{"id":214721,"date":"2023-01-12T19:34:55","date_gmt":"2023-01-12T22:34:55","guid":{"rendered":"https:\/\/aloclick.com\/es\/?p=214721"},"modified":"2023-01-12T19:34:55","modified_gmt":"2023-01-12T22:34:55","slug":"como-desarrollar-una-estrategia-de-inbound-marketing","status":"publish","type":"post","link":"https:\/\/aloclick.com\/es\/como-desarrollar-una-estrategia-de-inbound-marketing\/","title":{"rendered":"\u00bfC\u00f3mo desarrollar una estrategia de Inbound Marketing?"},"content":{"rendered":"[et_pb_section fb_built=\u00bb1″ admin_label=\u00bbsection\u00bb _builder_version=\u00bb4.18.0″ background_color=\u00bb#ffffff\u00bb custom_margin_tablet=\u00bb\u00bb custom_margin_phone=\u00bb-57px||||false|false\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb custom_padding=\u00bb||0px|\u00bb custom_padding_tablet=\u00bb||0px|\u00bb da_disable_devices=\u00bboff|off|off\u00bb transparent_background=\u00bboff\u00bb padding_mobile=\u00bbon\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb][et_pb_row padding_mobile=\u00bbon\u00bb column_padding_mobile=\u00bbon\u00bb admin_label=\u00bbrow\u00bb _builder_version=\u00bb4.16″ background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb custom_padding=\u00bb||0px|\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text admin_label=\u00bbText\u00bb _builder_version=\u00bb4.16″ text_font=\u00bbPT Sans|on|||\u00bb text_text_color=\u00bb#bcbcbc\u00bb text_letter_spacing=\u00bb2px\u00bb text_orientation=\u00bbcenter\u00bb custom_margin=\u00bb||0px|\u00bb custom_padding=\u00bb||0px|\u00bb use_border_color=\u00bboff\u00bb border_color=\u00bb#ffffff\u00bb border_style=\u00bbsolid\u00bb global_colors_info=\u00bb{}\u00bb]\n

Marketing Digital<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00bb4.16″ background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb custom_padding=\u00bb||0px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text admin_label=\u00bbText\u00bb _builder_version=\u00bb4.18.0″ text_font=\u00bbPT Sans||||\u00bb text_text_color=\u00bb#1d1d1d\u00bb text_font_size=\u00bb72″ text_line_height=\u00bb1.1em\u00bb text_orientation=\u00bbcenter\u00bb max_width=\u00bb100%\u00bb custom_margin=\u00bb18px||80px|\u00bb custom_padding=\u00bb|4px|0px|||\u00bb text_font_tablet=\u00bbPT Sans||||\u00bb text_font_phone=\u00bbPT Sans||||\u00bb text_font_last_edited=\u00bbon|phone\u00bb text_font_size_tablet=\u00bb52″ text_font_size_phone=\u00bb41px\u00bb text_font_size_last_edited=\u00bbon|desktop\u00bb header_font_size_tablet=\u00bb\u00bb header_font_size_phone=\u00bb22px\u00bb header_font_size_last_edited=\u00bbon|phone\u00bb use_border_color=\u00bboff\u00bb border_color=\u00bb#ffffff\u00bb border_style=\u00bbsolid\u00bb global_colors_info=\u00bb{}\u00bb]\n

