Developing an inbound marketing strategy for a small enterprise
Mejia Rodezno, Andrea Melissa (2021)
Pro gradu -tutkielma
2021
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2021080642216
https://urn.fi/URN:NBN:fi-fe2021080642216
Tiivistelmä
The main aim of this thesis is to increase the knowledge about what an inbound marketing strategy for a SME entails, and to discover all the challenges, benefits, and efforts needed for it to be successful. This project focuses on describing and testing the implementation of an inbound marketing strategy to a case company. The sources of information are based on qualitative and quantitative primary data. The qualitative being an interview to the CEO of the case company, and the qualitative being the data analyzed from the marketing metrics retrieved from the HubSpot CRM platform specifically.
The findings of this research show, that the main activities of an inbound marketing strategy vary depending on the channels that are chosen to reach the target audience after making the buyer persona analysis. Nevertheless, there are some defined basic tools to start the implementation, and these are: a website, the social media profiles that match their audience, some Google Apps, a CRM software, and a Blog.
The challenges and disadvantages with this strategy are associated with the size of the company, pressure towards the marketer for good results, lack of patience and understanding from management, a significant amount of invested time and effort. However, the advantages outstand the disadvantages in this case. This strategy can be implemented at no extra cost, it is sustainable in the long term, it increases brand awareness, and brings the marketing and sales processes together.
The findings of this research show, that the main activities of an inbound marketing strategy vary depending on the channels that are chosen to reach the target audience after making the buyer persona analysis. Nevertheless, there are some defined basic tools to start the implementation, and these are: a website, the social media profiles that match their audience, some Google Apps, a CRM software, and a Blog.
The challenges and disadvantages with this strategy are associated with the size of the company, pressure towards the marketer for good results, lack of patience and understanding from management, a significant amount of invested time and effort. However, the advantages outstand the disadvantages in this case. This strategy can be implemented at no extra cost, it is sustainable in the long term, it increases brand awareness, and brings the marketing and sales processes together.