According to Hubspot , Colombia has a wide variety of digital agencies and is the first to implement the Inbound philosophy throughout Latin America.
Nowadays, a large number of companies and agencies are working together in the market to create digital strategies that allow them to attract visitors, convert them into leads and close sales.
Enrique Fernández, CEO of Increnta, one of the pioneering inbound marketing companies in Colombia , says that the role of digital and advertising agencies in Colombia is becoming more relevant every day.
According to Colombia's 2019 Digital Situation Statistics , total spending on digital advertising investment was $951 million.
Digital agencies in Colombia (including Branch) have adopted practices with their clients, and within their own business culture, that integrate inbound marketing as an important business philosophy.
Understanding inbound marketing
Inbound marketing is about making the most of the potential of online and mobile searches to position brands, attract buyers and build customer loyalty.
To do this, valuable content is designed for consumers in the form of blog posts and social media posts that connect with the different stages of those people's buyer journey .
Then, data such as name, email, and phone number are requested through calls to action and landing pages in exchange for educational content offers ( lead magnets ) that spark greater interest in visitors.
The data of qualified leads who have shown the greatest interest and wish to receive detailed information about products and/or services are sent to the sales department to be contacted by specialized customer service agents.
This entire cycle constitutes the inbound marketing methodology and is a continuous process that digital agencies in Colombia carry out with their clients.
Read also: The 3 stages of the inbound marketing methodology
How important is it to promote inbound marketing in Colombia?
Digital inbound marketing agencies in Colombia promote , both inside and outside their business, the inbound marketing methodology as an attractive process for today's consumers, who are tired of disruptive advertising that does not add any value to their lives.
In this sense, inbound marketing, in addition to being a business philosophy, became a proposal that enriches the services offered by companies dedicated to digital marketing .
In Colombia, brands that strategically design each of their steps within competitive markets and rely on inbound digital agencies offer better service and put the customer at the center.
This ensures that consumers feel heard by brands and can enjoy their purchases and customer experiences.
Buying a product or acquiring a service should no longer be a tedious and disruptive process, but rather, a pleasant process that is enjoyed at every stage: from searching for information to contacting the company.
In this sense, promoting the inbound marketing industry in Colombia is important to build a close relationship between consumers and companies, where the latter motivate their clients to educate themselves on the topics that interest them and develop their personal and professional skills.
In Colombia, there is a consumer culture that is driven by search engine telegram free number philippines queries and online research for products and/or services. That is why digital inbound marketing agencies play an important role in designing techniques to assertively connect these consumers with companies.
Under this premise, Yesid Mendez (Commercial Director of X3Media in Bogotá) states that:
“The role of agencies has changed from being social media managers and digital advertising programmers to becoming a strategic ally on three fronts:
Be lead generators through multiple digital channels.
To guarantee the implementation of automated tools to qualify, educate and advance leads in their purchasing cycle.
Being able to implement or at least synchronize the marketing plan with digital sales tools (CRM) that guarantee the proper management of leads.
The future of agencies is directly linked to the understanding of digital technology and their ability to put it to work in favor of their clients' objectives: quality leads and transformation into sales”
Hubspot's first headquarters in Colombia
In mid-2018, Hubspot (the largest inbound marketing company in the world) decided to open a headquarters in Latin America, and the place they chose was the capital of Colombia: Bogotá.
For Hubspot executives, our country has a privileged geographic position, a high quality of talent and a favorable labor ecosystem. Likewise, Colombia is perceived as a growing market.
Regarding this, JD Sherman (president and COO of HubSpot) states that the company has observed in our country an immense appetite for implementing the inbound methodology in the Latin American region .
Sherman says: “Opening an office in Colombia will help us provide better service, as well as invest even more in the growth of the region.”
An important fact that Hubspot reveals to us is that 70% of digital marketing agencies in Colombia are implementing an inbound marketing methodology, which makes it a favorable space to continue promoting this philosophy.
Below, we show you an infographic that reveals the growth of inbound marketing in Colombia :