\u00bfC\u00f3mo desarrollar una estrategia de<\/h1>\n

INBOUND MARKETING?<\/b><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ admin_label=\u00bbSection\u00bb _builder_version=\u00bb4.18.0″ background_color=\u00bb#f7f7f4″ width=\u00bb100%\u00bb max_width=\u00bb100%\u00bb custom_padding=\u00bb0px|||\u00bb custom_padding_tablet=\u00bb0px|||\u00bb da_disable_devices=\u00bboff|off|off\u00bb transparent_background=\u00bboff\u00bb padding_mobile=\u00bbon\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb][et_pb_row padding_mobile=\u00bbon\u00bb column_padding_mobile=\u00bbon\u00bb admin_label=\u00bbrow\u00bb _builder_version=\u00bb4.16″ background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb max_width=\u00bb620px\u00bb custom_padding=\u00bb0px|||\u00bb use_custom_width=\u00bbon\u00bb custom_width_px=\u00bb620px\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_image src=\u00bbhttps:\/\/aloclick.com\/es\/wp-content\/uploads\/2022\/09\/perfil-fes-redondo-240.png\u00bb alt=\u00bbFabian S\u00bb title_text=\u00bbperfil-fes-redondo-240″ show_bottom_space=\u00bboff\u00bb align=\u00bbcenter\u00bb align_tablet=\u00bbcenter\u00bb align_phone=\u00bb\u00bb align_last_edited=\u00bbon|desktop\u00bb admin_label=\u00bbImage\u00bb _builder_version=\u00bb4.18.0″ width=\u00bb28%\u00bb width_tablet=\u00bb28%\u00bb width_phone=\u00bb50%\u00bb width_last_edited=\u00bbon|desktop\u00bb custom_margin=\u00bb-48px|||\u00bb use_border_color=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb] [\/et_pb_image][et_pb_text admin_label=\u00bbText\u00bb _builder_version=\u00bb4.18.0″ text_font=\u00bbPT Sans||||\u00bb text_text_color=\u00bb#323232″ text_font_size=\u00bb18″ text_line_height=\u00bb1.4em\u00bb background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb text_orientation=\u00bbcenter\u00bb module_alignment=\u00bbcenter\u00bb custom_margin=\u00bb14px||0px|\u00bb use_border_color=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb]\n

Fabian S, <\/strong>Socio fundador<\/span><\/span><\/p>\n[\/et_pb_text][et_pb_text admin_label=\u00bbText\u00bb _builder_version=\u00bb4.19.4″ text_font=\u00bbPT Sans|on|||\u00bb text_text_color=\u00bb#363636″ background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb text_orientation=\u00bbcenter\u00bb module_alignment=\u00bbcenter\u00bb custom_margin=\u00bb0px|||\u00bb use_border_color=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb]\n

Enero, 2023\u00a0 \u00a0\"\"<\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00bb4.18.0″ width_tablet=\u00bb\u00bb width_phone=\u00bb94%\u00bb width_last_edited=\u00bbon|phone\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.18.0″ text_font=\u00bbPT Serif||||||||\u00bb text_font_size=\u00bb20px\u00bb text_line_height=\u00bb1.4em\u00bb text_font_size_tablet=\u00bb\u00bb text_font_size_phone=\u00bb\u00bb text_font_size_last_edited=\u00bbon|desktop\u00bb global_colors_info=\u00bb{}\u00bb]\n

<\/span><\/p>\n

 <\/p>\n

La metodolog\u00eda del <\/span>inbound marketing<\/b> se basa en la captaci\u00f3n de potenciales clientes por medio de estrategias de valor. El inbound propone pasar de un vendedor en busca de un cliente, a potenciales clientes en busca de una marca para satisfacer una necesidad. Esta metodolog\u00eda se aplica tanto a empresas B<\/span>2B como B2C.<\/span><\/p>\n

