficios puede aportar a tu empresa.<\/p>\n<p><strong>\u00bfQu\u00e9 es el inbound marketing?<\/strong><\/p>\n<p>El inbound marketing o marketing de atracci\u00f3n es el conjunto de t\u00e9cnicas de marketing dirigidas a que sea el usuario quien te encuentre a ti, es decir, su objetivo es\u00a0<strong>captar la atenci\u00f3n de clientes aportando valor<\/strong>\u00a0y de una forma no intrusiva. Todo lo contrario al outbound marketing o marketing tradicional, que se caracteriza por ser muy intrusivo.<\/p>\n<p>Juan Luis Ramos Casado,\u00a0<strong>Channel Marketing Director de Sage<\/strong>, explica en unos de los webinars de la escuela que el inbound marketing nos ayuda a adaptar el mensaje que queremos hacer llegar a nuestros usuarios en funci\u00f3n de la fase en la que se encuentre ese cliente potencial. Si por ejemplo queremos impactar a un usuario que se encuentra en una fase inicial, de nada servir\u00e1 enviarle directamente nuestro productos para que los compre, sino que habr\u00e1 que ir ofreci\u00e9ndole contenido de valor para que acabe convirti\u00e9ndose en cliente.<\/p>\n<p><strong>Pilares fundamentales de una estrategia de inbound marketing<\/strong><\/p>\n<p>Para Ramos, experto en la implementaci\u00f3n de estrategias de inbound marketing, los pilares fundamentales son los siguientes:<\/p>\n<p><strong>1. Buyer persona.\u00a0<\/strong>Nos estamos refiriendo a nuestro p\u00fablico objetivo. Los buyer personas son representaciones ficticias de nuestros clientes ideales y nos ayudan a personalizar los contenidos seg\u00fan las necesidades y comportamiento de nuestros usuarios. Para construir un buyer persona, Juan Luis Ramos recomienda ir m\u00e1s all\u00e1 de la informaci\u00f3n que tengamos en la empresa y realizar una investigaci\u00f3n y recurrir a fuentes externas de informaci\u00f3n.<\/p>\n<p><strong>2. La estrategia de contenidos.<\/strong>\u00a0Para el experto en inbound marketing, cuando hablamos de estrategia de contenidos nos estamos refierendo a los siguientes puntos:<\/p>\n<p>\u2022\u00c1reas de contenido relevantes para los buyer personas que hemos definido previamente y que est\u00e9n relacionadas con nuestra actividad.<br \/>\n\u2022Mapear los contenidos basados en los buyer personas y en las fases del ciclo de compra.<br \/>\n\u2022Producir los entregables para cada una de las audiencias objetivo, para cada segmento, para cada fase de compra y para cada canal de difusi\u00f3n (blog, redes sociales, web\u2026).<\/p>\n<p><strong>3. El modelo de lead scoring.\u00a0<\/strong>Sirve para priorizar un lead frente a otros, es decir, nos ayuda a saber con qui\u00e9n debemos contactar antes porque tenemos m\u00e1s probabilidades de conseguir una oportunidad de venta real. El lead scoring model tambi\u00e9n sirve para mejorar la eficiencia de nuestros recursos e identificar en qu\u00e9 fase del proceso de compra se ecuentran los clientes potenciales. Para construir un modelo de lead scoring habitualmente se utilizan dos tipos de informaci\u00f3n: informaci\u00f3n expl\u00edcita (atributos que conscientemente establecemos como prioritarios porque responden al perfil de nuestro cliente ideal) e informaci\u00f3n impl\u00edcita (comportamiento online de nuestros contactos cada vez que interactuamos con ellos). Todo esta informaci\u00f3n va generando una puntuaci\u00f3n para cada usuario.<\/p>\n<p><strong>4. Los flujos de lead nurturing.<\/strong>\u00a0Consiste en construir relaciones con los clientes potenciales para mantener el contacto cuando todav\u00eda no est\u00e1n preparados para comprar para que cuando lo est\u00e9n, seamos capaces de cerrar esa venta. Esta t\u00e9cnica nos permite adaptar los impactos en funci\u00f3n al comportamiento de cada usuario, actualizar informaci\u00f3n autom\u00e1ticamente en nuestra base de datos o CRM, realizar segmentaciones o realizar la asignaci\u00f3n de leads a los comerciales.