{"id":23345,"date":"2015-02-07T10:15:23","date_gmt":"2015-02-07T09:15:23","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=23345"},"modified":"2024-08-02T14:07:24","modified_gmt":"2024-08-02T14:07:24","slug":"inbound-marketing-cose-e-perche-ti-deve-interessare","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/inbound-marketing-cose-e-perche-ti-deve-interessare\/","title":{"rendered":"Inbound Marketing: cos\u2019\u00e8 e perch\u00e9 ti deve interessare?"},"content":{"rendered":"<p>La scorsa settimana ti ho parlato di target e <a title=\"Aumenta l\u2019efficacia della tua comunicazione con le personas\" href=\"https:\/\/www.artera.net\/it\/blog\/web-marketing\/aumenta-lefficacia-della-tua-comunicazione-con-le-personas\" target=\"_blank\" rel=\"noopener noreferrer\">personas<\/a> e ho concluso il post accennandoti l&#8217;argomento di questa settimana: l\u2019<strong>Inbound Marketing<\/strong>, che si concentra sulla creazione di contenuti educativi e accattivanti per attirare clienti.<\/p>\n<h2>Cos&#8217;\u00e8 l&#8217;Inbound Marketing?<\/h2>\n<p>Le definizioni ufficiali sono molte. Wikipedia riporta questa (che a sua volta \u00e8 tratta\u00a0dal libro di Jacopo Matteuzzi &#8220;Inbound Marketing&#8221;:<\/p>\n<p><cite>&#8220;Il termine\u00a0inbound marketing\u00a0indica una modalit\u00e0 di\u00a0marketing\u00a0centrata sull&#8217;essere trovati da potenziali clienti (outside-in) in contrasto alla modalit\u00e0 tradizionale, detta anche outbound marketing (inside-out) che \u00e8 imperniata su un messaggio direzionato unicamente verso il cliente. Con l&#8217;Inbound <strong>si passa dall&#8217;Interruption al\u00a0Permission Marketing<\/strong>: l&#8217;audience va conquistata fornendo contenuti interessanti e utili per il target di riferimento, non interrotta.&#8221;<\/cite><\/p>\n<h2>A cosa siamo di fronte quindi?<\/h2>\n<p>Molto semplice: se prima tutte le attivit\u00e0 di comunicazione erano concentrate al cliente, oggi l\u2019<strong>inbound marketing<\/strong> riassume tutte le attivit\u00e0 che mirano al suo coinvolgimento naturale e spontaneo. Le <em>personas<\/em> fanno parte di queste attivit\u00e0 perch\u00e9 permettono di aiutarci a capire meglio colui verso il quale stiamo dirigendo la nostra attenzione.<\/p>\n<p>Con l\u2019avvento dei social network il modo di comunicare \u00e8 cambiato, questa ormai per noi \u00e8 storia. Prima chi lavorava nel marketing e pianificava strategie lavorava per compartimenti stagni e l\u2019utente poteva trovare in diverse professionalit\u00e0 soluzioni differenti che viaggiavano parallelamente in funzione di uno stesso obiettivo: chi faceva il sito, chi la grafica, chi si occupava di pubblicit\u00e0. Cambia il modo di interagire e di comunicare, ma questo non significa che il &#8216;vecchio&#8217; \u00e8 da abbandonare per il &#8216;nuovo&#8217;.<\/p>\n<p>Oggi non \u00e8 pi\u00f9 possibile dividere in maniera netta tutte queste attivit\u00e0 perch\u00e9 tutto concorre e si interseca in un moto continuo e perpetuo puntando a un solo obiettivo: <strong>creare engagement<\/strong>, arrivare primi del tuo competitor, conquistare la fiducia del tuo potenziale cliente. Quello che \u00e8 cambiato \u00e8 che oggi chi fa comunicazione finalmente torna a considerare le persone come esseri umani da coinvolgere, con cui dialogare e non come clienti o strumenti per implementare il proprio budget.<\/p>\n<h2>Quali sono le attivit\u00e0 principali dell\u2019Inbound Marketing?