Implementing SEO Argentina strategies based on Inbound Marketing is essential for any company, due to the new changes in consumer behaviors as a result of technological and social evolution.
In Latin America, these types of modifications have occurred to a greater extent thanks to the pandemic that affected the entire world since 2020 and the periods of restriction and confinement that society faces.
These impediments to social coexistence encouraged the application of new modes of commerce, the case of electronic commerce, due to the need for people to continue consuming products of daily use, but with the difference that they could no longer do so physically and in person.
2020 was a year in which the way we live, communicate and, mainly, our purchasing behavior was completely revolutionized, it took a totally different path, having a great impact on marketing, especially the fact that strategies mainly focus to meet the needs of the population during the time of pandemic and confinement.
Society had to resort to the internet to make purchases, where many were still not familiar with this modality, including all Latin American countries.
The economic situation caused by the pandemic was directly and worryingly affected, since in most countries businesses were forced to close their doors and rethink new strategies for relating to customers, where they worked randomly and completely. different from how they were done previously.
Small and medium-sized companies faced a process of change where they had to accept that their market was never going to be the same and that they had to implement new ways to attract and convince customers despite everything.
Staying behind was no longer an option, the context made them adapt and react immediately, implementing new approaches to be able to relate to customers and thus provide them with productive content that, in addition to informing, can create a direct connection with the brand.
So companies that had already developed their search engine optimization (SEO) could satisfy the needs of users by providing the appropriate information, products and logistics for their deliveries.
While non-optimized sites had to face the world seeking the attention of online buyers.
Studies show that users took this form of electronic commerce as a new purchasing alternative, since being easier and more effective they could use it more than once.
Now that you know the importance and how Inbound marketing strategies work, we will present the case of MercadoLibre and how SEO Argentina helped it stand out from the crisis.
MERCADOLIBRE DURING THE PANDEMIC
Studies show that users took this form of electronic commerce as a new purchasing alternative, since being easier and more effective they could use it more than once.
Now that you know the importance and how Inbound marketing strategies work, we will present the case of MercadoLibre and how SEO Argentina helped it stand out from the crisis.
Adrian Magnacco, the senior SEO project manager at MercadoLibre Argentina, indicated that the strategies had been implemented 6 years before the pandemic, so they were able to adjust to socioeconomic changes.
People were afraid to buy things they hadn’t seen or couldn’t touch, which was a challenging factor, since in Latin America it is very difficult to get them to trust brands. They need to know that they can buy something with the security of being able to return it if they don’t like it.
The pandemic brought a change in consumer behavior, people could not go out and buy in a physical store, so they had to look for new ways of shopping to satisfy their needs.
The importance of providing a satisfactory experience, based on user trust, is the most important thing for the success of SEO strategies.
Google is considered the greatest authority for users, so they place their complete trust in what they see at the top. They are no longer even based on brands, but on the best results when performing a search.
SEO is essential because of the organic traffic it provides to people who have a need.
At MercadoLibre they not only care about the techniques of the website, but they also work to provide the best experience to users, Google realizes that and helps positioning.
SEO helps to obtain better conversion rates and is essential for any company, since your investment will be seen successfully.
Therein lies the importance of marketing for any company, especially Inbound Marketing, which is responsible for attracting the public and carrying out marketing strategies, but in a non-invasive way.
But what do we mean when we talk about Inbound Marketing?
WHAT IS INBOUND MARKETING?
It is a strategy that seeks to attract potential customers by creating valuable content that solves their needs. It integrates non-intrusive and friendly advertising and digital marketing techniques, with the aim of communicating with the user throughout the purchasing process, from the first time they hear about the brand, until the final transaction is presented.
Its purpose is to attract and convince potential clients or leads to present them with solutions, so that a relationship of loyalty is created and they can also become ambassadors of your brand.
Basically, Inbound works like a magnet, attracting the customer through the attractive content published.
HOW IS IT APPLIED IN YOUR STRATEGY?
Inbound Marketing has been practiced for a long time by the first precursors of marketing, although the term began to be used mainly by Brian Halligan, co-founder of the American company HubSpot.
But it is a strategy that has been going on for several centuries. According to Peter Drucker, founder of modern marketing, the implementation of this technique originates in the 1850s, where tactics were used to generate consumer interest in a new agricultural product.
