During this seminar we teach the foundation and the power of Inbound marketing which is necessary to form the strategy of your digital campaigns, to increase your business potential, and to secure extraordinary business results.
What is Inbound Marketing?
It is a technique that includes a set of tools, which is used in the form of advertising and non-intrusive marketing actions to attract customers with valuable content and information that is tailored to them.
After the first interaction with a brand make sure to accompany it until the final transactions to offer potential customers information and solid arguments to improve their experience with you. This is important to build a connection and convert one-time customers into recurring ones or even promoters of your brand.
The main marketing challenge for around 67% of companies is to generate traffic and sales opportunities. Secondly, 36% of companies demonstrate the ROI of marketing activities.
Define the customer avatar or buyer persona first:
Create a specific client profile based on the client’s entire environment. The profile description is an ideal fictitious characterization of your client and has to include a detailed explanation of their tastes, interests, and habits. Most importantly, describe your client’s challenges, goals, and dreams along with their thoughts, feelings and expectations towards the product or service.
Learn more about the phases of Inbound Marketing:
Phase #1 Attract:
This phase is one of the key parts of Inbound Marketing since it is about attracting the public who have not yet been introduced to the brand or know only little about it. Through the use of organic content such as videos and real photos of the merchandise published on social networks you are able to attract and connect with customers.
This includes sharing valuable information for the user ( payment processes, logistics), success stories and positive testimonials about the brand.
Multiple social network platforms like Linkedin, Whatsapp Business, blogs, emails or SMS can be utilized to provide useful information, tips of interest, industry recommendations and benefits of your products and services. Additionally, you can leverage guidelines on social networks such as Facebook, Instagram, Linkedin, Twitter, Snapchat, Youtube and guidelines on Google Ads.
In this part of the Inbound Marketing process focus on a group of individuals who do not know you or might have heard from you but not taken into account. They are classified as “unknown customers”, and we seek to attract them through the sharing of organic and paid content on social networks, websites, blogs or channels to transform them into “visitor customers”.
Phase #2 Convert:
After you manage to capture the customer avatar’s attention to the place you wanted by using a landing page, blog, or website, the next step is to convert those “visitors” into “leads”. This refers to potential customers who are qualified to buy your product. In this case, we use a landing page to carry out specific campaigns about products or specific promotions, adding valuable content about the brand that allows you to collect necessary data or obtain records for the future.
For instance in terms of specific offers on websites, It is ideal to have a robust website with a purchase option, security certificates, and clear product details. The web form should be designed as “Call To Action” (CTA), which is supposed to generate the actions we expect the user to take next. For example on the website, it could look like: “buy, register or download ebook”.
In this phase of the process specifically focus on converting the “visitors” into “leads”, who are defined as the customers that show interest in the brand, have the client profile you have defined and have the economic possibility of buying the product or service. Here you are going to provide the content they need to know in order for the customer to say “I’m interested” and decide to sign up for a landing page or sign up for an event.
Phase #3 Finalize/Close:
Once the customer becomes a lead, proceed to finalize the process. During this phase, the technology and commercial team work together and use their best virtues to achieve an efficient process.
For example, techniques such as CRM are used for opportunity management and to follow up with loyal customers. The next step is about the qualification of the customers in order to validate and continue the process. The creation of labels and commercial management is applied to follow up through Facebook Messenger, Whatsapp Business, phone call or email.
At this point of the process it is about transforming the “leads” into “clients” who close the deal with you and specify their interest in the product or service through the purchase. Here it is important to automate the commercial process and motivate the customer to make the purchase. For instance, they should feel accompanied and secure. That means providing them information such as welcome messages, company value offers, showcase success stories or products on offer to optimize the management process.
Phase #4 Delight:
Reaching this phase you got the clients to close the deal with you and now it is time to convert them into “promoters”. Once the product or service is delivered, it is important to ensure that the client feels complete satisfaction with the product and the process.
It’s not only about ensuring that they buy from you again but also that the client becomes a promoter. How do we accomplish that?
This happens through natural actions such as recommendations in their environment, through reviews, testimonials or satisfaction surveys. The client answers some brief questions about the service or the process that will help you to measure the satisfaction and evaluate opportunities for improvement in each process step.
In this final stage the entire organization is responsible for delighting the client with the product, service, special treatment in contact, logistics, payment processes or in all aspects that imply providing our service. The main objective of this step is to synchronize all areas of the organization to delight that customer and become a promoter of our brand. This will lead them to make more purchases and attract new audiences by recommending our product or service to many people.
Start applying Inbound Marketing in your digital strategy and discover the incredible results for your brand.
If you want to see the complete seminar you can enter here for free, and expand this information.
Follow us on Facebook, Instagram, Youtube, and LinkedIn networks as Up Ideas Agency.
Chana Fajardo@upideasagency
¡Juntos, llevaremos tu negocio a nuevos horizontes!
0 Comments