Inbound Marketing method
The Inbound Marketing efficiency is a proven method. The old outbound methodology used to grow your business is now obsolete.
In order to have a better positioning and acquiring leads you should use a marketing strategy based on increasing the traffic to attract visitors. Also you should drive the unknown users into the middle zone of the funnel, qualifying your leads and contacts.
The workflows use a variety of techniques based on different contents. The personas are essential in your company’s evolution. Increnta is committed with the Lifetime Marketing.
Inbound Marketing KPIs
- Visits to digital assets
- Lead acquisition
- Win opportunities
- Conversion rate
- Strategy ROI
Visibility
Every marketing strategy starts with an inventory of media and a kilometer 0 of the digital assets. Digital analytics are crucial at this stage.
It is time to determine if you are truly prepared right from the beginning to attract leads through your website, blog and other digital media. The first step for Sales Automation involves both visibility and diagnostics. Getting familiar with KPI such as web sessions, monthly evolution, impacts on ecosystem forms...
If you do not have this information, there is no reason to worry. We must begin to control those metrics and prepare a plan based on the results.
Content and dissemination: First of all you have to define the main topicsyou’re your content creation strategy, always keeping your buyer persona and your ideal customer in mind. This strategy must be accompanied by a dissemination plan, which must include social networks, CTA, content timing… The topics must be rhythmic in a dissemination plan that includes social networks, calls to action, schedules publications...
Customer life cycle: Through a Lifetime Marketing strategy, we control the different customer’s stages, and can therefore adapt our messages to guide them to a certain objective. Each stage of the relationship with the users require different actions. At the stage of visibility, you should keep in mind that you are starting the relationship with people to, later on, be able to learn more about them and start the recruitment phase and lead nurturing (user’s qualification).
Connection and integration: All channels must be controlled and automated. There must be a link between each step of the process. By automating, the basis of efficiency and of increase in the ROI of your marketing strategy are consolidated. It is time to stop having multiple suppliers for multiple traffic acquisition channels.
The main strategies to be considered for the visibility stage on Inbound Marketing are:
Blogging: the creation of a content platform capable of attracting more traffic to your website. It’s value will be based on your capacity to create educational content that connects with your target.
KPI to monitor are: web sessions, page views, average sesión duration, CTR...
Social media: this strategy is not based on a “community manager” concept. The social media strategy must be focused on the automation of the dissemination of the content created in the different channels...
KPI to monitor are: search engine positioning, keyword progress, linkbuilding traffic acquisiti...
Acquisition
Client acquisition is based on the generation of new contacts and lead nurturing for your business. The most important thing at this stage is receiving the necessary information from leads to be able, later on, to carry out the qualification and sales projection.
Creating integrated forms in different formats and developing the automation of the relationship with the user is essential. In acquisition circuits, the digital content strategy will determine what contents and formats will be used in order to get, in exchange, more information about your future customers. The first registrations will be used to create an acquisition projection and to check the compliance of objectives.
Acquisition via Landing Pages: These are the sites where future leads will arrive. Landing Pages will include forms that, depending on what stage of the customer journey the user is, will ask for different information (email address, company, job…)
Forms: They work on establishing different levels of qualification. It is not the same having ten pieces of information about a user than having just one email address. This will determine the quality of the lead. Different terms are used at this point: Hot Leads, which are highly qualified (also known as SQL); or Cold Leads, who will still need some nurturing (MQL).
Database: The creation of different contact lists, each one of them corresponding to the different stages of your relationship with the user, is really important. You must have a high control on these leads lists and have everything integrated so that everything is ready when the call center or the sales team come to action.
Some of the main strategies for the acquisition stage during your Inbound Marketing campaign will be:
Acquisition architecture: It is time to define the workflow and circuits that will include these landing pages, forms, assets… in order to gather relevant information from your ideal lead or buyer persona. Personalization and Smart Content are competitive edges to keep in mind.
KPI to monitor: Conversion rate for each stage of the funnel, sessions on landing pages, most successful content for acquisition, CTA CTR...
Lead Scoring: Contacts are not equally valuable, and must not have equal chances to receive a call from the company’s sales team. An automated lead scoring strategy is recommended. It will be based on the downloaded assets and the filled out forms.
KPI to monitor: Average score, average conversion per acquisition, closed opportunities...
Email Marketing: The entire acquisition workflow system is automated, but each stage demands different communication flows with the user. Real time look overs of content depending on the results they achieve and the personalization of communications is the road to take.
KPI to monitor: Opening rate, % of clicks, conversion rates...
Loyalty
Inside marketing automation and Lifetime Marketing there are actions focused on loyalty. We understand loyalty as the attribution of new products by existent customers.
It also exist a way to generate interest from the contacts that we already have in our database. These contacts can be activated through the creation of specific workflows. The idea of using these workflows is to gain the interest in content, actions or proposals that your company has.
Evangelists and promoters: When a contact is in this stage, they already have go through the 90% of the life cycle stage – they are already clients- they can become valuable prescribers of the strengths of the company.
Case studies: These stories help to humanize the results of your products and services. It’s our way to spread the mouth to mouth. We share our experience with our clients in order to show how we get the job done.
CRM: The integration of the sales circuit with the management of the customer loyalty is vital. You should connect the customer relationship management in order to analyze the results of your marketing campaign.
