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Estimated reading time: 7 minutes, 31 secondsWhen Bas asked us bloggers what we like the most about State of Search (the predecessor of State of Digital). I love how we may not agree in some few things, but I love how every voice and opinion is welcome and accepted in State of Search.
A premise: this is my take about Inbound Marketing and about why it is not a buzzword and why it is a strategy and not a tactic, and I am not referring to any other definition existing of Inbound Marketing, for instance the Hubspot or SEOmoz ones.
And I will use Inbound Marketing because it is a known term, but if you don’t like it, you can change it with Internet Marketing or even Donald Duck!
As it is evident with this Venn, Inbound Marketing is that Internet Marketing strategy, which is based on the synergy of SEO, Social Media, Content Marketing and Analytics. This means that SEO, Social Media, Content Marketing and Analytics are not synonymous with Inbound Marketing, but they are essential to its existence. The Venn is quite clear even for understanding how each of these disciplines has a value of its own, how it can naturally interact with one or more of the others and, finally, how all can contribute to a common strategy, which is – again – what I define as Inbound Marketing. Many facets of SEO, for example those typically technical, quite always don’t need the intervention of other disciplines. However, there are other aspects of SEO, where it has a natural closer relationship with them. In Spain, where I live, all the actions that see the collaboration between SEO and Social Media are classified under the name of SEOcial. It is now quite obvious that SEO can have nothing but excellent results from an effective synergy with Social Media, not only because the success in Social Media has an interesting degree of correlation with rankings (and if the social network is Google Plus that is more than obvious), but also because Social Media is right now the best tool an SEO has available to create those relationships, which can ultimately lead to a successful link building campaign. Now, however, Content Marketing is essential for the success of any serious SEO Strategy, because the better is its quality the easier are outreach and link building for SEO (and we should not forget Panda and Penguin).
Content Marketers, however, have everything to gain with a proper collaboration with SEOs too. For example, it is SEO what can tell them what is the thesaurus of words and concepts and queries the targeted audience use. I could go on in the description of all the other possible combinations of SEO, Social Media, Content Marketing and Analytics, which make up the complex world of Internet Marketing, but I think everyone can easily cite at least one tactic in which these disciplines work together. Inbound Marketing, as I said before, is the product of the combined action of all these four disciplines.
Tactics are the SEO, Content, Social and Analytics actions, with which the Inbound Strategy develops itself. Somehow, it is the same sophistication of the actual Internet Marketing that requires the existence of Inbound Marketing and the figure of the Inbound Strategist. An SEO strategist has neither the time nor the knowledge to be able to commit the most of his work and simultaneously managing the Content Marketing, Social Media and Analytics areas.
SEO, Social Media, Content and Analytics strategist, then, elaborate their corresponding strategies, taking into account the coexistence and compatibility of their own strategies and the Inbound one. That model, however, in my opinion should be the one the agencies, which declare to offer Inbound Marketing services, follow.
For this reason, those SEO agencies who have not within them the representative figures of all those four areas do not offer Inbound Marketing in the strict sense, but SEO: advanced, content-oriented, call it what you want, but always SEO.
Nor Inbound Agencies are those, which, despite of offering services in all the typical areas of Inbound Marketing, do not provide the figure of the Inbound Strategist such as I have described it above.
And SEOs are Inbound Marketers when they collaborate with other professionals from other areas of Internet Marketing to develop a common Inbound Marketing strategy; but remain essentially SEOs, as they always were.
Keep up with the latest digital marketing developments, views and how-tos through State of Digital’s digest newsletters. Gianluca Fiorelli is an SEO and Web Marketing Strategist, who operates in the Italian, Spanish and English speaking countries market. You even state that you “will use Inbound Marketing because it is a known term, but if you don’t like it, you can change it with Internet Marketing or even Donald Duck!
It is precisely because of the importance of what we call things that epistemology and semantics are such vital aspects of any philosophical debate. There is very little agreement among practitioners regarding the functions that should even fall within an SEO’s area of responsibility. Personally, I consider any aspect of optimization of the overall performance and effectiveness of a client’s online presence to be part of my responsibility.
As I said, the strategy you describe of achieving synergy between all efforts is essential, and I support it wholeheartedly. The social media are internet platforms that allows individual to share and create ideas and information as well as multimedia files majorly pictures and videos. Marketing basically entails taking your goods to prospective buyers and trying to sell to them. Having the ability to broadcast your products to a wide range of people allows more prospective buyers to have knowledge of your products and how they can buy it.
You can reach out to a lot more people with your products on social media than other mass media platforms and other marketing means such as one on one advertisement and crowdsourcing amongst others.
To market your products on social media networks for free, all you would need to do is to write a good quality article about your product and paste on popular social media networks. Paying for online marketing however could be as cheap as less than a dollar to thousands of dollars depending on how much you are willing to spend on the advertisements. The social media marketing platform is therefore one that you could benefit from as it is very easy to reach over 500 million people with information about your products for free. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
In October 2010 Accenture published a useful new guide to social CRM summarising the transformation required in organisations by the advent of Social CRM. Today, the choice of service channels is so much wider, meaning companies must seek to deliver online customer service through Email, Facebook, Twitter and You Tube as explained in our post on online customer service best practice.
