When transferring your marketing efforts to the Internet, it’s worth to remember that Inbound and Outbound Marketing are not the comprehensive solution. To fully exploit the potential od digital marketing and gain more clients, you have to make sure that lead are being carried by the sales funnel. Therefore, it is important to Inbound and Outband Marketing is not seen as an overall marketing strategy, but as the components. The other one, equally important part is Marketing Automation – marketing concept supported by information systems, which was created to automate and upgrade marketing and sales activities. Marketing Automation allows to succesfuly convert leads into customers with such functionalities as:
#1 LEAD GENERATION
With this functionality we can identify the visitors of the website and analyze their behavior. Moreover, it allows to generate contact forms that appears in the right time and place, so we can gather a contact data (as e-mail or phone number) of each lead.
Scoring allows to assign a determined number of points for each lead’s activity related with the company, such as: entering the website, opening an e-mail or visiting the store. Thanks to this we can measure their involvement and then take adequate actions.
Marketing Automation allows to group all the prospects to send them the accurate e-mails. Leads can be grouped by behavioral data, transactional data, but also age, sex or location.
#4 LEAD NURTURING
Lead Nurturing is a marketing program that prepares prospects to make a purchase by giving them (via email) interesting information (like reports, newsletters and special offers). Thanks to automation rules, the message is fitted to each lead, sent in the best time and same far more effective than ordinary e-mail marketing.
By combining techniques of Inbound Marketing, Outband Marketing and Marketing Automation, we get synergy effect. Thanks to the on-line activity we can gather high-quality sales leads. Then we educate potential clients, know their needs and finally provide a unique, personalized offer which leads the customer to purchase. The combination of Inbound- and Outband Marketing and Marketing Automation is a comprehensive strategy of Digital Marketing and allows the marketing department to maximize their actions related to the acquisition of leads with a better conversion into customers while minimizing costs at the same time.
The Inbound Marketing activities are a great way to gain popularity in the Internet, however it never works immediately. You can accelerate your efforts by using Outband Marketing techniques that allows to generate leads in short time.
#1 PAY PER CLICK CAMPAIGNS
Pay Per Click is an internet advertising model used to direct user to a website or landing page of a particular product or service. Before running an advertising campaign, it’s very important to wisely choose relevant keywords that will direct leads to our website. Thanks to this, after typing the chosen keywords, the user will see the link to our page labeled as “sponsored link” in the first search results. It can be launched very quickly (even within an hour), so you don’t have to wait for effects for such a long time like in case of Inbound Marketing.
Even if you won’t get a satisfactory rate of clicks, you can build brand awareness and Google’s robots will put you up in the search results, so it’s also a good way to support SEO efforts.
#2 E-MAIL MARKETING
The main objectives of e-mail marketing is encouraging the customer to make a purchase (by sending an information about special offers, newsletters etc) and creating a brand awareness and consumer’s loyalty. Even though the efficiency of email marketing could be better, it’s still one of the most popular and effective methods of reaching the customer.
The outband marketing is often pejoratively determined as “interruption marketing”, but when it’s used wisely and sparingly, it can be very effective. The best method is to use both inbound and outband marketing techniques to reach a great results.
In the past few years marketing efforts that companies have to take has significantly changed. The reason of this fact is that with the advencement of technology, buying habits and preferences of customers has changed. Not so long ago, their opinion about the product was created mostly by commercials. This area was dominated by large companies with huge budget for advertising campaigns. Along with the popularization of the Internet and the increasing popularity of social media, outbound marketing is no longer a dominant factor that encourage the customer to buy the product. The reason of this change is the fact that thanks to the Internet, potential customers can find a company or product by themselves and find out what other users think about it. The answer to these changes is to use the Inbound Marketing, which implies that you have to allow the potential users to find your company in the Internet by themselves in order to increase your sale. To achieve this goal, you must carry out marketing activities such as:
#1 CONTENT MARKETING
It’s a strategy that involves attracting potencial customers by publishing an interesting and original content in the Internet, dedicated to a strictly defined group of customers interested in particular trade or topic. It is important that the content was interesting and concise. Examples of such forms include articles, video, podcasts, webinars, infographics, reports and e-books. If published content is original and important, people begin to consider it as worth publishing and sharing, therefore its gaining popularity and results from organic search are getting better.
#2 SOCIAL MEDIA MARKETING
The presence in social media allows us to construct or change the image of the company and its products as well as maintain a permanent interaction with customers and promoters of the brand. These actions are relatively inexpensive, so that even small businesses can enter the market and gain engagement and loyalty of potential customers. It is also a great way to distribute content created as part of the Content Marketing.