Para que la estrategia de inbound marketing sea exitosa, debemos pensar a quienes nos dirigimos, a qui\u00e9n le queremos llamar la atenci\u00f3n. Saber cu\u00e1les son sus necesidades, sus gustos, intereses, y en que medios digitales se encuentran. Analizar bien al p\u00fablico de nuestra marca nos dar\u00e1 la informaci\u00f3n necesaria para llevar a cabo la estrategia y que sea exitosa.\u00a0<\/span><\/p>\n[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/aloclick.com\/es\/wp-content\/uploads\/2023\/01\/inbound_marketing.jpg\u00bb alt=\u00bbMarketing automotriz\u00bb title_text=\u00bbinbound_marketing\u00bb align=\u00bbcenter\u00bb force_fullwidth=\u00bbon\u00bb _builder_version=\u00bb4.19.4″ background_enable_color=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.16″ da_disable_devices=\u00bboff|off|off\u00bb global_colors_info=\u00bb{}\u00bb da_is_popup=\u00bboff\u00bb da_exit_intent=\u00bboff\u00bb da_has_close=\u00bbon\u00bb da_alt_close=\u00bboff\u00bb da_dark_close=\u00bboff\u00bb da_not_modal=\u00bbon\u00bb da_is_singular=\u00bboff\u00bb da_with_loader=\u00bboff\u00bb da_has_shadow=\u00bbon\u00bb][et_pb_row _builder_version=\u00bb4.18.0″ custom_padding=\u00bb5px||0px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.18.0″ text_font=\u00bbPT Serif||||||||\u00bb text_font_size=\u00bb20px\u00bb text_line_height=\u00bb1.4em\u00bb custom_padding=\u00bb||0px||false|false\u00bb global_colors_info=\u00bb{}\u00bb]\n

La estrategia inbound va m\u00e1s all\u00e1 del p\u00fablico objetivo y trabaja con el \u201cbuyer persona\u201d. El cual es una representaci\u00f3n semificticia de lo que ser\u00eda nuestro cliente ideal. Lo cual no es lo mismo que el p\u00fablico objetivo, ya que este podemos decir que es m\u00e1s amplio, mientras el buyer persona est\u00e1 pensado en una persona con caracter\u00edsticas concretas.\u00a0 Se le da un nombre y cara para hacerlo m\u00e1s real, poder pensar en sus h\u00e1bitos, caracter\u00edsticas y comportamientos. Adem\u00e1s, debemos pensar por qu\u00e9 nos buscar\u00edan y elegir\u00edan a nosotros, que soluci\u00f3n le ofrecer\u00edamos con nuestro producto o servicio.<\/span><\/p>\n

Para este buyer persona que hemos creado, hay imaginar y crear el \u201crecorrido de cliente\u201d o customer journey. Que son las etapas que atraviesa desde que descubre una necesidad hasta la compra del producto o servicio.\u00a0<\/span><\/p>\n

Etapas del customer journey: <\/i><\/strong><\/span><\/p>\n

?Descubrimiento:<\/strong> en esta etapa el principal objetivo es la de generar tr\u00e1fico hacia nuestros los sitios donde est\u00e1 presente la marca por medio de contenido de valor.<\/span><\/p>\n

?Consideraci\u00f3n:<\/strong> en esta etapa debemos lograr que los visitantes, de la primera etapa, se conviertan en potenciales clientes. <\/span><\/p>\n

?Decisi\u00f3n:<\/strong> En la esta etapa, lo que debemos lograr es que, por medio de las estrategias tomadas, los posibles clientes se conviertan en clientes y se concrete la venta.\u00a0<\/span><\/p>\n

    <\/ol>\n

    <\/span><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb min_height=\u00bb2360.7px\u00bb custom_padding=\u00bb||0px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_image src=\u00bbhttps:\/\/aloclick.com\/es\/wp-content\/uploads\/2023\/01\/etapas_inbound_marketing.jpg\u00bb alt=\u00bbMarketing automotriz\u00bb title_text=\u00bbetapas_inbound_marketing\u00bb align=\u00bbcenter\u00bb force_fullwidth=\u00bbon\u00bb _builder_version=\u00bb4.19.4″ background_color=\u00bb#FFFFFF\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ text_font=\u00bbPT Serif||||||||\u00bb text_font_size=\u00bb20px\u00bb text_line_height=\u00bb1.4em\u00bb custom_padding=\u00bb||23px|||\u00bb global_colors_info=\u00bb{}\u00bb]\n

