More and more non-technology-based companies decide to implement an Inbound Marketing strategy. For those who do not know it, Inbound Marketing consists of the set of techniques that the company uses to reach its potential clients in a non-intrusive way, also providing value.
Carrying out an inbound marketing campaign can be a major expense for the company, which usually wants to automate the process of attracting and retaining new customers.
If this is not your case and you have decided to take the step to create an inbound marketing strategy, these are the essential steps to take into account.
Good practices for your Inbound Marketing strategy
1. Have clear objectives
Define your goals to achieve in the medium and long term by asking yourself questions such as what do I want to achieve? or how can I better contact customers?
2. Attract qualified traffic
Qualified traffic consists of users who best fit our offer and who have a higher conversion rate. To do this, we have to take care of the design of our website so that it is optimized, that the content is varied in quality and that there are calls to action (call to action) so that users decide to buy.
3. Convert traffic into leads
If the volume of our visits is quite high, we have to find a way to convert all those leads into potential customers. For this you can offer something in exchange to users, such as free webinars or moocs, ebooks or special offers on your products.
4. Finally turn those leads into actual customers
To carry out this step we have to take care of the database of leads that we have been generating with the previous steps; Sending personalized newsletters, promotional packages or email marketing campaigns are key in the final stretch for conversion.
Failures that are often made in the Inbound Marketing strategy
1. Goals too high
Set goals that are easy to reach in the short term and that allow you to get conversions without wasting time. Those that pose a greater difficulty, analyze them to see if the time and cost are worth it.
2. Think about ROI
Just as we analyze traffic to the web, our SEM campaigns and actions on social networks, we also have to worry about the conversion return rate. Once we have made a detailed report about it, we can determine which Inbound Marketing strategy is best suited to our company.
3. Low-quality content
You have started to look for potential clients but along the way you have forgotten to optimize the content of the web. Only by offering the highest quality will you get quality customers.
4. Inexperience of the marketing team
Many times we think that anyone could do an email marketing campaign so we delegate it to the least qualified person. The marketing team must have members who have knowledge of customer acquisition and loyalty to ensure that the strategy is fulfilled.
In the following webconference Pau Valdés, specialist in digital marketing, explains how to create a successful inbound campaign, what are its catalysts and main characteristics.
Now that you have a clear approximation of how to carry out your inbound marketing campaigns, it is time to retain your customers by giving them what they demand the most.
