Successful marketing is always results-oriented, and it is essential to track data in real time to
accurately and quickly know what is working and what is not.
With good reason, HubSpot reported that 72% of organizations that calculate ROI (or return on
investment, one of the most important metrics) say their marketing strategy is effective.
Here at Rock Content, we’ve already made several changes and optimizations based on insights we
found by measuring our own performance.
If it weren’t for the ease with which it is possible to do so in Inbound Marketing, we would hardly have
reached R$20 million in recurring revenue in just 4 years.
If you want to know the story of the successful strategy we have carried out in our company, you can
access this content on the history of the Rock Content blog .
It’s important to closely monitor the results of each of your strategies, such as content marketing,
social media, and SEO , but also keep an eye on the overall context of your marketing planning.
Largest average ticket
Qualified and well-informed leads during america phone number list the sales process feel more
confident about buying and, for that reason, tend to generate a larger average ticket compared to
those who do not go through an education process.
Inbound Marketing has all the tools you need to nurture leads and follow them closely before offering
any product or service.
In addition to selling more and better, the process presents a lower risk of trying to sell before the
ideal time, which could hinder the sale permanently.
What are the 4 stages of Inbound Marketing?
Having a clear understanding of the benefits the ultimate guide to business intelligence that this
methodology is capable of providing and delving into the DNA of an Inbound process in practice, we
realize that in addition to being a philosophy that nourishes clients, it does so through a congruent
process.
This coherence is driven mainly by the efficiency and usefulness of each of the stages that comprise it,
which are:
1. Attract measuring-results-in
First of all, the stages of Inbound Marketing b2c fax focus on all those actions aimed at capturing the
attention of the buyer persona . The purpose? Well, to generate visitors to the website to learn and
discover about the brand.
By relying on “first-layer” content, organizations will be able to get users to enter digital channels,
such as the company blog, for example, and feed off the information on this site.
SEO at this point emerges as a crucial and differentiating element on which the success of the strategy
will be almost entirely based, given the visibility obtained by leading the tops of the SERPs (Search
Engine Results Page).
To carry out actions at this stage of Inbound Marketing, it is necessary to have a well-developed blog,
a defined and implemented SEO strategy , disseminate the content on social networks and rely on ad
campaigns such as SEM .
2. Convert measuring-results-in
When the user moves beyond the discovery phase and has already consumed one or more materials on the website, various processes and techniques are set in motion to lead this visitor to become a contact.
This is achieved by obtaining user data such as name, company, position and, most importantly, email address. To achieve this goal, relevant, personalized and free content is offered – usually rich material such as an ebook – in exchange for user data.
In this way, the organization will be able to inflate its database and will be able to start initiatives to transform this lead into a client.
The most useful tools at this stage are ebooks, webinars, videos, templates, among many others.
3. Sell measuring-results-in
Now, in order for this user or buyer persona to go from being a lead to a real consumer of the brand’s products and services, it is necessary to accompany them throughout their customer journey until they are ready to buy.
It’s important to note that a contact who passes the conversion and becomes a lead is very rarely ready to buy at that point.
Therefore, in order to complement this stage of Inbound Marketing, two automated strategies are executed, focused on qualifying its proximity to the purchasing phase: lead scoring and lead nurturing.
Lead scoring measuring-results-in
Here, points will be given or removed based on the actions the lead performs on the site, with the intention of identifying how ready they are for the sale.
Lead nurturing measuring-results-in
For this phase, a personalized content strategy will be created for each contact that will complement their nurturing and increase interest in the organization’s products and services.
But once the customer buys or consumes products from the brand, it is not the end of the actions; in fact, it remains one of the most important.
4. Enchant
Customer loyalty is the final phase of the funnel in Inbound Marketing, since keeping a consumer is much easier—and cheaper—than attracting a new contact.
In this sense, keeping customers satisfied, providing them with valuable information and caring for users who, despite not becoming customers of the brand, follow the information closely and, therefore, may become so in the future, is the central focus of this stage.
An excellent way to delight users is to incorporate tools such as satisfaction surveys or chatbots that help provide context and support platforms to understand the consumer experience.
So, is this all? Is it over? Well, for years it has been said that it is, mainly driven by the sales funnel methodology, but what if we see it as a wheel?
What is the flywheel? measuring-results-in
The flywheel is a novel marketing model, created by Hubspot, that transforms the funnel into a wheel. That is, instead of ending at the delight stage of the Inbound Marketing process, the customer keeps turning in a continuous cycle.
This methodology has the ability to accumulate and release energy like the tires of a car, and can be used to boost brand growth.
But how is this achieved?