    <\/strong><\/span><\/p>\n

    <\/span><\/p>\n

    Es importante resaltar que en cada una de estas etapas debemos medir resultados, u obtener m\u00e9tricas claves. Tienes que definir cu\u00e1les de estas m\u00e9tricas son importantes en cada etapa y ser consistente a la hora de medirlas. Existen herramientas que te pueden ayudar a hacerlo, te recomiendo que las uses y establezcas un periodo de seguimiento.\u00a0<\/span><\/p>\n

    Como estamos hablando de inbound marketing, debemos investigar como el buyer persona busca y en que canales de internet interact\u00faa para resolver un problema o satisfacer una necesidad relacionada con nuestra marca.\u00a0 Al tener esta informaci\u00f3n es que pensamos las estrategias para llegar al cliente y pueda comenzar su recorrido con la marca. Para cada plataforma, debemos pensar una estrategia diferente, ya que el comportamiento del buyer cambia e impacta en su decisi\u00f3n de distinta manera.\u00a0<\/span><\/p>\n

    La utilizaci\u00f3n de palabras claves o keywords, como se denomina en ingl\u00e9s, nos permitir\u00e1 generar tr\u00e1fico a nuestras redes, o sitio web. Investigar con qu\u00e9 palabras nos buscan o encuentran los clientes nos permite pensar de manera estrat\u00e9gica las publicaciones en cada canal.\u00a0 Para el caso de que ejecutemos campa\u00f1as de b\u00fasqueda en Google, podemos utilizar su herramienta planificaci\u00f3n de palabras clave. Para casos generales, te dejo <\/span>AQU\u00cd<\/b><\/a>, acceso a un post que habla de otras herramientas para planificar palabras clave.<\/span><\/p>\n[\/et_pb_text][et_pb_text _builder_version=\u00bb4.18.0″ text_font=\u00bbPT Serif||||||||\u00bb text_font_size=\u00bb20px\u00bb text_line_height=\u00bb1.4em\u00bb header_2_text_align=\u00bbcenter\u00bb header_2_font_size=\u00bb33px\u00bb global_colors_info=\u00bb{}\u00bb]\n

    Las estrategias de Inbound marketing, son estrategias con resultados a largo plazo y los costos de inversi\u00f3n, estad\u00edsticamente reci\u00e9n los podemos recuperar a partir del a\u00f1o de iniciadas las acciones. Seg\u00fan Hubspot Academy <\/span>el 83,9% de las empresas que utilizan inbound experimentan un incremento significativo de los leads en los primeros 7 meses.\u00a0<\/span><\/p>\n

    Desde Aloclick te recomendamos que los KPI que midas (las m\u00e9tricas que vamos a medir en cada una de las etapas del <\/span>customer journey), est\u00e9n planteados a 6 meses, para poder ver los primeros resultados.\u00a0<\/span><\/p>\n

    Debes tener en cuenta que las estrategias de inbound no son est\u00e1ticas, est\u00e1n sujetas a cambios y muchos de esos cambios son los comportamientos de los clientes. Como as\u00ed mismo, el \u00e9xito de estas depender\u00e1 de factores que podr\u00e1s controlar y otros que te exceder\u00e1n.\u00a0<\/span><\/p>\n

     <\/p>\n

    <\/blockquote>\n[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/aloclick.com\/es\/wp-content\/uploads\/2023\/01\/estrategia_inbound.jpg\u00bb alt=\u00bbmarketing automotriz\u00bb title_text=\u00bbestrategia_inbound\u00bb align=\u00bbcenter\u00bb _builder_version=\u00bb4.19.4″ border_width_all=\u00bb12px\u00bb border_color_all=\u00bb#828282″ global_colors_info=\u00bb{}\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb text_font=\u00bbPT Serif||||||||\u00bb text_font_size=\u00bb20px\u00bb text_line_height=\u00bb1.4em\u00bb global_colors_info=\u00bb{}\u00bb]\n

