digital marketing strategy
digital marketing strategy

Inbound marketing is not only fashionable because it has a pretty name. It managed to disrupt the scheme from which the commercial problems of companies are addressed, with traditional digital tactics .

And it is that at the end of the day, for all for-profit companies, the most important objective is to sell. However, with digital marketing there is a point where improving results always means investing more in the same proportion, so the best way is to create a more efficient and scalable digital ecosystem.

Tips to adapt your digital strategy to Inbound

I share some tips to get good results in your sales, thanks to an Inbound Marketing strategy . If you have already launched yourself with a digital marketing strategy, you only have one small step left to achieve your goal.

1. Integrate the commercial area

I must warn you that this is perhaps the most complex step. Because it is about getting two teams, which traditionally compete against each other, to work together.

Nothing more and nothing less than the marketing and sales teams. In digital marketing, problems related to:

  • The number of leads generated (commonly cold or MQLs).
  • Reach, whether in web traffic, social networks or any other channel or digital tactic.

But it is exceptionally rare that the sales team is in direct communication with marketing so that their results really represent what the company requires: higher sales closing.

So to turn your digital marketing strategy into Inbound, the first thing you have to do is integrate your sales team with the marketing team.

A complex task! But possible! What you have to do is:

  • A service agreement where they understand and commit to carry out and achieve certain actions and objectives, by area, that are vital for the common goal: sales.
  • This agreement must be very specific, that is, if the sales area has a monthly quota to meet, the marketing area must also have one, but with qualified leads: MQLs and SQLs.
  • Everyone should have access to the goals, activities and achievements of both teams and their members, this will encourage the level of commitment.
  • Determine a common language: all team members need to know what is a lead, an MQL, SQL, sales opportunity, etc. If they don’t know, then they won’t understand exactly what it is they need to achieve and accomplish.
  • The final report should be linked to everyone’s actions showing progress throughout the business funnel. From traffic generated, who converted to leads, how many to MQL, SQL, leads, and finally actual customers.

Inbound marketing addresses the challenges of companies from a comprehensive perspective, it is not about digital marketing, it is about a comprehensive and inclusive methodology that allows all the gears of a company to fit together and achieve the maximum possible efficiency.

2. Use technology to centralize information

It continues to surprise me how many companies, of all sizes, do not have a system that allows them to organize their marketing and sales information and obtain reports in real time. Excel sheets still exist to store customer and sales data and in extreme cases: nothing exists.

This would be forgivable for start-ups but not at all for companies with complex business processes.

For a company to be efficient, it must first of all be organized. To achieve this first step, it is necessary to have a system that allows you to centralize all the information related to the marketing and sales actions that are being carried out and, of course, with the results that are being obtained.

There are CRMs and marketing tools that allow you to link everything your teams do and show it in real time. You will no longer have to wait for a report to be prepared to realize the situation, you simply enter, select the type of report and presto!, you have it.

We are in the age of technology, there are even platforms that make use of artificial intelligence and big data to provide you with more robust information. Not taking advantage of it is almost a crime!

3. The entire strategy must support a common goal

Unlike the marketing actions that are regularly carried out in companies and in which one thing is done in social networks, another in content and SEO, another in PPC and everything seems to be focused on one objective (such as generating leads ) but nothing is linked to each other, inbound marketing integrates everything.

It is true that every strategy generates results, sometimes even good results. If this is the case in your company, you may be questioning why change things. In this case ask yourself: if it works separately, how much could it improve if everything was integrated?

It is the so-called “opportunity cost”, if “everything is fine” you do not risk, but you leave aside the additional sales that you could achieve, if you did it in a more efficient way. In this case, there must be a single strategy and “how” must be the digital tactics.

Here’s an extremely simplified example:

  • The objective is to generate 50 new clients per month, an increase of 10%, which represents an income of 12,500 additional usd per month. With an average ticket of 250 usd per client. Term: one year.
  • The strategy is to increase the reach of the sales funnel from the top, maintaining -at least- conversion rates at each stage.
  • Content Marketing will need to create material for all stages, but mostly for ToFu, which will serve those people who have a problem but aren’t looking for a solution yet.
  • SEO should focus its off-page actions on the material created for ToFu, without neglecting what it has already earned in other stages.
  • Social networks, you should prioritize the contents for ToFu, assigning them an equal amount of ads as to the generation of leads in BoFu.
  • PPC will be focused on continuing to generate leads on BoFu, but a percentage will be allocated to generating traffic in the first stage of the conversion funnel.

As you will notice, in this example everything makes sense with the target and everything is linked. One thing doesn’t work without the other.

In digital marketing, however, it is common for an agency or team to handle SEO, another Adwords, another content, and they all deliver independent reports, have a separate lead delivery system, and it is extremely complicated to link all actions with the results obtained.

4. Really seek to help people

To be honest, this point is the one I like the most. The philosophy of inbound marketing was created in order to help the user. Beyond wanting to sell him something, you seek to help him solve his problem.

When you are immersed in digital marketing, you want to sell at all costs, even at the user’s expense when you know that there may be a more suitable solution for him.

In inbound marketing, you really want that person to find the right solution for their specific situation, so you help them understand their problem and also the possible solutions—including the ones that aren’t yours.

You are forming a link, you are helping them through the entire purchase process and, in the end, it is very likely that the user will buy from your company. You know why? Because he trusts her.

And not only that, beyond buying from you once, you will have a client who will seek solutions for other problems and therefore will continue to buy from your company. With inbound marketing you can achieve a level of loyalty that is very difficult to achieve through traditional digital marketing.

On the other hand, with this philosophy you will be able to turn your company into a benchmark in the sector, differentiating yourself from others and building the necessary trust so that the time of your sales processes is reduced. A user who trusts, because other users do, is more likely to compare and investigate less and close a purchase in less time.

5. Go from market segmentations to buyer personas

With digital tactics you define markets and audiences, but with inbound marketing you define buyer personas. What is the difference? A market is general, a market segment is a portion of that market. From there follows a consumer profile, which may exist several within a market segment.

A buyer persona is a representation of your ideal buyers, and there can be several within the same consumer profile. What is it for you? The same product or service can have buyers who are substantially different from each other. So what motivates them to buy is different.

If you know not only their characteristics (market segment) but also their qualities and motivations, then you will be able to plan what type of content they need and look for in their purchase process, where they look for it, why they look for it, what your team should offer or comment on sales, among other things.

The more accurate the approach you make to each of your buyer personas, the more chance you have of them moving forward in your conversion funnel. For example, imagine you have a pest control company. You have two large segments: business and home.

But, within those segments, you have different profiles of ideal consumers, for example, for the home:

  • Ana, single, between 28-40 years old, lives alone, is extremely careful about cleanliness and wants to be free of cockroaches and mice.
  • Amanda is married, has children, usually lives in residential areas with a medium-high purchasing power and is concerned that her children may be playing in the garden and being bitten by spiders, ants and other types of animals.
  • Lucía, housewife, married, with children, medium-low purchasing power, lives in the downtown area of ​​the city, an area with old houses that suffer from rat infestations.

Only in the house-room profile, you can have multiple buyer personas. The concerns and problems of each can be different and even opposite.

Being clear about their common characteristics and patterns will help you plan and implement a strategy that is close to their needs, from blog content to the type of ads they see on social media.

 

Inbound marketing is the new digital revolution

We are constantly changing, from time to time there are advances in all aspects and areas of human knowledge. It is not surprising that the digital aspect complies with the same rule and even faster than other areas.

The important thing is that you keep in mind that the pioneers in adopting a new philosophy are the ones who regularly keep most of the benefits that a given market can offer.