5 ideas to optimize inbound marketing strategies

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To create better Inbound Marketing strategies , we must know our client advertising database or audience. It is the basis of the phenomenon that voluntarily proposes to retain our users. To successfully carry out this activity, we need to internally strengthen three concepts: create, publish and generate valuable content. We must think of our site as a service that provides educational information, generating a constructive experience for the user.

We often come across cases of quick success , social networks that gain a large number of followers suddenly. However, how many followers interact with the content? How many likes do they get? Do they share the material? Another problem of sudden success is the one suffered by websites that get considerable daily traffic, but fail to retain their readers. The only remedy for this disease is to provide the content that the user demands. We review five ideas to optimize Inbound Marketing strategies :

Research and plan
Listening to our users. We need to know exactly who our potential client or audience is. There are various internal practices conditioned by the interest of the brand or the media in order to reveal, for example: their musical, sporting, ideological tastes, among others; or simply to know the public I am addressing: age, gender, country of residence. This process should not be invasive, in order to provoke genuine feedback . A better communication thread allows for a deeper search. In addition to contributing to a more pleasant climate for the user.

Social media is the preferred channel for interacting with the recipient. Responding instantly to the Internet user's concern favors the relationship. In addition, the use of hashtags to replicate the content with other users, and complementing it with surveys to ask specific questions.

Generate valuable content
Content is king . Generating valuable content is a decision that unleashes benefits in all digital environments. Creating a differential material returns the recognition of users for visiting a site that generates constructive material, providing knowledge. Developing extensive multimedia notes, with reliable sources, on a narrative where the reader plays an active role. In addition, it is the best choice to attract search engines.


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Web positioning
Search engines are the preferred medium for browsing the Internet ( Google is the most used). Taking into account the keys for better web positioning is not only an opportunity to connect with potential clients or audiences, it also allows us to be the best option. How many pages do we look at after performing a search? How many links do we open? There are three key steps for search engines to register us:

-Keywords: define the words in the text that identify the central theme of the article.

-Tags: place the post in different categories to improve indexing.


-Hyperlinks (links): redirect the reader to another web page

Share and measure
Check the statistics section. What are the most visited articles? Study the success story. Analyze how I formulated the post, what are the differences it presents with the rest of the content. The use of multimedia content, the length of the text, guidelines that mark the differential content. Study the channel where they interact the most, the shared files, etc. What is the user's behavior on the site?

Loyalty
Once we have a certain amount of customers or audience, we must work to keep it. This mission is more difficult than attracting new users. The concept of loyalty encompasses all the ideas to optimize Inbound Marketing strategies . That is to say: we need to generate optimal communication, create educational content, be easily tracked by Internet users, and measure which are the best-selling products or the most visited articles.

Service Journalism
The phenomenon affected the world of digital journalism. How to develop Inbound Marketing strategies in the media? La Nación launched the first Spanish-language newscast (on-demand) , an audiovisual news format. One more step in the digital transformation, with a responsive model that improves the user experience , connecting through smartphones, a tablet, or a personal computer.