How to plan and implement yours. – WAU
Marketing actions are fundamental to the growth of your business. Disclosure and the formation of a satisfied and loyal clientele are the only ways to achieve success. But anyone who thinks that advertising is a simple thing to do is wrong. In the virtual world, for example, it is very common to identify professionals who invest […]
Marketing actions are fundamental to the growth of your business. Disclosure and the formation of a satisfied and loyal clientele are the only ways to achieve success. But anyone who thinks that advertising is a simple thing to do is wrong. In the virtual world, for example, it is very common to identify professionals who invest in uncontrolled email marketing, SEO practices and daily blog posts and still complain about not getting the desired result in traffic and lead generation.
But why does this happen? Simple! None of them use an effective strategy to bear fruit in the digital world. And when it comes to digital marketing, “strategy” is synonymous with Inbound Marketing.
Here you will learn how to plan and implement an Inbound Marketing strategy in your business.
Learn all about Digital Marketing
This comprehensive guide will teach you everything about digital marketing and how to apply it.
What is Inbound Marketing?
Inbound Marketing is a marketing concept that aims to outline a strategy focused on lead generation, which is only obtained with intense traffic on websites or blogs. The difference between inbound marketing and other forms of advertising lies in the fact that all tactics are aimed at gaining the interest of the target audience instead of buying it.
Learn more about Inbound Marketing by accessing our post on the subject.
A market of 105 million consumers
In 2014, more than 7 billion reais were handled in digital advertising and 35.8 billion reais in e-commerce, an increase of 24% compared to 2013, when it had revenues of 28.8 billion. In fact, both digital marketing and e-commerce have enjoyed double-digit growth for some years. Two of the few sectors to grow exponentially in London.
And the forecast is that 2015 the increase in finances will reach 20%, which would guarantee a sum in excess of 50 billion with online businesses annually.
Also, London has reached the expressive mark of 105 million internet users. Whether by notebook, home PC or mobile devices (cell phones and tablets) the internet is spreading fast in the country.
Other data is also very encouraging. No one on the planet spends more time connected to the world wide web than the London. Especially when it comes to social networks.
Not to mention the age of the largest slice of this class of 105 million users. Most between 18 and 35 years old. Age group most disputed by world advertising. If there were still doubts about whether or not to invest in digital marketing – especially in inbound marketing – this data about online media makes it very clear where your brand needs to be to thrive.
Step by step to implement an Inbound Marketing strategy
What is your goal?
The first step is to identify your goal for a given period. Think of as little as six months to a year to reach this goal.
Start with something simpler, especially if your structure is not the largest. As, for example, the generation of 20 to 50 qualified leads (people who registered on the site and became prospect customers). If you don’t know how to measure this number, learn how to estimate a lead goal.
Once the objective has been established, the strategy can be built.
Identify your target audience (personas)
Of course, if you opened a business focused on the technology sector, you already know in part who your audience is. However, your target portfolio should be constantly evolving.
To do this, establish an action plan in which you will identify everyone who needs your product. Personas are fictional profiles, based on real studies, that personify your ideal customers. If you are dealing with financial management software, instruct your team to contact industry companies directly or over the internet and offer their services, as well as invitations to learn about your digital marketing content.
This is the public that will grant you qualified leads every month to reach your goal.
Where are they?
The internet is a huge and constantly expanding place. If before it was just to find out where your target audience is established and make contact by letter or phone, now they can stay in any, or any locations in the online universe.
To track them, start with the obvious: the most interesting social networks for them, such as Facebook and Linkedin, huge sources of research.
Join groups, pages and discussion forums on the subject of your business. Also, don’t be afraid to follow brands with similar products, especially the giants in the market. It is there that your future customers will be waiting for someone to offer quality content and services at a lower price.
Approach them without fear and make an offer.
At the end of the process, have a written and detailed list or “path” on what to do whenever you go online to generate more leads, as well as the most used keywords that give the greatest return in the search for customers who want to know your brand.
Possibly the main stage of Inbound Marketing.
The generation of qualified traffic on your online media platforms is the first step towards the success of the Inbound Marketing strategy. The user enters one of his channels (blog, social networks, portal), likes the content he finds, fills out a form to receive rich material in return, becomes a lead and, later, a customer.
But this attraction is only achieved by creating quality content for their personas.
Develop intelligent content that identifies and solves problems, headaches, indulges curiosity and instills a taste for the subject. Record every important issue for your potential customer’s life. Give him the attention that others don’t and offer a solution to his problems.
But don’t do something too serious, either. Create relaxed and enjoyable material to read. As well as interactive works, such as videos, webnars and infographics.
Make all of this content available in a blog, newsletter, email marketing, white papers, e-books and various forms of social media marketing and made available to users.
If so, create a page on the official website with “frequently asked questions”. This is a page widely accessed on the websites and, since the questions are answered quickly and effectively, customer satisfaction is immediate and the prize won is their loyalty.
Working leads in your sales funnel
Once you are able to convert your website or blog traffic into leads, the next step in the sales process comes. Assist your prospects throughout the sales funnel, that is, ensure that each of your leads receives content that makes sense to them, based on the moment of purchase they are in.
At this point, it is essential to develop a good content mapping where you can create a series of offers, posts and other types of content to reach your personas in a way that makes sense.
Closing with the client
The last step for the growth of your business in the financial aspect is the transformation of leads into customers.
This process is also done through content and attractive offers. The difference is that, once you have your lead information, you can create exclusive content for them and develop a more direct relationship between company and consumer.
Send emails, e-books, articles and exclusive cards to each of them. Use the CRM techniques, increasingly adopted in the advertising market, to integrate and successfully close the Inbound marketing process.
Organize your content, honor your customer commitments and create news to attract more leads.
