Inbound Marketing: Attract, Convert, Close, and Delight
Inbound Marketing
Inbound marketing is a more effective way to attract, engage, and please customers. It involves making the user find the brand on the Internet instead of the brand looking for them, avoiding directly pushing them to buy a product or service.
Outbound vs. Inbound
Actions:
1. Attract
Attract the right traffic: those people most likely to become sales opportunities. Tools:
- Websites: Optimized, captivating, and a place of reference for content of interest.
- Blogging: Create daily educational content that transmits value to users.
- Social Networks: Share valuable information.
- SEO: Use keywords for a privileged position in search engines.
2. Convert Visitors to Leads
Once visitors are attracted to your website, convert them into sales opportunities by offering something interesting in exchange for their content information. Tools:
- Calls to Action: Links inviting visitors to take a desired action.
- Landing Pages: Specific pages optimized for converting visitors into potential customers.
- Forms: Users provide data about themselves, allowing you to start a conversation.
3. Close (From Leads to Clients)
Transform sales opportunities into customers. Tools:
- E-mail: Email messages focused on relevant and useful content can generate the confidence of a potential client.
- Marketing Automation: Send automated, ad-hoc messages according to a lead’s specific needs at each stage of the sales cycle.
4. Delight
Continue to involve current customers, pleasing and ascending them. Tools:
- Surveys: Get feedback from current customers and prospects (assessment, opinion, improvement recommendations based on customer experience).
- Monitoring on Social Networks.
Social Media Plan
Stages
1. Plan Your Goals
Goals may include:
- Increase presence on the network.
- Increase brand recognition.
- Generate traffic to the corporate website.
- Increase the level of interaction of users.
- Increase contacts.
- Position as benchmarks in the sector through content generation.
- Launch new products and give more visibility to campaigns.
- Improve customer service and foment loyalty.
- Improve reputation (if it is not good) or start having one (if no one knows you).
2. Analyze the Situation Around You
- What is said of us?
- Who are we on the internet?
- Where do they talk about us?
- What do our competitors do?
- Who are the influencers?
- Who do we want to be?
3. Define Your Target
How does your audience behave in networks? Interpret clients:
- Really understand what’s behind each tweet.
- What did our users mean?
- What emotions are transmitting in each tweet?
- What do they like? What do they love?
- Why do they hate it?
4. Positioning: Engagement
- Find the engagement, that topic of conversation that allows the company to continuously talk with its audience, without having to talk about itself.
- Attract people potentially interested in your brand; this is how we generate engagement, the basis of strategy on social networks.
5. Plan of Actions: Get to Work
Table of contents:
- What kind of content?
- How many publications?
- Which ones, and in particular, which ones in each social network?
- How often?
- With what language and tone?
- What formats in each case?
6. Monitor and Measure
If we don’t measure, we don’t know. What can I measure? According to the previous goals:
- Temporary variables:
- What goals do I want to achieve in a year?
- What monthly goals?
- What weekly goals?
- How can I measure? KPIs (Key Performance Indicators):
- They are indicators that will help us measure our goals, know what we do well or badly, and how we should improve.
- These metrics have to be in line with the objectives.