Having a list of followers in a social network who give “likes” to your publications does not imply having acquired a significant number of potential clients.
In a way, this notion is similar to taking a step backward to the publicity and marketing models used when people were sent to distribute flyers at bus stations, or the typical marketing assault through traditional media.
And though it may seem redundant, it is important to note that buying databases is further yet from the business aim of making the investment in advertising and marketing profitable.
Marketing strategies are functional when consumers are aware of the fact that information is being sent to them. Inbound marketing includes a series of strategies for generating subscribers and potential clients, based on advice and tools which allow planning a process for optimizing time and resources.
The idea is to offer your products specifically to the potential client segment that is anxious to get them. But how can we identify them to begin applying the strategies? We start by increasing the subscriber base in the blog or website.
The subscriber base:
An increase in the subscriber base is achieved by offering quality content, training, or news. If the reader remains interested in the topics, he or she will be happy to fill out a subscription form to continue receiving information.
Pop-ups can be included in the subscription form to present information of interest without the need to send the reader to another section of the website. Hello bars can also be used to promote subscriptions and present new releases or temporary promotions.
Social networks can play an essential role in the marketing strategy. For example, using Facebook Tab allows adding a page within the Facebook page to promote a product, service, or brand.
The lander allows integrating, with Facebook Tab, several landing pages for special promotions, and including subscription forms and news sections, with the aim of making the followers become organic contacts.
In Twitter, Twitter Cards not only promotes sales but also allows users to subscribe through a simple click, which permits obtaining the email address of the interested person.
These are just some of the instruments of the social networks which allow adding leads to your marketing strategies.
If what we want is to make people interested in our products, it’s essential to be attractive and offer quality material. The material must be novel and coherent about what we want to sell.
What kind of material? Infographics, webinars, tutorial videos, white papers, high-quality eBooks. It is unlikely that people will spend time on complex graphs or illustrations, long and boring tutorials, white papers without a sound basis or drab eBooks lacking suitable presentations.
Seminars and training
Audio formats, or better yet, audio and image formats shared by SoundCloud or YouTube are resources allowing us to understand the topics that seem more complicated.
Webinars (online video-seminars or videoconferences), Hangouts (a Google tool for live videoconferences), or podcasts (audio or video recordings) can become the most important means of gaining subscribers.
They are not large elements but are very solid. Fairs, training, business roundtables, and intersectoral encounters have been and continue to be fundamental niches for generating real clients.
Visibility in Google:
Google is an excellent option for presenting announcements, and within it, a subscription form. The search engine takes the potential client directly and automatically to the announcement where there is an invitation for subscribing.
As in all phases of the inbound marketing process, every segment of the inclusion of leads must be subjected to analysis to reach conclusions and make decisions that contribute to improving the business goal.
Questions or comments? Are you thinking of launching your inbound marketing strategy? Contact us for more information.