The last step is the maintenance and constant updating of the content developed so far.
Now that the goal of qualified leads has been reached, a direction to follow has been put in front of you and all this effort will only be worthwhile if there is an organization and a defined schedule in the dissemination and updating of your digital media and in the commitments assumed with customers.
The public must know and trust that the information will be constantly updated, as well as the commitments made with the distribution of newsletters and other means of communication will always be honored.
If there is any situation that makes it impossible to update content, immediately inform your customers by means of a note on the website and blog, or in email marketing, explaining the reason for the absence of new material, as well as an apology for what happened.
Not explaining what happened can generate a feeling of contempt on the part of the brand towards its customers and future leads, which is unacceptable.
It is also essential to plan the creation of news to attract new visitors and to restart the inbound marketing process constantly. Thus, more customers will be prospected and will assist in the growth of your business.
Inbound Marketing Tools
Now that we have seen the step by step to implement and maintain the inbound marketing strategy, let’s talk more about the main tools that you should use on your journey.
The minimum understanding of these concepts is a fundamental basis for the satisfactory implementation of an Inbound Marketing strategy.
The blog is nothing more than a website where the structure allows content to be updated much faster than on traditional websites, through articles or, as they are better known, posts.
Each blog should have a unique theme, different from the sites and portals that can have up to hundreds of different subjects in their content. The blog must address a specific and “circular” theme through it.
It is on the blog that your brand’s interesting, informative and even educational content should be presented to visitors, in order to arouse their curiosity and turn them into leads.
Web video is nothing more than a video recorded and distributed on the internet.
The year 2014 represented a real “explosion” of web videos on the internet. Previously confined to sites like “Youtube”, now anyone can create a video with interactive content to entice visitors to your website, blog and social network page.
The podcast is, in a way, a blog, but it is not done with written words but with the voice.
In the podcast it is possible to transmit multimedia files over the internet, the content of which may be a list of varieties, selection of songs and films or simply speaking and expressing your opinion on various subjects.
The White paper is an online communication tool used to disseminate data, actions, successful cases and products of a company.
Shorter than e-books, easier to read and always with a single subject in its content, the White paper is a great way to convey educational information about your brand and your business.
Search Engine Optimization, or simply “SEO” as it is better known, is a digital marketing tool that brings together several techniques to improve the accessibility of the site and improve its results on search engines.
In other words, the function of SEO is to optimize a website, blog, social networking page across the internet and make it more visible to your users when they search for the topic that your business addresses. For this, SEO uses several techniques to improve positioning through the search engines that all sites have, thus increasing the growth in the number of accesses.
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Very well, everyone has seen a graph in their lives and they know that they serve to illustrate various data, as much information as possible, in a single image that can be explained by itself and with the help of some legends.
Because digital infographics have attracted an increasing audience to the sites that use this tool. Digital infographics are not limited by the lack of image mobility, but movements and other forms of interaction with the public can be added to digital infographics perfectly.
For those who like the traditional, graphic design programs – constantly evolving – can also provide a unique experience to the visitor by enjoying data and information in a self-explanatory and admirable image.
Webinars are online conferences, but only one way. That is, only one person talks about the subject in question, while the others watch over the internet.
Of course, there is a way to interact with the speaker. Among the main ones are e-mails with questions that are requested before the scheduled time for the webnar and through live chat, made during or after the lecture.
The forums are centers of discussions created by pages, websites and blogs of the most varied products and services in order to promote debates among those interested on the subject addressed.
The forums are also known as “discussion groups” and “communities”. Everyone’s purpose is the same. Talk about what you like, promote useful information (like a job site group that provides tips on job opportunities for its members) and build customer loyalty.
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Social media marketing consists of actions that aim to build a powerful image for the company on social networks and the internet as a whole. These actions include, not only content made by you, but those that are also offered by the main social media platforms, such as Google Adwords and the dissemination tools that Facebook offers to leverage a commercial page.
The differential of social media marketing for other forms of advertising is the direct interaction with the Internet user. Every social media marketing movement seeks to identify what that customer wants and what views and opinions he has for his business.
With the speed of the internet, the response of the actions is practically immediate, allowing changes in the course of the business and the maintenance, or even expansion, of what is working.
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The electronic book, electronic book or just “e-book”, is a more extensive work of digital media that has the same content as a printed book. The obvious advantages of the e-book are the fact that it does not occupy physical space in your home and library (despite taking up space on your machine’s hard drive) and the fact that it can be done without thinking much about costs, a fundamental issue in writing a traditional book.
For example, an e-book can integrate just over two or three thousand words. Hardly a printed book with so little is made up. Not worth it. However, on the internet, where reading needs to be agile and sophisticated, an e-book can support different formats and sizes.
With few or many words. Images, graphics and even interactive functions.
The traditional formats of an e-book are pdf, doc, lit, txt, opf and odt. Such variety motivated the creation of specific programs for reading e-books that allow better user interaction with the screen of your PC, tablet or cell phone.
Also known as a newsletter, the newsletter has the function of regularly distributing interesting and didactic information about everything that encompasses the content that a company offers to its subscribers and registered customers.
The newsletter can be sent by e-mail, as well as SMS, MMS and other forms of electronic communication available to those registered.
A more direct and aggressive marketing tool, e-mail marketing is simply sent to countless Internet users with advertising content.
Email marketing must follow a series of procedures and requirements, as well as obtaining user consensus. This serves to allow the tracking and effectiveness of emails and the optimization and enhancement of email marketing campaigns, as well as to differentiate them from spam, detested by most Internet users.
Taking care that your email marketing has quality and appropriate content and that it is never, under any circumstances, confused with spam, is fundamental to the success of the email marketind in inbound.
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