Every year, on a particular date, a message appears on your cell phone saying that the content of the fire extinguisher of your car is about to expire and that it must be renewed.
The message transmits some sensations: The proper operation of the extinguisher can be a factor for you to continue having the car and conserving the physical integrity of your family; having the extinguisher in proper order avoids fines; someone is looking out for your safety; the extinguisher company is a good one.
On the other end of the line (which may be email or any other form of sending messages), the supplier fills out a registry for documenting when a message has to be sent to who, and what client it is to know what chemical product he or she will needs. Also, to see if additional clients are coming from the area in which the client lives, etc.
This example, which presents possibly the most simple and primitive form of keeping a client and for her to feel satisfied, serves to understand the turn that is taking place in publicity strategies towards what is called inbound marketing. The trend is for intrusive, untimely and massive publicity to disappear; business has to be done with people interested in your product.
Carrying out the phases
The abundance of information available regarding the importance of inbound marketing and the strategies we must follow to make your company grow and generate higher profit can cause a feeling of bewilderment preventing us from taking a step towards the new models for attracting clients.
Although not everything is easy, the level of effectiveness of inbound marketing is high, with the phases being accomplished one at a time. We know that inbound marketing is a methodology that instead of invading the surroundings and privacy of potential clients, it provides guides so that it is they who look for you and find you.
There are many and varied routes to be followed in inbound marketing strategies for obtaining and securing a growing number of potential clients. There are however essential steps that must be implemented.
In some ways, we all want to have more staff to be able to serve customers properly, get the factory to produce more, and make a million as soon as possible.
But we have to be reasonable and define attainable objectives. Overly aggressive goals can end up causing frustration and be counterproductive when results are not reached, hence, the need to make plans that are realistic about the present situation and the availability of funds for the project.
The objectives must be aimed at specific objectives, such as consolidating the ranking of the company on the internet, attracting potential clients, increasing the number of satisfied clients, etc. in a defined period.
Also, the results obtained must be measurable to analyze the process and justify making new decisions.
The target audience:
Contrary to traditional publicity and marketing which is massive and indiscriminate, inbound marketing is aimed at a clearly defined target audience. You have to know who the people interested in your product or brand are to offer them a solution.
To identify them, it’s necessary to know their day-to-day needs, the way they seek solutions, the information sources they resort to (blogs, magazines, opinions, advertisements on the internet, etc.), and their format preferences (videos, infographics, texts, and photos, etc.).
Once the potential clients are defined, value content related to their needs and preferences must be provided, according to a timeline of publications on the blog, social networks, and through email or any other technological tool available.
Determining the budget:
The implementation of inbound marketing strategies demands time and money. It is necessary to decide on a budget for the subcontracting of the texts to be published, the creation of valuable content (videos, infographics, eBooks), and the cost of publishing in social networks.
Dedicate time to it:
Every phase of inbound marketing is a task requiring a lot of time. It is essential to identify keywords allowing the product or company to be among the first places in internet search engines. But also of essential importance is creating and reviewing the valuable content and preparing a timeline of content and its dissemination.
Tools which help:
Once you have the content and have defined who it will be sent to, tools are required to automate and simplify the creation and management of the inbound marketing project. This is a determining factor for avoiding all other tasks to lead to chaos in management.
Measurement, analysis, and action:
From the time the inbound marketing plan begins, you begin to receive data which evidently must be analyzed: which content is most viral, which social networks are proving more effective, what works best in terms of the click-through rate (CTR – the number of “likes” in relation to the number of times the message was seen). Or other measurement tools, how many leads (people who filled out the form requesting more information) we obtained, and what the rate of conversion was, regarding sales.
All of this data serves to make decisions: to redefine who the potential clients that we want to address are, to reorient content, etc., all of this with the aim of capturing interest and attracting, retaining and gaining the loyalty of new users.
We, ZEWS S.A., are a company with a long trajectory in website design, redesign and maintenance, the creation of digital content, advising on technology, and creating digital strategies. We are here to help you!