Investing in Digital Marketing strategies is now a priority for many companies, especially because the study of target audience and the creation of communication campaigns are much easier on the internet.
It's no surprise that companies that want to be successful bet on market research to develop or optimize their solutions and better meet the needs of a potential audience. In digital, the logic is no different. Therefore, companies that want to achieve good results with their business on the web need, necessarily, to invest.
The main great digital marketing strategy is Inbound Marketing, and that's what we're going to talk about today.
The Sales Funnel and Inbound Marketing
Sales funnel is the process that indicates the step-by-step that leads must go through until reaching the closing of the deal. The most common representation is that of an inverted pyramid divided into stages. The sales team involved must conduct the lead from the top-down, to have as little loss of opportunities as possible between each step.
Every company has a sales funnel, whatever the size or segment of activity. The difference is that for early-stage companies, it is more challenging to define the steps in the conversion funnel. This is usually due to a lack of previous references about customer profiles and habits.
In this sense, having a good database is essential to organize the funnel. It is the main element that makes up the Inbound Marketing strategy, so it is essential to understand well how it works.
How to create the best digital marketing strategy
In general, the inbound marketing steps follow a very intuitive logic that represents a clear path that the potential customer must follow in the purchase decision journey. They are: attract, convert, relate, sell and analyse.
And that's exactly what we're going to teach you to do now!
Step 1: attract customers
To assist in this stage, some actions and strategies must be carried out so that your company can be successful and attract more and more audiences. Let's discuss the main ones:
Content marketing: this step consists of attracting potential customers through relevant content that adds value to the persona. By producing really useful content that helps potential customers, your business gets the public's attention and the visitor rate tends to grow considerably.
Blog: if you want to attract visitors you need to have a destination channel so that they find the content they are looking for, it's simple. That's why corporate blogs are essential in the content strategy and, therefore, an attraction stage.
SEO: when it comes to blog and content, there is no way to leave it out. After all, to attract visitors to your blog, you need to be found and be in the top positions of search engines like Google.
Social Media: social networks appear as a channel with great potential for increasing traffic. Through them, for example, your company can disseminate relevant content to its followers and thus attract more visitors.
Ads: even if at first it seems that this type of action goes against the non-invasive principles of inbound, when campaigns are done at the right moments, they will manage to attract the persona's attention and help to resolve any pain or doubt of her at that moment.
Step 2: convert visitors
According to Google Ads, 97% of visitors to a website do not convert on the first visit on the first visit. And, therefore, it is necessary to have a very good strategy to change this data. Below, we list the main points of attention for this step:
Landing Pages: Landing Pages are landing pages created with the main purpose of taking the lead to a conversion. So they are essential.
Pop-ups, banners and forms: landing pages aren't the only way to generate leads and as much as pop-ups and blog forms are classified as “annoying” they work.
Offer content: it is very common for companies to use indirect benefits such as rich materials. And it can be worked in multiple formats, going far beyond the familiar e-books. Some examples are webinars, checklists, spreadsheets, infographics, tools, etc.
Step 3: create good relationships
Now it's time to draw relationship strategies between your company and the lead so that he continues to interact with your business and increase his interest in your solution. After all, not all potential customers captured will be at the time of purchase.
E-mail marketing: one of the best ways to work the relationship with the lead is through email marketing. This is because through this channel they can develop a close, personalized and direct relationship with the persona, through accurate segmentations. The most used types of email are promotional emails and newsletters.
Marketing automation: marketing automation tools are essential to lead relationships. In addition, this type of tool optimizes marketing processes, minimizes costs, enables greater control of results and ensures that your team focuses on other actions.
And so, just reading our content, can you manage to map the best strategies to apply in the reality of your business? Did you understand how each one can and should be worked on to drive your company's growth? Remember the importance of these practices being used strategically and with planning.
In addition, it will be super valid to carry out two or more strategies at the same time to boost your business and increase your sales. Trust experts to help you on this complicated journey, contact us and make a quote!