Later, in 1888, the first publications of catalogs were made, which became a very useful tool for sales.
The 1950s and 1960s were when marketing research tactics evolved, allowing marketers to gather relevant information about consumer habits and interests to create segmented, niche campaigns. consumers.
Although outbound campaigns were also used, such as outdoor advertising, television, radio, etc.; Drucker’s theories gained popularity in the 1970s, since he considered that market segmentation was the basis for creating successful marketing strategies. He said that “the meaning of marketing was to know and understand the customer so that the product and service fit them and sold themselves.”
With this, the company sought to only make the product or service available to the customer so that their attention could be obtained through logistics instead of sales.
Therefore, it is necessary to win over the customer with what they want to consume, and with digital transformations, it is increasingly easier to provide users with the tools to find the options they are specifically looking for.
And today, when inbound moved to the digital world, it was since the arrival of the internet that marketing was revolutionized.
The first search engine was launched in 1995, SEO was born in 1997 and in 2000 PPC advertising began, and immediately the main social networks were born: LinkedIn in 2002, Facebook in 2004, YouTube in 2005 and Twitter in 2006.
In 2010, mobile phones were implemented into our lives, drastically changing the use of the Internet and communication and consumption habits, so companies had to adapt to them so as not to be left behind.
Consumers began to communicate and express their tastes and needs, they went from being passive to active in their consumer interactions, in this way communication between customer and brand became bidirectional, where the user became the center of marketing strategies. current.
In this way, marketers began to create experiences for each user niche, adapting their purchasing processes.
In 2005, the concept of Inbound Marketing was born, by Brian Halligan, Dharmesh Shah and David Meerman, then Hubspot was founded, the brand that popularized this methodology in 2004, it is a platform that offers advice, tools, certifications, tutorials and much more to develop inbound marketing strategies.
Let’s now look at the main differences between inbound marketing and outbound marketing.
INBOUND VS. OUTBOUND MARKETING
Studies show that users took this form of electronic commerce as a new purchasing alternative, since being easier and more effective they could use it more than once.
Now that you know the importance and how Inbound marketing strategies work, we will present the case of MercadoLibre and how SEO Argentina helped it stand out from the crisis.
Adrian Magnacco, the senior SEO project manager at MercadoLibre Argentina, indicated that the strategies had been implemented 6 years before the pandemic, so they were able to adjust to socioeconomic changes.
OUTBOUND MARKETING
Outbound Marketing strategies refer to the practices that are used as “basic” for marketing, for example:
- Radio and TV advertisements
- Direct contact by phone or email
- Sales booth at events
- Printed brochures
- Visual or newspaper advertising
The cost of these strategies is higher and it is not always possible to accurately measure the results.
Its main features are:
UNILATERAL COMMUNICATION
The consumer has no voice, they simply observe the brand, they have no other direct interaction.
CONSTANT INTERRUPTION
The consumption experience is paused so that the speech can be delivered by the brand.
LOWER ENGAGEMENT
If the product or service is of no interest to the user, then it will have little effect on them.
INBOUND MARKETING
On the other hand, inbound is based on the creation of relevant content to attract the public’s attention through channels such as:
- Social networks
- Blogs
- Email marketing
The cost, in addition to being lower, the results can be measured more precisely.
Its main features are:
OPEN COMMUNICATION
The brand and the client interact directly in a personal way, their communication is open and constant.
CONTINUITY
The message is transmitted continuously, at the most opportune moments, without interrupting customers.
GREATER ENGAGEMENT
The generation of value, thanks to constant and uninterrupted communication, creates a relationship of trust between the customer and the brand, where the commitment is greater and there is greater interest in making the purchase.
Now that we know the difference between Inbound and Outbound, let’s look at the benefits we will have by implementing these customer attraction strategies.
THE BEST OF INBOUND MARKETING
Attracting potential customers through relevant content has multiple benefits for any company. Since traditional marketing models have some deficiencies in effectiveness, Inbound, on the contrary, has everything necessary to build a strong brand and increase sales.
Let’s look at the benefits:
THE BEST OF INBOUND MARKETING
Attracting potential customers through relevant content has multiple benefits for any company. Since traditional marketing models have some deficiencies in effectiveness, Inbound, on the contrary, has everything necessary to build a strong brand and increase sales.