<\/h2>\n<p>Come prima cosa&#8230; b\u00e8&#8230; c\u2019\u00e8 da domandarselo? <a title=\"Content is king: i 4 punti essenziali nei Social Media\" href=\"https:\/\/www.artera.net\/it\/blog\/social-network\/content-is-king-social-media\" target=\"_blank\" rel=\"noopener noreferrer\">Content is king, ricordi?<\/a> Certo, al primo posto mettiamo il <strong>contenuto<\/strong> che deve essere di qualit\u00e0, genuino, emozionante coinvolgente. Il contenuto che pu\u00f2 rendere vivo il tuo blog e \u00a0da cui poi partire per le condivisioni sui vari social network.<\/p>\n<p>Un buon contenuto che per\u00f2 non rispetta i <strong>parametri SEO<\/strong> fatica a posizionarsi sul web. Ecco perch\u00e9 come seconda attivit\u00e0 troviamo proprio la SEO: ovvero la disciplina che mira a indicizzare in maniera ottimale i tuoi contenuti e quindi il tuo sito sui principali motori di ricerca.<\/p>\n<p>Ora che abbiamo un buon contenuto e che il nostro sito lo supporta ben bene \u00e8 il caso di condividerlo, giusto? Ecco quindi che al terzo posto troviamo i <strong>social network<\/strong> e tutte le attivit\u00e0 ad essi correlate.<\/p>\n<p>Non pu\u00f2 essere dimenticata in questa carrellata di elementi essenziali per l&#8217;Inbound Marketing, l\u2019<strong>email marketing<\/strong> che nonostante molti lo considerino un metodo <em>old<\/em>, invece restituisce valore supportando ottimamente tutte le attivit\u00e0 fin qui esposte.<\/p>\n<p>L&#8217;<strong>analisi costante<\/strong> e continua dei tuoi risultati per capire che strada strada stai percorrendo, se stai sbagliando qualcosa o, al contrario se tutta la strategia sta andando bene \u00e8 l&#8217;ultima grande macro area.<\/p>\n<h2>Qual \u00e8 il fine dell&#8217;Inbound Marketing?<\/h2>\n<p>Come per tutte le attivit\u00e0, il fine \u00e8 la <em><strong>lead generation<\/strong><\/em>, la generazione di contatti da convertire in clienti.\u00a0Non pensare per\u00f2 che quella esposta sopra sia una classifica in ordine di importanza, immagina piuttosto le diverse attivit\u00e0 come in questo schema:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-23347\" src=\"https:\/\/www.artera.net\/wp-content\/uploads\/2015\/02\/full-spectrum-inbound-marketing.jpg\" alt=\"full-spectrum-inbound-marketing\" width=\"268\" height=\"280\" \/><\/p>\n<p>La panoramica che ti ho proposto ti ha introdotto in un mondo molto complesso, con temi e argomenti che necessitano di approfondimenti per essere appresi e compresi.<\/p>\n<p>Se ti stai chiedendo se sia una via facile la mia risposta \u00e8 no: lavorare su una strategia di <strong>Inbound Marketing<\/strong> richiede tempo, dedizione, perseveranza. I risultati li otterrai, ma nel tempo e la resilienza sar\u00e0 la tua pi\u00f9 fedele alleata.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La scorsa settimana ti ho parlato di target e personas e ho concluso il post accennandoti l&#8217;argomento di questa settimana: l\u2019<strong>Inbound Marketing<\/strong>, che si concentra sulla creazione di contenuti educativi e accattivanti per attirare clienti.<\/p>\n","protected":false},"author":4,"featured_media":23360,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[206,318,48],"class_list":["post-23345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-contenuti","tag-target","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Che cos&#039;\u00e8 l&#039;Inbound Marketing? 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