    A continuaci\u00f3n, te dejo algunos factores que puedes controlar para que tu estrategia de inbound sea exitosa:\u00a0<\/i><\/b><\/span><\/p>\n

    ?El contenido<\/b><\/span><\/p>\n

    El contenido debe ser creativo para generar visitas a los canales y poder lograr leads (clientes potenciales). Te recomiendo que sea contenido que responde a dudas precisas de los usuarios. Si generas un contendido creativo y de valor puedes seguir generando leads y vistas en el tiempo.\u00a0<\/span><\/p>\n

    ?Frecuencia de publicaci\u00f3n<\/span><\/b><\/p>\n

    Seg\u00fan datos de Hubspot Academy, las marcas que publican art\u00edculos en su blog 3 veces en la semana tienen 3 veces m\u00e1s visitas, tr\u00e1fico y generan m\u00e1s leads que las que publican 1 vez al mes.\u00a0<\/span><\/p>\n

    ?Promoci\u00f3n de contenidos\u00a0<\/b><\/span><\/p>\n

    Realizar publicidad paga para promocionar el contenido har\u00e1 que llegue a m\u00e1s de tus usuarios y aparezca en los primeros resultados de b\u00fasqueda.\u00a0<\/span><\/p>\n[\/et_pb_text][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb header_text_align=\u00bbcenter\u00bb header_line_height=\u00bb1.2em\u00bb background_color=\u00bbrgba(15,223,255,0.08)\u00bb header_font_size_tablet=\u00bb\u00bb header_font_size_phone=\u00bb21px\u00bb header_font_size_last_edited=\u00bbon|phone\u00bb border_radii=\u00bbon|4px|4px|4px|4px\u00bb border_width_all=\u00bb2px\u00bb global_colors_info=\u00bb{}\u00bb]\n

    Implementar una estrategia de inbound marketing te ayudara a que crezca tu marca.<\/h1>\n

    Desde Aloclick podemos asesorarte para qu\u00e9 crees la tuya.<\/h1>\n

    \u00a1Cont\u00e1ctate con nosotros!<\/strong><\/h1>\n

    <\/h1>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00bbon\u00bb gutter_width=\u00bb4″ module_id=\u00bbform2″ _builder_version=\u00bb4.16″ background_color=\u00bb#f9f9f9″ width=\u00bb81%\u00bb max_width=\u00bb81%\u00bb module_alignment=\u00bbcenter\u00bb custom_padding=\u00bb16px||17px|||\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ background_enable_image=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_contact_form email=\u00bbeweselsh@robot.zapier.com,info@aloclick.com\u00bb custom_message=\u00bbFirst name or Full Name |%%First-Name%%|||et_pb_line_break_holder||Last Name |%%last-name%%|||et_pb_line_break_holder||E-Mail |%%email%%|||et_pb_line_break_holder||Phone |sin datos|||et_pb_line_break_holder||Current Job |sin datos|||et_pb_line_break_holder||City|sin datos|||et_pb_line_break_holder||Country |sin datos|||et_pb_line_break_holder||Company |sin 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    Marketing Digital\u00bfC\u00f3mo desarrollar una estrategia de INBOUND MARKETING? Fabian S, Socio fundadorEnero, 2023\u00a0 \u00a0   La metodolog\u00eda del inbound marketing se basa en la captaci\u00f3n de potenciales clientes por medio de estrategias de valor. El inbound propone pasar de un vendedor en busca de un cliente, a potenciales clientes en busca de una marca para satisfacer […]<\/p>\n","protected":false},"author":43,"featured_media":214732,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[1],"tags":[681,679,672,680,420,63],"class_list":["post-214721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-crear-estrategia","tag-estrategia-de-inbound","tag-estrategia-de-marketing","tag-etapas-inbound-marketing","tag-inbound-marketing","tag-marketing-digital"],"yoast_head":"\n\u00bfC\u00f3mo desarrollar una estrategia de Inbound Marketing? 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