We've talked about how every organisation has to introduce publishing processes to produce the exceptional quality content needed for inbound marketing. Social CRM has been around as a concept for a couple of years now, but this is the best report I have seen which has a definition and outlines the strategy issues which need management. The report is written by Jeremiah Owyang, ex Forrester Research, but now an analyst at the Altimeter Group.

The report doesn't define social CRM, instead seeking to show the scope of how it can apply in organisations through this diagram, which is a very useful framework, both for defining social CRM and defining a strategy. In the definition I have deliberately avoided using the term "social networks" since conservations can occur across a range of site types, including Facebook and Twitter, but also a companies own blog, third-part blogs, reviews-and-ratings sites or in neutral web self-service forums like Get Satisfaction. The scope of social CRM is well illustrated grouped within the 6 business application areas in the chart above. A social CRM strategy can be developed by reviewing and prioritising options in each of the 6 business applications above.
The only real problem with social media marketing is reach and time, The internet is growing exponentially and it now takes to much time to market online properly. Too often businesses think that if they advertise everywhere and post everything on social media, they will magically receive countless leads, more loyal customers and increase their bottom line.  In order for you to craft the right messages to get concerted results, you must identify what outcome you are looking for and then proceed to target the right market with the right message through the right medium! 5 Key Social Media Trends Surfacing at Social Media Marketing World You are using an outdated browser. If I had to pick a single social media trend driving conversations at #SMMW13, it would be the convergence of social and content marketing.
By continuing to browse without changing your cookie options, you accept the use of cookies for the provision of services and offers specific to your interests. Digital marketingWe work together with our clients to define the global communication strategy for all communication channels, including corporate web site, other web sites such as loyalty or e-commerce web sites, mobile applications and social media, but also news letters sent to clients and marketing campaigns aimed at clients or prospects.
And I know that many of you, dear readers, have instinctively wrinkled your nose when you read those two words. Well, because most of the time I see it torn down over the base of what I consider misunderstandings of its concepts, especially the one for which Inbound Marketing is a new definition of SEO.
If these four disciplines are all present in the digital marketing plan of a business company, but they work separately neither have a common strategy and common objectives, then we cannot say that that business company is doing Inbound Marketing.
Because, the result of a real Inbound Strategy is always greater than the sum of the positive results achieved by SEO, Social Media, Content Marketing and Analytics alone. Or it would the case to contract the services of a Inbound Strategist Consultant or of an Inbound Marketing Agency. We need to define what we mean when we use a phrase to indicate a specific concept, or any argument about that concept becomes meaningless.
Some say linkbuilding is a separate thing, some say content management or social media are their own gig.
But I don’t do linkbuilding, much like a builder might choose to not do his own concrete foundations. A clean office will help you put up a good show and your work efficiency would be enhanced too. I think you’re really heading in the right direction in terms of the modern definition of inbound marketing.
Isn’t that also Inbound Marketing, and shouldn’t there be more decision makers be included into the process? With the penetration of the Internet into every country of the world and even rural communities, a lot of social media platforms have been able to spring up and continue to grow.
To achieve this however, you first of all need to know where the people are (especially the people who would be interested in the particular product you want to sell). The major way of reaching a wide population of people before the advent of the Internet and the social media was through the mass media. Advertising your products in a radio or television station which for example is another type of strategy would require you to first of all pay for the production of the jingles or clips which would be played. It would cost prospective buyers just their internet subscription which in most cases would be less than 100kb to send you a message about their interest in your product and their questions. You could also appeal to your friends to like the article so that their friends can also see it. For less than 10 dollars however, you can reach out to millions of people with information about your product. This is useful addition to the framework of 18 CRM processes of Social CRM covered in the Altimeter Social CRM report from earlier in 2010 covered later in this briefing.
Here a combination of outbound and inbound marketing occurs through a relatively number of channels. Likewise Social CRM requires a new customer service process integrated with this publishing process shown in the Accenture report.
The report has a useful chart to assist prioritisation - it shows which applications are most popular; currently the social listening tools. That is why many businesses are outsourcing their SocioViral marketing to established companies like Magicbuz who have been doing this for a few years.
Understanding who your client is will help you serve their needs and keep them coming back. Identifying specific desired objectives vis-a-vis each stakeholder, determining specifically the membership of each stakeholder group, examining media preferences of each group, development of a step by step plan to implement necessary tactics, and using evaluative research to check on the communication process (us and timing of tactics) and measuring the extent to which one has achieved the measurable objectives for each stakeholder group.
In interviews, Jason Miller, resident Social Media Strategist at Marketo, has admitted that he agrees, and “believes that this is the year where content and social media will convene into the driving force behind organizations’ marketing strategies.”2.
The whole communication strategy has to be coherent and homogeneous across all communication channels used by the company. Whether one chooses to call the foundation a part of the builder’s function is an individual choice.
