Inbound Marketing for SMEs in 4 Steps
Inbound Marketing is one that works to gain the attention of consumers, makes the brand easy to find by them to take them to your website, producing interesting content of value. These are techniques that allow us to reach consumers in a non-intrusive way.
It is a practice born of the concept of “Permission Marketing” Seth Godin, from which Hubspot creates a methodology that helps companies to organize, in a strategic sense, all elements of online marketing. Not all companies know how to take advantage of this methodology and the purpose of this article is to help them with some basic concepts.
To bring qualified traffic to your website, you must build a site thinking about your “potential customer”, your “ideal” client. What are you looking for? How do you look for it? What information do you need? What problem do you want to solve? How do you like to find it?
All your content in Home and Pages, as well as its design must be thought to “attract” that ideal visitor, everything else left over.
Use tools like Keywords, Blogging, Social Media and SEO to bring ideal traffic to your website, the important thing is to get people with whom you can do business and for this you must plan your website very well, here is the key.
It’s no use generating large amounts of traffic if our website is not ready to turn you into leads getting your information, minimum your email. Therefore you must offer something in return and of sufficient value so that you leave your data. Here it will depend on the turn of your business, but it can be a free sample, an e-book, a report, interesting statistics, samples, test days, etc.
The main tools you can use in this step are clear action calls, landing pages, contact forms and ESP (Email Service Provider) services.
Now you are ready to start working with the data obtained on your website, since what interests us is not to add numbers to a database, but to sell. The first thing is to learn how to segment them, not everyone will be in the ideal moment to receive sales calls or emails, so start by creating pre-sales campaigns in which you give them added value of your company with a newsletter, possible uses of the product, Tips and advice, etc.
Measure the interest of your campaigns with your ESP platform and begin to segment little by little the people you feel most interested, open your emails, share them, etc.
And then it is time to start generating email marketing campaigns for sale, I suggest the segments as much as you can, by sector or size of company maybe. The more targeted you are, the easier it will be to communicate with them and actually be a response to the problem you are trying to solve with your product or service.
The work does not end in the inbound marketing once you get close a sale, on the contrary, must stay always present in the minds of your customers. It offers a service equal or better than the one you gave them before making them customers. It offers periodic information of value in a special newsletter for clients, help them to get more benefit from the product or service they acquired and of course, is very attentive to the small details that make the difference: congratulations, reminders, promotions, etc …