Let’s look at the benefits:
1. SEGMENTATION OF THE RIGHT AUDIENCE
A well-developed inbound strategy increases the audience that has contact with the brand thanks to the effective segmentation previously carried out based on content.
The most important thing is quality before quantity of public; and with the help of these highly segmented contents they allow the target audience to be reached.
It has been proven in company statistics that content marketing has a conversion rate almost 6 times higher than those that do not use the strategies.
Correct segmentation and the development of well-targeted content draw the attention of users who are interested in a certain product or service, which increases the likelihood of future purchases.
2. EFFECTIVE PERSUASION POWER
To close a sale you need to have persuasion.
During the inbound process, the information that the client needs is shared, giving them enough time to convince themselves and continue investigating about it.
Inbound marketing has a greater power of knowledge, since all its communication is based on solid data, which is also interesting for the client.
3. SHORTER SALES CYCLE
The sales cycle is considered as the time the company spends from the first contact to the closing of the sale, taking into account each of the stages of the sales process.
The longer it takes to carry out a process, the higher the cost will be, so this factor must be considered to make the process more effective and reduce expenses.
Thanks to the relevance and personalization of the content, the flow of leads through the sales funnel is accelerated, which places them in the purchase decision stage quickly.
This generates an increase in sales and a decrease in costs.
4. COST REDUCTION
In addition to reducing acquisition costs, inbound is also cheaper because you do not have to invest in traditional solutions such as outbound marketing.
This cost reduction is a more efficient investment, where resources are not wasted and the budget is larger to focus on truly useful tactics, and continue implementing Inbound Marketing.
INBOUND MARKETING STAGES
We will soon understand how it works and what the stages of inbound marketing are.
The cycle occurs from the moment the user makes the first contact, including all the processes in which the user becomes an end customer and the product is purchased.
1. ATTRACT
Inbound focuses on attracting the buyer persona through personalized content. Thanks to these “first layer” content, companies can capture the attention of users to access digital channels, such as the company blog. so they can find out about the site.
SEO Argentina is a key factor, on which all the success of the strategy will be based, this thanks to the visibility and positioning obtained by being a leader in the SERPs, Google results page.
It must be ensured that the blog content is perfectly created, since this SEO strategy will help to get traffic, and it will also ensure that the content is shared on social networks and thus generates greater audience attraction to the site.
2. CONVERT
Once the user has gone through the discovery phase and has been informed, then the goal is to lead the visitor to become a contact.
This is achieved by obtaining the user’s data, such as name, company, position and, above all, email address. To guarantee this process, relevant, personalized and free content must be offered in exchange for your data.
In this way, the company will be able to generate a database, where these leads can be transformed into potential clients.
Some of the most useful tools for this stage are Ebooks, webinars, videos, templates, etc.
3. SELL
Now, for the user to go from being a lead to being a real consumer of products and services, they must be accompanied throughout their customer journey until they feel ready to make the purchase.
In order to reach that stage, inbound Marketing uses two strategies focused on qualifying the proximity to the purchase phase. Lead scoring and lead nurturing.
LEAD SCORING
In this process, points will be given or removed focusing on the lead that has been executed on the site, in order to identify how ready the user is for the sale.
LEAD NURTURING
In this phase, personalized content strategies are created, where each contact will complement their nutrition of the topic and thus increase interest in the company’s products or services.
4. BUILD LOYALTY
This is the final phase of the funnel, since it is much better to maintain customers than attract new ones.
Keeping customers satisfied by providing them with valuable information is an excellent method to provide the best experience. Thanks to tools such as satisfaction surveys or chatbots, this customer-brand interaction is improved.
IMPLEMENT STRATEGIES FOR YOUR COMPANY
Optimizing your company’s website will help your business grow and attract more and more potential customers. By using Inbound Marketing strategies.
At Diseño y Optimización Online, the best SEO and digital marketing agency in Mexico and Latin America, we will provide you with a comprehensive service to improve your positioning and web visibility with proven techniques in SEO, SEM, SMM, email marketing, link building and different digital marketing strategies to attract more potential customers, who convert into sales and help your business grow.
Contact us today to learn more about our services and how Argentina SEO for your website can help you generate more leads and grow your business. We have consultants in the main cities of the Mexican Republic, Peru, Colombia, Chile and the United States of America. Call us from anywhere in Mexico at (800) 890 3864 or fill out the form on our site to receive a free complete analysis of your website.