<\/p>\n<p><strong>Beneficios del inbound marketing para la empresa<a href=\"https:\/\/www.emagister.com\/spain-business-school-cursos-96935-centrodetalles.htm?sid=21&amp;pfichas=12168\" rel=\"attachment wp-att-24747\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-24747\" src=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/05\/SBS.png\" alt=\"SBS\" width=\"220\" height=\"147\" srcset=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/05\/SBS.png 220w, https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/05\/SBS-80x53.png 80w\" sizes=\"auto, (max-width: 220px) 100vw, 220px\" \/><\/a><\/strong><\/p>\n<p>Una buena estrategia de inbound marketing puede ofrecernos diversos beneficios como:<\/p>\n<p>\u2022Mayor conocimiento de nuestro p\u00fablico objetivo.<br \/>\n\u2022Aumento del engagement.<br \/>\n\u2022Reducci\u00f3n del coste de adquisici\u00f3n.<br \/>\n\u2022Aumento de conversiones.<br \/>\n\u2022Potencia el tr\u00e1fico de calidad.<br \/>\n\u2022Resultados medibles.<\/p>\n<p>Seg\u00fan datos de HubSpot y como explica Juan Luis Ramos en el webinar,\u00a0<strong>el inbound marketing aporta un 54% m\u00e1s de leads<\/strong>\u00a0que lo que generan las actividades tradicionales de outbound marketing. Adem\u00e1s, cuando ponemos en marcha estrategias de lead nurturing, el CTR de los emailings mejora respecto al email tradicional.<\/p>\n<p>Si quieres ver los webinar de Spain Business School sobre Inbound Marketing, puedes verlo en su\u00a0<strong>canal de YouTube<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4 style=\"text-align: justify;\">Fuente:\u00a0Blog\u00a0<span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Spain Business School&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14720,&quot;10&quot;:2,&quot;11&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:11}\">Spain Business School<\/span><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfCu\u00e1les son los pilares fundamentales de una estrategia de inbound marketing?, \u00bfpor qu\u00e9 puede ofrecernos resultados positivos?, \u00bfqu\u00e9 trabajo exige &#8230; <a title=\"Inbound marketing, \u00bfqu\u00e9 es y por qu\u00e9 es beneficioso para tu empresa?\" class=\"read-more\" href=\"https:\/\/www.emagister.com\/blog\/inbound-marketing-beneficioso-empresa\/\" aria-label=\"M\u00e1s en Inbound marketing, \u00bfqu\u00e9 es y por qu\u00e9 es beneficioso para tu empresa?\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":160,"featured_media":42316,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[785,759],"tags":[1416,1417,2752,2832,3265,3750,4104,10141,302],"class_list":["post-42014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nuestros-clientes","category-para-profesionales","tag-sbs","tag-spain-business-school","tag-inbound-marketing","tag-noticias-de-centros-de-formacion","tag-centros-de-formacion","tag-estrategias-de-marketing","tag-4104","tag-noticiaselpais","tag-marketing","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-25"],"acf":{"estilo_titulo":"light"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.1 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Inbound marketing, \u00bfqu\u00e9 es y por qu\u00e9 es beneficioso para tu empresa? - Blog Emagister<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emagister.com\/blog\/inbound-marketing-beneficioso-empresa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inbound marketing, \u00bfqu\u00e9 es y por qu\u00e9 es beneficioso para tu empresa?\" \/>\n<meta property=\"og:description\" content=\"\u00bfCu\u00e1les son los pilares fundamentales de una estrategia de inbound marketing?, \u00bfpor qu\u00e9 puede ofrecernos resultados positivos?, \u00bfqu\u00e9 trabajo exige ... 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