In order for you to see this page as it is meant to appear, we ask that you please re-enable your Javascript! Social media platforms are classified into forums, online communities, social networks and social gaming amongst others. The next step would then be trying to persuade them by giving them reasons why your product is good for them as well as why your particular product is better than that of the other competitors.
While digital media is also a part of mass media which includes the Internet and mobile mass communication, mass media in this article is limited to other forms of mass media apart from the digital media. Furthermore, you have to pay for airtime which is expensive depending on the popularity of the radio or television station. With just 5 initial likes on your article on facebook, about 5,000 people would already be seeing it, depending on the number of friends your 5 friends have.

Monitoring, analysis and response of customer conversations through social listening tools. Understanding where prospects are discussing selection of products and services offered by you and competitors and determining the best way to get involved in the conversation to influence sales and generate leads. Using conversations to foster new product development or enhance online offerings is one of the most exciting forms of social CRM for me.
This is ebusiness collaboration within an organisation through an intranet and other software tools to encourage all forms of collaboration which support business process. This references the use of social CRM to enhance A the customer experience and add value to a brand which is implied by many of the other aspects above. Finding relationships between an individual customer or grouped segments using different social platforms, e.g. This means taking a serious look at the inner workings of your marketing and social media plan. Engagement Goes DeeperFor many brands who are just starting a presence on Facebook, Twitter, and Pinterest, any engagement is a good thing.
Because it is very difficult to convert a lead to a real customer until and unless the delivery model and the internal work process to support the end to end solutions work synchronously. Some examples of social media platforms include facebook, twitter, whatsapp, blogspot and wordpress amongst others. These include television stations, radio stations, magazines, books, movies, music and newspaper. In other forms of advertising however, either you are there physically with the person who might have incurred transportation costs, or the person would have to call you on phone. Now imagine if about 100 of the other 5,000 people decides to also like the article on your friends page.
I think the report misses a discussion on integration of social marketing into other campaign tactics like email marketing. It gives the examples of using VIP programmes offering collaboration between customers with shared characteristics to add value and create advocacy. Like many solid marketing companies the expense of having them is outweighed by the amount of new business they are able to bring in.
Doing an internal and external audit of where your business really is, and not where you think it is, will give you a real picture of where you stand.  This would also be a good place to examine your strengths and weaknesses.  What are you doing right and what have you done that hasn’t worked? Posts that gain “Likes” and “Shares” are certainly rewarding, but paying attention to Facebook Insights is crucial. Benchmarking websites, mobile applications, presence on social networks helps in the definition of communication strategy and positioning your company against competitors and focusing on differentiators.
Once the lead gets converted to a customer then the success story needs to be published properly into the Web Site. However, the numbers of people you can reach on social media platforms are much than the numbers of people you can reach through any other platform in the world. It is thus easier to receive feedback and to respond to them on social media platform marketing than other platforms. You would already be reaching out to 100s of thousands of people out of which some others would still like and you are already reaching millions of people. Amy Porterfield, co-author of Facebook Marketing for Dummies believes that a leading social media trend will be looking deeper at  engagement, as a tool for learning more about your audience.3. Most of the social media platforms however also have paid advertisements which allow you to reach out to a wider range of people.
Research is a critical component that too often is left out of the planning process.    Research is a continual part of the process that you have to take time to achieve if you want your overall plan to be succinct and, most of all, successful. Lucky you if you managed to attend it rubbing shoulders with some of the biggest names in the industry, including Guy Kawasaki and Chris Brogan! Podcasting Gains SteamOne of the most-effective ways to be heard could be to literally invest in publishing branded sound bytes. This is a Cyclical process and probably the new definition of the Next Generation Marketing. The amount you would however pay for this is much cheaper than what you would pay on other marketing platforms. You probably had the luxury of cruising gorgeous San Diego bay in the evenings on a private yacht. One of the powerhouses behind the conference, Social Media Examiner founder Michael Stelzner reported that a recent survey of 3,000 marketers revealed there would be an 800% increase in podcasting in 2013. Between inspiring conversations with other experts and the exciting roster of speakers, I’ve had the pleasure of gaining some insight on the biggest social media trends of 2013.I’ll be sharing highlights of my experience in a series of blog articles.
Approximately 1 in 7 people on the planet have a mobile-enabled device, allowing convenient access to podcasts.4.
Tune in for more insights over the next few days, and in the meantime, enjoy this sneak peek at the hottest social media trends that are right around the corner for your brand:1. Social Commerce GrowsDespite the meteoric rise of social media, consumers still trust recommendations from family and friends more than any paid media, or online review websites. Content is Social2011 was the year where social media marketing became a runaway phenomenon. Viveka Von Rosen, CEO of LinkedIn to Business, predicts a rise in social commerce, like Facebook’s graph search.
More social media networks will likely invest in tools that allow users to explore their friends’ and families’ “Likes” and experiences with brands.5. 2013 is the year where companies are beginning to realize that you simply can’t gain an audience without social media, and you can’t educate and engage without branded content. Personalization MattersPersonalization is really nothing new, but as the internet becomes more sophisticated, it’s becoming increasingly possible for brands to develop real friendships with customers.

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