#3 SEARCH ENGINE OPTIMIZATION
To our website has been noticed, it is very important that it is as high as possible in search results. To achieve this goal we have to use proper key words and gain as many links leading to it as possible.
Activities related to the Inbound Marketing will never bring results right away, but if we are consistent, after a few weeks you can see the first results of work, and they bring many benefits:
Most of the people are searching the informations through the Internet before making a purchase. With the consistent conduct of the activities mentioned above, the potential customer can easily find us and get the opinions of other users on the product or service.
After finding the company’s website, consumers usually looking ahead and take note of different brands. With Content Marketing leads often goes to our side, because it includes information that interest them, so we gain with this opportunity to educate them. Because of this fact the potential customer makes purchase decision while keeping contact with our brand.
Skillfully conducted Inbound Marketing are causing that our website is hitting by people initially interested in your product or service. We have the ability to create content that is available only after filling contact information so that we gain new leads. They are much better quality than those ‘accidental’ because we know that these are people initially interested in your product or service.
The great advantage of Inbound Marketing and one of the reasons that it is becoming increasingly popular is that this is a very effective and relatively inexpensive method. It allows both to promote the brand on the Internet, as well as to attract new customers. As a result, small and medium-sized enterprises can effectively compete with large corporations that spend great amounts of money on advertising campaigns.
#1 CONTENT MARKETING
„Content is the king” – this sentence was defining the whole 2015 year in digital marketing. People are tired of the accumulation of advertises, so the outbound marketing is more and more inefficient. That’s why Content Marketing becomes so important. When companies offer attractive content that is relevant for leads and customers, they coming to the website by themselves, so popularity of a brand is increased.
Content Marketing is also the best way for SEO in 2015.
#2 ADAPTING THE WEBSITE TO MOBILE DEVICES
Using mobile devices becomes increasingly popular. That’s why in 2015 Google released new algorithm update. Thanks to this, responsive website (or those with mobile version) are on the top of search results. For this reason more and more companies have decided to change their website to the responsive one.
#3 MOBILE APPS
Mobile devices like smartphones and tablets has overtaken PC’s in access to the Internet. More and more people use mobile channel as a main way of communication. To follow this trend, companies started to share mobile apps. They can engage customers with gamification, push messages and many others. If the app is attractive, it is also becoming a good way for acquiring new leads.
#4 E-MAIL MARKETING
For many years the most popular way of contact with the customer was an e-mail marketing. But so far its effectiveness was very low. Modern technology allows to increase the efficiency of these activities through personalization of content and sending messages in the appropriate time for each client. So the e-mail marketing becomes more alive than ever.
#5 MARKETING AUTOMATION
Marketing Automation Systems exists on the market for several years, but in 2015, their popularity has rapidly increased. It’s not surprising at all, because. implementation of Marketing Automation results in increase of the marketing and sales departments efficiency. The other advantage of such systems is greater number of leads and customer acquisition. If you want to learn more about the MA, click here.
For many years marketers are searching for the moment, when they have the greatest influence for the customer’s decision. To make it easier, the sales funnels were created, but they are not useful anymore.
It shows the process of making a purchase decision when customers had not access to information like today. At that time consumer began with a set of brands in mind and whittled them down until he decided what to buy. It was a time, when customer was liable to all kind of advertising. The outbound marketing was the only way to gain a brand awareness. So – the more company was investing in advertises, the more customers it had.
Since then, the world has changed, so did the process of making purchase decision. The main reason of this fact is easy access to the Internet. Nowadays, the customer has a wide choice of every product and service. Moreover, he can use many communication’s channels, where he can familiarize with the products and get many opinions about them. We rotate among the increasingly independent, well-informed and more demanding consumers. It turns out, that the process of making purchase decision is much more complex and varied than a classic funnel suggest. Therefore the marketing must rely on a different, more sophisticated approach.
The decision-making process is now a more circular journey, with four primary phases representing potential battlegrounds where marketers can win or lose:
When consumers reach a decision at the moment of purchase, the marketers still have to work: the post-purchase experience shapes their opinion about the products, so the journey is an ongoing cycle. The change of consumer behavior opens brand new possibilities of reaching them and influencing purchasing decisions. The decision making process is now so complicated that we can no longer refer it as channels of communication. Now we have to talk about customer’s ‘points of contact’ with the company.
That is why it is important to stop thinking about selling as a linear conversion path. Nowadays we need Marketing Automation Systems to recognize each customer, identify his behavior and then nurture him and present the right offer.